Thank you for helping me to win this bet.
As you know, the goal is to show that, even if you think you’re already doing the best for retail sales, the results can be better.
Before we go into the specifics of how this bet is made, let me clarify what I mean by “better results”, which in itself would mean everything and nothing.
A first improvement is certainly in the economic area.
Improving sales undoubtedly means increasing the number of final sales – not just sell-in – and preserving sales margins.
But it is also to optimizing – and if possible reducing – all the costs associated with the distribution of your products.
In other words, increase the R.O.I of your sales campaigns, that is, in simple words, how much you have earned in the face of how much you have spent.
The improvement, however, is not only in the economic/commercial sphere, but also other assets that, although intangible, are just as important.
These assets are related to the perception of your products and your company, not only in the eyes of end-consumers, but also of retailers,and in general, of all players in the supply chain.
First of all, today more than ever it is necessary to “inculcate” in the consumers’ minds the qualitative and differentiating aspects of your products.
It is evident that the more you succeed in this intent, the more people who prefer to buy from your company.
Another important aspect of improvement is definitely customer satisfaction.
I am not referring in this case to the end-costumers that consume your products, but to those who resell them.
Aside from affordability, a retailer decides to sell your products in other ways as well.
For example, the ease of working with you, your punctuality, your service and, not least, your support to the sales.
This last point is becoming to be more and more relevant, since today, in an ultra-competitive market – the sales war is won by marketing, not with the characteristics of the products.
Finally, the improvement also applies to the internal staff of your company.
Not only from the point of view of wasting time in non-productive activities but also on the guarantee of spending well and safely the company’s money.
These are the elements on which this challenge will be posed.
So here are the practical details.
As I anticipated in the invitation message, the challenge is to compete your current product display with those of the More Sales system with No Hassles.
You will receive 25 stands to send to your retailers, replacing the ones you are already using or even better to join them.
The goal is to make it easy to verify the total sales units of each one, preferably counted in the same period of time and at the same point of sale.