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CLIENT
B
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Our recommendations
were for the manufacturer to:
a) get more involved with the end customers, the farmers - there
was
considerable brand loyalty in the market
and that loyalty needed to be
recognized and rewarded,
b) expand and retrain its sales force - the average salesman
had over
18 years of service and since their employer was
essentially the
market leader, the sales force functioned
essentially as order-takers
only. They didn't get involved with their
customers' businesses at all.
In their defence, the salesmen didn't actually
know how to.
Eventually, a small, mobile education
team was set up, comprising
young, new hires. They traveled the
country with the salesmen,
meeting the distributors as well as the farmers,
spending time briefing
everyone on various methods of crop yield
enhancement and pest
control. This allowed the manufacturer to
introduce some new faces
to the market, prepare the distributors for
potential retirements among
members of the old sales force while performing
a valuable function
at the same time. |
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