Field sales is the most traditional sales channel, and is quiet an influential one too given that a proper strategy and sales development plan is in existence. The most important element to consider while devising a field sales strategy is to realise that frame of mind for the customers is not the buying frame. The other important element is the mapping of territory to hit. This needs to be noted that, there are quite a few common similarities between field sales and business to business sales. The above two mentioned elements have been discussed in detail in the prior article about managing business to business sales strategy. In this article we will focus on the major differences between two sales channels and how to manage the tweak field sales offer while considering sales development.
The major difference in field sales is that the target consumers are different. In business to business as name suggests your sales team target businesses however in field sales the target consumers are normal house hold customers. The difference is important to understand as building of sales team is different, business to business may only require three to four sales representatives as business territories are much smaller then house hold mapping. This is extremely significant to understand for a sales manager that a door to door team to be successful should comprise at least around 10 to 12 sales representatives per team for a territory. The logic behind this approach is of number of contacts to be generated in a day based upon percentage of mapping. The simple equation in both of these sales channels implies more contacts leads to more presentations and high probability of sales.
The other area that needs to be addressed with regard to field sales is organizing of sales training. Sales training for door-to-door teams should cover door opening techniques, most of times a sales training is generic and as per market research does not focus on door opening techniques. The reason we emphasize on door opening techniques is that because it is the key to success in door-to-door channel. We will illustrate an example to further develop the notion; one of techniques you need to implement at doors is to stand at a shadow distance in horizontal way after knocking the door. The reason behind this approach is it offers the comfort to the person behind the door to step out and start a conversation. A successful door-to-door sales team is well developed on door opening techniques as once a customer steps out and starts the conversation then the next step is to change the non-buying frame of mind to buying frame of mind.
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The advantage of field sales is elemental as it is cost effective way of selling, and offers to cover a broader segment of market. This sales channel has existed for decades and been instrumental in success of organizations, however as discussed it is significant to understand the nature and requirements to deduce maximum efficiency of field sales.