Training the Team. Winning the Sales

One of the world’s leading appliance manufacturers wanted to better influence the sale of its products while maintaining high levels of customer loyalty and recognition. MarketStar worked with the company to provide solid support through Brand Advocates who provide in-store product training for sales associates who interface with the client’s end customers. By combining the client’s existing Brand Advocate program with MarketStar’s Assisted Selling program, the client experienced significantly higher sales at targeted retail outlets.

Channel Profile

A prominent appliance manufacturer had long understood that sales associates are important elements within the retail sales process. These key contacts typically have a great deal of influence over customers’ perceptions of products and brands. In order to remain a leader in the durable goods industry, the appliance manufacturer realized the necessity of providing premium training and support for the sales associates who interact with potential customers.

Challenges

The company defined the key elements of its strategy to provide retail sales support and sought an outside source to help them:
• Increase representation at individual store locations
• Train retail sales associates on new and existing products
• Ensure proper installation and use of demo products
• Place and restock promotional materials
• Report competitor intelligence from the retail sales floor

Solution Design

To address the client’s goals, MarketStar designed a program that combined the client’s existing resources with MarketStar’s Brand Advocates, a group of specially recruited field representatives.

These Brand Advocates were trained in the specific benefits and features of the client’s products. They were also instructed about the specific goals of the support program and given reporting requirements.

MarketStar proposed that the client choose one of its major retailers for an initial test of this campaign

Implementation

After the client selected a retailer, MarketStar developed an Assisted Selling program that covered 56 retail locations in eight unique markets. Brand Advocates were quickly recruited and trained to provide retail sales associates with the information necessary to close their sales.

Brand Advocates visited retail locations and informed sales associates about the features, benefits, and competitive differentiators of the client’s products. Brand Advocates also trained sales associates to effectively demonstrate the selling points of the client’s products to retail consumers.

Results

• During the six-week program, sales of the client’s products doubled in retail outlets with Brand Advocates, while product sales declined at retail stores that did not participate in the program.
Results

• During the six-week program, sales of the client’s products doubled in retail outlets with Brand Advocates, while product sales declined at retail stores that did not participate in the program.
• Brand Advocates became an integral and critical component of the client’s retail marketing strategy. The client increased the number of Brand Advocates dedicated to assisted selling from six to over sixty nationwide.
• The client is continually making the Brand Advocate program a larger part of the company’s marketing strategy.

Products and Services

• Assisted Selling
• In-store Product Training
• Field Team Recruitment
• Brand Advocates
We write this article for the awarness of clients and business man about the market and sale.