Training Programs
ASTHA Training Programs
Two complementary program tracks, from frontliners to supervisors. Each module can be taken on its own or as part of a package, and is tailored to your industry, channels, and team.
Track 1
ASTHA Frontliner Series
For Sales Executives & Sales Representatives. Building a strong foundation for frontline sales teams, because revenue starts in the field.
FL-1
Winning the Field
Focus: Territory management, call planning, and fundamental selling skills.
Field situation
A salesman visits 30 outlets a day, but the route is random and half the day is spent on the road. Meanwhile, high-potential outlets are rarely visited.
Key takeaways
- A territory map and call plan based on outlet or account potential
- An effective call structure, from preparation to follow-up
- The habit of checking stock, display, and order opportunities on every visit
Duration: 1 day in class (8 hours), with optional 1-day field coaching
FL-2
The Art of Negotiation
Focus: Price negotiation, objection handling, and closing in the field.
Field situation
A shop owner says “Your competitor gives a bigger discount,” and the salesman immediately lowers the price without negotiating back.
Key takeaways
- Techniques to handle price objections without jumping to discounts
- Trade-offs beyond price: volume, payment terms, display, bundling
- Closing patterns ready to use at outlets and business accounts
Duration: 1 day in class (8 hours), with optional 1-day field coaching
FL-3
Customer Mastery
Focus: Execution at the point of customer, account development, and relationship building.
Field situation
A Food Service salesperson pitches to a hotel chef but cannot explain the cost per portion or the product’s value for the menu.
Key takeaways
- How to map customer needs, from outlet owners to chefs and purchasing teams
- An account development plan to grow items, volume, and order frequency
- Techniques for building long-term relationships, not just transactions
Duration: 1 day in class (8 hours), with optional 1-day field coaching
Track 2
ASTHA Leader Series
For Sales Supervisors & Team Leaders. Building supervisors who are strong not only on numbers, but who also lift the performance of their entire team.
LS-1
Leading the Sales Team
Focus: The transition from star seller to effective leader.
Field situation
A new supervisor, formerly the best salesman, still closes orders personally at month-end because it feels faster than developing the team.
Key takeaways
- A clear understanding of the role shift: from “I sell” to “my team sells”
- How to balance time across administration, field work, and team development
- A first-30-days plan as a team leader
Duration: 1 day in class (8 hours), with optional 1-day field coaching
LS-2
Coaching on the Field
Focus: Field coaching, effective ride-alongs, and feedback that changes behavior.
Field situation
A supervisor joins a salesman’s visit but takes over the conversation with the shop owner. The salesman learns nothing.
Key takeaways
- A ride-along format: before, during, and after the visit
- Techniques for giving specific, immediately actionable feedback
- A coaching observation sheet for weekly use
Duration: 1 day in class (8 hours), with optional 1-day field coaching
LS-3
Planning & Performance Management
Focus: Target setting, monitoring, and sales team performance evaluation.
Field situation
Monthly targets are split evenly across all salesmen regardless of territory potential. Some are overwhelmed, while others coast.
Key takeaways
- How to allocate targets based on territory potential and individual capacity
- A simple dashboard to track daily and weekly KPIs
- A performance review format focused on improvement, not just reprimand
Duration: 1 day in class (8 hours), with optional 1-day field coaching
Program Packages
Choose the Package That Fits Your Team
ASTHA Starter Pack
FL-1 + FL-2
Companies or distributors building a new sales team
ASTHA Full Frontliner
FL-1 + FL-2 + FL-3
Companies upgrading their entire field sales team
ASTHA Leadership Pack
LS-1 + LS-2
Companies or distributors raising the level of their supervisors
ASTHA Transformation Pack
FL Series + LS Series
Comprehensive transformation programs for corporates
Method
Learn in Class, Prove It in the Field
In Class
- Structured concepts & frameworks
- Realistic role plays & simulations
- Case studies from your industry
In the Field
- Hands-on practice with customers
- Ride-alongs & real observation
- Post-field debrief & coaching
Delivery Formats
Flexible Around Your Team
In-house training
At your office or site, with content tailored to your team.
Workshops
Intensive sessions on a specific topic.
Field coaching
Hands-on support at outlets or customer sites alongside your team.
In person or online
Adapted to your team’s locations and budget.
Not sure which program fits your team?
Tell us about your sales team. We’ll recommend the most suitable program, free of charge and with no commitment.