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HI, I have to prepare Sales Process Manual for my company. Our company is into FMCG selling. Will someone be able to share some work done in this area. Thanks .
From India, Gurgaon
Dear Delvette,

Sales process manual has to be customised to your product and your requirement. Other's requirement could be different from you. Toothpaste and instant noodles both are FMCG products but their demand will vary.

For this best thing for you is the make field visits along with at least 25 salespersons. You may note down your observations on the following points:

a) Their territory planning

b) Exact time spent on the road, time taken to reach the customer from parking area

c) Questions that salespersons ask to the customer

d) Questions that customers ask to the salespersons

e) Business etiquettes and product knowledge of the salespersons

f) Selling means what exactly these salespersons do?

g) How do they negotiate on credit?

h) What efforts they make for the recovery of outstanding dues?

i) How many sales calls do they handle per day? What is the turnaround time per sales call?

j) What sales forecasting techniques do they use? What is the sales forecast accuracy?

k) Which product has more pull? Do they maintain any statistical data?

l) What are means by which they can generate market intelligence? How this intelligence can be useful?

m) What follow-up paperwork is required? What is the scope for automation?

n) What is the % of mismatch between demand and product delivery?

The more you do the field research on these points the less it is. The sales process that you will develop on doing this research will not have any parallels. Yes, it is time-consuming but then if you look at the benefits that you will accrue from this field research, this is an investment and not expenditure.

All the best!

Dinesh V Divekar


From India, Bangalore
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