Land O'Lakes Foodservice Academy provides hands-on training to its sales force

When learning any new skill, nothing beats hands-on experience. This is the driving force behind Land O'Lakes' in-the-kitchen sales training classes known as Land O'Lakes Foodservice Academy (LFA).

LFA is an intense, four-day training opportunity offered to Land O'Lakes sales teams and regional sales brokers. Throughout the classes, the sales teams are pushed to answer the question "So What?" The idea behind this is to always be thinking about how a particular product can benefit a customer and help solve their problems.

"By teaching 'So What?,' the sales people learn to explain the unique qualities of a product, but then articulate what that means to a customer, how it will help them in their kitchen," said Sally Leivermann, Land O'Lakes sales training manager.

The classes, which are in their second year, are broken up into three sections -- classroom learning, working in the Test Kitchens and practicing selling scenarios.

During the classroom learning section, participants are taught the features and benefits of Land O'Lakes products, taste them and compare them to competitive products.

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