Fiona Whelan, Managing Director of CPM’s International Contact Centre in Barcelona, is interviewed for a special feature on Business Excellence within the Contact Centre & CX Industry for leading Spanish newspaper, La Vanguardia.
Read the full interview excerpt in English below.
CPM Barcelona: Specialists in Exceptional Customer Experience (CX) & High Performance Sales
Since Fiona’s appointment as Managing Director in 2015, the company has gone from strength to strength.
During this time, CPM Barcelona has experienced 300% growth and secured multi-million Euro investment to fuel business expansion into an additional site; creating over 1000 new jobs for the region.
Here, Fiona talks about the critical importance of Customer Experience (CX) for businesses of the future and CPM’s continued success as it celebrates 15 years in Barcelona.
What is the main support brands need in order to remain close to their customers?
We are living in extraordinary times in terms of the pace and scale of technological and societal transformation.
This is driving real behavioural change in consumers; who paradoxically want increased efficiency and automation but conversely, more authentic engagement with brands than ever before!
This presents new challenges for businesses operating in an increasingly hyper-connected, transparent and ‘always-on’ Experience Economy.
As products become more replicable and indistinguishable; what matters most are the brand promises businesses make to their customers; and how the experiences customers receive when they engage with brands deliver against these promises.
It sounds simple but can be extremely challenging to achieve!
How does CPM provide this support to brands?
CPM’s raison d’être is to support our clients in delivering Exceptional Customer Experiences (CX).
We provide Technical Helpdesk, CX Support, Consumer Carelines, Customer Satisfaction and High Performance Sales programmes for premier global brands including Airbnb, Harley-Davidson and New Balance, to name a few.
Although we of course speak to customers over the phone; over 60% of our contact centre activities now take place via digital channels including chat-bots, social media, web-chat and ticketing; as well as a variety of messaging services such as WhatsApp and Messenger.
As a result of our investment in AI, data insights and predictive analytics; CPM are also able to harness leading edge technological innovations to automate simpler tasks; whilst simultaneously accessing a more digitally empowered, emotionally intelligent and highly skilled workforce for complex cases.
CPM employ over 2000 agents who engage with over 30,000 customers on a daily basis, spanning 65+ markets and 26 languages via our two contact centre hubs in Barcelona.
On an annualised basis, we deliver €100 Million in revenue for our clients and our CX Teams are achieving record breaking Net Promoter Scores (NPS) of 70 + (a key measure of Customer Loyalty!).
Do your clients belong to a specific sector?
Whilst CPM operates across a diverse range of sectors; in recent years, our success has been fueled by the exponential growth of clients operating within the High Tech, New Tech and Consumer Electronics space, where we have developed a real specialism and predict continued growth.
Looking ahead, what are CPM’s plans for the future?
CPM is committed to Barcelona and the continued growth of our contact centre operations in the city.
Adding to this; CPM have recently launched CPM Ignite, our Work from Home solution which enables clients and agents alike to avail of a boundaryless, virtual contact centre workforce operating across Spain and beyond.
We are also in talks to enhance our Northern European coverage; alongside established partnerships in the US and Asia.
CPM’s vision is to be the premier boutique provider of high skill, customer intimate contact centre solutions for clients across the globe; with Barcelona at its heart as our multi-lingual centre of excellence.
Please click here to view the original newspaper article in La Vanguardia.
Welcome to our latest edition of Expert Speak,” How does the access to data impact the Sales Force Teams ” which comes from Véronique Motte, President CPM Group of Companies in France.
How does the access to data impact the Sales Force Teams ?
A few weeks ago, CPM France organised a conference in Paris to explore the impact of accessing data on the sales force team’s performance. For the occasion, CPM France teamed up with its partner, Data Impact, a leading analytics and monitoring e-commerce company.
The purpose of the conference was not to put forward solutions, but to create thought provoking discussions and share opinions or beliefs with the thirty sales directors and e-commerce managers present.
The world of retail is changing, making the sales force teams role more complex
In France, consumers are visiting multiple stores for their groceries (7.8 versus 7.1 in 2010) and are increasingly becoming more specific and demanding when it comes to the source and the quality of products, but they still want a good price and a promotion. Faced with a decline in consumption, especially in hypermarkets, the retail industry is seeking to reinvent itself by digitalising stores and focusing more on small traders, new players and e-commerce. On the manufacturers side, sales forces are not immune to these upheavals. The professions are becoming more and more specialised while their attractiveness decreases.
Today, the use of data by the sales teams is not fully optimised
Following a trend to specialise professions in the past 10 years, today we are seeing a change to versatility for reasons of efficiency. The Area Manager is becoming a Store Key Account Manager with different tasks: numerical distribution, promotion, place, price, but also management of resources.
However, the job could be reinvented thanks to a better use of data. Salespeople could regain interest in their business through a cap on the data. It would facilitate certain tasks and reduce the time required to complete them. A better use of the data would reduce the preparation time, the store audit (automatic check availability, price records…), even transport, by removing unnecessary sales calls. Consequently: using data, the time of a visit could be optimised by about 10% to 30%.
How can data help in execution?
Today, visiting a store is still the main way of collecting data for the offline sales team. Tomorrow, the availability of data will optimise the sales team’s actions on three levels without having to make a second call:
CPM France are proud to announce that one of our clients has accepted to test this data approach on its sales force team. It will be a good start and a good reference on the use of optimising data. We will keep you informed of the progress…
President CPM Group of Companies in France
Did you know?……….
|RETURN ON EQUITY
On average companies with the highest percentages of women board directors outperformed those with the least by 53%
|RETURN ON INVESTED CAPITAL
On average companies with the highest percentages of women board directors outperformed those with the least by 66%
|RETURN ON SALES
On average companies with the highest percentages of women board directors outperformed those with the least by 42%
|Companies in the top quartile for gender diversity are 15% more likely to have financial returns above their respective national industry medians||In the UK greater gender diversity on the senior-executive team corresponded to the highest performance uplift in our data set; for every 10% increase in gender diversity, EBIT rose by 3.5%|
Source: McKinsey, Catalyst
This years theme for International Women’s Day is #BalanceforBetter.
The aim is to build a gender-balanced world.
“Balance is not a women’s issue, it’s a business issue. The race is on for the gender-balanced boardroom, a gender-balanced government, gender-balanced media coverage, a gender-balance of employees, more gender-balance in wealth, gender-balanced sports coverage …Gender balance is essential for economies and communities to thrive.”
The gender ratio for the entire world population is 102 males to 100 females – a very gender balanced world I think!
It is also a fact that there is not a problem with female achievement and women now out-perform men in terms of educational attainment. In addition, as women we are also “leaning in” and asking for promotions and negotiating salaries at the same rates as men and, contrary to conventional wisdom, we are now staying in the workforce – again at the same rate as men.
Therefore, to my very logical brain, it would make reasonable sense that the business world would be made up of a balanced number of equally paid males and females at every level within organisations.
So why are there only 30 women in full time executive roles at FTSE 250 companies (down from 38 last year), which amounts to just 6.4% of the total? And why does the national Gender Pay Gap between males and females currently stand at 18.4%? (OfNS April 18).
I recognise that this is not an overnight fix and actually business and government are more committed than ever to balancing the gender equation.
Therefore, we need to push the agenda even harder and overall companies need to take more decisive action. We all need to start treating gender balance with as much importance as our other key business priorities like business growth and customer satisfaction.
This means holding our leaders and managers accountable for results, identifying and closing gender gaps for both new hires but also for all promotions across the business. This certainly does not mean introducing any form of quota system but by first and foremost, having a talent attraction strategy that actively encourages and attracts gender balanced candidates for all roles within your business. Your recruitment process should be merit based, free from unconscious bias and should create excitement, foster confidence and bring out the very best in each and every candidate.
It also means creating an all-inclusive culture, where everyone feels supported, encouraged and given the confidence to progress their careers and achieve beyond what they thought they were capable of – I know I did!
At CPM we are committed to championing a Gender balanced workplace and recognise and understand that inclusion and diversity leads to greater business success. In our UK business, I am very proud to have a gender split of 42% Male, 58% Female and our UK board is split 50% female and 50% male. This is particularly pleasing for a sales organisation where typically “Women in Sales” usually account for less than 30%.
Having a diverse workforce based on opportunity and meritocracy is something that is deeply important to me and to CPM. As someone who has progressed through the business, I am passionate about creating development opportunities for anyone who wants them, whilst at the same time providing support programmes that give everyone – especially women – the confidence to progress their careers if they choose.
We work closely with our female employees to encourage and support the challenges they face with balancing their career & families, and to also build the confidence they sometimes lack to progress their careers. Our flexible working practices, part time roles, mentoring, support and sponsorship programmes, have not only driven positive gender balance across all roles within our business, but have also brought tangible benefits to both our Female and Male colleagues.
Whilst I recognise that there is always work to do to continually improve our business performance, culture and the diversity of our team, I am hugely proud of our progress to date and the engagement, passion, hard work and commitment from the CPM team.
MD, CPM UK
This months Expert Speak comes from Karen Jackson, MD, CPM UK.
At CPM UK, we’re leading the way in sales analytics by combining cutting edge analytics software, machine learning, artificial intelligence and our team of amazing data scientists to deploy the power of predictive analytics through our PREDICT solution.
Even today’s fastest retail analytics teams are gathering data today, analysing it overnight, to drive actions and resource deployment the following day – and they call this dynamic.
We believe that however fast this is – your teams are still being forced to react to historical data… and if you are reacting, you’re missing valuable opportunities and not running a fully optimised team. To be truly optimised and drive the highest returns possible, you need to predict the future. Predictive analytics is nothing new, but with the data that’s now available and the technology that can support in analysing that data – we now have the perfect opportunity to use predictive analytics to drive optimal resource deployment for our clients.
Machine learning is a form of AI that enables our systems to learn from data rather than through explicit programming. However, machine learning is not a fully artificial intelligence-controlled process. Our human experts set the outcome required to solve a business problem and the machine then analyses all variables to create the best hypothesis (and algorithm), and as new data is added the system learns and increases accuracy.
For example, consider what drives sales in stores (outcome), machine learning will look at all variables including consumer density, stock availability and sales data to create a predicted algorithm. As more data is added over time the algorithm adapts and increases in accuracy.
Put simply Artificial Intelligence (AI) is the ability of a machine to simulate human behaviour without
the need for human input. This differs from machine learning by not requiring a human to intervene once set up. The machine thinks like a human by setting the business problem, building the machine learning models and then rolling them out.
This means that AI becomes your ‘analyst’, learning from data and making recommendations that can help to improve activity to grow your sales
With our considerable investment in PREDICT we can now help brands, retailers and any business harness the vast amount of Big Data to hand to create true insight in the form of predictive analytics. If you imagine a world where you can accurately predict when and where your next biggest opportunity (or risk) is going to occur and then deploy the right resource, be it human, digital or phygital to optimise that opportunity, in the most efficient way, then you have imagined CPM’s new predictive analytics and liquid workforce solution. This ground-breaking solution will transform how businesses profitably sell, now and into the future.
Predict is now live and several of our customers are already benefiting from a considerable sales uplift through our integration of Predict with our field sales CRM and analytics solutions we that we have deployed for them today.
To read more about how predictive analytics can drive higher returns, click here
Creating Synergy to Achieve Sales Growth
This month’s Expert Speak comes from Pierpaolo Bertocco, MD, CPM Italy
The outsourcing of the sales force is more relevant than ever. This sales approach is gaining ground amongst both medium-sized local companies and multi-nationals because of the constant need for cost containment and the need to update their internal organisation with more flexible goals and better performing models in the medium term.
But the question “What can be done with an outsourced sales force?” is still key for each organisation which is facing this sales approach. CPM can offer a simple but strongly effective answer: “Exactly the same as you do with an in-house field force, but with a better control on goals, focus and ROI.” Essentially, outsourcing the sales force means we define, manage and monitor a direct relationship between costs and results. But if we want to go more in depth, the competitive advantage of the CPM sales outsourcing approach can be summarised in three key pillars. First, the greater focus on sales goals and results. Second, the possibility of creating a strategic mix of human resources engaged directly and those outsourced, thereby ensuring greater flexibility in the size of the sales force and consequently an optimised return on investment. And lastly, an unquestionable advantage in terms of costs and results, plus greater flexibility in the management of the budget.
In this article we would like to feature a sterling example of how a strategic sales plan based on the synergic co-work of field force and telesales resource can lead to a sustainable sales growth.
When DKV, the European provider of a wide range of services aimed to help transportation and fleet companies, felt the need to activate new customers and promote new services within small & medium businesses in the Italian market, they made contact with us here at CPM Italy.
After setting sales targets, we defined a dedicated field specialists team, focused on improving DKV Fuel Card sales through phone contacts and appointments with fleet managers. The results achieved in terms of sales growth and ROI convinced DKV of CPM’s outsourced field sales force solution. Thus, we were appointed for an even more challenging project which aimed to deliver a brand-new sales approach based on a synergic team working between a focused telesales team and a strongly skilled field sales force team.
The final outcome of the roles became the opposite: the telesales team supporting the field sales force team in closing the deal meanwhile autonomously appointing new clients, speeding up the process and doubling the new clients acquired.
The result? A huge increase of the number of clients and turnover – with over 35% success rate and 30%+ turnover year on year –, over 66 million euro of annual contracts in less than 5 years and a minimum small drop-out rate which confirm the quality of the clients acquired.
Marco Berardelli, Country General Manager, DKV EURO SERVICE Italia, talking about this encomp
assed sales service project stated: “Outsourcing a part of the sales force was a weighted and innovative decision. We have focused on the prospecting activity and we have achieved in a short time, after a first phase of learning of our Services by the new outsourcing sales agency, a considerable increase in contracts signed through a strong motivational drive, high productivity and flexibility of resources and a convinced result orientation. But that’s not all, what most surprised us was the highly professional and proactive attitude of our outsourced sales partner in proposing new innovative sales solutions and communication methods, in order to multiply, with success and in perfect synergy, our sales potential!”
Contact us today for more information
Detail, enabling brand manager to track product ratings online – It’s a popularity contest
Consumer rating is a crucial selling point for brand managers and retailers alike. Faced with two equal products, a consumer will likely go for the one with the best rating. At the highest rated store. So how does one achieve a 5-star consumer rating? And how can brand managers keep track of their products ratings? Our online merchandising tool Detail can help, and this article will tell you how.
Put your money where your stars are
Consumer ratings can be used to evaluate a specific product, a retailer or a customer service desk. For a brand manager this can give valuable insights in to how and where to put one’s effort and marketing budget. Say for example that the same product receives different ratings at different retailer websites. Why is that? Is the product marketed differently at the different websites? How does the retailer websites differ from each other? Is it a customer service issue? Detail helps brand managers and product owners to keep track of ratings over time, and at different retailers, in order to effectively boost a brand or product.
Benchmark against competitors
For brand managers and retailers alike, a rating-system is a great way to benchmark against other products and retailers. It gives an instant evaluation of how well you are performing in this very moment. Are the product specifications up to date? You can be sure you’ll find out if they are not. Is the website easy to navigate, can the consumers find the products they are looking for? Expect low consumer ratings if they can’t. Consumer rating is a tool for feedback and evaluation, make sure to use it. Don’t despair over a bad rating; make sure to learn from it in order to get better. Because that is the secret of reaching a 5-star rating – the ability to listen and respond.
How to reach 5-stars
The headline is misleading, there are no secret tricks to getting an instant 5-star rating. That is also why it is so valuable, consumers know that if a store or product has enough ratings, it will be somewhat accurate. But there are steps that you can take in order to increase your chances of hitting the review jackpot. As an online channel manager, you can make sure that your products are visible, searchable and properly listed – in that way making the consumer experience a pleasant one. In a physical store it’s easy to check that your products are correctly displayed, but online it has been harder. Until now, thanks to Detail Online. Detail helps to collect information to evaluate your online presence and product description pages, making it easier to identify improvements in the shopping experience (which leads to better consumer ratings).
An ongoing process
Like concluded above, the only way to become and stay a 5-star retailer is to listen to the consumers. To make continuous improvements and to be consistent in everything that you do. And to put emphasis on proper product display and a smooth shopping experience.
Make sure that your brand and product is visible, has a good share of shelf and is kept in stock. Focus on the details. And reach for the stars.
Good luck with your sales!
Contact us today for more information
Outsourced Field Sales Team – What happens at night….
This month’s Expert Speak comes from Bastiaan van Houten, MD, CPM Netherlands. In 2001 Bastiaan started his CPM career with a field sales job at Diageo and in 2004 moved into CPM’s Dutch head office for a role in direct sales. After various roles and positions Bastiaan started Cosine Benelux in 2011 and merged this business in 2015 with CPM Netherlands.
In this article we would like to showcase a new solution for our logistic process and the path we followed to get there. We all know the challenges in our Industry, clients asking us to improve ROI by driving efficiency whilst on the other side we experience increasing prices and a tight labour market. Let’s take you to the situation that triggered this new business innovation.
Imagine yourself; a client with an outsourced field sales team, the sales representatives are working on a maximum workload (#locations and #tasks per store). The client wants to expand the number of locations, without budget for extra resources. They ask CPM for a solution. We all know these challenges, drive efficiency and improve ROI.
On the other side the project manager has the same challenge. The labour market is tight, suppliers are raising their prices on a yearly base and we’ve already implemented several efficiency plans with this client. Expanding stores means expanding the team or downsizing the tasks.
CPM organised a brainstorm and investigation session and it became clear: the big bottleneck in the efficiency was the time the team spent driving to the storage location and then to the first appointment. We knew if there was a way we could do things differently we could create more time in-store, which would result in achieving an increase in ROI.
Now that we had identified the bottleneck we were close to the solution. How can we improve? What is not used yet…..? Exactly, the night! Yes, we can do an overnight car delivery and forget about our traditional storage! Whilst the team sleeps we can get all materials delivered to their cars, so when they wake up they can go straight to their first address, eureka!
But would this be cost efficient? We put all the elements in a calculation module. The cost for cost calculation ended up equal, but we were able to increase in-store coverage by 6% to 8%. By switching to overnight car delivery we found a cost and time efficient solution. We managed to expand the stores, using the same quantity of people and tasks, without raising the costs. Case Closed!
Overnight car delivery
How it works: The driver picks up the materials at a dropping point. The cars are equipped with a high tech GPS system that allocates the cars they need to supply and directly calculates the most efficient route. The car boot can be opened with a smart lock, which locks again automatically. Returns can be picked up by the driver at the same time. A flexible solution, that’s scalable when needed.
At this moment we’re rolling this out with our first client and expect many to follow. Overnight delivery is a cost effective solution for areas with a high density and raising salaries, small countries with many inhabitants or the bigger urban area’s in low density countries.
As an outsourced sales agency we need to keep looking to the future and what the future is bringing us. The time we live in is very exciting; of course clients & employees are more and more demanding. However on the other side the world is changing so rapidly there are innovative solutions everywhere. Let’s explore them, find out how we can use and implement these new solutions in our daily business. Embrace new technologies and continuously be that innovative and flexible partner that looks one step ahead.
The Means Matter – Improving Sales
Our latest CPM Expert Speak comes from Mandeep Singh; MD & CEO, CPM India.
The process of closing a business at CPM India is akin to any other business pitching to win. Upon receiving the requirements, we prepare extensively by discerning the pain points of our prospective client, strategise masterfully the exact method of execution, and present stunningly to secure the client and win the business.
Moments of celebration later, a conventional business would begin the process of delivering on the promised key performance indicators and commence the execution of the won project. This is the output phase where a company gets lost in the daily grind of achieving the end results of increasing the share of shelves, improving sales numbers, etc.
A vacuum is created between these two phases which is what separates CPM India from the conventional business. We, at CPM India, believe that ‘the means matter’ and we put the same amount of efforts in this input phase as any other phase. How do we do that?
We do it through PERFORMICS which is nothing but performing retail execution by building better insights and capabilities for improving sales. We essentially integrated CPM’s brand essence to create a product that puts us on the retail intelligence map.
PERFORMICS is a tool-aided process to synergize the efforts of different silos and smooth the flow of information from the top to bottom and vice versa. It enables the client teams to plan activities such as merchandising activities, target tracking, and route planning through a customized web portal, the information from which directly flows to the android applications available with the field sales force which can use it to easily capture data and carry out the planned activities and also provide the client sales teams access to real time information. PERFORMICS includes compliance and analytics modules to audit the work and transform the available data into actionable retail insights. The whole process accelerates the performance and improves the sales manifold.
PERFORMICS has been a great enabler for us to look at the quality of inputs and focus on some data points to ensure that the end results are achieved. All in all,
PERFORMICS is a way to fill the void that existed in a client-agency relationship and has opened the doors for CPM India to venture into the retail intelligence space and make a huge impact. More importantly, PERFORMICS lets CPM India work more effectively for its existing clients to create insights that create the influence to drive sales.
The Key to Delivering a Successful Regional Sales Activity
Delivering Success Across the Region
Our latest CPM Expert Speak comes from Martin Ryan; Chief Development Officer at CPM Group of Companies Asia Pacific. Martin has worked for CPM for eighteen years and has over twenty five years industry experience. He has overseen numerous regional projects, experienced great success, but also some crushing disappointments.
Here’s his candid overview of how to deliver regional success based on personal hard lessons learned.
Delivering Regional Success
Winning regional business across a diverse geography is a special thrill. Within the space of a few hundred miles, languages, cultural norms, and currency can morph into something wholly different. Navigating across regions is always tricky and although better communication tools may have made distance seem smaller, the secret of successful regional sales activity lies in how we combine the efficiency of modern technology with other more human tools.
The Starting Line
Start by defining your team’s purpose. When CPM Singapore embarked on a regional project with a leading tech client we spent time completing a detailed analysis of their particular vision of success. What were the common threads applicable to all countries? What were the precise elements of measurement?
If possible, look for insight to those who are already delivering. A major factor in CPM Singapore winning a regional project with another tech giant was the time invested in understanding how the established Australian team delivered their strong track record of success. They were hugely generous in sharing their knowledge and we made substantial effort to join the dots so we could apply their established procedures across the region. This knowledge also gave us deep insight into the client’s culture and their expectations of an outsourced field sales agency. I believe this was a significant differentiator between CPM and our competitors, and a critical part of our successful bid.
You Need a Detailed Contract
Once the team’s purpose is clearly defined, time must be taken to draw up a robust contract. Of course, it’s always hoped that everyone will play fair, but when crossing country boundaries it is crucial to state any legal liabilities, payment terms, and other obligations. Painstakingly outlining these clauses is something I learned the hard way. Relationships built on trust are important, but when other departments and countries get involved you need an unambiguous written agreement that balances transparency with what you may normally be take on trust.
You also need a clear process to manage billing and currency fluctuations. Having this in place in advance makes billing seamless and revenue easier to forecast. Outlining obligations when the contract ends is also important as different employment laws exist in different countries and you don’t want to be exposed to large redundancy payments.
This is also the time to set some ground rules for communication and response times, and all KPIs should be stated. Clearly outlining these before the activity starts will set realistic expectations and avoid mission creep.
Build Credibility by Building Key Relationships
A regional team must ooze credibility and to do this they must be capable. Some of the leadership attributes required include a good dose of self- confidence, the ability to think clearly and make decisions, being self- driven when remote, endowed with brilliant communication skills, technically astute, and not scared to present both to groups and in front of the camera. An underrated skill is the ability to communicate over the telephone, both one to one and in a conference call.
To make regional activity fly you also have to be a relationship ninja.
Start by knowing the client’s country by country structure. How does it differ? Who are the key people and what do they do? Have a clear understanding of which relationships to concentrate on and then put the time in to make them work.
Part of this includes an attitude of transparency and openness which can go beyond your working life. Trust people and give them access to your calendar, include details like holidays and children’s events at school. We live in a time when the boundaries between work and life are blurred and a regional role means you will be working outside of your own time zone’s conventional working day. This is the new norm so embrace it and make it part of your life. Inject a genuine and vigorous enthusiasm.
Once you have established this human connection and built key relationships at a local level you will know who to contact in each market, you will build respect, save time and avoid potential misdirection.
Make Your Field or Contact Centre Team the Most Important Aspect of the Activity
Your most important customers are the team delivering results. They’re the ones generating sales and smashing targets. They’re also spread over a large geography and making them feel part of a unified, emotionally connected team is a critical priority. Involve them, talk to them face to face whenever possible and painstakingly understand their needs and frustrations. Take the time to really listen and make sure you paraphrase what they are saying to prove you have heard them.
A regional sales project requires a global vision to set the strategy, but management of it needs to be carried out regionally utilising a deep insight into local processes. It takes dogged determination and patience to unravel and understand each step of the data collection process and collation of reporting. Acquiring this knowledge ensures a strong foundation, and facilitates informed decision making. Applying this rigor along with an understanding of where existing CPM solutions can fill gaps means you can make informed and creative decisions on what to adopt, or if it almost works, what to adapt, and only as a last resort do you revert to reinvention.
Grow Your Capabilities and be Innovative
Regional sales activity is not rigid; it is an iterative process that requires a solution that’s nimble and responsive. Knowing how to leverage existing solutions and apply the best of what is available locally is a fine balance, as giving teams too much freedom can compromise results. You need to know what’s non-negotiable and apply a rigorous application of continuous improvement. When you spend time understanding how people work you will know when it’s time to use the carrot, and when use of the stick is more appropriate.
To summarise, here’s what I’ve learned about running a successful regional sales activity. Start by really knowing your purpose, both regionally and in each country. Once you have clearly defined your objectives, assemble the reporting structure around them. Adopt processes that work elsewhere in your business, adapt them to give local relevance, and only reinvent as a last resort. Make sure you have a detailed contract and include clauses that define liabilities.
Build key relationships. Success stems from open human trust. When possible be available across the region’s working day but also let people know when you are not available. Embed yourself into your client’s organisation and become indispensable without being arrogant.
Build credible and capable teams, culturally adaptable and results focused. Understand and connect with your sales team. Make sure they feel you are involving them and understand their needs and frustrations. Grow your capabilities. Solutions are iterative and constantly evolving. Be energetic and responsive and don’t become complacent.
Branching out from the local to the regional can be bewildering and at times maddeningly frustrating, but it can also be richly rewarding and joyous, transforming your understanding of both yourself and the hyper connected global world we inhabit. Fully embracing a deep knowledge of your client and becoming a trusted indispensable regional partner is one of the best things in our business.
Welcome to our latest edition of Expert Speak, ”How about we tell you how much we can accelerate your sales?” which comes from Véronique Motte, President CPM Group of Companies in France
How about we tell you how much we can accelerate your sales?
A few weeks ago, our teams organised a conference during the 2018 edition of the MPV trade show which took place in Paris. The title of this conference was “The 4 drivers which really influence sales demos performance”. CPM France teamed up with L’Oréal France to present real-life feedback from this innovative approach.
True fact: sales demonstrations are a sell-out driver for brands
Deployed on a large scale over 40 years ago, at the same time as mass-market retailing, demonstration days are one of the most popular marketing drivers for brands and also one of the most outsourced. Interestingly, according to a study done by EY in France, it is also one of the most preserved media spends:
For a long time in France, sales demonstrations were a sell-in incentive. Nowadays, being a media in its own right, it is therefore central to the concerns of marketing and sales departments.
Measuring sales demonstrations performance: an innovation on the market
Using sales data provided by L’Oréal and a mathematical equation defined by CPM France’s Business Intelligence team, we were able to build a robust statistical model based on linear regression. That’s how the ROI-focused approach for L’Oréal Consumer Products Division came into life.
We found out that in order to achieve a specific ROI, four drivers that can influence performance must be taken into account: the product display, the store environment, the promotion and the ambassadors themselves. This proved that when all the right drivers are aligned, the sales demonstrations performance can be accelerated by over 300%.
Reaching new heights…
I cannot express how proud I am of the teams at CPM who have made this possible. We are reaching a brand new level: we were famous for the quality of the field work execution we provided, which has never and will never be easy, but the right people with the right tools help… we are now able to measure for our clients the performance of the activities they outsource with us.
In other words: at CPM, we make demonstration days work. Oh, and by the way we also measure the performance of our other solutions too…
President CPM Group of Companies in France