Manage a feet-on-street sales force
Sep 10 2012, 13:17 | By Entrepreneur
By Pranbihanga Borpuzari
Today, the challenges of reaching out to prospective customers are quite testing. Gone are the days when one could reach out to customers through a mere advertisement on TV, in newspapers or magazines. Marketing is more about being relevant and making an impact at the point of sale. The costs of reaching out to such customers have been spiraling and a company's considerable cost is towards promoting and marketing its brands.
In the backdrop of such a scenario, many now rely heavily on a feet-on-street (FoS) force.
An FoS force is one that goes to individual stores to place products and to negotiate for better display presence. While most tend to do this in-house, an increasing trend is to outsource such activities to cut costs.
However, it is difficult to keep an outsourced team motivated and it is best to do it within the organization. It is important that once this decision is taken, it is properly executed and efficiently managed.
Hiring the right people
An update on where their day was spent would not be the right way to go but what results they have managed to achieve would be more apt. Don't have hard and fast rules for them to follow because they will simply focus their creativity on finding ways to overcome your rules.
The leader should be a coach
It is important that the manager gets daily or weekly updates on the workings of the team and keeps a close watch on actual sales against forecasted sales. Any change in strategy should be promptly dealt with.
A team member makes 200-250 site visits every month and it would be impossible to manage such large volumes without consistent metrics management.
It is also important that the team knows the yardstick that they are going to be measured against so that they can motivate themselves to reach targets.
Easy access to lists and pertinent market data
Too often, inside sales reps have to spend time researching accounts and finding names of prospects to visit. The more data that is specified as a requirement by you and accessible through your CRM, the better.
This could include not only company names and key contacts with e-mail addresses and phone numbers, but also market intelligence and personal reference in formation to accelerate introductions.
The M-POS application has currently been rolled out on Android devices and is powered by the GoDB Mobility platform, which is deployed on the existing PC-based offline POS systems at RGICL centers across the country.
The platform equips RGICL insurance agents with a mobile insurance point-of-sale (for selling policies directly at the customer's doorstep).
The model can scale to accommodate multiple products and increase insurance penetration in areas where it may not be financially feasible to build brick and mortar presence.
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