HOW DO CONSUMER GOODS SALES TEAMS DELIVER GROWTH?

Well they should just sell more! We all know that finding growth in consumer goods is not easy. There are a plethora of competitors, a multitude of channels and too many directions to go in, each with its own opportunities and risks. So which way to go?

Ask any consumer goods MD if they want sales growth and the answer will undoubtedly be yes. We have become hooked on growth, it provides economies of scale, enhancements in market share, bragging rights and the promise of more profit. Even when a company is growing, there is always a requirement for more – ask any Sales Director! In some companies where momentum has stalled there is often a desire for a new way forward, an injection of pace and adrenalin and a clear direction that the sales team can grab hold of and deliver on. Without growth in consumer goods, listings are at threat and that all important momentum can pass to a competitor.

All consumer goods leaders will agree that having a clear sales vision and strategy is important but many companies don’t actually have one. Why should that be the case? Do some companies think they are too small to have a sales plan? Isn’t the sales plan just the budget target? Would the same business leaders tolerate the absence of a brand plan or finance plan? Is the sales department viewed as some kind of ‘black box’ where practitioners work their magic……..?

Having an aligned business growth plan is not the objective. Delivering on an aligned business growth plan is what it is all about. The thinking in the detail behind the plan is what ensures the plan is deliverable. A growth plan that everyone believes in and believes can be delivered is exciting and what drives people to come into work with a CAN DO attitude. Aligned planning can create mindset changes and positive cultural impact. The benefits of having an aligned plan which everyone buys into are much greater than the plan itself.

Are we developing sales plans for short term targets or long term growth. The answer is of course both, they are not mutually exclusive. As an MD or Commercial Director you want to have your cake and eat it! Focusing on the results in the short term – this week, this month, this quarter builds a resilient team who know how to achieve results and not just follow a process. Short term focus helps create a competitive spirit, clear sight of the target and of course a tangible business benefit. Longer term planning will be where the bigger business benefits lie and it needs some impetus behind it. I have still retained a ‘Sales Wins’ chart from account management days where I competed with my peers, as a reminder of the power of competitive spirit in driving performance improvement.

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