Unprecedented changes in the retail and customer landscapes are creating big challenges for Sales teams. Who would have thought at the turn of the century that by 2014 the world’s largest retailer would have no physical stores? Whatever industry you are in the customer landscape and expectations are changing fast.
From pricing competitiveness to cost optimisation, omniformat strategies to store utilisation - everything is being turned on its head in the pursuit of shopper loyalty and growth. In Pharma, there is growing complexity in the web of stakeholders that Sales teams need to work with to secure product availability and drive sales.
Given the scale of these changes, sales teams are having to accelerate capability building in key areas such as route to market, trading terms, eCommerce strategy, ways of working with customers, data analytics, salesforce effectiveness and the use of technology to drive efficiencies.
In the work we are doing with clients there are a number of broad trends we are seeing among those looking to lift their Sales capabilities to new heights:
Aside from the impact of digital on the customer landscape and how Sales teams need to work externally, it is also forcing companies to look at how to break down traditional functional silos and join up the way Marketing and Sales work more effectively in order to deliver a better customer and consumer experience – the topic of our previous blog.
Faced with these extraordinary external changes and the significant impact they are having on sales strategies and ways of working, has there ever been a tougher time for Sales teams? And are they doing enough to raise their game to deal with those challenges?
Let us know what you think; join the conversation @brandlearning.
This post is by Martin Adkins, Customer Development Director at Brand Learning