- – “Instant access to information”
- – “More professional service delivery”
- – “Daily customer visits nearly tripled”
B2C’s reps are tasked to visit their retail customers on a regular basis to stock up on favourites and sell them new brands. B2C’s incredible recent growth resulted in significant growth in rep portfolios and the need for a better brand management tool.
Inaccurate information from reps
B2C’s managers found it impossible to really understand what their reps were doing out in the field. It was a struggle to get quality feedback from reps when they were expected to manually submit a detailed call report by the end of each day. Reps who are out on client visits all day have little time for doing admin. By the time they do get around to admin, they are tired, have forgotten crucial details of what happened during visits, and are mainly focussed on getting home. “Previously, it was a mission to jump from report to report in an attempt to get accurate information on our reps’ activities and whereabouts,” shares Derryn Maclear, Salesforce Development Manager at B2C.
Misinterpreting customer needs
Not having a clear understanding of sales rep activities effectually means not truly understanding customer needs. B2C looked to use Skynamo to categorise their current customer base into different market segments to better interpret and serve individual business needs. They were looking to trial different tactics in the market and draw insights from the data collected by reps in the field in order to develop better brand strategies. When working with a large portfolio and selling to a diverse range of customers, it becomes quite difficult knowing which brand to push where and at what time. “We need our reps to ask the right questions at the right outlets.”
Hard work went unnoticed
“The old system of logging rep activities and tracking KPIs meant that a lot of hard work done by reps wasn’t acknowledged, due to the nature of our industry.” A significant portion of B2C reps’ work consists of visits to indirect buying customers. These customers are typically tavern owners in townships or informal settlements who do not buy directly from B2C, but from wholesalers stocking their products. Reps visit tavern owners to promote brand items and encourage them to buy from nearby wholesalers. Orders are taken during these visits and wholesalers are stocked according to estimated figures based on past buying patterns. There is, however, no guarantee that those customers will end up buying from the wholesalers according to their placed orders. “This resulted in reps doing a lot of visits and indirect order taking, while it did not show up as actual orders taken on our systems. It’s demotivating doing all that work and not being properly recognised for it.”
Customised forms assure accurate information
B2C created custom forms in collaboration with Skynamo’s development team. These forms guide reps in determining which questions to ask for each specific customer segment, help identify gaps they could fill, and track how different questions impact sales in specific customer segments. “The customisation capabilities are incredibly helpful to us. It is important for us to use different measures for individual reps. Different reps serve different customers in different ways,” explains Maclear. B2C develops customer segments and measurements according to the unique nature and needs of their customers. Specific forms are created for each customer group and these automatically reflect when a rep visits a customer in that group.
A brilliant brand management tool
Skynamo is used very effectively to set KPIs and measure brand performance. “It’s not about tracking our reps, but about tracking our brands and how they’re doing in the market.” Now that managers understand where reps are underperforming and why, they can make better decisions about whether it’s worth selling a specific brand to a customer where the brand isn’t performing. “Our brands are pushed in the right direction and reps no longer find themselves barking up the wrong tree.”
Regular customer visits
Skynamo ensures that customers are visited by a rep on a regular basis, as it is used to track visits and outlet visits separately. “Visits include all visits to customers, including repeat visits, while outlet visits only keep track of which customers have been visited during a given report cycle,” Maclear clarifies. It avoids the problem of confusing a large number of repeat visits with many customers visited. Managers make sure all customers get seen by a rep