Leadership #IWD2018 by Lorraine Butler
International Women’s Day creates time in our busy lives, for awareness and reflection on women’s efforts and achievements. It reminds us to stop and reflect on the progress women have made, our contribution and our successes. In turn, it reminds us to continue our future strides to create future success both individually and collectively.
Personally, I have very seldom been comprised in my career because of my gender. That is not to say that I have not seen others (of both genders) who have been less fortunate. I have always taken the approach of the ‘best person for a role’. However as I have matured through business and life, I see that personal circumstances have to be considered and accommodated in order to help the best person be the best they can be. My management team live by this philosophy and I ask that we seek out leaders in all layers of our business who will embrace this philosophy. This philosophy doesn’t happen by accident, it takes time to nurture, develop and appreciate.
The principles of leadership can be taught yes, but it takes a person with leadership inherent in their personality and DNA to truly and naturally lead and embrace leadership principles. I believe leadership can be improved upon and learned over time, even for those who don’t have a natural leadership tendencies. But in order to become an effective leader, one has to truly want to lead, for the right reasons and needs to believe in the cause – only then will you win trust of your people, which is an absolute requirement of effective leadership. And of course you have good and bad leadership; The concept of Shadow Of the Leader is something I have always embraced – being mindful of the shadow that your leaderships casts, considering others are likely to follow in the same steps.
People skills are critical to any leadership role in our organisation. Our greatest asset is our people and leaders at all levels need to continuously inspire and motivate our employees. Good empathy and intuition are important skills – and knowing when to dial up or down each. In order to lead teams, you have to build a good team around you, realising that often others on your team are better at certain things than you yourself are. A good leader will show the potential to embrace diversity within a team and take ownership of developing their people – where people grow, business grows.
My advice to women today at all stages of their careers – Anything is possible ! Whatever you want to achieve, it is achievable, but you are responsible for your own journey and destination. Surround yourself with good people. People you instinctively trust and can learn from. Regardless of whether you realise it or not – every day you are being interviewed! Do what is expected of you in your current role with excellence, but adopt practices and behaviours of the role you want next! Work to identify and secure a mentor who you respect and will learn from – but ensure to take heed of their advice –they haven’t achieved the success they have without learning a thing or two along the way – so listen, observe and action on their guidance, it will speed up your journey to success
Welcome to our first edition of Expert Speak for 2018, ‘Storytelling’ which comes from Mike Hughes, Chief Executive Officer, CPM International Group.
Last year we lost a client – something I am not used to, something I take personally and something that bothers me. Since then I have spent time reflecting on what went wrong and how we need to be better next time.
Part of this process led me to reflect on the current trend for ‘storytelling’. Storytelling, we are told, is the best way to create chemistry with people, to get you more airtime with customers, colleagues and leaders; apparently, that’s because a great anecdote hooks people, takes them on an emotional journey and conveys a memorable message……stories that resonate with people inspire them to take action.
I completely buy all this and successful pitch meetings need to do all of those things but I think there is one word that is missing which is particularly important in challenging economic times…and that word is ‘true’….because stories need to be true stories backed by evidence, fact and testimonials. Donald Trump has introduced the world to fake news and the blurring of fact and fiction and in a world where performance pressure has never been greater, where the sales director’s door revolves ever faster and where experience is at a premium, it is easy to believe the hubris of a new supplier pitch.
Ideas are easy but execution is difficult and the stakes are high when execution falls below the required standard. I hear increasing numbers of stories where clients are on the receiving end of over promising and under delivering suppliers, for example, thinking they are getting a state of the art reporting system from day one only to find it doesn’t work or where they are told they should not worry because their sales team will transfer to the new supplier only to find out that they have lost 50% within the early months because promises are not matched by delivery. This matters because poor performance stains the image of our industry as well the individual company delivering it and the short term pressures our clients are under means they can’t afford to lose a single sale.
Clients need partners who are going to do what they say they will and this year if you ask CPM to pitch for your work, you can rest assured our stories will be true stories.
CPM Australia, a leading direct sales and contact centre agency and member of CPM International Group; partnered with ACRS to undertake a consumer research study analyzing the current state of customer service in Australia. The findings revealed that Australian consumers tolerance for poor customer service is lower than ever. A summary of the findings and downloadable infographic are available below.
Australians’ tolerance for poor customer service is lower than ever
Today’s consumers are faced with more choices than ever when considering how they want to reach a brand. They’re more digitally connected, socially networked and better informed than ever before.
Consumers are saying it’s still so hard to navigate and resolve customer service issues. These growing number of touch-points has had the negative effect of widening the gap between brands and consumers.
To better understand these concerns and how customers feel about the state of customer service in Australia, CPM Australia partnered with The ACRS Omnibus Tracker to explore these challenges. The “State of Customer Service in Australia Report” reveals critical gaps between customer service expectations of excellence, ease and accessibility and the disappointing realities associated with a lack of consistencies and response.
The power of word of mouth
The research points out that the power of word of mouth still holds its top ranking as the most popular channel. It reveals that the majority of disappointed consumers share their customer service experiences with one to five people. For those who have had a negative experience, 79% will air their grievances with friends compared to 72% who will share their positive interactions.
“It’s been a long standing belief that recommendations from friends and family is the most influential channel over all other forms of marketing. Yet, if consumers value word of mouth and marketers believe it’s effective, then why aren’t brand owners more focused on it?” said Martin Robbins, General Manager – Contact Centre, CPM Australia.
“I believe that the problem is that for the last few years, brands and retailers have been more focused on “collecting” instead of “connecting” directly with customers,” continued Martin. In other words, brands can get too caught up in collecting social media fans while forgetting to actually connect with them. Having 100 really passionate fans that love your brand or product is exponentially more effective than having 10,000 “fans” who’ve signed-up just for the off-chance of winning a new gadget.
The survey also reveals some costly realisations. Over one third (34%) of customers surveyed have stopped shopping at a company in the past year due to a poor customer service experience.
In today’s competitive markets, brands can’t afford to lose sales due to poor customer service. This research validates that customer service stories are spread widely — especially bad ones – and in our experience, you’re typically judged by your resolution and not the initial issue. The quality and immediacy of contact, response and resolution of complaints or queries cannot be underestimated in a world where consumers are less brand loyal and where social media and word of mouth can make or break brands.
Factors driving excellence
In an age where technology dominates our lives, the research shows that dealing with human being trumps social and mobile channels. Across all the age groups, 61% percent attributed an important factor to good customer service experience was getting their query resolved on the first attempt and speaking with someone in Australia (60%).
The study also suggests that social media and mobile channels will not solve customer service queries. For both simple and complex enquiries, customers’ top preferred communication channels for customer service based enquiries includes: speaking with a real person on the phone, followed by face-to-face (in store), and finally through email. Not only does the study reconfirm the notion that customers are seeking a human connection, but they are also seeking local Australian knowledge.
How can Agencies Demonstrate Value in a Competitive Marketplace ?
Providing a service to clients that manifestly increases sales will always be the cornerstone of a strong value proposition. Pricing this significant service at a rate that represents fair value for this impact on a client’s business is an increasingly difficult task in today’s competitive marketplace. But I strongly believe it is more important than ever to focus on the value of the offering and clearly articulate what difference this can make to the client’s business. Admittedly, and realistically, price is not irrelevant. Mickey Drexler, ex-CEO of J. Crew, says “The real price of goods is always the selling price. The best price is to sell it for what it’s worth.”
So, how does an agency demonstrate worth, maintain a keen pricing structure, and avoid a negotiation where the only outcome is a spiraling descent to the bargain basement of both price and value, a process I describe as ‘the race to the bottom’?
Before even venturing to introduce a pricing model, an agency must start each relationship by making strenuous efforts to understand the client needs and then clearly demonstrate the value of their agency’s creativity and wisdom.
Understand what problem the client needs to have solved? Be clear about what insight the agency can bring to the table? Ask searching questions and encourage the client to really define what success means to them. All of this helps to establish a level of trust and to forge common alignment.
It also embraces transparency and a deeper understanding on both sides. Interestingly for the potential client, a closer evaluation of their needs helps the client to evaluate potential providers on their approach and capability rather than solely on price.
What about the spectre of procurement? For many sales or new business teams, the mere mention of procurement evokes a rolling of the eyes or worse!
In my multifaceted role as a Global Chief Operating Officer, Asia President, and Senior Accounting Officer for the CPM Group of companies, I’ve endured many negotiations with zealous procurement teams, watching each element of our service being systematically broken down and assigned a price instead of a value. It’s a very straightforward, almost mechanical, process to place a price on inputs with no bearing on the benefits.
However, the procurement team/individual that can relate those inputs to the value created in the outputs, embraces the real added value the organisation seeks. The procurement professional can help demystify the challenges of internal budget structures versus real output based pricing, and work collectively with marketing and their agency to build a cost model that rewards good work and demonstrates value.
This can be the huge benefit of procurement done well. Yes, they often force agencies to examine their costs and present them in a more transparent manner, but this can only benefit any business longer term. Understanding the price of service delivery is essential for agencies to then realise profit whilst ensuring clients get value.
PepsiCo has recently eliminated procurement from marketing negotiations, but 53% of companies still involve procurement and the onus is on sales teams to embrace this and positively influence the decision-making process, defending their value proposition by clearly demonstrating its impact whilst working in an open and transparent manner, building trust with its procurement client as well as the marketing teams.
If business is negotiated on the correct footing, with the service framed as an investment not an expense, then both the client and the agency can harness the power of synergy and create a mutually successful outcome, based, not simply on cost, but on value linked to insight and a robust ROI.
Winning business that has a miserably low margin while voraciously consuming precious resources, leads to an inevitable and sometimes bitter parting of the ways, which can have a big impact on the agency’s business overall. It takes courage to hold your nerve around the negotiating table and look for new ways to add value, but it is imperative that your service is not viewed as a mere commodity. I’m afraid to say that all too often agencies have nobody but themselves to blame as they agree to commercial arrangements that are best described as suicidal. Who can blame client procurement, they are merely doing what we all try to do, which is secure the best product at the lowest price. I’d like to purchase a luxury car for the same price as a mid- range sedan, wouldn’t you? The fundamental issue here is procurement will keep asking for more concessions until the agency says no! The agency must find ways to say yes outside of simply cutting price and leverage the value-added aspects of the work the agency can and does do for the client.
The world is our marketplace and communication is getting faster. Whole industries, including retail, have undergone tremendous disruption. To be competitive, agencies must be agile, able to simplify process and embrace diversity. Rigidity is a thing of the past. Linear thinking and acting is hopelessly outdated. We must all work on a broader commercial approach. Business is global and it has never been easier to communicate and harness global learnings.
I recently attended a regional conference in Asia where teams from six countries pitted their collective problem-solving and creative skills to put forward several workable project plans designed to roll out across the region for a major client. The client was in the room and was electrified by the sheer energy and practical application achieved in a breathtakingly short amount of time. This was a clear demonstration of how enhanced service can be collectively achieved by harnessing the synergy of truly diverse teams.
Agencies must foster and encourage mental agility and flexibility amongst their people as they are the drivers of value. Business can’t be exclusively conducted from the isolation of a desk. Client service teams should actively network and absorb thoughts and insights from a diversity of sources. We all must keep up with current trends in the market and strive to be thought leaders, the respected “go-to” person in our field. This is especially important if we are going to master and exploit change and not be left an irrelevant colossus, too big and bloated to adapt in the face of fundamental upheaval.
In an increasingly digital world, the distance between clients and the field has never been closer. Agencies must manage their reputations, earn respect and nurture authenticity in all areas of our business. Actions and character must be in-sync and agencies must align what they do with what they
say. Relationship building has always been central to a successful campaign and now it is critical to get closer to clients. This means actively involving field teams.
Communication, like a fountain, must flow upwards as well as downwards. Agencies must inspire everyone to take responsibility and be heard, not mumble in the corner if things are not right. In a world where word of mouth is king, agencies should empower all employees to be advocates, the field teams are brand evangelists and a powerful manifestation of value.
Agencies destined to survive and thrive will be rooted in strong foundations and adaptable in the face of change. Always listening and globally aware, not complacently locked in silos. Not intransigent in the face of a problem and not taking the easy route of pointing fingers and blaming others. Instead, they must strive to think creatively about how to clear roadblocks as a team, with each member taking responsibility. It’s too easy to say no constantly; find ways to say yes that make commercial sense, add value and bring creativity to the solution required.
The pressure of today’s marketplace will always make it attractive for clients to go for a cheaper option. But business is rarely won on price alone. Competitors can undercut, but it is up to each agency to demonstrate they can offer an intelligent, consistent depth of service, delivered by a committed, energetic and engaged field team. Cutting corners and spiraling ever downwards leads to a race to the bottom and is ultimately unsustainable. Instead, focus should be concentrated on insight and people as they adapt, thrive and make evangelists of clients. There will be no better way to demonstrate value and as a positive by product, earn a decent margin.
Paul Woolley, August 2017
The beauty industry is the sector who owns the greatest variety of shoppers given the different distribution channels available: perfumeries, pharmacies, parapharmacies (specific to some countries), institutes, department stores, supermarkets or Internet. The profiles of the beauty consumers change based on their favorite shopping place. On the Internet we have the Millennials, in the pharmacies the ones who are looking for quality and natural products, in the supermarkets those who rush and in the perfumeries the luxurious shoppers.
My brand, my store
The difficult task for a brand is to achieve to shine no matter what or where and to target more possible shoppers. But what exactly does a beauty brand have to do to reach different categories of consumers simultaneously? Open their own brand store of course! In a dedicated store it is easier to reach various consumers’ profiles. In France, CPM created BRANDSHOPS, a turnkey solution designed to offer its clients the possibility to have their own store, whatever the format: pop-up store, corner, shop in shop, truck or just a first traditional permanent store. For instance, when L’Oréal Paris, Nyx or Gemey Maybelline chose to open their first stores in France, they called out to CPM France for the recruitment, training and management of the sales team. There are several advantages in opening a store among which strengthening the proximity to its customers in order to better know them, increasing the multichannel reach or offering a new brand experience.
Beauty & Mortar
With the global increasing trend of online shopping, the brands must align with their consumers’ requests and rethink their strategies. We tend to say that the future of retail consists in online shopping, but even if this channel is growing day by day, the beauty industry is the less impacted sector. Even if there is a new generation of beauty shoppers who are more inclined to buy online, ie the Millennials, most shoppers continue to go to the stores because here they can find samples and beauty advisors, and even make-up sessions for free. Consumers still need to feel, touch and test the cosmetics, the physical store thus has a real competitive edge and this experience cannot be yet replicated online.
In France, more than 50% of the beauty shoppers are stubborn when it comes to online shopping. However, 43% of beauty shoppers are using their smartphones to keep informed and to compare prices, even when they are in the store. The power of online shopping thus remains a threat and retailers have to continuously drive loyal and new customers to their stores. The actions they can leverage include a well-executed merchandising and beauty advisors with state-of-the-art knowledge on new trends, products and innovations. As previously mentioned, the Millennials, a generation which represents a large portion of beauty consumers, are the first ones turning to the internet before purchasing products. This generation chooses to trust the makeup recommendations of a makeup artist or beauty influencer on Instagram or YouTube over a salesperson in the store. And here lies the challenge for in-store salespeople: re-establish this advocacy. In order to compete with online beauty experts, brands must allow their sales teams to concentrate on their core tasks: sell. For merchandising services, training and sales team activation, we can come in.
The beauty buyers are more and more omnichannel, and a total uber-isation of this industry is still far away. The challenge for retailers remains their capacity to sharpen their systems and processes to ensure that the customer experience is a seamless one, whatever the distribution channel.
Veronique Motte, CPM France CEO discusses Sales Outsourcing in our latest CPM Expert Speak. The obvious choice for some but less well-known to others, sales outsourcing lets brands be more agile and keep ahead of the pack.
To adapt to situations, seasonality and new trends…
The modern consumer is multichannel. Their new needs and new ways of consuming are prompting brands to adapt, revise or even recast their marketing and sales strategies. This is having an impact on the efforts required of their salespeople in the distribution networks. Or rather it should. When a manufacturer’s sales force is given the task of concentrating on the French hypermarket network, it remains focused on the relationships it has built and maintained with each store. These sales representatives, who drive for miles along the roads of France for early morning appointments with department managers, do not have the “bandwidth” to absorb what we in our lingo call a new sales front. So, for a manufacturer who fully intends for its strategy to include the new network that is so popular with consumers, the convenience stores – Carrefour City, Franprix, G20, Intermarché Express, etc. – there is an alternative: the outsourced sales force.
In France, the new “convenience” sector accounts for over 8,500 outlets and 30% of growth in consumer products in 2015, according to Nielsen. In recent years, consumers have been using them with increasing frequency and in response, retailers have increased the number of outlets and thus the number of possible points of contact with these consumers.
In 2014, when French manufacturers were asked about the new challenges facing their sales force in 2016, they cited the improvement in coverage of the new distribution territories – corner shops, drive-thru, etc. When they were asked if they were using or planning to use outsourced sales forces, 55% of them answered “yes!”(PBMO study). The figures published by our French professional association, SORAP, also speak volumes. The outsourced sales force market grew by 9% between 2014 and 2015. Outsourced merchandising grew by 18.5%. This growth phenomenon is expected to continue.
Manufacturers measure the value that outsourced sales or merchandising forces sales teams can create as backup to their employees, by targeting stores that are not visited by them, such as neighbourhood or village mini-marts, but also beachside supermarkets and mountain grocery stores on a more seasonal basis. The importance of the phenomenon transcends our borders, with the same trends being observed in the United Kingdom, Germany and Italy. Outsourcing one’s sales force, or its merchandising or activation – the three main business lines of sales and field marketing agencies – is nothing new. What is new is the discovery of the many opportunities that this offers to brands in the current consumption environment, which many might describe as “complex” or even “confusing”.
… and to try new things, innovate and stay competitive
In order to benefit from a qualified sales team whose activities adapt to the year’s various high points, the brands are ready to team up with partners specialising in sales and field marketing campaigns, and try out new and original, even radical, commercial solutions. Like the outsourced shared sales force: shared between two manufacturers, these sales representatives can better and more efficiently cover a sales front in a more economical manner for each of them. In this case, the external service provider makes the relationship between the two companies much easier: part arbitrator, part advisor, it acts as a genuine facilitator while the brands retain complete freedom in defining their strategies.
Because in 2016, the sharing trend is bigger than ever! This is plain to see in the consumer services sector. On the B to B side of things, start-ups are increasingly taking it on board, with fab labs and co-working spaces. Sharing is thus becoming a true entrepreneurial philosophy that major manufacturers are embracing on their own scale with growing enthusiasm.
Other innovative mechanisms, such as e-merchandising (optimising product visibility on e-commerce or drive-thru sites) or crowdsourcing (data collection micro-tasks assigned to paid private individuals) also complement more traditional sales strategies.
For in addition to our local trends, players from further afield – Amazon, Alibaba, Costco, etc. – these names that are used to proclaim that competition is healthy, are transforming the distribution landscape. The status quo is definitely not an option.
For further information on this topic, please Contact Us today.
Sales of beauty products are booming in Asia, and it’s now one of the most important global regions for growth and development. Competition for lucrative sales is fierce, and CPM’s mystery shopping experience has proved invaluable to leading beauty company Coty, providing vital market intelligence by increasing Coty’s understanding of customers’ buying behaviour.
Hong Kong (HK) was the first Asian market Coty wanted CPM to focus on as it occupies a critical location as the gateway to the lucrative Chinese market. The CPM team began their mystery shopping programme using criteria which was based on the accepted standard of excellence in beauty customer service. It is focused on a European style service flow involving conversation, developing a relationship with the client and tailoring the service to their needs. The HK market however did not always conform to this accepted practise, shoppers fell into two distinct customer types, the HK local and the Chinese customer. Chinese customers did not want to spend time at the counter, they favoured “get in, get out” fast interaction. Yet they were the bigger spenders, bulk buying for family and friends who valued the prestige of buying exclusive goods in HK.
This presented the CPM team with an interesting problem as initially they were assessing the service of the staff through the accepted international guidelines which has a definite Western lens and does not take into consideration the habits of the Chinese customer. The rise in income of the Chinese middle class and subsequence increase in their international travel has necessitated an adaptation of the mystery shopping measurement criteria. The CPM exercise led to a better understanding of the shopping experience and needs of these customers. CPM and Coty realised that they needed to understand more about what Chinese customers wanted from their time in the retail store.
The learnings from HK became even more valuable when the mystery shopping project was rolled out from HK to Malaysia. A mixed mystery shopping team made up of Malay, Western and Chinese women was recruited to ensure there was a spread of profiles that were truly reflective of Coty’s customers. This local knowledge was applied to several customer service touch points including the Malay wedding gifting custom “hantaran.” The team noted whether the sales assistant offered specific extras for these customers such as special gift wrapping.
The CPM mystery shopping team have skilfully adapted global standards, keeping what is applicable to all markets and modifying where necessary to suit the local market. This is especially important in Asian markets like HK and Malaysia where there is strong customer segmentation. Sharing such useful intelligence gives clients the cutting edge necessary to keep ahead of the competition and has helped Asia to become the biggest contributor to Gucci Beauty sales globally.
Our sense of smell is intimately linked to our emotions, the mere hint of a long forgotten scent can evoke a powerful memory. CPM’s Regional Training Managers educate Beauty Advisors (BAs) in stores across Asia to tap into this emotion and maximise sales of Coty’s impressive stable of iconic perfumes. Their innovative approach has proved to be hugely effective.
So what are their methods? It starts with immersive coaching, both in the classroom and on the shop floor. Like all of us a perfume has a history, personality and family. The CPM team tutor the BAs so they gain a thorough understanding of these principles. The next step is to develop a feeling and connection to the fragrance which can be translated into language. A good example is the limited edition Marc Jacobs, 2017 Daisy KISS collection, which is inspired by the vibrant and electric emotion of a kiss in the spring season. Translating this essence so customers can picture and feel the emotion takes knowledge and confidence. The BAs trained by the CPM team acquire this skill and are able to actively engage with customers using powerful keywords and images to impart the vision. A BA’s confidence improves immeasurably when she sees an active engagement translating into actual sales.
The CPM team also understand how cross cultural differences can influence perfume sales. An interesting example is the Chinese market. Traditionally perfume is not important in Chinese culture but the millennial generation are actively changing this. They love designer brands and are highly aspirational. The CPM team train the BAs to position Coty’s Gucci perfume as an affordable gateway to acquiring the glamour, attitude and personality of the brand. Sales have subsequently increased across the Chinese and Hong Kong market, with Hong Kong having the strongest global sales of the Gucci brand.
Perfume is a sophisticated and complex category. Using CPM’s highly skilled, regional training team to teach in-store BAs to make sense of it and actively engage with customer’s emotions to impart the magic of scent is a crucial step in the sales process.
Consumer electronics continues to decline, despite rising consumer confidence
After the fall of the euro in 2015, many retailers increased unit prices to compensate to maintain their profits. This affected consumers’ interest in consumer electronics. In 2016 this changed, as overall disposable incomes grew and the euro revaluated, leading to higher purchasing power, and in turn consumer confidence also increased, due to the more positive outlook for the economy and the increased willingness to buy. Nonetheless, this factor was not sufficient to provide a boost to volume sales of consumer electronics.
Emerging Asian brands are becoming more competitive against the bigger players
Large manufacturers continued to dominate consumer electronics in 2016. These manufacturers generally benefit from strong brand recognition amongst the consumer base, many years of experience and well-established distribution networks. They are well-positioned to maintain their lead through regular new product launches and extensions of existing product lines. However, a number of smaller manufacturers gained volume share during 2016, and significant growth was registered by emerging companies such as Lenovo, which saw a strong increase in its share within laptops in 2016.
Internet retailing is seeing significant growth
Internet retailing is registering growth in all consumer electronics categories in the Netherlands, although in some categories more than others. Nonetheless, the majority of volume sales still come from electronics and appliance specialist retailers. High-ticket items such as televisions are more often purchased via this channel. This is due to the continued need for specialist advice and the need for confidence in purchasing the right product, as higher expenditure is involved. Meanwhile, smaller and lower-priced consumer electronics are increasingly purchased over the internet.
After the economic recession the number of specialized consumer electronics retailers decreased significantly. The remaining physical store chains (especially Media Markt and BCC) are still strong in market share but have to work very cost efficient to remain competitive against the online players (Bol.com, Coolblue). This results in younger, unexperienced store staff. The main brands have to “rent” their SIS locations in the stores and are expected to provide the stores with their own brand promotors.
Besides this, consumers are very well informed nowadays before they visit the stores and in order to prevent them from “showrooming” in the physical store and then buying online we really have to provide them with a great sales experience with tailored information for the consumers’ needs.
CPM is a main player in the CE market and our competitive advantage is in the quality of the store staff that we provide for the main brands. We focus on learning & development of our staff which enables our people to have higher conversion rates than regular store staff and, more important, they are capable of selling the high-end products of our clients’ line-up instead of the basic and mid-range products (that actually sell themselves due to price). This “premium ratio” is always a KPI in our contracts and offers better margins for our clients and the stores.
Our promotors are also coached and trained to make sure that the store staff of the retailers they visit become “brand ambassadors” of our client. We see an increase in sales on non-promotor days versus peer stores that don’t have our promotors.
Next to the best in class training programs that we provide our staff, we also are aware of the fact that the main brands in this sector are very data driven. They have their own sell out data, account manager store reports and we add promotor data. Most clients lose “grip” on their field execution because all this data comes in different reports, files etc. We have developed a tool that brings all field data together and provides tailored management dashboards, in which ROI, KPI status, NPS etc. is provided. It also provides an e-learning environment so that client, agency and promotor pool all access the same environment and all data is centralized (with different levels of access of course).
The combination of the best sales people and the best tools have helped us to maintain a top position in the very competitive Dutch field marketing environment.
We believe that physical stores will remain important in CE sales. We must challenge ourselves to keep investing in keeping and training the best people, innovate continuously in tools that give insight in our ROI, improve our people and connect with all available data. Besides that, we are looking for ways to connect with internet retailing as well (e-merchandising, home installations, etc). The world is changing fast so we have to keep up the pace!
Business Unit Director CE
Our latest CPM Expert Speak comes from Alberto Almar; CEO of CPM Expertus Spain Field Marketing. Alberto has been working at CPM Expertus for over 16 years and has over 20 years’ experience in field marketing.
Our present purpose for a better future.
There are many trend reviews that talk about the need to observe the world from an Omni-channel perspective. For those of us who are not millennials, this means we must recognize the convergence between what is physical and what is digital (the so-called Phygital), understand that concepts like credibility and reference have moved to the Internet and that the words agility, flexibility and service have taken on different meanings since the arrival of Amazon.
Despite the growth of e-commerce, selling in physical environments continues to be essential. Drivers related to price and convenience (the possibility of free delivery, ease of returns) co-exist with the great battle involving the abandonment of the shopping basket. Unfinished transactions in fear of a hidden cost, lack of information or the need to meditate the buying decision are what confirm that aspects like production presentation and prescription are decisive factors.
What are the challenges in the Spanish market for an outsourcing company focused on retail (not on e-tail)?
Although there is budding economic recovery, job insecurity in the sector coincides with a growing need for professional brand representation profiles: impeccable presence, excellent argumentation capacity, great negotiation skills and long-term service. And given that the buying experience is nearly as important as the actual purchase itself, exceptional representation of the brand values becomes something extraordinary.
The change in our clients’ demands and the evolution of consumer behaviour are obvious and, therefore, it is surprising to see how there has been talk for years about people management without truly committing to talent management.
Being committed to talent means:
In short, committing to talent means offering a tangible benefit to employees that directly impacts the quality of the work done and, thus, improves our clients’ business results.
At CPM, our mission is to have an impact on the sale of our clients’ products. By acting on the Sell-Out or Sell-In; face to face or by phone; permanently or tactically. Through Sales Forces, Sales Reps or Sales Promoters; through teams of Merchandisers, Brand Ambassadors or Specialist Trainers, among other alternatives. Although being results-oriented leads us to wanting to measure the impact of our activity, the generation of Insights and Influence is where value creation resides and this continues to be the driving force behind our business: people.
CPM EXPERTUS FIELD MARKETING