Smooth Start: Selling Process for Launching GentleGlide Shaving Cream

In August 2025, SBS International prepared its entry into the Philippines shaving category with the launch of GentleGlide shaving cream. Sid Mendoza, president, and Maya Rodriguez, head of marketing and sales, needed to align on a lean, disciplined go-to-market strategy. The team had to decide where to prospect and how strictly to qualify leads to stretch a six-representative sales force, while also determining which buyer persona best captured the sweet spot between users with sensitive skin and value-seeking shoppers. Mendoza wanted a straightforward, rapidly deployed plan, while Rodriguez argued for a more rigorous preparation phase to perfect a truly repeatable selling process. In a crowded category in which precision was critical, their immediate mission became a balancing act: They had to forge a selling process that could satisfy Mendoza’s need for speed while meeting Rodriguez’s nonnegotiable standard for readiness.