Distributor Sales Force Performance Management

Abstract

Nestle India had initiated an aggressive market growth strategy which was difficult to implement because of the increasing turnover of the distributors' salesmen. The challenge was likely to get aggravated in future because of increasing employment options for the salesmen as well as increasing competition for retail shelf space. The salesmen were in the payrolls of the channel partners, and the diversity of the management practices of channel partners made the intervention even more difficult. The competitive analysis of the benchmarked companies and relevant data were collected to decide on the appropriate steps to mange the problem. It was very critical to take a well considered judgment on the issue as it affected the entire revenue engine of the company.