A national retail brand rebuilt its field sales force from 40 to 210 reps across Canada in four months.

SITUATION

A consumer goods company was preparing for the national launch of a new product line across major grocery,
pharmacy, and mass retail channels. Their current field sales team of 40 reps was sufficient for maintaining
existing accounts but completely inadequate for the launch push. They needed 170 additional territory reps who
were brand-literate, commercially experienced, and capable of representing the company to senior retail buyers.
The timeline was four months. The wrong hire in front of a national grocery buyer could damage relationships that had taken years to build.

SOLUTION

Trimax built a structured sales talent screening process calibrated to the client’s channel requirements, prioritizing
candidates with prior CPG field sales experience, established relationships in grocery or pharmacy retail, and a
track record of successful product sell-in to category managers. All candidates completed a structured reference
process through our proprietary platform, with references verified directly from prior sales managers rather than
HR contacts, giving the client meaningful signal on commercial performance. A phased deployment approach
rolled reps out by region in sequence with the product launch timeline, ensuring coverage matched distribution
expansion week by week.

OUTCOME

170 territory sales reps were placed across Canada within four months, bringing the national field team to 210.
The product launch achieved 84% distribution penetration in its target retail channels within the first 90 days,
ahead of the internal forecast of 70%. First-year field sales retention came in at 88%.

“Sales is a relationship business. Getting the wrong people in front of our retail partners would
have been costly. Trimax understood what the bar was and met it.”
VP, Commercial | Consumer Goods Company