"The advice and services supplied by Sales Refocusing have created a strong business focus and positive flow back into our organization."

Cathal Ryan, Sales & distribution Director,
Irish Pride Bakeries


Case Study: Irish based Company Selling Multifood Products into the retail sector

Achievement

Enabled the sales team to successfully integrate and develop an additional substantial product range to their existing portfolio without incurring significant increases in field operating costs.

Our Approach

  • We graded all existing outlets and branches (including multiple branch outlets) into more clearly defined value sales contributors.
  • Existing Sales Representatives were allocated the higher value customers while a new less experienced team (Business Builders) were allocated the lesser grade outlets.
  • An existing directly employed merchandising team was redeployed in favour of ‘on site’ contract merchandisers to work specific merchandising, planogram briefs in allocated stores.
  • Some higher skilled, promotional installing merchandisers were retained.
  • A new upskilled telesales team was created not just to capture orders but also to promote ‘brands under concentration’ and become much more sales focussed.
  • Job Roles were updated for all of the sales team clarifying required areas of additional activities and inputs.
  • Sales Territories were restructured to enable more efficient servicing of all customers including responsibilities by senior Sales Reps for the activities of Business Builders and the offloading of some smaller grade customers to indirect servicing ie. Wholesalers.

Results

  • New product range successfully integrated below expected budget costs.
  • Customer service levels rated as quite ‘improved’ by key customers.
  • Company sales in line with sales targets and market share.
  • Majority of directly employed merchandisers were successfully retained and upskilled to form the new ‘business builder’ selling team.