Business
awareness

Since 2005 as Consultants, Trainers and Business Experts working and coworking with Henderson Consulting Polska Sp. z o.o. we spread the issue of the impact of low level of business awareness among sales department employees on realisation of positional KPI in two areas of the market: fmcg and pharma.

Our 10 year long practical experience gained by implementing projects for international corporations and Polish companies has resulted in improval of business awareness in these companies in most cases. From conducted diagnostic research and development projects we can say with full responsibility, that in Polish business reality in fmcg and pharma sectors business awareness abilities deficits among sales department employees are still a live issue for HR and sales departments in employee abilities development.

Increasing demands of trade partners (Modern Trade, Traditional Trade channels) from suppliers present sales department employees with business challenges they often cannot fulfill on their current level of business awareness. Business awareness ability is still in great deficit what creates a key growth and competition surpressing obstacle on tougher and tougher fmcg and pharma markets in Poland. Business awareness level needed to implement a sales plan in the past is now insufficient given the challenges and hardships of managing a company on Polish market nowadays.

What is
Business
awareness?

Business awareness is a set of so-called „hard” skills which determine the quality and effects of our actions in the area of broadly defined business decision-making. Thanks to conscious use of all business awareness areas in everyday work we gain the ability to function in sales organisations with highest effects, what translates into professional development and self-esteem for the sales organisation in which an employee works.

Business awareness is characterized by an extremely important feature: it can be developed, approaches like for example: introduction of business awareness culture among sales department employees can have influence on achieving better economic results in a given company in the long run.

Business awareness is a set of so-called „hard” skills which determine the quality and effects of each sales department employee actions in the area of broadly defined business decision-making. Thanks to conscious use of all business awareness areas in everyday work we gain the ability to function in any organisation and department with highest effects, what translates into personal development of respective department employees and self-esteem for the organisation in which an employee works. It is worth noting that having employees with highest possible levels of business awareness lies in each companies best interest. High level of business awareness is the best guarantee of effective functioning of a sales organisation, what results in improved possibilities of achieving pursued business goals in a given company.

„Business awareness is the ability to use effective sales actions and personal influence of the employee on its development. It is the knowledge of trends in own organisation and its market enviroment. This competence also manifests itself in understanding issues related to the state of competition, customer relations, knowledge and ability to use marketing and trade marketing in sales and efficient manoeuvring in trade mathematics”

SALES AWARENESS

deals with understanding market mechanisms, functioning of sales departments in organisations and internal and external conditions.

MARKETING AWARENESS

deals with understanding customer behaviour, product placement and mechanisms deciding about the choice of a particular product by consumers.

FINANCIAL AWARENESS

deals with understanding of trade mathematics aspects, costs bound up with the functioning of a sales or customer region vs. income generated by his sales activity.

Methodology

From conducted research and development of business awareness levels in Poland for more than 10 years we can tell that deficits of knowledge and practical skills in three sub-abilities of business awareness touch every sales department employee regardless of occupied position. When leading projects on evaluation, development and implementation of business awareness level in a sales organisation we always use our original three stage consulting model.

We use following tools in diagnostic activities:

  • Business awareness test diagnosing current level of: knowledge, basic and advanced skills in the area of three business awareness sub-abilities: sales, finance, marketing
  • Business awareness focus group meetings
  • Business awareness assessment centre
  • Business awareness structured interviews
  • Business awareness ownership workshops

We provide our customers with following reportsand recommendations as part of counsulting activities:

  • Individual statistic report based on conducted business awareness level diagnosis
  • Full individual report with a comparision of personal scores vs. market benchmarks
  • Full presentation for customer, showing current level of business awareness among diagnosed employees of all levels in the sales department structure, including: positional benchmark, comparision to the market, deficit analysis on the levels od knowledge and skills in the area of three business awareness sub-abilities: sales, finance, marketing
  • Approach change recommendation concerning business awareness level development adequate to the specificity of each company
  • Indication of customer organisation resources on the grounds of which business awareness development process should be built
  • Consulting of the shape of assisting organisations at the stage of business awareness development
  • Development recommendations based on the outcome of conducted business awareness level diagnosis

We provide our customers with following solutions in the area of development activities:

  • Practical workshops directed at knowledge and practical skills level development in the area of defined deficits in respective business awareness activities
  • Business awareness coaching in dedicated employee workplace
  • Cascade coaching in organisations
  • Implementing the business awareness level development culture in a given company
Our
Projects

In last ten years we have realised many business awareness level diagnosis and development among sales department employees projects for the leaders of fmcg and pharma branches of the market. Each company that decided to conduct a diagnosis and educational process for its employees in the business awareness ability area has noted an improvement of business effectivity, achievement of planned sales goals, implementation of occupational KPI. We present below the companies that have given us consent to and have had business awareness diagnosis or development projects conducted in them in recent years.

What They sayabou us?

Piotr Kokociński
General Manager Prima Poland

„As the popular saying goes, „if you do not know where are you going, you will never get there” It is only a half-truth, because the first and most basic rule of navigation says that first you have to determine your own position! Only when you know exactly where you are at the moment you can set the correct course for a stated goal. For me diagnosis of business awareness acts as a determination of where we stand at the moment. Only when we are aware of our strengths and weaknesses we can prepare the sales department to achieve goals we state properly. It would not be possible without market examination of the level of key skills of our team, thanks to the forementioned diagnosis."

Andrzej Charmuszko
Sales Director Strauss Cafe Poland

„Working with a team of employees with high business awareness levels what „yesterday” was only a dream of managers „today” is a necessity. The highest deficit of todays business professionals is the lack of time. Speed, number and rank of everydays' business decisions causes that internal communication must be limited to the essential minimum. Accurate and quick decisions which will be executed by the market are mostly made by a team, not by the superiors, so developing business awareness should involve groups of employees, not just management”

Mirosław Izdebski
Sales Director Moet Hennessy Polska

„While searching the market for an advisory-development services offer that would suit our needs best we became inspired by numerous references from many fmcg companies operating on polish market about research and development of the level of business awareness among sales department employees conducted by Wojciech Sikora for many years. Business awareness is an essential ability for our company. Nowadays, on a highly competitive market only the companies that have employees with high business awareness levels besides having a proper sales and marketing strategies are able to succeed. Conducted diagnosis and development actions have definitely helped to increase the level of business awareness of our employees.”

Piotr Gutowski
Sales Director Coty Polska

„Every company lives off and develops by selling their products and services. This strategic action decides if given business is profitable or not, therefore companies cannot allow themselves to leave their potential unspent. Companies often, in good faith and using their employees potential, build processes and procedures during their development that may become an obstacle, not an aid for their growth. It is an absolutely natural process, which oftentimes results from lack of objectivity, realisation of departmental interests and lack of looking at what we create from a distance. External audit lead by a team of experienced business experts from outside the organisation is a remedy for such a situation. External audit helps to analyse selling and sale-supporting processes, that are essential for every company, objectively, impersonally, without attachment to specific categories, actions and internal affairs of given departments.Only that kind of review guarantees finding points that slow down the companies growth or ones that may give it a chance to develop. Coty company, inspired by an outside look at forementioned issue, has realised an advisory-development project which main goals were an overview of sales department assistance processes and diagnosis of current business awareness level among employees of all departments. Effects of the work of Advisors and Business Experts have increased our knowledge of unexploited business potential of Coty company, but they also have contributed towards planning and implementing a process of systematic development aimed at increasing the level of business awareness among all employees of our company.”