ForFarmers sales training

Telephone Sales Training

ForFarmers (Lochem, the Netherlands) is an internationally operating feed company that offers Total Feed solutions for conventional and organic livestock farming.

ForFarmers gives its very best “For the Future of Farming”: for the continuity of farming and for a financially secure sector that will continue to serve society for generations to come in a sustainable way. By working side-by-side with farmers ForFarmers delivers real benefits: better returns, healthier livestock and greater efficiency. This is achieved by offering tailored and Total Feed solutions and a targeted approach with specialist and expert support.

With annual sales of approximately 10 million tonnes of feed, ForFarmers is market leader in Europe. The company is operating in the Netherlands, Belgium, Germany, Poland and the United Kingdom. ForFarmers has approximately 2,500 employees. In 2020, the turnover amounted to approximately € 2.4 billion.


We were contacted by ForFarmers to help them develop the approach and skills of the telephone sales people.


To give the team frameworks and skills which would practically help them to work with customers.


We developed a short day of training and coaching.

The pre course task included reading the web page and also downloaded our Free 100 sales tips from the website.

The agenda included:

  • The sales process.
  • Client needs & wants.
  • The personality of the client.
  • Value.
  • Features, Advantages and Benefits.
  • Summarising client needs.
  • Handling objections.
  • Building raport.
  • Closing.


The team gained specific ideas to apply to their everyday work.

Participant Feedback

“Thank you, very good training.”

“It was more tailored to our needs that I expected.”

Client Comment

“Thanks Martin, that was very well received. Hopefully the skils will filter through to their day to day working.”