How Do We Increase FMCG Sales?
We have developed a methodology over the last 30 years, which gives a step-by-step approach to ensuring that each element of the front-end distribution strategy is laser-focused on delivering excellence in FMCG RtM execution.
Our approach has 5 chapters and covers 15 Essential Areas:
We MUST ensure that our Distribution Partners (DPs) are set up to deliver excellence in RtM execution, and we must help them to do so.
Here are the 15 areas for DP Excellence in Sales Execution๐ฏ๐ฏ๐ฏ:
โโโ๐๐๐๐๐ ๐ง๐๐๐ โโโ
๐ญ. ๐ฆ๐ง๐ฅ๐จ๐๐ง๐จ๐ฅ๐: DP RtM Team has suitable structure, organisation, time & equipment
๐ฎ. ๐ฅ๐๐ง๐๐ก๐ง๐๐ข๐ก: Sales Force staff turnover is not a major concern
๐ฏ. ๐ฅ๐๐ช๐๐ฅ๐: Effective incentives in place are focused on KPIs
๐ฐ. ๐ก๐๐ช ๐๐จ๐ฆ๐๐ก๐๐ฆ๐ฆ: DP focused on new customers & increased Distribution
โโโ๐ฃ๐ข๐๐ก๐ง ๐ข๐ ๐ฆ๐๐๐ (๐ฃ๐ข๐ฆ)โโโ
๐ฑ. ๐ง๐ข๐ข๐๐๐๐ง: DP RtM Team is equipped & trained for outlet execution & activation
๐ฒ. ๐๐ข๐ก๐ง๐ฅ๐ข๐: Clear rules are in place for POS Toolkit use & records
โโโ๐ ๐๐ฅ๐๐๐ง ๐ ๐๐ฃ๐ฃ๐๐ก๐โโโ
๐ณ. ๐ง๐ฅ๐๐๐ ๐๐๐ก๐ฆ๐จ๐ฆ: There is a living outlet database covering all the market
๐ด. ๐ฆ๐๐๐ ๐๐ก๐ง๐๐ง๐๐ข๐ก: Outlets segmented on agreed criteria with a service package per segment
๐ต. ๐ง๐๐ฅ๐ฅ๐๐ง๐ข๐ฅ๐๐๐ฆ: Clearly defined, resourced & performing territories
๐ญ๐ฌ. ๐ฅ๐ข๐จ๐ง๐๐ฆ: Effective route planning, routinely refreshed
๐ญ๐ญ. ๐๐ฅ๐๐ค๐จ๐๐ก๐๐ฌ: Call frequency aligned to sales, operational & strategic goals
โโโ๐ฆ๐๐ข๐ฅ๐๐๐๐ฅ๐๐ฆโโโ
๐ญ๐ฎ. ๐ฆ๐จ๐๐๐๐ฆ๐ฆ: KPIs in place to measure success & reward
๐ญ๐ฏ. ๐ฆ๐จ๐ฃ๐ฃ๐ข๐ฅ๐ง: KPIs support strategic, tactical & operational requirements of The Producer
โโโ๐๐ข๐ก๐ง๐๐ก๐จ๐ข๐จ๐ฆ ๐๐ ๐ฃ๐ฅ๐ข๐ฉ๐๐ ๐๐ก๐งโโโ
๐ญ๐ฐ. ๐ง๐ฅ๐๐๐ก๐๐ก๐: Deliver relevant training & coaching programmes for the RtM team
๐ญ๐ฑ. ๐ฆ๐๐๐ฅ๐๐ก๐: Data & market intelligence are openly shared between DP and Producer
It is essential that we partner and work with our DPs to implement and improve the above.
I would love to have your comments and feedback on our 15 Essentials to Drive FMCG Distribution & Execution.
What should you do now?
- Subscribe to my Route to Market Blog Here.
- Take our free distributor management training course here.
- If you need specific help on RtM Training or any RtM issue, please reach out to me.
- Use our 20 Steps to Route to Market Excellence model to guide you on your RtM journey.
- You can use the Enchange Supply Chain House to help with your Supply Chain Transformation.
- As we always say, NOW is the time to review, build, and/or transform your RtM Strategy and Execution to reap the rewards. Do not wait. Feel free to use our 20 Steps to Route to Market Excellence Implementation Guide to help you.