Commercial Capability That Changed the Sales Team Results
Liquor.
Sales Capability Development
Carrera delivered a specifically designed joint business planning and account management workshop to the sales team of an Australian liquor business.
The Challenge
One of Australia's largest independent liquor recognised that the way their sales team engaged with major customers needed to change. Joint customer business planning — the discipline of building genuine collaborative plans with key accounts — was inconsistent across the team and not delivering the commercial outcomes the business needed.
The business needed more than a workshop. It needed a program that would change the way salespeople thought about customer relationships and equipped them with the frameworks to have more strategic, commercially productive conversations.
What Carrera Delivered
Carrera designed and delivered a bespoke commercial capability program built around the client's specific channels — most notably independent liquor retailers — and the customer relationships that mattered most to the business. The program was built around joint business planning methodology, translating strategic planning concepts into practical tools the sales team could apply directly in their next customer meeting.
The Outcome
The program changed the quality of customer conversations across the team. Salespeople moved from transactional interactions to genuine joint planning discussions — building stronger customer partnerships and a more commercially sophisticated sales culture. The shift was observable in customer meeting quality, in the depth of joint business plans produced, and in the confidence the team brought to key account conversations.
The best thing was how practical this workshop was - I could implement the learnings the very next day and saw growth in my accounts almost immediately.
- Workshop participant