Trade Relationship Building

Customer Satisfaction Leads Relationship Building.

In the present market scenario, when the competition is on a high scale and new distribution channels/formats have emerged, trade relationship plays a major role in the implementation of sales processes and execution of their objectives.
It requires a  lot of effort, techniques and time to build up strong and effective professional relationships with shopkeepers.

• Customers admire those salespeople who are thoroughly aware & updated on the company's product portfolio: brands/variants/pack sizes, rates, trade schemes, product features /benefits, and competitive advantage, etc. They should also be familiar with related trade policies, terms and conditions to avoid any possible misunderstanding/objections.   

• Customers appreciate regular contacts and market visits as per schedule. Therefore, the outlets/stores area should be divided into beats, and outlets selection/ segmentation should be done considering nearby geography and outlet type/channel. Moreover, the number of stores in the beat should be reasonable so that your salesman can cover all the outlets of beat efficiently and effectively. There should be a fixed day-wise beat plan, and beat working must be done as per schedule.

• Understanding customer is essential; the salesperson should be familiar with the name and attitude of the individual shopkeeper and his team who can influence decisions.              Salesman should know and understand his payment realization capacity and its trend.                  Birthday/marriage anniversary and other related details can also be maintained and followed.

•  Understanding the store is a very crucial task; the salesperson should identify and understand the type and channel of the individual outlet. He should know the approx monthly total turnover, concerned individual category turnover and his company's turnover at the store.          He should also understand and analyze competition stakes and their activities at the individual Store. It is necessary to know and understand which are the main contributing brands/packs and their sales at a particular store.

•  Trade relationship is directly proportionate to the service levels provided to the outlets; sales team must ensure timely order deliveries, full & correct order deliveries, expired/damage stock replacement as per policy, schemes and other claims settlement, bill correction, etc on regular basis and credit facility as required.

•  As a manager/officer, one should play the lead role and ensure the appointment and establishment of an efficient and dedicated distribution system/ distributors network to supply stocks to the trade and provide required services which are essential to build and maintain trade relations.

•  As a manager/officer, one should also train and develop his assigned team and ensure they are fully educated and updated, and following/implementing certain processes in the market.                                                                                                                                                              

Connect well, serve well, and treat well - the relationship would be certainly well!  

Please publish your valuable comments.

Courtesy

PKGoel

Sales Trainer

9319155888

Pkgoel_22@yahoo.co.in