Supplier’s expectations concerning the availability of downstream information are increasing—a situation that demands more from the wholesaler-distributor’s sales force. As a result, the sales force’s ability to monitor, capture, and communicate customer activity and inventory levels—and report on local market conditions and trends—is becoming more and more valuable.
Distributors can achieve these goals with SFA (Sales Force Automation) applications, which also enhance their ability to ensure that their own sales force and any agents have the latest information about products, prices, promotions, order status, order history, credit quality, and market conditions.
Assessing sales force productivity is also viewed as the most important activity among distributors. Given the premium customers place on receiving value from their supplier, it is incumbent upon distributors to provide their sales force personnel with the tools and techniques they need to excel in their jobs and to measure their effectiveness and efficiency.
ACTION POINT: Identify the technology tools that will equip your sales team with the latest information and track their productivity.
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