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World-Class Best Practice

International know-how to winning the Thai market

Development of best practice from international know-how to enhance the efficiency of direct sales channel, from designing to testing best practice in 5 pilot areas across Thailand over a 3-month period.

True Corporation Public Company Limited

Ms. Krongthong Settakrankawin

Assistant Director of Central Distribution and Sales

Why did the management decide to ask a consulting company to conduct an improvement plan for True’s direct sales channel?

First of all, True’s mission is to be the only “true” convergence play in Thailand, fulfilling people lives through innovative convergence platform and devices, and the management considers direct sales to be one of the crucial channels needed to satisfy the demand of all Thai consumers. Hence, a great importance has always been placed in this area.

Since last year, the management has aimed to transform True’s direct sales team into the top direct-sales organization in Thailand by employing know-how and techniques from international best practice. We believe that doing so would allow True to efficiently respond to the Thais’ needs. Thus, we decided to invite a highly experienced consulting company to support us along the way to achieve our goal and mission

In that case, what made the management choose LiB Consulting, which is a Japanese consulting company?

To be honest, we had never thought of nor hired a Japanese consulting company before. However, we trust in LiB Consulting’s reputation as the top sales and marketing consulting company from Japan with experience in Japan, South Korea, and Thailand, not to mention the fact that LiB has conducted many projects for large multinational companies.

Moreover, LiB Consulting also has successful track records in driving revenues. What clearly differentiates LiB Consulting from others would be the expertise in sales and marketing with know-how ranging from management to devising operation plan and sales tools. I would say that LiB Consulting was chosen due to their extensive experience and meticulous attention to detail.

We had never thought of nor hired a Japanese consulting company before. However, we trust in LiB Consulting’s reputation as the top sales and marketing consulting company from Japan

What is your impression on LiB Consulting, the first Japanese consulting company you have hired, after having worked together?

LiB Consulting is, in many ways, different from other consulting companies. What distinguishes LiB Consulting from other companies is LiB’s unwavering stance on results.

It is always clear to us that LiB’s main focus is to achieve actual change and sustainable sales growth in our company. LiB Consulting’s team demonstrated their strong commitment to True’s final results by diving into details at the operation level, not just acting as an external party tasked with merely handing in a beautiful report.

What distinguishes LiB Consulting from other companies is LiB’s unwavering stance on results. It is always clear to us that LiB’s main focus is to achieve actual change and sustainable sales growth.

Apart from impeccable strategic analysis, detailed planning, and implementation of international best practice, LiB Consulting also possesses change management know-how. It is evident that LiB Consulting excels in relationship management, especially in how to motivate our salespeople and ensure the ease of implementation.

This created a continuous change in our sales force, where salespeople became more proactive and initiated than before, resulting in a smooth implementation of plans. LiB Consulting is very detail-oriented, where sales process, scripts (for salespeople), and tools were all written in the manual, greatly facilitating the implementation process.

We now know that the project was successful, but did you initially have any concerns on whether the best practice from Japan and overseas may not be effective in Thailand?

No concerns at all. While I must say that it is apparent that Thais and Japaneses’ lifestyles and buying factors are different, best practice from Japan remains applicable in Thailand because it consists of concepts and techniques that are universal.

Moreover, LiB Consulting has worked closely with the people on the ground to adjust their know-how to match Thailand and our company. LiB Consulting has conducted a thorough diagnosis and experimentation to ensure practicality and then adapted the international best practice to match our situation and organization culture.

Also, LiB Consulting has track records of successful cases in South Korea and Thailand, which demonstrate that Japanese best practice really works in a global context. On the contrary, our management viewed that the application of international best practice to True’s direct sales channel will now be our invaluable asset that cannot be acquired elsewhere.

Lastly, what do you think is the most impressive aspect of working with LiB Consulting?

The most impressive aspect, apart from improved sales and profit, would be LiB Consulting’s systematic and hands-on approach in this project.

Right from the beginning, LiB’s team went on-site with our salespeople to understand the situation and communicate with all related parties in different organization levels.

Being aware of our difficulties on-site, LiB has devised different tools, such as a comprehensive sales kit, to improve our sales effectiveness. In addition, the implementation result also allowed LiB Consulting to foster trust from True’s management and all related parties.

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