In a perfect world, you the founder would do all the retail selling, individual store merchandising, etc. The passion, enthusiasm, and authentic commitment to your brand, your baby, would virtually guarantee sales success. One of the biggest challenges every brand has, even the big brands, is in store execution. This includes poor product placement, out-of-stocks, confusing merchandising, incorrect pricing, and much more.
From the perspective of the consumer, these are all missteps on the brand’s part – your brand. Remember that your brand has your name on it and everything is a reflection of your commitment to satisfy current and future shoppers.
It is of course unrealistic that any founder could provide this level of service at every store. To fill this gap you need to rely on internal and external sales teams including brokers. So how do you leverage your entire sales force to amplify your selling story?
You need a sales force that you can trust to ensure that your brand always looks perfect on every store shelf. You need to know everyone who touches your brand has the same commitment to excellence as you do. One of the best ways to manage this is with KPI’s (Key Performance Indicators) to guide and direct your entire sales team to execute your brand strategy with precision.
You should have KPI’s address every customer touchpoint; product placement/merchandising, pricing, promotion, distribution, people, etc. Next, you should use a scorecard to manage your internal and external sales teams and then hold them accountable.
I dig into this in-depth in the SIMPLE SOLUTIONS TO MAXIMIZE BROKER EFFECTIVENESS mini-course.
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