FFT Sales Excellence Training

A brief introduction
Agenda

• Background / Motivation for Introducing Sales Excellence Training @ FFT

• Sales Excellence Training Concept

• Getting it Started / Collaboration with Klüber / Organizational Integration

• Implementation Roadmap

• First Experiences – First Findings

• Outlook

2 6/4/2018 FFT Sales Excellence Training

“Peak Performance in the Markets” is one of the
key strategic levers for success at FFT

Peak Performance Peak Performance Peak Performance

in the Markets in Operations in Service Functions

Freudenberg Group
Benefit Statement
Freudenberg is a values-
based technology group that
best serves its customers
and society.
FFT SPP
Customer focus in defined
market segments, innovative
filtration solutions, excellent
quality and delivery service
from a globally synchronized
organization.

3 6/4/2018 FFT Sales Excellence Training

Starting Point
● Very heterogeneous level of technical/product know-how and selling skills in direct and indirect sales
functions across all regions in both IF and AF divisions.

● To achieve “Peak Performance in the Markets” both divisions, Industrial Filtration and Automotive
Filters, require:

 a clear focus on target markets (Market Segment Management, Key Account Management)

 structured sales processes supported by state-of-the art (IT) systems and tools

 a leverage of the technical and selling skills of the sales team

● FFT wants to introduce and establish the global “FFT Sales Excellence Approach” to drive “Peak
Performance in the Markets”.

One essential part is

Sales Excellence Training

4 6/4/2018 FFT Sales Excellence Training

Sales Excellence Training is essential part of the
FFT Sales Excellence Approach
• Segment strategies (Core -
PoE - Diverse) • Market potential analysis
• Portfolio management • Leads generation &
(products and services) conversion
• Innovation management • Sales funnel KPIs
Market Segment Structured
• Pricing management • Customer engagement
and Key Account Sales Processes
• Customer benefits/ • Active inside sales
Management and KPIs
USP argumentation
• Marketing communication
• Competitor benchmarking BUSINESS PROCESSES
SALES
EXCELLENCE
PEOPLE SYSTEMS
• Harmonized ERP system
• Global Business
• Value selling training Sales Excellence Digitalization/ Intelligence
• Technical training Training Supporting IT Tools • CRM System
• Segment and application- • PIM System
specific training • MSM Community Sites
• Unified terminology • Knowledge Management
• Mindset change • E-commerce
Building Sales Excellence through
building on know-how, skills, and fueling aspiration

6 6/4/2018 FFT Sales Excellence Training

Product and applications know-how

Principles in filtration Filtration applications

Filtration market Segment know-how

7 6/4/2018 FFT Sales Excellence Training

Market and value selling know-how

Value is always created in

the customer's eyes:

We have to understand
the business situation
and business issues
of the customer

to offer
value adding solutions

8 6/4/2018 FFT Sales Excellence Training

FFT Sales Excellence Training Program
Onboarding

Levels BASIC ADVANCED EXPERT

BASIC must be completed ADVANCED must be completed
Participants before entering ADVANCED before entering EXPERT
Outside Sales all all all
Inside Sales all Manager + Nominated Nominated
Segment Community Member all all all
Service Technician all FEP all, VSP nominated Nominated
Engineering Projects all Manager + Nominated Nominated
Product/Segment Engineer all all all, only FEP
Corporate Functions & OpEx all Nominated Nominated

Months 0-4 5-6 7-10 11-12 13-16 17-18

Programs
Module FEP/VSP 1
FEP Sales Excellence
Basic Training -
Filtration Expert 3 days
Program
e-learnings
• Basics of Filtration
• Product Overview
• Strategy and
Segment Overview
Modules FEP 2 IF + FEP 2 AF Modules FEP 3 [Segment]
FEP Advanced FEP Expert
Training - 2 days Training - 1,5 days
• Advanced • Segment Deep Dive
Filtration • Competitor Analysis
e-learnings knowledge e-learnings • Success Stories
• Segment Training
• Production and
Lab Visit

• Basics of Value Modules VSP 2 IF + VSP 2 AF Module VSP 3 [Segment]

Selling
VSP • Sales Cycle VSP Advanced VSP Expert
Value Selling • Negotiation Skills Training - 3 days Training - 2 days
Program • Pricing • Business case • „Keep current“
simulations based refresher for
e-learnings
on role plays with selling skills
video analysis and • Pricing
feedback sessions
• Pricing

FEP: IF and AF together in BASIC, but separate in ADVANCED/EXPERT

FFT Sales Excellence Training Program
Rollout current staff as of 2018

Levels BASIC ADVANCED EXPERT

Participants EU CN US EU CN US
Outside Sales all Module FEP2 IF 1 all 1 2 Module FEP3-ST 1all -- --
Inside Sales all Manager1 + Nominated
Module FEP2 AF -- 1 Module FEP3 AF Nominated
-- -- --
Segment Community Member all Module VSP2 IF 2 all 1 2 Module VSP3 IF --
all -- --
Service Technician all FEP all, VSP nominated Nominated
Module VSP2 AF 1 -- 1 Module VSP3 AF -- -- --
Engineering Projects all Manager + Nominated Nominated
Nomination of participants by Nomination of participants by
Product/Segment Engineer all all all, only FEP
VPs IF and AF, and Heads of OP and VPs IF and AF, and Heads of OpEx and
Corporate Functions all all Nominated
Corporate Functions Corporate Functions
Time e-learnings process via LMS in Q2 and Q3 planned for Q4

Programs
Module FEP/VSP1 Modules FEP 2 IF + FEP 2 AF Modules FEP 3 [Segment]
FEP Sales Excellence FEP Advanced FEP Expert
Basic Training - Training - 2 days Training - 1,5 days
Filtration Expert 3 days
Program • Advanced filtration • Market segment
knowledge deep-dive
e-learnings
• Basics of Filtration
e-learnings • Segment training e-learnings • Competitor analysis
• Product Overview • Production and lab • Success stories
• Strategy and visits
Segment Overview

• Basics of Value Modules VSP 2 IF + VSP 2 AF Module VSP 3 [Segment]

Selling
VSP • Sales Cycle VSP Advanced VSP Expert
Value Selling • Negotiation Skills Training - 3 days Training - 2 days
Program • Pricing
• Business case • „Keep current“
e-learnings simulations based refresher for
on role plays with selling skills
video analysis and • Pricing
feedback sessions
• Pricing

FEP: IF and AF together in BASIC, but separate in ADVANCED/EXPERT

 How we got started…
2016

Q1 • Several workshops of FFT team with IF and AF Some premises…

representatives with Klüber (longest and most profound
experience with sales trainings within the Freudenberg Group) • Learn from other BGs
• Understanding of Klüber’s concept and process • Gradual implementation
Q2 • Screening of Klüber’s Value Selling e-learning modules mode: content/process ->
testing -> learning ->
• Developing FFT approach content/process
• Exchange with FST Academy representatives -> testing -> learning -> …
• Global approach for e-
Q3 • Created full-time „head of“ position and small global core learnings, regional approach
deployment team for classroom trainings and
workshops
• Presenting and kicking-off the concept at GFT 2016
Ramp-up phase 1 scheduled for one year • Focus on “big” regions
Europa, China, North
Q4 • HR and SET joint project to start LMS (Learning Management America
Site [Cornerstone]) • Critical to success:
• Start creating own e-learnings • Support of internal
specialist functions
2017

Q1 • Pilot workshops • Leadership backing

11 6/4/2018 FFT Sales Excellence Training

Sales Excellence Training Center at FFT:
Organizational Implementation

GL

Service
Automotive Industrial Operations
Functions
Regional Trainers & Ambassadors

MarCom

Sales
Excellence
Training

Global Head: China: North America:

Jürgen Adolph Mark Wang Iván Martinéz

e-learnings development:
Mona Idemudia
Ramp-up Plan
Testing • E-Learning in English
language with pilot group
in Germany
• Classroom trainings with
pilot group in Germany
Create • E-Learning Technical
• E-Learning Value Selling
Content
• Classroom Training (German
Language)
• Value Selling Workshop
(German Language)
Organization/ E-learning:
Admin • Clarify IT Issues
• Define Target Group
• Upload User Data
• Select software to create
e-learnings
• Select Internal Trainers for
SEP in Regions
• Select External Coach in
Germany for Value Selling
Workshop
Q3 2016 Q4 2016
13 6/4/2018 FFT Sales Excellence Training
Ramp-up Continuous Training Process
• E-learning in English • Classroom Trainings
language available in all and Workshops in:
regions - Europe
• Workshop Value Selling Pilot - China
Basic set of e-
Group Germany - NA
• Train-the-Trainer seminar for • Feedback learnings for value
Regional Trainers in survey selling and technical
Germany training up and running
• Translation of E-learnings: • Further E-Learnings
- Chinese - Products Established process
- …. - Market Segments for current employees
learnings
• Classroom Training (English - …. and onboarding
language) • Improved Sales Training
Workshops Training Routines about
to be established
• Select External Coach for • Define somebody High coverage and
Value Selling Workshops in: responsible for ongoing acceptance in the
- China support for E-learnings entire organization
- NA and training organization
- … Team believes in
• Define Target Group for positive impact
Classroom Trainings and
on sales growth and
WS in:
- China margins
- NA
- …
Q1 2017 Q3 2017 End Q4 2017
Where are we? e-learnings
e-learning modules
LMS: „Cornerstone“ (Freudenberg Group)
Content Producer: Mona Idemudia)
Status
• Started Sales Excellence e-learnings in December 2016
• 375 FFT sales people registered to LMS
50% Europe - 15% North America - 23% China - 12% RoW
14 6/4/2018 FFT Sales Excellence Training
• 6 E-learnings Value Selling
• 6 Technical e-learnings Basic Level
• 7 Technical e-learnings Advanced
Level
• Video learning Energy Efficiency
• Gas Turbines & Compressors (4 learnings)
• Food & Beverage
• Surface Treatment
• Indoor air quality in vehicles
• E-learnings on Expert Level e.g.
filterCair Services in segments
Next steps
• Establish system-based process to manage
e-learnings
• Conduct feedback survey (understand where
we have to recalibrate our e-learnings, the
system and processes)
 Where are we? Value Selling Trainings

3 days BIZ-case pilot training „Value Selling“

with German speaking IF/AF sales team (Jan.17)
Two groups competed in a business case simulation
against each other to win the order of a difficult F&B
customer by selling FFT‘s filterCair Service concept.

3 days training „Value Selling“

with IF/AF sales team in China (March 17)
More than 20 sales people trained by
Mr. Lin Wenjin, Senior Trainer from Klüber, China

3 days BIZ-Case training „Value Selling“

with English speaking IF/AF sales team (April 17)
Two groups competed in a business case simulation
against each other to win the order of a difficult F&B
customer by selling FFT‘s filterCair Service concept.

15 6/4/2018 FFT Sales Excellence Training

Where are we? Value Selling Trainings

2 days training „Value Selling“

with IF/AF sales team in Mexico (June 17)
11 participants were trained by Ivan Martinez on the
principles of Value Selling and the Sales Cycle

2 days training „Value Selling“

with IF/AF sales team in Hopkinsville (August 17)
40 participants were trained by Ivan Martinez and Jürgen
Adolph on the principles of Value Selling and the Sales
Cycle

3 days BIZ-Case training „Value Selling“

with German speaking IF sales team (Sep. 17)
12 participants in two groups in a business case
simulation to win the order of a F&B customer.

16 6/4/2018 FFT Sales Excellence Training

Outlook

• Expand e-learnings catalog

• Finish the Páldy Pilot Project: “Analysis of the F&B market and assessment of critical
success factors for filter applications and training concepts derived thereof”

• Continue with Value Selling trainings

• Further improve training concept based on initial findings

• Run train-the-trainer program

• Feedback survey in Q1 2018

• Have the complete “Sales Excellence Onboarding Concept” established until end of 2017

• Continue recoding FFT‘s Sales & Marketing DNA

17 6/4/2018 FFT Sales Excellence Training

And one more thing…

Sales Excellence Training

is far more than just a training.

It creates team spirit, company identification,

recognition and fosters employee retention.

And it fuels our brand positioning.

18 6/4/2018 FFT Sales Excellence Training