Retail World Magazine
May 2017 – Exclusive Interview with Jamie Lobina, Managing Director of Superior Sales Consulting
Field sales and merchandising company Superior Sales Force was built on the motto of ‘rolling up our sleeves and owning clients’ challenges’. Eighteen years on, founder Jamie Lobina has taken this dedication one step further with the launch of Superior Sales Consulting.
Superior Sales Force (SSF) was established in 1999 when Jamie Lobina identified the need for expertise in servicing existing brands, launching new products and providing relief-representative services in the route and P&C markets. The business has since expanded into the grocery and hospitality channels and has more than 250 sales and merchandising professionals on the ground every day in Australia.
SSF has worked on behalf of some of Australia’s leading FMCG companies. In fact, it claims to have launched more than 90 per cent of all new food, beverage and confectionery products in P&C over the past two decades. SSF has also received a number of Australian Achiever Awards for its service and was voted among the best service providers in the latest Independent Pulse survey conducted across the convenience and impulse channels, second only to Coca-Cola Amatil in relation to service satisfaction and call frequency.
In May 2017, Superior Sales Force joined the umbrella of the Creative Activation Network (CAN), where it operates as a standalone business unit under the leadership of CAN Group Managing Director Gerard Feehan. The partnership will enable further growth of SSF and complements CAN’s existing capabilities in grocery, mass, consumer-electronics and hardware channels. The move has also allowed Mr Lobina to innovate with the creation of Superior Sales Consulting (SSC).
Retail World spoke to Mr Lobina about the industry challenges facing FMCG businesses in Australia and the role of his new business in the challenging retail landscape.