One of Dow Polyurethanes’ high performance products had not achieved the market breakthrough that was anticipated when it was launched

"Excellent - the most intensive workshop environment I’ve been in. The challenge made it all worthwhile"

"Everyone should do this course asap, and we will improve the overall standards in the company"

In fact, during the three years since its launch, the new product was  bought by only 18% of Dow’s European customers

Academy worked with the marketing and technical groups to create a training course combining  technical understanding with sound market knowledge and experience of the buying process. The objective was to enable field sellers and technical support staff to better understand the customer’s business drivers and priorities, and to better leverage the Dow offer. Specially designed case studies representing typical slabstock customers were used to test sellers’ customer-facing skills.

The course was an outstanding success. Attended by staff from all over Europe, it answered many of the outstanding questions regarding the enhanced product’s performance, and helped sellers create compelling business arguments for switching to the higher grade.

Within three months, market penetration of the product had risen to 85%