Sales need their own systematic approach to the Modern and General Trade in Asia.
Once marketing has created the consumer, it is KAM and Frontline Sales responsibility in partnership with the Modern Trade Customer to create access for the consumer to buy the product.
Whilst the broad elements of the 4 P’s approach have touch-points in sales execution, there is not significant enough focus at the marketing strategic and tactical level to bring the level of understanding and clarity that sales team’s need.
One of the issues arising from the 4P’s of Marketing is Price. This is a strategic marketing controlled and integrated strategic tool. However Sales have generally no right to change this apart from approved planned promotional activity in line with Marketing strategy.
If that is the case, then why should sales have a strategic P as Price when in-fact their role is more to monitor and ensure the plan is executed at the point of sale.
The second and critical point I make here is, Trade Partnerships. Where in the 4 P’s is Trade Partnerships? It is not, however I have it covered under my systematic approach to sales execution which revolutionizes the way of working.
There are only 4 ways you can effectively implement marketing strategies with the Retail Customer via the sales effort. THE 4 KEY AREAS OF SALES EXECUTION.
This is a systematic approach to planning, organising and managing your stores and territories in the most effective way.
There are always two sides of the coin. Sales and Marketing should work together, Marketing using the 4 P’s of Marketing but understanding how sales utilize the 4 Key Areas of Sales Execution.
Sales need to clean their backyard by the 4 Key Areas of Sales Execution before blaming Marketing and asking for more resources.
KAMSkills 1 Volumes 1-4, Sales Execution e-Book series, breaks new ground in introducing sales execution principles to the FMCG Industry in Asia and will be an excellent silent partner to those organisations and Key Account Managers wishing to create a point of difference in their drive to develop profitable growth solutions.
During the course of this e-Book, we will examine in a systematic manner, systems, processes and tools to implement the 4 KEY AREAS OF SALES EXECUTION IN ASIA and support your sales execution efforts. You will have the opportunity to discover how to systematically and effectively approach the Modern and General Trade customer engagement process.
By Bruce Pincott, FMCG Trade Marketing Specialist
