Poor sales skills in Twins company

Abstract

This assignment focuses on Twins Company, a Vietnamese cosmetic manufacturer specializing in science-based skincare products for the mid-to-high-end market segment. The company has experienced a concerning decline in Customer Lifetime Value (CLV) from 2,000,000 VND in 2022 to 1,120,000 VND in 2024, accompanied by deteriorating retention rates that fall significantly below industry benchmarks. Through qualitative research methods combining semi-structured interviews with key stakeholders and comprehensive desk research, the main problem was identified as poor sales skills among the company's sales consultants. This deficiency manifests in their inability to effectively communicate product benefits, conduct professional consultations, and build lasting customer relationships in an increasingly competitive market. Three potential causes were discovered through theory-informed analysis: lack of product knowledge, insufficient emotional intelligence, and inadequate ethics training. Empirical validation using internal company data and customer feedback indicated that lack of product knowledge, particularly in macro selling competencies, represents the root cause, with consultants scoring only 62.4% on knowledge assessments against an 85% target. Three alternative solutions were designed: a comprehensive product knowledge training program, an integrated knowledge management system, and a cascading mentorship model. Based on the company's requirements for rapid implementation and limited resources, the comprehensive product knowledge training program was selected as the most viable solution. A detailed four-phase action plan spanning 11 weeks was developed, requiring an investment of 139 million VND with projected benefits including improved sales performance and enhanced customer retention.