Outokumpu Sales Academy

Becoming the best performing sales force in stainless steel


Outokumpu is a global leader in stainless steel. The company creates advanced materials that are efficient, long lasting and recyclable. Outokumpu is organized into four business areas – Europe, Americas, Long Products and Ferrochrome. Business support functions support the business areas with global processes. The company is employing some 10.600 professionals in more than 30 countries. Annual sales revenue 6,872M€ (2018).

The Sales Academy

In order for Outokumpu to reach its ambitious long-term targets, the Outokumpu Sales Academy was launched in the autumn of 2016. The Academy is a global initiative concerning all field sales personnel, both Sales Managers and Sales Representatives. The Academy include the following main topics and target audiences:

  • Sales
    • Practitioner > Outokumpu Sales Way – Systematic value selling program
    • Professional > Selling to important Outokumpu accounts program
    • Expert > Capitalizing on major sales opportunities program
  • Sales management
    • Tactical > Sales Performance Management program
    • Regional > Sales Performance Coaching program
    • Strategic > Expanding Business program

Set-up and experience

The first blended training programs started in October 2016 for Sales Managers and in December 2016 for sales. The training modules contain several learning elements, such as e-learning sessions, one-on-one talks with the superiors, case trainings, digital learning and on-the-job learning as well as classroom trainings. All materials are available in a portal especially created for the Outokumpu Sales Academy. All in all, some 400+ people will participate in the Academy, when we include Inside Sales in the program in 2019–2020. Also, the present participants will continue with so called Refresher Trainings starting in 2019.

“Outokumpu Sales Academy is a major investment for us in terms of time, money and resources. We have placed our bar very high – our vision is to be the best performing commercial organization in our industry by 2020. In order to achieve our vision, we designed the Outokumpu Sales Academy together with Mercuri International. The program is created for all sales leaders and front line sales people at Outokumpu from Americas and Europe to Asia. The next group to be included is Inside Sales. Having personally participated in the 3 Sales Management programs, I am impressed to see the great motivation and output of our sales teams as well as the professional and hands on approach of Mercuri International.”