In our last post, we explored the role of the sales rep in successful consumer goods selling. Let’s examine the importance of arming the reps with information.
When supplied with a rich knowledge-base of information, sales reps can help transform a retail store visit beyond simple shelf checking into meaningful action that leads to increased sales. The formula is simple – by communicating timely and relevant market information, promotional plans and agreements with retail home offices to the field – and the retailers in their assigned territories – the connection is ultimately made with consumers and purchases are driven at the store level.
Well-informed reps are in the best position to affect in-store activity. Marketing campaigns are powerful ways to increase traffic to the store, but product positioning must correspond to promotions to maximize the effort. Communicating details of advertising activity and agreed-upon retailer support to reps in the field gives them a clear vision of what increases the chances of winning at the shelf in any individual store. Whether it’s increased space for existing products in store, extending a range, or additional visibility to support a promotion or preempt competitor activity, an effective retail execution system will enable field reps to deliver company growth.