Ciser, a Latin American leader in fasteners, was losing market share due to the entry of imported products sold by other national brands.
Ciser, the leading fastener manufacturer in Latin America, planned and developed the Aperte Aqui relationship program for the largest fastener manufacturer in Latin America, repositioning the brand (previously called Fastener Solutions, now Leader in Fasteners), segmenting the market, and defining coverage strategies by segment. Within the program, we created qualification campaigns for all resellers in Brazil, with training delivered by 120 sales executives working with retailers. The training included sales techniques, implementation of marketing and communication campaigns at the POS, an incentive plan for Ciser salespeople, incentives for store clerks, managers, and owners, and brand communication with advertisements in specialized media. The result was an increase in sales volume, reaching 30% above the sales target, a target never achieved in previous years.