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Anheuser-Busch Strengthens Its Wholesaler Connections
Partner organizations create focus and consistency with common leadership training
by Advantage Associate Joe Beilein
Anheuser-Busch is much more than the world’s largest brewer. The company also employs leading-edge strategies to make sure its manufacturer-wholesaler partnerships operate successfully.
The Busch Learning Center was created expressly to deliver those strategies, by supplying training to field sales staff and the 900-strong Busch wholesaler family. When the company implemented its “Commitment to Excellence” quality initiative, the Learning Center was charged with helping wholesaler managers and supervisors develop a leadership style that was consistent with the company’s overall sales goals.
Symphony, from Real Learning, was the catalyst that brought leadership to life. This change and performance management system uses an orchestra metaphor to develop leadership skills that foster exceptional sales team results. During a captivating experiential simulation, participants learned a process for utilizing six key performance influences as a systematic approach to planning, analyzing, and directing performance. Wholesaler general managers, sales managers, and team leaders participated in the training, as did the Anheuser-Busch Regional VP, sales directors, and administrative staff.
 Building Enduring Partnerships
The Symphony approach to leadership continues to have a broad impact. The Busch Learning Center has included Symphony in its 1997 Wholesaler Resource Guide and Program Schedule. The Learning Center also uses the approach as a foundation for internal performance planning; in fact, director-level meetings were dubbed “Symphony meetings.”
The consistent message from wholesaler and Anheuser-Busch participants is that Symphony is helping them fill the void as they transition from managing to leading. Wholesalers have used the program to support a growing focus on sales in their own organizations. Anheuser-Busch has used Symphony to reduce frustration and help teams and departments refocus on similar goals. Advantage subsequently partnered with the Learning Center to create a selling and coaching skills program that built on the Symphony leadership approach.
Within their own organizations, and working in partnership, Anheuser-Busch and its wholesalers are developing a consistent leadership style and approach to performance issues. The result is the improved focus, communication, and effectiveness that are the hallmarks of enduring partnerships and a true “Commitment to Excellence.”
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