Case Study

Sales Effectiveness

Tokema implemented a sales effectiveness strategy to improve sales activity and pipeline value for the French subsidiary of a freight-forwarder.


  • Medium-sized international freight-forwarder offering global logistics solutions (seafreight, airfreight, customs brokerage, contract logistics, continental transportation, supply chain management services).
  • Subsidiary in France.


  • The client’ssales pipeline in France was not developed well enough to ensure the annual new business acquisition budget would hit expected targets.
  • The French subsidiary had under-performed in the previous year.
  • Need for support in new business development to reduce dependency on recurrent customers.
  • Increase needed in sales prospecting activities to maximize the client’s return on investment in the sales team.

Tokema Approach

  • Tokema was appointed by the client to facilitate the annual sales convention, where the Sales Effectiveness initiative was officially launched.
  • This initiative was one of the key strategic actions documented in the client’s sales strategy.
  • An initial assessment of the sales executive team was conducted by Tokema consultants using the Tokema
  • Effective Sell methodology and an action plan was mutually agreed with the client.
  • This action plan was monitored by the National Sales Director and was included in the overall sales strategy of the client’s business.
  • ‘In field’ coaching sessions were conducted by Tokema consultants to improve territory management, improve prospect profiling/targeting and increase customer facing activities.
  • Several tools were implemented or improved to boost the sales activity and the pipeline value.
  • Joined sales calls were carried out with Tokema consultants as part of the Sales Effectiveness coaching programme.


  • Sales executives’ customer facing activities increased from 33% to 61% of working time within 12 months.
  • Sales pipeline value of qualified opportunities increased x5 within 12 months.
  • Significant increase of number of appointments per month.
  • Sales executives increased productivity due to more efficient territory management.
  • Each sales executive retained and demonstrated a better knowledge of the local economy and importers/exporters on the assigned territory.

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