Products distributed by Petra sales team of 130 sales executives reach the majority of the population of Jordan through a network of more than 8,000 stores across the Kingdom. From Irbid in the North to Aqaba in the South, Petra serves customers of all sizes: big hypermarkets to small groceries, kiosks and COOPs. Petra’s indirect reach is expanded and organized around clusters of wholesalers in every part of the country who in turn re-distribute products to a larger network of retailers.

Petra handles in-store merchandizing by following Shopper Based Design criteria, and the system is implemented by a team of 70 highly trained merchandizers. The objective is to ensure that products are easily accessible to shoppers all the time.


One of the key factors behind the unmatched success is rigorous high quality training that distinguishes Petra from competition. On top of the continuous on-the-job field training, classroom training

covers critical aspects of the sales system:



   - Strategic Selling Process
- Sales Colleges
- Customer Management College
- Team Leader College
- Strategic Negotiation Skills
- Situational Leadership
- In-store Innovation
- Account Handler’s College
- Manager’s College
- Shopper Based Value Creation

In line with its mission to optimize sales processes and provide the best service to customers, Petra leverages a fully automated system through handheld devices which enables the sales team to generate real time updates on sales figures, coverage, distribution, merchandizing and pricing. Petra implements international best practices for Customer Business Development. The process is implemented through a Commercial Strategy that outlines clear targets, performance indicators and tools to achieve targets. The Commercial Strategy revolves around the shopper to ensure he/she will always have a superior shopping experience, enhanced brand value, best-in-class customer service, attractive portfolio of product choices and availability while taking advantage of optimized commercial partnerships. This integrated approach ensures significant growth year after year.



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