How to increase its sales performance and above all, how to unite the teams and its sales force to achieve its objectives? On the occasion of the LSA Forces de vente conference, which brought together manufacturers, SMEs and distributors on June 17, 2015, LSA identified 10 key ideas to boost sales of consumer goods. Marketing and innovation strategies but also management and emulation were regularly mentioned among the speakers.
1) Change the assortment
The assortment is essential to enhance the consumer products market, including for private labels. Increasing the product offer, but also regularly renew it allows to generate traffic in stores and vary promotions. "80% of hypermarkets are not saturated in offer"says Daniel Ducrocq, Director Sales Force Activation NIELSEN.
2) Play more the map of innovation
Maintaining a good level of innovation, as evidenced by the development and success of the premium offer, makes it possible to monitor consumer expectations. "Innovation favors incrementation"recalls Jacques Dupré, Director of IRI Insights, with innovation accounting for only 3% of turnover.
3) Optimize your sales area
Maximizing its product range is now more important than rationalizing it. Why ? Because rationalization has the effect of reducing supply, while optimization is often synonymous with true product enhancement. Quality rather than quantity.
4) Restore attractiveness in stores
Special operations, point-of-sale advertising, tasting workshops, commercial events … In the digital age and the supposed omnipotence of e-commerce, ideas are not lacking to give back to stores a place in the hearts of consumers. Initiatives that are built all year round, and that reach a real strategic value during major seasonal events. "We need to prepare discussions beforehand with the buyers who are going to be responsible for the Christmas chocolates, and look after these relationships."recommends Emmanuel Schuft, Zone Manager at LINDT & SPRÜNGLI.
5) Motivate and involve his sales force
The sales forces in PGC (consumer goods) reflect many realities depending on the sector, the geographical area or the surface of the stores. Managers (sector chief, sales managers or category managers) to attract the support of their sales teams. Similarly, it is necessary to have a sales force sufficient to ensure a regular number of visits and effectively cover the territory. The performances of the teams must be followed.
6) Make its sales force a network of experts
Know your products, their origins, their added value … This is one of the keys to the efficiency of a sales force. To better train its employees, Danone Fresh Products has decided to act upstream by creating a sales school, which offers a license, a master 1 and a master 2 specialized, and is a veritable pool of strengths since half of Students were hired by the group, with a differentiation between small area and GMS (large and medium surface).
7) Use the data (and interpret it)
Data sharing, ie measuring the impact of sales and promotional actions of suppliers, is now a data set that distributors can not do without. The exploitation of the data makes it possible at the same time to know the expectations of the consumers but also to measure the success or the failure of a seasonal operation and to draw the consequences. Has the sales force been effective during this peak sales? Did the launch of a product keep all its promises? For example, UP SELL has set up a measurement tool, the Perfect Score Rate, which measures "the rate of respect marketing and commercial".
8) Adopt crowdsourcing
It is now possible to visit the shops and take pictures of departments. Crowdsourcing, which involves consumers for a fee, provides real-time information on prices, stocks, and other interesting information … about these competitors when you are a distributor or brand. "The crowdsourcing makes it possible to collect information which will make it possible to make an inventory of places and possibly to reorient the commercial action"says Ameryc Berenger, co-founder of Mobeye.
9) Valuing small businesses and SMEs
Many consumers prefer local and regional products. When you think assortment is a detail not to be overlooked and that corresponds to a real expectation of consumers.
10) Do not forget the promotions!
74% of consumers discover in-store promotions. Another interesting figure: 2/3 of promotions in stores come from the action of sales forces. "86% of consumers are influenced by the promos and half of them spend on the purchase"adds Patrick Bruguier, Commercial Director at Lustucru Frais.