How HelloFresh Scales Sales Success

Building a sales team from scratch isn’t easy—just ask Andrew Delbridge, National Director of Sales for HelloFresh. He’s done it—successfully—four different times throughout his career.

Andrew was introduced to the sales industry by a friend who referred him for a job. Andrew quickly realized how much he loved the profession—and his passion for sales and marketing led him to open his own company in 2008. After nearly 10 years of sales and marketing consultancy for global brands like Premier League and BSkyB, he joined the HelloFresh team. He was tasked to grow a sales team from the ground-up.

Andrew has played an instrumental role in the company’s sales efforts. From building a field network of event sales reps to developing invaluable partnerships, the team has experienced explosive growth—with no sign of slowing down. In fact, in the seven months that Andrew has been part of the company, the sales team has grown by 150 reps.

This rapid pace of growth means that Andrew has to figure out how to bring these sales reps up-to-speed quickly and efficiently. He has a wealth of knowledge overseeing rapidly scaling sales teams—and offered three essential tenets for building a high-performing sales team.

The best teams focus on constant improvement

For Andrew and the HelloFresh team, it’s all about thinking—and preparing—to go big. “Food is a $6.5 trillion industry. We want to become the Amazon of that space, so in order to have that kind of scale, we need to be aggressive.” In order to achieve such growth, Andrew highlights the importance of continuous rapid improvement. In the fast-paced world of sales, the opportunity cost of not continuously improving is too high. Instead of staying stagnant; forward-thinking sales leaders like Andrew prioritize ways for every rep to get better—constantly and quickly.

“It’s not about perfection. We’re never going to be in a situation where everything is perfect, so we need to try something and then improve it. For a lot of teams who are trying find scale they focus on getting everything right first, which is too slow.”—Andrew Delbridge

Training and onboarding are vital

When it comes to continuous rapid improvement, Andrew notes that training and onboarding are crucial. Whether standardizing basic processes or sharing best practices, new-hire onboarding and continuous training keep the entire team up-to-date in the fast-paced and evolving industry.

The HelloFresh sales team, which spans across 11 cities, receives a combination of onboarding and peer-to-peer training. When asked about the biggest difference between modern sales training and past techniques, Andrew says that one of the largest shifts he’s seen is how leaders enable their sales teams. Instead of antiquated classroom-style learning that simply highlights best practices, he focuses on sharing information and knowledge that reps need to know to be successful—in the most engaging way possible. “If they’re not engaged, you’re wasting your time,” he says. “Our goal is to give people that we work with or the people we’re responsible for a better opportunity than we had.” This laser focus on training also ensures that the entire team receives streamlined and consistent information—time and time again.

One of the most impactful aspects of HelloFresh’s training program is the prioritization of practice. Like other forward-thinking sales leaders, Andrew has found that reps who practice—and receive ongoing feedback—as part of their training see an overall improvement in their skills and messaging. And when onboarding and continuous training are paired with real-time reporting metrics, it’s easy to see the progress of every rep. For Andrew, this means measuring how quickly reps are getting up-to-speed and developing.

“I’m looking at these metrics all the time and then we tailor training around that. A lot of our training is pretty simple and includes what they really need to know to get on the path to productivity.”—Andrew Delbridge

Great sales teams start with great people

Andrew notes that while continuous improvement and training drive sales performance, the ultimate drivers of success are the people that make up the sales team. When individual sales reps apply their skills, cultivate their strengths, and bring their full effort to work—they lay the foundation for a great team.

“I think patience is key. Ambition can be a good and a bad thing. It’s easy to rush to close more deals or get to a certain role, but it’s important to be patient and dedicate enough time and effort to the process.”— Andrew Delbridge

Andrew also reminds his team that hard work and commitment will, in fact, pay dividends. Instead of getting caught up in the sales game, Andrew believes the most successful reps are decent people who work to achieve their personal best. “When you’re good enough and you work hard enough, you’ll get it.”

Sales leaders drive high-performance with Lessonly

As sales management evolves and teams continue to grow, leaders need a tool they can count on to drive constant improvement, provide effective sales training, cultivate practice opportunities, and help reps succeed. That’s why forward-thinking sales leaders use Lessonly—and do better work than they ever imagined. Take a tour of Lessonly today.

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