In the previous episode, we started discussing that brand equity is built far beyond the warehouse.
Today, we want to highlight the role of point-of-sale performance, which depends on the knowledge, confidence, and consistency of the teams who interact with consumers every day.
This is why distributor sales trainings has always been a cornerstone of Weitnauer service model — ensuring that every branded interaction is professional, aligned, and commercially effective.
In this article, we explore the example of Weitnauer do Brasil of structuring its trainings, why storytelling matters in retail, and what impact these sessions generate across one of our most dynamic markets.
Why Training Matters in Distribution
A strong product can only succeed if the people presenting it — sales teams, promoters, and store staff — fully understand its identity, strengths, and story (Integrity Solutions, 2025).
This is where training becomes a strategic tool.
It ensures consistency across markets, protects brand positioning, and elevates the quality of each customer interaction.
For Weitnauer Brazil, training is not an occasional activity — it is an ongoing commitment embedded in the way we operate.
Scale and Reach: Training the Teams Who Shape the Market
Every year, Weitnauer Brazil delivers an extensive training program that supports retail excellence nationwide.
Annual impact at a glance:
- 1,000+ people trained
- 25 promoters supported across key locations
- 130 points of sale covered daily by promoters
- 300+ points of sale trained throughout the year
This scale reflects not only store coverage, but the strength of Weitnauer’s relationships with retailers, distributors, and regional partners.
When Do Trainings Happen?
Trainings are conducted at key commercial moments, including:
- new product launches
- seasonal peaks
- changes in retailer sales teams
- distributor conventions
- openings of new stores
- opportunities to introduce the full Weitnauer portfolio
This agile calendar ensures that teams are always prepared for the next commercial cycle.
What the Trainings Include
Weitnauer Brazil defines training as product and brand education for sales teams, promoters, and distributor sales representatives across its retail network.
Each session covers the essentials needed for strong execution:
The goal is clear: provide every participant with the knowledge to confidently represent the brand and convert this knowledge into stronger sell-out results.
Duration, Format, and Delivery
- Typical duration: approximately 3 hours
- Most frequent format: on-site in stores, directly in the retail environment
These in-person sessions ensure hands-on learning, immediate feedback, and practical application.
The Power of Storytelling in Retail
As Natalia Scalise, our brand manager in Brazil, explains:
“Every great product story begins with those who tell it first – our salespeople. When we inspire them with a powerful narrative, they become the voice that moves hearts and minds, turning ideas into experiences for the end consumer.”
This philosophy is at the core of Weitnauer’s Beyond Distribution approach. Storytelling transforms product knowledge into customer engagement — and ultimately, into sales performance.
Training Highlights of the Year
Throughout the year, Weitnauer Brazil delivered impactful sessions across major cities and partner networks. Key highlights include:
1. Distributor Convention in Rio de Janeiro
A large-scale session during the Paris Distributor Convention, bringing together sales representatives, managers, and regional partners for an immersive brand and product training experience.
2. Promoter Team Training in São Paulo
Dedicated development sessions for Weitnauer’s promoter team, reinforcing consistent execution across one of Brazil’s most important retail markets.
3. Training for La Partier, Rio de Janeiro
Focused on elevating in-store engagement and strengthening the presentation of core fragrance and beauty brands.
4. Training at Drogaria Iguatemi, São Paulo
One of the region’s premium retail environments, where training emphasizes high-end execution, customer experience, and premium category storytelling.
The Impact: How Training Strengthens Sell-Out Performance
Training is valuable not only for knowledge-building, but for measurable results at the point of sale. Weitnauer training program contributes to:
- Higher sell-through rates
- Improved conversion at the counter
- Stronger engagement from promoters and sales teams
- Better merchandising compliance
- Enhanced product visibility and storytelling
- Growth in average ticket size
- Greater accuracy in cross-selling and upselling
- Improved customer satisfaction
- Higher attendance and completion of training cycles
These outcomes reinforce why training remains one of the most powerful tools in the Beyond Distribution offering.
Conclusion: Training as a Pillar of Beyond Distribution
Weitnauer Group approach demonstrates that training is not a support activity — it is a strategic driver of performance.
By investing in people, strengthening product storytelling, and ensuring consistent execution across hundreds of points of sale, Weitnauer reinforces its role as a trusted partner for brands and retailers throughout Brazil.
