CEMEX’s Tatak Experto builds value from the frontlines

Engr. John Manansala, CEMEX Technical Commercial Manager discuss the various innovative products of CEMEX during the product knowledge session of the Tatak Experto Program with the frontliners.

In business, those working at the retail frontlines are the first to engage customers and gain their trust and confidence for the store and its products.

With hardware store sales personnel handling customer relations on the ground, they play a key role in achieving desirable business results.

Driven by its goal to become the most customer-centric company in the construction industry, building solutions leader CEMEX Philippines pioneered the Tatak Experto Frontliner Training Workshop.

The Tatak Experto Workshop is one of the ways the company drives the growth of its business while helping its clients do the same. Specifically designed to empower and build capacity, the program develops the customer-handling skills and product knowledge of its business partners’ hardware store sales personnel.

In 2016, the workshops trained more than 1,800 frontliners from 400 hardware stores across the country. “Through Tatak Experto, we continuously focus on strengthening our partnership with our clients by building their expertise and helping them provide a great experience for their own customers,” said Jose Tan, Central Visayas Commercial Manager of CEMEX.

Each Tatak Experto Frontliner Training Workshop has two components: the first involves activities that hone frontliners’ professionalism and customer servicing skills.

In the second part of the workshop, sales personnel develop their expertise by learning about CEMEX’s products, their characteristics and differences.

During the product knowledge session of the Tatak Experto Program with the frontliners, Engr. Melvic Obedoza, CEMEX Area Sales Manager for Eastern Visayas relays innovative product of CEMEX

Employing a hands-on, practical approach, the Tatak Experto Workshops expose frontliners to best practices in dealing with real-life, in-store scenarios. The program not only challenges its participants to enhance their product knowledge and relationship with customers, Tatak Experto also encourages each participant to develop their personality and always observe a positive outlook in interfacing with customers.

Aside from being a learning venue that motivates sales people in retaining their customers, the workshop is also a platform where CEMEX introduces the advantages of its building solutions to the wider market. “Tatak Experto is one of the ways in which we expand our reach and show how our products deliver innovative advantages,” said Jun Borromeo, National Capital Region Commercial Manager of CEMEX.

From being a simple product knowledge training since it was first launched, the workshops have progressed into skills building sessions as the company endeavours to create a win-win situation for all. “Through Tatak Experto, we create more relevant customer experiences and help our partners succeed,” said Mary Cris Libodlibod, Trade Marketing Officer of CEMEX Philippines.

CEMEX Philippines offers a broad product mix of building solutions to the Philippine market. Its subsidiaries, Apo Cement Corporation and Solid Cement Corporation, produce and market cement and other building materials in the country. These cement manufacturing subsidiaries carry the well established cement brands APO and Rizal. Follow CEMEX Philippines on social media (Facebook and Instagram) and visit www.cemexphilippines.com. ADVT