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Company: Supplementary sales force, a one-off commercial solution

The supplementary sales force is developing and appears as a practical solution for some companies. Supporting the activity of a company, whatever the pole concerned, makes it possible to strengthen its action and meet its objectives. In industries such as mass distribution, this process is more common. Nevertheless, all sectors of activity can use it during their existence. The supplementary sales force targets a particular part of a company’s activity, on a commercial level. An essential aspect for a company to remain competitive and close to its customers throughout the year. And why not after the difficult months that all companies have gone through?

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The suppletive sales force, a useful commercial helping hand

The proxy sales force provides valuable assistance for companies that request it. It allows them to temporarily strengthen sales teams for specific missions. A larger workforce to achieve results quickly, and thus meet its own objectives. However, the reinforcements are only temporary, and are not part of the workforce of the company requesting them. Indeed, these are profiles sent by an external service provider, trained for the requested mission.

For small structures, this makes it possible to free themselves from internal recruitment and a long training … Especially if the need is only very punctual, on the occasion of a product launch, for example. After months of lockdown and business disruption, companies want to get back on the right foot as soon as possible. The outsourcing of services on behalf of companies is diversifying, and offers support in both generic and central areas.

Not all business leaders are aware of this opportunity to strengthen their sales teams. They can then inquire to obtain more information on the supplementary sales force and call on the service provider best suited to their needs. These practices offer them more benefits, including faster deployment for pivotal missions. The range of services is quite varied, concerning, for example, field marketing, merchandising or commercial animation. All with one goal: to get as close as possible to customers, to better retain them.

The staff mobilized for these missions are thus recruited and trained by the service provider, following the specifications issued by the client company. The auxiliary sales force is committed to the result,which allows the company to be serene about the progress of the mission.

A principle of suppletive sales force that brings many advantages

Almost instantaneous availability and obligation of results… The supplementary sales force appeals to companies that need reinforcements in their teams, especially sales. Turning to this type of operation brings advantages, and size. Indeed, when it concludes such a contract with a service provider, the company obtains a guarantee of result. This allows him, unlike other more traditional contracts such as temporary work, to fulfill his objectives.

The interventions of the auxiliary sales force are adaptable according to the requests and needs of the client company. If some companies only call on this team for punctual missions and spaced in time… Others integrate these employees in a more sustainable approach, alongside the internalsales team, or even as a replacement. Because in some industries, having a full-time sales team is not always necessary.

Also, this help makes it possible to focus on punch actions, as on the occasion of the launch of a new product… Or a communication operation essential for the deployment of the brand. The auxiliary sales force then intervenes in these situations, to strengthen the dynamism around this event. In addition, it allows the company to extend its message and brand image to much larger territories. A way to promote its services and know-how beyond its local circle.

The commercial aspect is essential for a company. In order to make itself known, to communicate to better know and seduce its customers, as it evolves. For this purpose, the sales team is then an essential lever for the activity. A lever not to be neglected to differentiate in a market that is sometimes highly competitive.

Sales team or digital prospecting, what to choose for its deployment?

The company has evolved well over the past several years. Gradually, in addition to its actions in the field and its internal staff, it also began to deal with a new lever… Digital. More than useful to exist and make themselves known, digital has allowed companies to exploit a whole new dimension. Through a website,or through social networks, or even through advertising, promoting your brand becomes faster… Seemingly.

Some business leaders then wonder: is it necessary to maintain a sales team when digital makes it easy to communicate? Although it is possible to promote new products online, thanks to the internet… Direct human contact is still essential. This makes it possible to analyze the reaction of customers, the elements that make them react, and adapt its offer to the best. Something that is much more difficult to do online, despite the statistics. Admittedly, this gives an indication, but it will never replace direct exchange.

Therefore, it is essential to continue efforts in both sectors, in order to maximize its visibility, before, during and after the launch of the mission. The auxiliary sales force is then an effective weapon for digital. It makes it possible to identify the important aspects for the customer, to understand what he expects and what interests him less … And this in order to build an effective digital strategy afterwards. Field and digital commercial operations are not a replacement for the other, but a complement.

However, field business strategy and digital strategy are two very distinct things for a company. For this service too, the company can call on an external service provider… To focus on its core business, without having to recruit new contracts.

The supplementary sales force, an aid that is democratized in companies

Using a supportive sales force is a good solution to support your business during peak periods. In the aftermath of the COVID-19 pandemic, this is even more true as companies continue to innovate, to grow. With the arrival of summer in particular, the new products stand out, and attract customers. Meeting a person who presents the products at a point of sale allows you to get to know the brand better.

In addition, and particularly within supermarketchains, these marketing actions also make it possible to make customers try the products. A new drink, a new packaging or a new offer not to be missed… So many operations to do with the support of a supplementary sales force, dispatched on site to promote the brand.

Companies are turning to workforce support to accelerate their deployment and communication. This allows for faster results and direct contact with customers. This allows internal teams to work on the development of offers based on customer feedback. Feedback observed in the field. As a consequence, some companies now only use the supplementary sales force for their commercial actions. A useful operation certainly, which tends to be deployed for many sectors of activity to relaunch serenely …

Sources:

  1. “Suppletive sales force” Shares Co
  2. “Supplementary sales force: the advantages and disadvantages” Lyon Entreprises published on 21 June 2021
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