BORCO prepares for the future with new sales structure

The Hanseatic family-owned company BORCO-MARKEN-IMPORT is gearing up for the future with a new sales force structure to drive the business forward in a more flexible and focused way. For this purpose, the cooperation with the sales agencies will be reorganized and exclusive BORCO sales representatives will be assigned for important metropolitan regions. In the future, BORCO will thus be relying on a hybrid model with trade agencies and its own field staff, which is intended to further strengthen the Hamburg-based company's spirits expertise among trade partners and tap potential.

BORCO prepares for the future with new sales structure
© Borco-Marken-Import Matthiesen GmbH & Co. KG
Source:  Company news

Markus Kohrs-Lichte, BORCO CEO and Chairman of the Management Board, sees the new sales structure as an important step in responding to the changing market environment: "With the staffing for northern Germany and for the important metropolitan regions, we are ideally positioned to expand our business and respond to current developments. At the same time, the structure allows us to respond more specifically to customer wishes and, with the appointment of BORCO field staff, we are sending out a clear signal that we want to strengthen our spirits expertise in the trade. I am delighted that we have been able to recruit experienced sales personalities for this and wish the team every success."

The restructuring of the off-trade team will be accompanied by the implementation of a new cloud-based CRM solution, which will reduce complexity in day-to-day business, provide targeted support for the field sales force and make BORCO's sales work more efficient and at the same time more transparent.

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