Multimedia Sales Force Design: Channel Revenue & Cost Management
Is your investment in your sales force generating the kind of return on investment you need? Too often returns in this key channel are low due to ineffective deployment of the sales force itself and insufficient use of other channels. Is your Integrated Media sale channel strategy working for you or against you? Are you minimizing cost and maximizing revenue?
Our goal is to reduce the cost of sales in channel while increasing sales volume to the various customer categories prospected, sold and serviced by the organization.
Sales Channel Analysis and Planning
Channel goals: What are the current integrated media channel sales strategies and tactics? What is the current performance and trend? Who are the target customer groups? What are the unit, price, revenue per order, product usage, customer retention, market share, volume, cost of sales and margin objectives for the future? How large is the gap? Where are the primary opportunities and threats?
Channel options: What are the current functions of the outside sales force, inside sales force, self service commerce, customer service and support desk, operations,B2B marketing and support, and web in executing the sales plans? Have all been considered and examined in relation to current performance and future goals? What are the primary strengths and weaknesses of each channel in accomplishing customer sales growth, retention, and re-order?
Direct sales force systems: What functions of the sales force are obsolete? Which are critical to develop? What tools are required to maximize the success of the direct sales force in the desired functions? What are the pipeline management, customer value proposition, methods, and product and presentation kits?
Customer coverage: What “real” staffing levels are required to perform in the channel? What is the local business penetration by customer group? What are active account customer sales levels per direct sales team member, inside sales team member? What is market share penetration by major account customer group? How long does it take to close a direct sales customer target? Inside sales customer target? Do these reflect call timing, frequency, re-contact, duration, and volume required to maximize geographic or customer coverage? Is there a self service commerce plan? Who are the customer groups? What is the potential?
Staffing: What are essential skills and methods to maximize close rates? What are the job descriptions and competencies for direct sales (major account, local), inside sales, and customer support? How does the current staff compare to desired skill and competency levels? How will these be trained for consistent execution?
Compensation: What are the strategic sales goals in alignment with revenue and business objectives? What are the elements of the compensation and commission program to drive the behavior in achieving the desired strategic sales goals? What compensation package will best support sales objectives? Is a sales management system geared to drive and sustain success?
Case for change: What is the most effective way to communicate the redeployment to the sales force? What are the positive messages and the harder realities? Making the case for change in articulate fashion decreases the resistance in a re-deployment.
Roll out: What process will be used with the incumbents to facilitate the changes in functions and reporting? What time frame will be used to complete the transitions? Managing the human resources issues of a restructure is essential for maintaining sales force motivation.
Training: What training and other resources must be provided to accelerate the change to minimize wasted time spent in transition? Providing the means, ways, and expectations increases the adaptation to the new system.
Follow-up: What is the feedback from the channel – customers and sales force? What “tweaks” need to be adopted to achieve the sales, cost and customer goals? Establishing metrics – quantitative and qualitative – is required to address both customer and sales force dynamics to keep the process progressing to a successful result.