EFMP UK partners, Fields Sales Solutions once again showcased their expert sales capabilities by winning a competitive tender to deliver a national sales and distribution campaign in the convenience channel for a leading energy drinks brand in the UK.

The energy drinks brand was looking for a highly engaged partner to implement an effective national distribution campaign focussing on their core SKU’s with the main objective of increasing the scale of distribution that drives sales.

THE BRAND CHALLENGE

Working in partnership with the client, Field Sales Solutions identified over 11k independent convenience retail outlets nationwide that they looked to target over the 10-week campaign period.

The primary objective for each call was to sell directly into the store and to educate the key personnel on the range of products. Additionally, the team looked to secure prime brand fixtures instore and capture instore insights.

THE RIGHT SOLUTION

With an ambitious target of engaging 85% of the Key Decision Makers in call and with a high strike rate of 45%, Field Sales Solutions knew that in order to make the campaign a success they had to have a highly focussed approach underpinned by their winning formula which is:

To have the right people, call on the right outlet, at the right time, to deliver the right actions, all underpinned by the right data that helps to evaluate their activity and success.

Sounds simple in theory but in practice it gets a lot more complicated, especially when key competitors like Lucozade Alert were doing brand launches and enticing retailers with competitive deals at the same time.

So how did Field Sales Solution deliver a successful sales campaign?

They organised and implemented the following:

- High Energy Brand Team.

The team owned their sales regions and were effectively trained from

launch through to sale.

- A Bespoke Call File.

To optimise visits, key data was overlaid on locations highlighting the

outlets with the highest propensity to purchase and upsell.

- A Seamless Nationwide Stock Distribution Model.

Each rep could walk stock into store, close the deal and open an

immediate distribution point suited to the retailer.

- The Right Deal Mechanic

The team knew and implemented the right actions during the call to

optimise POS activation and sales opportunities in every outlet visited.

- Bespoke Reports

Capturing and reporting daily on data from each team member, number

of SKU’s and on each region kept the campaign focused on delivering the right results.

Lastly, Field Sales Solutions also set up a rewards scheme for the team. This

helped drive competition and energy across the team. The recognition of the weekly top performer instilled a sense of pride and accomplishment.

THE BEST RESULTS

Despite the challenges this scale of operation entails, Field Sales Solutions planned and delivered a hugely successful campaign having conducted over 11.5k successful store visits, engaged 75% of key decision makers, with over 9k cases of energy drinks sold into convenience stores as well as having set up and implemented the use of 1.5k pieces of point-of-sale materials. As a result, their client’s core SKU’s dominated the energy fixtures at a key time for their brand in the marketplace. Once again Field Sales Solutions ably demonstrate that they are undisputed experts at driving sales, distribution, brand availability, and display, across all retail channels for their brand partners.

By using expert field teams and intelligent interventions that deliver proven results, they can also support you, and your brand, in creating field marketing campaigns that deliver exceptional results.

So, if you are a brand owner in need of support, please contact Field Sales Solutions today: 

Contact Us | Field Sales Solutions