ASTHA Sales Training
Sales Training Built in the Field, for the Field.
Practical sales training for FMCG, distributor, and Food Service/HoReCa teams. Delivered by a practitioner with 25+ years of experience and former National Sales Manager at Nestlé Professional.
25+ Years
In FMCG & B2B sales
20+ Years
At Nestlé Indonesia
+30%
National sales growth in 2023
KFC
Partnership renewed after 6 years
A common problem
Great in the classroom. So why doesn’t it show in the field?
Many sales teams leave training highly motivated, then slip back into old habits within a week:
- General Trade salesmen keep chasing orders but forget to fix displays and check outlet stock.
- Key Account Managers give discounts the moment a Modern Trade buyer pushes back, while other negotiation levers are still unused.
- Food Service teams pitch products to chefs without calculating the cost per portion that restaurant owners actually care about.
- Supervisors who were once star sellers are still busy selling themselves instead of developing their teams.
The problem isn’t willingness. The training simply doesn’t speak the language of the field.
The ASTHA Approach
How ASTHA Is Different
01
Built for Your Industry
Case studies, role plays, and tools are tailored to your products, channels, and customers. Participants don’t have to translate theory into their own reality.
02
Classroom + Field
Concepts and simulations in class, followed by field practice, ride-alongs, and on-the-job coaching.
03
Measurable Results
Success indicators are agreed before the program starts. We measure team productivity, not just participant satisfaction.
04
A Practitioner Trainer
Every module comes from real experience leading national sales teams, not from textbooks.
Training Programs
Two Program Tracks, from Frontliners to Supervisors
Track 1
ASTHA Frontliner Series
For Sales Executives & Sales Representatives
Territory management, field negotiation, and execution at the point of customer.
Track 2
ASTHA Leader Series
For Sales Supervisors & Team Leaders
The transition to leadership, field coaching, and team performance management.
These programs are also relevant for other B2B sales teams, including logistics, services, and manufacturing.
Field Experience
Not Theory. Real Experience.
Renewing a national account partnership after six years
As Head of National Account Management, Partogi led the effort to bring KFC back as a Nestlé Professional customer. The lessons are now part of ASTHA’s Key Account Management module.
Building the Sumatra distributor network
Expanded distributors from 5 to 8 and grew the region’s contribution to national sales from 9% to 11%.
Inside the Classroom
Learn Directly from a Practitioner
What Participants Say
“The training introduced many new terms for me. I hope it will benefit both me and my company. You were patient in teaching us. Field people like us can be hasty and don’t always plan carefully.”
Dewi, PT Fastrata Buana
Negotiation training participant, delivered with ProxsisMark, June 2026 · Translated from Indonesian
Getting Started
Get Started in 3 Steps
01
Initial Consultation
Tell us about your sales team’s situation and challenges. Free of charge, no commitment.
02
Program Recommendation
We design a program that fits your business and team, not a one-size-fits-all package.
03
Start Moving
The program runs, your team grows, and results become measurable in the field.
Ready to take your sales team to the next level?
Tell us about your team’s challenges. The initial consultation is free.