Sales performance can be improved using customer and prospect insight to determine the optimum sales territory design
Swagelok is a highly specialised global organisation with a heritage stretching back to 1947.
Swagelok provide precision pressure regulator products for businesses that have fluid systems at their heart such as power, oil & gas and beverage producers.
Naturally, with a highly specialised product set you would expect a business of this nature to have a highly specialised field sales force. Swagelok are no exception.
Each member of the field sales team is part sales rep and part engineer trained to the highest standard, ensuring that customers receive the right product and service to meet their business application.
Change at the top
The driver to review the current field sales engineer territory model came in the form of a management reshuffle within the Swagelok Manchester division and a change in field sales personnel.
The changes within the company prompted Swagelok to undertake a review of the current methodology for geographically allocating sales territories.
Swagelok wanted to understand if the current model would help or hinder overall sales objectives.
Tech4T gave us a level of insight we never had before…What followed was a 3-month review of the entire customer facing sales machine; the overall project was broken down into a series of components that would not only align the field sales team geographically but could help to drive and inform how the field sales engineers should operate on a daily basis to achieve their sales targets.
The project considered;
- How best to align field sales engineers geographically.
- Customer insight, grouping, segmenting and classifying customers by value and opportunity.
- Market penetration.
- Product analysis to drive cross-sell and up-sell initiatives.
- How to balance growth from the existing customer base and converting new business opportunities.
The field sales territory design was just one element of our deliverable.
Territories were aligned considering field sales rep locations, drive-time, the geography of the area and then balanced with the insight produced by our customer and prospect analysis.
The resulting territory design would provide a platform that maximised each field sales rep’s available selling time and make sure that any future personnel changes would have a minimum impact on the overall territory structure.
Business Intelligence – An online management information tool.
As part of our outputs an online management information system was delivered to Swagelok providing management and each individual field sales engineer a deeper level of customer insight than was previously possible.
Each and every aspect of our detailed analysis was converted into a series of geographic reports showing key metrics such as;
- Visibility of territory structure.
- Customer and prospect locations by field sales rep.
- Key performance indicators such as sales trends and customer trading patterns.
- Customer lifestage showing lapsed customers and high net worth accounts.
- Market potential and penetration statistics by territory.
A testimonial from Swagelok.
Our project with Swagelok is best summed up by Rebecca Dowling, Marketing Communications Manager for the business.
“Historically our sales territory was divided by sales value and postcodes, in 2011 we identified the need to review and analyse our business model.
We worked with Tech4T who helped us to break the project down into three phases.
1) Visualisation of existing territory
2) Based on the insights gained from phase one, propose a new ‘optimised’ territory structure
3) Implementation of a route planning module to help make our sales engineers more effective when planning calls to customers
Tech4T provided us with the expertise and software to visualise our existing territory which could be sliced and diced in a number of ways.
This gave us a level of analysis and insight we have never had before. Tech4T then worked with us to further understand our needs and aspirations, and came back to us with a proposed new territory structure, that was data driven, customer focused and in line with our business aims.
We implemented phase two are currently in discussions with Tech4T about phase three.
Graham (Tech4T, MD) and the team have been a pleasure to work with, they are extremely proficient, helpful and responsive. They worked tirelessly to understand our business and ensure that the proposed new model worked for us. They were flexible and patient when we needed to make changes, and they demonstrated values that are aligned to our own.
We will continue to work with Tech4T in the future.”
If you’re a business going through change or simply wish to understand how best to structure or schedule your field sales force please get in touch directly on 01733 890 790 or use our contact form to reach one of our consultants.