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Agricultural News

New Innovative Program Empowers Beef Sales People

Tue, 03 Mar 2015 12:39:36 CST

New Innovative Program Empowers Beef Sales People Nobody likes to sit in a daylong meeting with nothing but Power-Point slides---especially if you're an always-on-the-go salesperson. That's why the Certified Angus Beef brand found a fun, interactive way to empower beef marketers. Certified Angus Beef Assistant Director of Foodservice Marketing Kelly Murray brings them into the meat lab.

"We do anything from fog machines so it looks like it's rolling out of the laboratory to we have posters put up all over the building with cut charts, to really kind of, we want them to feel like they're in a true meat lab," Murray said. "They are being transported away from their traditional sales meeting into a meat lab."

Music and high-energy instructors greet attendees. They don hair nets and gloves and get ready for hands-on sessions that include fabrication of the round, chuck and loin.

"In addition to that, we also have a 'making the grade' session where we ask the sales people to become, we put them in the shoes of the USDA grader," Murray said.

With six years experience at a broadline distributor, Murray knows the challenges of the job so that's what the team tries to address.

"So the whole intention, the whole purpose of the meat lab is to arm these sales people from broad line distributors--and by broad line distributor I mean someone that sells anything from green beans to mayonnaise to beef," Murray said. "So they have a lot of different things they're selling, so beef can be really tricky for them. That whole protein category can be a challenge. So what we're doing is we're making them more comfortable with beef as a whole and making them feel as though they can really be the expert to their customer."

In turn, that drives beef sales. C-A-B has held more than 10 meat labs across the country and in all cases brand sales are up. Purchases six months after the event have jumped anywhere from 3% with long-time licensees to 69% with newer partners.

This video news is provided by CAB and the American Angus Association.



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