Founded in 1986, Foodfx has an established reputation for fine flavours and quality foods. As a food manufacturer specialising in recipe creation and customisation, Foodfx is a leading partner for National QSRs and professional chefs for all types of cuisine.

Fresh, innovative and an essential base for culinary creation, the Foodfx recipe list includes an extensive range of mayonnaises, sauces, soups and prepared meal bases.

Based in Melbourne, Australia, the Foodfx team services QSRs, restaurants, clubs, pubs and cafes across Australia and New Zealand. Equipped with the latest technology and supported by renowned chefs, Foodfx has delivered solutions for businesses big and small for over 30 years!

The Objective

Since 2018 The Sales Doctor has worked with FoodFX on several programs. The initial engagement was to shift the mindset and engagement of the field sales team from transactional to consultative.

The Challenge

Covid19 and the ensuing lockdowns across Australia’s Eastern seaboard decimated the hospitality sector, forcing closures and many restaurants and cafes into takeaway only. Aged Care in Victoria especially meant visitors were heavily restricted.

Food manufacturing and wholesale distribution businesses, like FoodFX, struggled to sell directly into these sectors.

The Process

The field team was supported to maintain relationships where possible and, in between lockdowns, leverage that goodwill to re-establish ordering volumes.

It made better commercial sense to redirect the 2020/2021 program towards the National Account Managers to identify revenue generation opportunities through acquisition, retention and growth of customers with multiple outlets, customised product requirements and Food Distributor contracts.

The rollout shifted from in-person to monthly online workshops to build skills incrementally – albeit remotely.

To grow pipeline value, the team needed to expand its sales capability, commercial empathy and ability to influence. Topics such as; the importance of strategy, planning, trust, negotiation, winning and presentation skills, all delivered with an emphasis on practical sales skills.

The Outcome

As a result of participating in the program, the team achieved 10% above the budgeted annual sales target, which would have been a great result in a “normal” year. Still, against the backdrop of selling into one of the most challenging hit industry sectors from lockdowns, this was a welcome outcome for the business.

One National Account Manager reported sales pipeline growth from $300k to $3M over 18 months.

Collectively the team’s biggest month before the pandemic was $2M. They have achieved this target for four months in a row, meaning this has become the new normal. This is an exceptional performance for a business that lost its main marketplace almost overnight during the pandemic.

What They Say

“Without doubt, the most professional sales trainer I have worked with across my 30 years in FMCG sales!! Ingrid not only established an individual plan for developing my team, but she also makes the process of evolving sales behaviours for ALL both fun and enjoyable.”

Andrew Casley – National Sales and Marketing Manager – FoodFX