The sales process undoubtedly presents numerous challenges. From acquiring necessary samples to presenting to the
buyer, each step can be arduous. A sales representative typically possesses valuable insights that can significantly
expedite the sales process. The supportive nature of the sales team in the accounts business can guide and direct the
conversation towards the desired outcome. Ultimately, this approach leads to consistent year-over-year growth.
One crucial aspect of the sales process is the sell-through data. It is widely recognized that this data can significantly impact the success of the collection and seasonal buy-in. As a sales representative, leveraging trade marketing can be the distinguishing factor between having an business partner conversation and a transactional only one. Regrettably, sales departments often overlook the importance of trade marketing within their responsibilities, resulting in a substantial gap in their capabilities.
Are sales representatives also marketers?
Throughout my career, I have had the privilege of traveling with representatives from various industries. As the
“marketing guy,” I accompanied them to observe a day in their lives. This was a priority I set for myself. Understanding the
challenges and opportunities that exist in the market. One question I would always ask was whether they believed they
were also marketers as well as sales representatives. In most cases, the answer was a resounding “No.” I would then
follow up with the question, “How do you go about selling in a new product or collection?” The answer was always the
same: “I usually start by telling the buyer the story behind the product and how it relates to our brand.” Congratulations!
You are a marketer.
Let us acknowledge that not requesting them to create a campaign within the Meta platform, but rather the fact that they are selling by sharing the story, constitutes a commendable beginning to the marketing process. Typically, this would conclude there, with no further marketing discussions taking place. They would usually involve the trade marketing team to initiate these conversations.
The most successful sales representatives are those who actively engage in all aspects of the business, including marketing with their accounts. By eliminating the stigma associated with them being merely transactional individuals, they can develop genuine business partnerships. Ultimately, to achieve the best results from an account, it is crucial to be fully committed to every step of the process. Selling in to sell through. Marketing should be integrated into every stage of the journey.
Current State of Trade Marketing
Trade Marketing has experienced fluctuations over the years. It has transitioned from being a high priority to being a secondary consideration, even to efforts related to digital initiatives. Investments have shifted towards expanding brands’ digital footprints. This shift has also had a significant impact on the headcount dedicated to Trade Marketing. Brands have reallocated their spending to support e-commerce or have outright reduced the size of their marketing teams.
Brand presence in physical stores remains as crucial as ever. As the next generation of consumers places a greater emphasis on experiencing “Brand Experiences” in-store. This is further reinforced by the integration of online and offline efforts. Consistency in the messaging and experiences that your audience encounters online and in-store is essential for driving conversions.
Considering the aforementioned elements, sales representatives should assume the role of the primary account representative to ensure that the journey is uninterrupted. They should focus on all aspects of the business to strategically grow the business. In most cases, addressing low-hanging fruit or simply aligning with the existing account marketing plan can yield immediate and sustainable growth.
How to Grow a Top Account to Drive Incremental Revenue?
We have already determined that your sales team needs to be closer to marketing with your top accounts. The issue that often arises is the lack of bandwidth. Understandably, as the sales team focuses on revenue hours, it can become stretched thin. One solution that has consistently proven successful is when the sales team adopts Regulator as their trade marketing management platform.
The platform streamlines the process of managing and deploying marketing activations within a representative’s territory. More importantly, once data on an account is entered into the system, it becomes easy to replicate with minimal effort. No more emails, SMS, Slack/Teams, or historical data need to be reviewed; everything is consolidated into one platform.
The trade team deploys and manages all assets through the platform, ensuring that the right content is delivered to the
accounts. This drives brand consistency, increases repetitive storytelling across all touchpoints, and ultimately leads to
greater and quicker conversions, which in turn drives continuous growth.
Accelerate growth now.
The reality is that the 80/20 rule applies to each representative’s territory. Twenty percent of their accounts generate eighty percent of revenue. Focus on the twenty percent, build as much data and insights around those accounts, input relevant information into Regulator, lean into the account marketing plans, execute, and watch your business grow instantly.
The Regulator team has extensive experience within various product categories. The experts within the brand will assist you in solving problems, regaining the path to sustainable growth, and more importantly, onboarding the platform to your trade and sales teams.
Let us take care of the most significant growth driver in your accounts: Trade Marketing.
The Author
Pierre Martin
Pierre Martin brings over 25 years of experience driving growth and transformation across North America’s consumer goods landscape. He spent more than two decades at Oakley, ultimately serving as North American Brand Director, where he built and led teams that delivered double-digit growth, launched new product categories, and established Oakley’s marketing presence as a global force.
