FMCG sales training that wins the shelf — store by store.
Field reps get a few minutes with a shop owner between customers, telesales teams make a hundred order calls a day, and key account managers get one range review a year. Kollup lets every rep practise the listing pitch, the promotion negotiation and “I’ve got no shelf space” against an AI buyer who pushes back like a real one — with a scored report after every call.
30-minute demo · we build one of your typical buyers live on the call
- Set up in an afternoon
- Nothing to install
- 28+ languages
- No recordings kept
Live tip · Good — make it a swap, not an addition. Offer to replace the slowest line and agree a four-week check on sales.
Your reps sell in the busiest few minutes of a buyer’s day.
A field rep has minutes with a shop owner who is serving customers. A telesales agent has a regular who says “just the usual” and hangs up. A key account manager has one range review to protect a listing worth a year’s volume. New reps learn all of it on real accounts, usually alone, because their manager is covering a territory of their own.
Independent retail, supermarket chains, HoReCa, pharmacies and wholesale — each with its own buyers and objections.
In store, on the phone or in the annual buyer meeting. Reps rehearse the conversation before it counts.
New product, new promotion, new price list. Update the scenario once and the whole field force practises it that week.
Three routes to the shelf. Three very different conversations.
A kiosk owner, a distributor’s regular customer and a supermarket category manager all decide whether your product sells — but they want different things, and they say no in different ways.
Store visits, listings and the shelf
Field sales training for visits to independent shops, pharmacies and HoReCa outlets: new listings, more facings, promotions, and walking out with an order.
- “I’ve got no shelf space”
- “It won’t sell here”
- “Your competitor gives me more margin”
- “I still have stock from last time”
Order calls, upsells and win-backs
Telesales training for order desks: the weekly call, adding a new line to “the usual”, winning back accounts that stopped ordering, and the overdue-invoice conversation.
- “Just the usual, thanks”
- “I’m busy, call me back”
- “Your van was late again”
- “I’ll pay next week”
Range reviews, promotions and plans
Key account management training for supermarket chains and large wholesalers: range reviews, promotion negotiations, joint business plans and the conversation when a listing is under threat.
- “Rate of sale is too low”
- “Private label does it cheaper”
- “We need more promotional support”
- “Show me the category growth”
Your brands, your channels, your trade terms.
A kiosk owner, a hotel’s food and beverage manager and a chain’s category manager don’t buy the same way. Practice only helps when the buyer sounds like the ones your reps actually meet.
- A scenario per channel and customer. Independent grocer, pharmacy, café owner, cash-and-carry buyer, category manager. Unlimited scenarios, so a new channel or a new country doesn’t mean a new licence.
- Your portfolio and terms in the call. Products, prices, promotions, minimum orders and what a rep can agree without the sales manager — so your team practises selling your range, on your terms.
- Score what the call is for. The focus-areas field shifts the weighting per scenario — order value on a telesales call, a listing agreed on a new-product visit, margin held in a key account negotiation.
- Pricing conversations that stay legal. Under EU competition rules, suppliers can recommend a resale price but not fix or impose one. Build the retailer who asks you to “sort out” a competitor’s low price, and see who handles it correctly.
Range review — “rate of sale is too low”
New key account managers · I. Andreou · attempt 2 of 4 · 12 min 30 s
Good use of category data to show the brand is growing. But when she raised delisting, you offered extra promotional funding straight away. Ask what rate of sale she needs first, then propose a trial with a review date.
Three steps. That’s the whole product.
-
1
Build the buyer
Take the conversations your reps actually have — the grocer with no space, the regular who only wants “the usual”, the category manager threatening a delisting. Set the outlet, the mood, the objections, the language and the voice, then assign it to a region, a channel team or one rep.
Sales or trade marketing manager · 5 minutes -
2
The rep runs the call
In the browser, before the first visit of the day or between order calls. A real voice picks up, stays in character, gets distracted by customers and ends the conversation if the rep reads the brochure at it.
Rep · until the buyer ends it -
3
The report lands
Seconds later: an overall score, four sub-scores, what they did well and the one thing to change — quoting their own words. The area manager coaches from the report instead of waiting for the next ride-along.
Automatic · instant
Same message in every outlet. Same deal with every partner.
A launch succeeds or fails in the first few weeks, across hundreds of outlets at once. And for many brands, the people selling to those outlets work for a distributor, not for you.
Every rep ready before the first visit
When a new product launches, every rep has to pitch it in the same few weeks. Update one scenario with the key messages, pricing and launch promotion, and the whole field force — yours and your distributors’ — practises it before the first shop door opens.
- Launch pitch
- Every rep at once
- Same key messages
Selling to the partners who sell for you
Brand owners and export managers negotiating with distributors and importers: margin structures, minimum orders, marketing support and exclusivity — the conversation that decides how hard your brand is pushed in a whole market.
- “Your margin structure doesn’t work”
- “Minimum order is too high”
- “Who pays for marketing?”
One brand, ten countries, one way of coaching.
Regional brands and distributors run sales teams in several countries, and the manager reviewing them rarely speaks every language. Kollup runs practice calls, Live Assist and coaching reports in 28+ languages, and every report can come back in one language, so a regional sales director can coach a call held in Greek, Romanian or Arabic.
- English
- German
- French
- Dutch
- Spanish
- Portuguese
- Italian
- Swedish
- Danish
- Norwegian
- Finnish
- Polish
- Czech
- Slovak
- Hungarian
- Romanian
- Bulgarian
- Greek
- Turkish
- Russian
- Ukrainian
- Hebrew
- Arabic
- Hindi
- Japanese
- Korean
- Chinese
- …and more on request
From your pricing playbook: you can share the recommended retail price, but you can’t set or enforce another retailer’s price. Offer next month’s promotion and the display support instead.
And on the calls that count.
Practice builds the habit. On phone calls with customers, Live Assist listens along and suggests the next move while the conversation is still happening.
- Grounded in your own playbook — you build a knowledge base once: the portfolio, price lists and trade terms, the promotion calendar, what reps can agree without approval, your pricing rules, and the answer to every objection the team hears weekly.
- Ask it mid-call — “what’s the case size and minimum order on the new range?” is answered on screen, silently, instead of “let me check and call you back”.
- A report afterwards too — objections raised, how the call ended, talk ratio, interruptions.
- Kollup keeps no recordings. Audio is transcribed as it happens and discarded — only text is stored, inside your own account.
Seats and minutes. That’s the whole model.
Every plan has the whole product — voice, text, Live Assist, 28+ languages, unlimited scenarios, coaching reports. What changes is how many reps are on it and how much practice each one gets. Same plans as the rest of Kollup.
How many reps
One seat per person — field reps, telesales agents, key account managers. When a territory changes hands, reassign the seat that day; you pay for the chair, not the name on it.
How much practice
A monthly pool of minutes shared across the company. A launch month or a new intake uses plenty; an established team between launches uses little. Planning a big launch? Email us and we add minutes to that month’s invoice.
So let’s work out what your sales team actually needs
Tell us how many reps you have, which channels they sell into and how often you launch, and we’ll tell you what it costs — including if Kollup isn’t the right fit for you yet.
30 minutes · no slide deck · we build one of your typical buyers live on the call
What FMCG and distribution teams ask on the demo
What should FMCG sales training cover?
The conversations in every channel you sell through: store visits that win listings and space, telesales calls that grow the weekly order, HoReCa visits, and key account meetings about ranges, promotions and joint plans. Plus enough product and category knowledge to back every claim with numbers.
Most FMCG sales training covers the steps of a call in a workshop. What it usually lacks is repetition — enough practice conversations that a new rep has heard “I’ve got no shelf space” many times before a real shop owner says it. That’s the part Kollup handles.
Our reps sell in person. Does a voice role-play help?
Yes. What wins a store visit is the conversation — the opening, the reason to list, the answer to “no space”, asking for the order — and that works as a spoken practice call. Reps can rehearse in the car before the first visit of the day. For telesales and phone-based account management, it’s practice in exactly the format they’ll use.
Does it work for telesales teams?
Yes — it’s one of the best fits. Order desks make the same kinds of calls all day: the weekly order, adding a new line, reactivating a lapsed account, chasing an overdue invoice. Telesales training in Kollup means building those customers once and scoring every call on order value, new lines added or a payment date agreed.
Can key account managers use it?
Yes. Key account management training works best when the buyer is realistic: build the category manager with private-label pressure, a promotion budget to defend and a rate-of-sale target. Account managers rehearse the range review or the joint business plan meeting before they walk into it.
Can we build scenarios for our own brands and customers?
Yes. Each scenario includes the detail you give it — the outlet, the buyer, your products, prices, promotions and trade terms. Scenarios are unlimited, so you can build a set per channel, per country and per launch without paying more.
Does it work for wholesalers and distributors?
Yes. Wholesale sales training covers the distributor’s own customers — shops, cafés, restaurants, pharmacies — and brand owners can also use it to prepare for negotiations with their distributors and importers. Distributors carrying many brands can build a scenario set per brand.
How does it help with product launches?
Build one launch scenario with the key messages, pricing and launch promotion, and assign it to every rep before launch day. Everyone practises the same pitch, the reports show who has it and who needs another go, and you’re not relying on a single launch meeting to get the message into hundreds of outlets.
Do we need to integrate with our sales force automation or CRM?
No. Kollup runs in the browser and practice calls happen inside it — a rep clicks a link, allows the microphone once, and they’re on a call. Nothing to install and nothing to integrate before you can trial it with one region or one launch.
Which languages can reps practise in?
28+, including Greek, English, Romanian, Bulgarian, Polish, Czech, Hungarian, Turkish, Arabic, German, Italian and Spanish. The language is set per scenario, and reports can come back in one language for the whole region.
Do you work with companies outside Cyprus?
Yes. We’re based in Limassol, but Kollup runs in the browser and onboarding happens on a call, so where your team is makes no difference to how it’s set up.
Bring us the buyer your reps find hardest
Thirty minutes, no slide deck. Tell us what you sell and the conversation your newer reps struggle with — we’ll build that buyer live and run it on the spot. If it isn’t convincing, you’ll know inside five minutes.
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