Optimizing ways of working for sales team for a fast growing lubricant brand
BACKGROUND
Indian lubricant market is complex
Optimizing ways of working for sales team for a fast growing lubricant brand
With multiple customer segments and sales channels such as Automotive & Industrial OEMs, Aftermarket distribution, Franchised & independent service centers, Off highway equipment’s, Fleet operators, Mining etc. The products range is quite vast catering to differing machine / vehicle types and applications further influenced by specifications laid down by OEMs and governing bodies based on emission norms, fuel efficiency, maintenance cycles etc.
The business not only requires an efficient sales channel but also requires high level of servicing from supply chain efficiency, technical support, complaint management etc. A highly competitive market with proliferation of MNCs, PSUs & Indian corporates as well as small regional & local brands.
We worked with an Indian corporate in bringing in best practices and technology adoption to their sales processes to build efficiency and help manage scale as they grow.
CHALLENGE
unstructured ways of working
Limited visibility of sales reps market/customer coverage
- The organization was for a long time driven by primary sales and secondary sales tracking as well as monitoring sales rep effort in market was missing
- Data on secondary customers (serviced by distributors) as well as the sale to them was not available
- While there was a process to plan for market / customer visits on paper, inreality it was not adhered to at all
Unplanned approach to market/ customer engagement
- The manual process of logging in plan / actual visits being a manual process on email / excel sheet was difficult to implement or monitor
- There was no capturing of the discussions with customers, actions committed and hence little accountability in the system
- The objective of visits to customers were not clearly defined and as such the in call efficiency was also poor, leading to lower throughput per call
Difficulty in monitoring productivity of sales team
- Most of the analytics was around lag indicators, that too at the primary (distributor) sales
- Analysis around channel mix, distribution strength, sales team productivity, demand generation was missing
- A field study of route plans based on geography, channel and customer mix revealed high amount of time lost in unproductive activities like travel, waiting, unavailability of customer or unproductive call
SOLUTION
optimizing the sales process
Customer Management Simplified
- Ability to map and manage diverse type of customers like B2B direct accounts, OEMs, Franchise networks, Distributors, Retailers, Independent workshops to various user types
- Capture relevant information for the customers & geo tag their locations
- Create customer history logs for past interactions and future reference
- Analyze historical performance at customer level
- Managed customer relationships up from 1500 to more than 18000
Planned Customer Engagements
- Ability to plan monthly customer visits & get it approved from the manager
- Create a PJP (Route plan) to ensure consistency in customer visits based on benchmark visit frequency
- Define call types and actions to be taken based on customer type or activity to be done
- Plan objectives to be achieved for each customer engagement & measure the efficacy of the engagement
- Monitor the calls & secondary orders through a daily dashboard
One Click Analytics
- Interactive reports enabling users to gain insights on their customers, channel partners, business performance, opportunity pipeline, activities, productivity etc.
- Ability for the user to play around with the data cuts by applying relevant filters such as customer segments, product types, individual or teams, timelines
- Attendance management module with analytical inputs such as average days on field, daily productive time, average customer interaction time, number and type of activations completed
IMPACT
measured in four business quarters
CONTACT
got questions?
drop by and say hi!
We would love to hear from you and understand the problems you aim to address or transformation that you would like to bring about in your sales processes. Our experts will work closely with you to get the best solution for your unique requirements.
