(Available also for Customised Training by Duration, Venue & Fee)
Programme Description
Field-Force Effectiveness is a strategy that enables the sales force to direct the bulk of its effort towards highly profitable customers and limit coverage of less profitable market segments. It revolves around sales team strategy, talent management, remuneration and support processes.
The investments in field sales force includes the cost of hiring, salaries, benefits, training and much more, and continues to be among the largest investment for most businesses. That huge investment must generate the return needed to drive business effectiveness.
Implementing Field-Force Effectiveness course lets the participants re-look at the present selling practices, strategies, tools and processes, and addresses inefficiencies as well as adds new capabilities.
Specific Focus of the Course
• The current barriers to field-force effectiveness
• Key field-force skills/competencies
• The role of the Sales Manager in driving the field-force
o persistence
o continuous monitoring
o regular re-assessment
• Tools to measure field-force performance
• Tools to motivate field-force performance
• Tools to sustain optimal field-force performance.
Course Contents
DAY ONE
Lever 1 - Sales Lead Management
• Number of Leads
• Conversion Rate
• Value of Closed Sales.
Lever 2 - Pipeline Management
• Sales calls
• Follow-up
• Hit rate
• Gross contribution
• Sales Manager's Roles
- Improvement planning, scheduling and supporting processes
- Improvement in measurement and proactive reviews of performance
- Field coaching
- Field costs reduction.
DAY TWO
Lever 3 - Partner Selection
• Coverage strategy
• Target identification and listing
• Partner stocking trend
- Direct salesperson effect
- Foot traffic momentum
- Promotion effects
- Brand equity.
Lever 4 - Channel Management
• Sign up desired partners
• Terms of relationship
• Laser-beam focus on selected partners.
Lever 5 - Premium Mix Selling
• Master product knowledge
- master the brand
• Understand market demand
- master the segments
- master the territories
- master the relevant customer information
- master the appropriate customer communication
- master the two-way partnership dialogue
• Cultivate premium potentials
• Motivate premium partners
• Communicate value.
DAY THREE
Lever 6 - Sales Force Deployment
• Market zone definition 1: regional, area, local
• Market zone definition 2: stronghold, beachhead, lowland
• Territory demand density
• Field-Force Optimization
- Resource size, structure and focus
- Segmentation and targeting by value
- Performance targets and incentive schemes
- Metrics and tactical decisions
• Serving markets within costs strategy.
Lever 7 - Product Breadth Optimization
• New, growing, mature products
• Up-selling and Cross-selling
• Identification of sales specialists
• Identification of sales generalists.
