The Contribution of Indirect Sales Forces to Business Development: The Matrix Sales University Case

LAPOULE P. and MELLET E. (2014) "The contribution of Indirect Sales Forces to Business Development: the Matrix Sales University Case", in New Paradigms for Organizational Excellence, Academic Reference Series, Tojo Thatchenkery, G.D. Sardana Editors, Bloomsbury India

12 Pages Posted: 4 Apr 2015

See all articles by Paul Lapoule

Paul Lapoule

Novancia Business School

Eric Mellet

L'Oréal Professional Products Division

Date Written: December 4, 2014

Abstract

The purpose of this case study is to enable readers to identify the conditions for a sustainable relationship between a brand and its External Sales Force(s). A case study approach is used to describe, in a clear manner, the issues confronting L’Oréal Professional Products Division, leader of the hair care product market, in regard to the contribution of indirect sales forces to business development. Manager of the Matrix Sales University (M.S.U.), Eric Mellet conceived and developed a worldwide sales training organization for salespeople and heads of external sales teams, as well as for internal managers dealing with the American hair product brand, Matrix. Over 200 Sales Managers have already benefitted from a dynamic training program, which has enables them, in turn, to train approximately 7,000 sales people in 55 countries, to infuse the Matrix spirit, develop their selling skills, to reduce the turnover of sales personnel in External Sales Forces and improve the results of the brand. Providing an insight into the success of an organization that has repositioned the External Sales Forces at the heart of a process of innovation, this case study and the analysis it offers should help companies working in a Business to Business to Consumer context to develop a sustainable relationship with their distributors.

Keywords: Cosmetics, Business Development, Sales Forces management, External Sales Forces

Suggested Citation

Lapoule, Paul and Mellet, Eric, The Contribution of Indirect Sales Forces to Business Development: The Matrix Sales University Case (December 4, 2014). LAPOULE P. and MELLET E. (2014) "The contribution of Indirect Sales Forces to Business Development: the Matrix Sales University Case", in New Paradigms for Organizational Excellence, Academic Reference Series, Tojo Thatchenkery, G.D. Sardana Editors, Bloomsbury India. Available at SSRN: https://ssrn.com/abstract=2589033

Paul Lapoule (Contact Author)

Novancia Business School ( email )

3 Rue Armand Moisant
Paris, 75015
France

Eric Mellet

L'Oréal Professional Products Division ( email )

United States

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