Job Shadow: Kraft Foods
Natacha Jerome
LaTrice Stirrup
6/12/14
MAR 3391 2:00pm
Mr. Steve Froemming
Customer Retail Manager
Kraft Foods
813.732.1675
sfroemming@kraftfoods.com
1. Give the name, job title, company and a description of the industry and product lines/service
offered.
For our job shadow Latrice and I met with Mr. Steve Froemming from Kraft foods. Mr.
Froemming is the Customer Retail Manager, with this role he is tasked with calling on the
Vice President of Publix, as well as their Directors of Merchandising, Regional Directors,
and District Managers to sell Kraft Food Products. At any given time within a Publix store
there are 1300 plus Kraft Food items—more than any of their competitors. Kraft food sells
several types of products ranging from A1 steak sauce to Planters nut mixes.
2. How long has he been there? How specifically did he get the job?
Mr. Froemming has been working for Kraft Foods for the past fourteen years. He
believes he was able to gain employment by Kraft Foods because of his past sales experience
and ability to form relationships with others. He firmly believes that any type of experience is
great, but if you can get a big name on your resume, companies are more likely to give you a
chance and hire you. His big break was after college when he went to go work for Disney. At
Disney he was able to receive training and get hands on experience within the different levels
of the business. He was then able to leverage those skills to acquire other positions within
management at Disney. After leaving Disney he worked for Pepsi for about five years. Upon
hearing of open positions at Kraft Foods, he was able to get a recommendation from one of
his colleagues and land the job. He repeatedly stressed that it is the relationships he has
created throughout his career that have gotten him to the position he currently has at Kraft
Foods.
3. How long has he been in sales? Describe his other sales jobs. If no other sales jobs, describe
his previous employment.
Mr. Froemming has been in sales for the past twenty-six years. While in college Mr.
Froemming worked for the Hyatt and the Miller Brewing Company. From these internships
he was able to cultivate his customer service and selling skills. At the Hyatt he was in charge
of more than thirteen hundred rooms, along with learning the ins and outs of the hotel
business. The summers he spent working at the Miller Brewing Company packing trucks
with crates of beer taught him humility. From that experience he learned that every part of a
business is important because everyone is working towards the end goal. After college his
first big job was with Disney and it was there that he was able to learn more about sales.
While at Disney he worked in the food and beverage division and was really able to grasp the
fundamentals of customer service. After spending a good amount of time at Disney he
ventured off and joined the Pepsi family. Although he loved the competitive atmosphere of
Pepsi, he really did not like the relationship he had with his peers. He described the
environment as being cutthroat and unwelcoming of questions.
4. Give a detailed description of his typical customer. In other words, who specifically does he
target / sell to most? The answer cannot be “everyone.”
The only customer that Mr. Froemming services is Publix. In regards to the customers
that Publix targets, that is unknown to him. He did say that the Insights group within the
marketing department with interpreting consumer trends and understanding the
demographics of Kraft Foods customers. The Insights group sets up different displays and
promotions within stores to gauge the reactions of customers. They then analyze this data to
see which promotions work the best. Mr. Froemming also stated that in addition to testing
promotions, the Insights group hires people to go in grocery stores as ghost shoppers. The
people they hire are to act as customers and proceed to ask questions to other customers
about what products they like best. This information is then compiled into spreadsheets and
presentations and sent to the sales department.
5. Describe several of the specific things that he likes and dislikes about the job.
When asked this question Mr. Froemming immediately became quite animated. The
several things he likes about his job include: the competitive, yet family-like atmosphere, the
face-to-face interaction he is able to have with his clients, and the overall office environment.
He states that although in the office everyone is about business, it is not uncommon for
everyone to go out together on the weekend to fraternize with one another on a yacht. When
asked about his dislikes he answered that he honestly did not have any; Kraft Foods is a
company he would work for until he was no longer able to work. The close-knit family type
atmosphere is what he thrives for and he would not change that for anything in the world.
6. Discuss his selling philosophy? How has it changed over time?
Mr. Froemming’s selling philosophy has never changed. He believes the key to selling is
to build relationships. In his eyes, you cannot earn trust without building a relationship with
the buyer, and it is with this trust that you will be able to seal the deal. It is a known fact that
in the business world people deal with those whom they trust. If you are able to build a
connection with them, that no one else has been able to duplicate, you will always have a
loyal customer. In addition, he also believes the key to keeping a customer loyal is figuring
out their hot buttons and doing your best to make sure that their concerns are satisfied.
7. Describe the types of training he has received, either at this company, at another company or
through life experiences. How effective does he feel each type was? In other words, how
has he learned / taught himself to sell?
Mr. Froemming is a go-getter and has taken advantage of all the training opportunities
that have been given to him. During his tenure at the Hyatt Regency Hotel, he worked within
the Beverage and Catering division. He learned the ins and outs of the meal preparation and
how events were set up. This training humbled him because he was able to connect how
small positions within such a large business are important, and without these tasks being
complete, the business would fail. While at Disney he received training on all aspects of the
business. He worked in food and beverage and was taught a lot about customer service and
how to interact with guests. The most important thing he remembered from these trainings
was that the average American family spends five years saving for one trip to Disney World,
and that it is up to the employees to make their experience as memorable as possible. He
found this training to be the beneficial to him in his sales career and personal life because it
stressed the necessity to build strong genuine relationships. The most important thing that he
has taken away from these experiences is that it is imperative that individuals treat others in
the same manner that they wish to be treated.
8. What is his attitude about each of the following: quotas, paperwork, and sales managers?
Mr. Froemming believes that quotas are important because if you do not meet them no
one gets paid. Also, bonuses are gauged off of quotas that are made and that is an incentive
that keeps people pushing towards the end goal. He does not care too much for paperwork,
but knows that it is a necessary component to any business. He is grateful that he has such a
supportive staff that keeps him organized –this enables him to better service his region. In
regards to sales managers, Mr. Froemming believes the ones that he has encountered at Kraft
Foods are the best. His sales manager, Mr. Stottlemyer, is highly motivated and is always
pushing his employees to succeed. He goes out of his way to create genuine relationships
with his staff and is approachable when they have questions or concerns. Mr. Stottlemyer is
not the type to bark orders at his employees, but gets dirty with them out on the field. Mr.
Stottlemyer stresses is, “ We all win together, or we all lose together.” The Kraft Foods staff
that we met definitely lived up to this motto.
9. In general terms, what can an entry-level salesperson in his industry expect in the way of
compensation? This can include a salary range / structure as well as other benefits, if any.
(We are not expecting the sales rep to reveal his salary…only the range for someone new
entering the field.)
Within Mr. Froemming’s industry and entry-level sales person can expect to earn
between $47,600 to $53,800 a year. The exact dollar amount that a person may earn depends
on the region where they are searching for employment and the national average at the time
that they are hired. Within his particular office there are not any entry-level sales persons. A
Analyst position is a typical entry-level job at Kraft Foods. An analyst would have to be in
their position for about 2 years before they are able to be promoted within the company.
10. Describe the perks that come with the job.
One thing about Kraft Foods is they are a business that takes care of its employees. Every
year employees are given ten holiday days. Two days each are allotted for: Memorial Day,
Labor Day, Thanksgiving, Christmas, and New Year’s. For every year worked employees
receive four weeks of Paid Time Off ( PTO). Kraft Foods is very much a health conscious
company. For every level an employee surpasses during their yearly physical, they receive a
one hundred dollar reduction on their policy. For employees that are always on the road that
are always on the road, they are given a company car. All expenses are paid and the
employee does not have to worry about gas or car insurance.
11. What is the most embarrassing thing that happened to him during a sales call? Tell the story! If he
has no example, then ask for one of someone he knows.
The story that Mr. Froemming describes as his most embarrassing moment that had ever happened to
him was when he showed up to a sales call ill prepared. The story goes, he showed up to a meeting
expecting to only meet with the district manager, but to his surprise there were eleven people in total
sitting in the room. Not only was the district manager in attendance but all ten of the store managers were
there as well. Expecting to only meet with the district manager panic began to set in, for he did not have
any visual aid booklets with him for everyone to see. However, in the spur of the moment, he happen to
have a box of supplies handy; therefore he kindly ask the managers if he could have an hour to better
organize himself. In that hour, they invited him onto a conference call, and while he was listening he
quickly used what he had to create little folder presentations for everyone, so that when he re-entered the
room he was ready for the meeting. He stated that being able to give them something was better than
nothing at all.
12. Detail his most satisfying sale ever made. Tell the story!
In the past year, he explained that his company had to sell beverage displays. In the past, the entire
company itself had only ever sold at the most around 600 beverage racks. Mr. Froemming currently
oversees five divisions in six states, and in this year managed to sell 676 beverage racks alone. He alone
was able to out sell the company. The way Mr. Froemming was able to accomplish this was through
strategic planning. He knew that he would not be able to hit all five of the divisions in the allotted time,
instead, he contacted the two stores in which he had strong relationships. He contacted his Jacksonville
and Lakeland divisions and they kindly sent out the memo to all of their stores, urging them to participate.
To his surprise every store that was contacted chose to support him. After that took place he decided since
he still had time to visit Miami and Atlanta to also reach out to those District managers as well. He
describes it as having the perfect formula of best relationships and greatest support.
13. Would he recommend a career in sales? Why or why not?
Mr. Froemming said that he would recommend a sales job to everyone because he absolutely loves it.
As long as you love people and love creating relationships it is the best job. He personally hates sitting at
a desk all day behind a computer, he would much rather be out on the streets interacting with the
customers directly. But he did also say that it really it does depend on your personal preference, for
someone who does not like to interact with the customers, the thought of having to do so makes them
nervous. But being in sales, you have to interact with the customer on a daily basis, so if you are a shy or
a bit hesitant a job in sales could be a bit intimidating. Also being in sales requires you to be a flexible
person, and the more flexible you are the better opportunities you will have within your career. The sky is
the limit!
14. What is his biggest challenge in sales? What specifically does he do to overcome it?
When he first started as a sales person at Kraft years ago, he mentioned that the people he was
required to call on at Publix were all well experienced and far into their careers. They all had loads of
money and high up in their ranks. It was completely intimidating, so much so that he was in absolute fear.
To overcome his challenge he had to change his mind set of the way he was viewing these people. Instead
he had to look at them as if they were all on the same team trying to accomplish the same goal and make
more sales. So he began building relationships with them to show them that he was willing to do
everything and anything that they needed of him. Basically he was able to set the tone for himself and it
made everything much easier for him then and even now.
15. What does the sales rep feel is the most important part of the sales process? Why does he feel that
way?
Mr. Froemming’s answer to this question was simple: Relationships. Relationships are
the driving force behind ever sales person; they are what close the deal, bring in the money, and
give you repeat business. The biggest challenge in sales is the customer knowing you as a person
and you not knowing them, therefore neither party knows what to expect from the other. Because
of that a barrier is created between the two, but sales cannot take place if there is a barrier in the
way. All that you have to do is start to build a rapport because trust is everything. All you need is
that common bond and suddenly a life in sales becomes that much easier.
16. Describe the qualifications and attributes that he believes someone should have to succeed in this
sales job. What can a new rep do to develop / sharpen these skills?
To succeed in this sales job, you have to be a people person or in other words very
personable. Also, you need to always know your information and be prepared at all times as much
as you can. You cannot be afraid to try and do new things, and mostly you cannot be afraid of
rejection. Lastly, once earned it is very important not to lose your credibility and respect, because
once it is gone you are done. They need to know that can rely on you and that you are
trustworthy. To develop these skills you have to do your homework, and stay on top of things.
One of the easiest things to do is reach out to people and then remember to follow up with them.
You have to be able to step outside of your comfort zone and not be afraid to go that extra mile to
stand out of the crowd. Do the little things like addressing people by their names, complimenting,
initiating the conversation to show that you care and are truly interested in what is going on. Most
importantly , just be confident in yourself as far as who you are as a person and play to your
strengths.
17. What tips does the salesperson have for overcoming objections? Be sure they are specific to
overcoming objections.
Sometimes you will walk into an agency and ask if they are interested in your product
and before you can even really get started, they have already told you no. The sale does not stop
there; on the contrary, that’s when the selling ability starts. Because they said no you have to
walk away for that moment but what differentiates a good sales person from a bad is the one that
comes back. But you cannot just come back with the same sales pitch, no, you have to come new
and improved with a new way of introducing the purpose of what your selling and yourself to
better accommodate them and their needs. You have to always remember that “no” is never the
end, only the beginning to a beautiful relationship.
18. What tips does the salesperson have for closing the sale? Be sure they are specific to closing.
If someone tells you that they want what you are selling in there store, make sure that you
get it in their store sooner than later. The reason for that is, let’s say someone has told you that
they want your coolers in their store, but it takes the coolers several weeks before it can get
delivered to them, they might have changed their minds by then. It is imperative that you get the
order to them while the transaction is fresh on their mind. On the other hand, if someone says no
that they do not want something, it is usually because they do not think that they have they space.
Mr. Froemming has found that it is really effective to take them through the store and literally
show them exactly what I am selling, where it will be, what it is going to look like, and how
much space it will actually take. Plus it never hurts to show them all the other benefits that come
with the sale if they are to take it. Completely lay it out for them what they are going to get out of
your product in every dimension of it.
19. What advice does the salesperson have for you, if you wanted to get into sales? How does he
recommend you go about finding the right sales position for you?
While we met with Mr. Froemming at the Kraft office in Tampa, he made it a point to
introduce us to everyone who walked by his office. He made sure that everyone knew who we
were and why we were there. One person in particular that he introduced us to, was Ms. Regina
Wimbley. Ms. Wimbley is the Human resources Director for Kraft Foods. We were able to
exchange business cards with her and learn a little bit more about the work she does at Kraft
Foods. With that being said, his advance to us if we were seriously trying to get into sales was to
send her a letter or email with our resumes; stating that it was very nice to meet her and we
appreciated the time she took out of her day to talk with us. Then in two or three months email
her again to follow up with her as a reminder and a point of staying engaged. That advice goes
with any place you go to. It is important to send in a good resume but it is twice as important to
follow with it and stay on top of what is going on. It shows that you are serious and a go getter
which are two qualities every employer is look for in potential employees. Also internships and
getting a big named company on your resume allows you to show employers that you know what
you are doing and if given the opportunity, you will succeed.
20. How does the sales rep feel about networking? What advice can he give you for how and where to do
it well?
Mr. Froemming stated that networking was a huge part of his success, and to never burn a bridge.
For every place you go and every place that you will leave, you should always maintain a good
relationship with those you met. It is extremely important because one of the most essential ways
to get through life is the statement, “It is not who you know, but who knows you”. Anytime you
are working somewhere, if the people that you are working for are solid good people, you never
leave and forget what they have done for you. You have already begun to build a history with
those people, and you must continue to build that history. Nurture the relationships you create,
help them to continue to develop and grow, and in the end you will be thankful that you did. As
for the bridges, Mr. Froemming believes that you do not burn them because you never know
when you will have to cross them again. You can network everywhere you go, for everywhere
you are there are bound to be people there too. Networking is a natural tool of a sales rep so it is
something that you have to be good at, so much so that it basically becomes second nature to you.
But the easiest way to begin is be simply being kind and nice to everyone you meet.