Increasing the sales force efficiency via potential orientation

Client:

Toy manufacturer

Objective:

Increase sales force efficiency and effectiveness

Challenges:

The market shares were declining despite high quality products being on offer. A key issue seemed to be the lack off efficiency by the sales force when visiting the distribution partners due to the historical design of the sales force regions.

Approach:

Complete a full market potential analysis per region in comparison to the actual sales performance with a top-down and bottom-up analysis for all 5400 points of sale. Segment the distribution partners according to their local potential, define a set of measures per segment and type of channel, reorganize the sales force regions and reorient the visits according to the potential and not sales volume.

Results:

With the reorganization of the sales regions and a focus on the high potential distribution partners, the number and quality of partner visits increased, the travel time was reduced and the market share increased again.