Addis Ababa, Ethiopia – Over 400 Distributor Sales Representatives, including drivers, who form part of the Coca-Cola distribution network, are upgrading their sales and customer service skills through a training programme provided by Coca-Cola Beverages Africa (CCBA) in Ethiopia. 

The participants, employed by official Coca-Cola distributors, are receiving training in basic sales techniques, effective communication, customer service, product knowledge, the order process and workplace safety, with the aim of enhancing customer service and their sales skills. Participants will receive a certificate upon completing the one-day training sessions, which are expected to conclude in September 2025.  

The training is being provided by CCBA in cities across the country, including Addis Ababa, Wolayta, Hawassa, Adama, Arba Minch, Dire Dawa, Bahir Dar, Dessie, and Mekelle.  

“For CCBA, partnering with customers for growth means understanding and prioritising the needs of retailers and consumers by delivering value beyond selling beverages. This aligns with our goal of becoming the most consumer-centric and customer-driven authorised Coca-Cola bottler in Africa,” said Managing Director at CCBA in Ethiopia, Melkamu Abebe. 

“For CCBA, partnering with customers involves execution that reflects the unique needs of different market segments across Africa by ensuring product availability at the right time, in the right place, and at the right price. We achieve this by leveraging data and analytics to anticipate customer demand and preferences,” he explained.   

“It is also about delivering value beyond the product by providing best-in-class service to retail partners and helping customers to grow their businesses through insights, promotions, and tailored support,” Abebe concluded.