Category Archives: Field Sales


Case Studies

Microsoft Field Sales Team

CPM Ireland provide a dedicated, full-time field sales team across Ireland for Microsoft

The challenge

CPM provide a full time field sales team across the Island of Ireland for Office, Surface & Windows in Harvey Norman, PC World, Independent Retailers and xBox in Smyths & Gamestop.
CPM also provide a Digital resource, a SME Business Development resource and a Breadth account Manager for Microsoft.

Our Solution
  • Team in place for 10 years, extensively trained and deployed across top Irish retailers representing Microsoft
  • The team are tasked with delivering across the key pillars of retail execution in all Microsoft product categories.
  • Priority focus -attach, product sales & delivering messaging on the Modern PC.
  • Team concentrate on training & relationships in store to drive advocacy.
  • The team deliver insights from their experience in retail to drive Microsoft strategy.

Results

All KPI’s achieved in FY16.
2,300 calls completed, 2,369 RP Training Impressions, 137% achieved on Expertzone.

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Case Studies
Manor

Sales , Sales Promotion
The challenge

We provide professional and highly motivated Sales Promotions teams for Manor stores who promote the Manor credit card and try to win new cardholders. We have built a strong sales promotion team who are able to reach client’s targets. The selection of the promoters is a crucial part in this promotion as the requirements are very specific and targets are high. After an in-depth training, sales promoters are informing customers inside the Manor Stores about the benefits of the Manor-Card and are convincing them to sign the application form right at their booth. With very detailed and regular reporting, as well as follow-up training, we ensure that our team are in-line with the targets of our client

Our Solution
  • Sales Promotions team of 40 promoters
  • 342 promotional days over the whole year
  • 57 Manor stores in 57 cities all over Switzerland
  • Regular sales promoter training

Results

  • Over 4,000 new Manor Card holders
  • Average of 12 credit cards per sales promoter

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Case Studies
NESCAFÉ

CPM Switzerland run a 2,500+ days in-store sales promotion to drive sales
The challenge

CPM Switzerland AG runs a 2,500+ days in-store sales promotions mainly in the ERT (Electronic Retail Trade) on behalf of Nestlé Suisse S.A. in Switzerland. We have been representing this brand since 2012 in order to raise brand awareness, promote and increase sales for the “Nescafé Dolce Gusto” system.

Our Solution

CPM Switzerland recruits a dedicated team of Sales Promoters who are highly experienced in sales. Teams are highly trained and motivated through sales training programmes and regular coaching by a dedicated field sales coach and the CPM project management team.

We supply monthly reporting and quarterly management summaries as per the client request. Merchandising and logistics are managed by CPM in cooperation with an external logistics specialist.

A dedicated CPM Field Sales Coach provides coaching, stores visits and general support to the sales promotor teams, helps to identify and measure key areas of improvement.

Results

Strong augmentation of the sales figures for tea machines and tea capsules.
Increase in market share.

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Case Studies
P&G

Sales, Field Sales
The challenge

P&G has been a CPM Netherlands client since they bought Gillette back in 2005.
CPM serviced Gillette and P&G asked CPM in order to build and maintain distribution in-stores to recruit a dedicated field sales team. The so called (9 ) Store Development Representatives, along with 1 field coach and 1 account executive, are responsible for P&G’s portfolio merchandising in both drug stores and supermarkets in the Netherlands.

Our Solution

CPM recruited a dedicated entrepreneurial team of people to be responsible for informing stores on new initiatives, ensuring the “power SKU’s” are available and on shelf inline with headquarter or store agreement. In addition increase share of shelf where/when applicable, avoid out of stock situations and optimise second placements in store to drive sales. Using the Retail reporting module designed by Omni ISG on the Salesforce platform we report back the results and issues directly to our point of contacts in the P&G office in Rotterdam, enabling the account managers to be in the driving seat when talking to their clients.
The field coach and account executive sit in the office one day a week and join meetings with the P&G teams, they work closely together maximising the opportunities for each call cycle and bring expertise and learnings outside – in.

To streamline data we make use of innovative tools in order to keep improving the sales and merchandising process.

Results

A strong and flexible partnership has been built over the years securing all of our learning and share of information and recommendations.

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Case Studies
Bosch

Sales, Field Sales, Sales promotion, Consumer Activation, Sales Demonstration, Brand Activation
The challenge

CPM Switzerland manages a fixed team of 80 field sales staff for 3’250 days p.a. of in-store sales demonstrations and sales consulting in DYI outlets all over the country.
CPM recruits and hires the field sales team, which is part-time and fixed employment per POS (40+). The sales results are reported weekly. Further to this, CPM also manages a tactical sales demonstration promotion for power tools and garden tools (seasonal) in additional POS with a flexible but trained team.

Our Solution
  • Shop-in-shop solutions/stands in all Swiss DYI outlets
  • All shop-in-shop staffed with CPM-/Bosch- Sales Experts
  • Product and brand activation
  • Build strong relationship with consumers
  • Product demonstration outlining product superiority via knowlegde and competence

Results

The project has grown from a single POS pilot in Switzerland to an international concept. In Switzerland the number of POS’ is still expanding:
end of 2013: 40+ POS
end of 2014: 45 POS
end of 2015: 49 POS
end of 2016: 53 POS

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Case Studies
Samsung

Sales, Field Sales
The challenge

Samsung contacted CPM Nederland at the end of 2016 in order to see how we could increase sales as they were working with another outsourced sales agency. With a dedicated team solution Samsung asked CPM to recruit and retain a team of dedicated Ambassadors of the brand covering all the Consumer Electronics and Telecom stores in the Netherlands. Start date 1. March 2017.

Our Solution

CPM is responsible for a Telecom and Consumer Electronics team consisting of 30 ambassadors, 2 field sales managers, 2 field sales coaches, 2 trainers, 3 SIS promoters and 3 account managers . When and where applicable we up or downscale resource.

The responsibilities of CPM:

  • Recruit, retain the best and most talented people in the market
  • Provide full Field Account Management and support
  • Deliver shop-in-shop employees
  • Learning & Development
  • Reporting results with recommendations

Results

A highly motivated and results driven field sales team due to increased focus on Field Coaching and Learning & Development (training programme). Successful implementation of new product launches. NPS score and Client Survey results not available yet.

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Case Studies
Innocent

Merchandising, POS Merchandising, Sales, Field Sales
The challenge

Innocent contacted CPM in order to help them to disrupt the smoothie market by the use of our field sales and marketing expertise. Starting a test in 2015 visiting 60 franchise Albert Heijn supermarkets we quickly build a success story. Now our POS merchandising team consists of 4 junior representatives, part-time field coach and 1 account executive supporting the team from the inside organisation.

Our Solution

After advising Innocent how to approach the market and testing we knew exactly what success would look like. We created a path and plan winning at other supermarket retails and now visit the top 5 formulas in the Netherland. We build trust and secure distribution, create more brand visibility by e.g. placing POS materials and on occasion coolers to support promotions or second placement at high traffic locations in-store. By incentivising the retailers it helps to build more trust, fun and support whilst we’re not visiting the stores. The team are still breaking sales records every day and the success of Innocent in retail supermarkets is a result of optimising the shelf space and ensuring the product is fully visible in-store.

Results

With our contribution to their sales strategy, Innocent has reached the highest market share they have ever had and keep breaking sales records weekly.

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Case Studies
Microsoft

CPM provide a dedicated, full-time field sales team across Ireland for Microsoft
The challenge

CPM provide a full time field team across the Island of Ireland for Office, Surface & Windows in Harvey Norman, PC World, Independent Retailers and xBox in Smyths & Gamestop.
CPM also provide a Digital resource, a SME Business Development resource and a Breadth account Manager for Microsoft.

Our Solution
  • Team in place for 10 years, extensively trained and deployed across top Irish retailers representing Microsoft
  • The team are tasked with delivering across the key pillars of retail execution in all Microsoft product categories.
  • Priority focus -attach, product sales & delivering messaging on the Modern PC.
  • Team concentrate on training & relationships in store to drive advocacy.
  • The team deliver insights from their experience in retail to drive Microsoft strategy.

Results

All KPI’s achieved in FY16.
2,300 calls completed, 2,369 RP Training Impressions, 137% achieved on Expertzone.

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Case Studies
Microsoft

Sales, Retail Sales
The challenge

CPM provide a full time field team across the Island of Ireland for Office, Surface & Windows in Harvey Norman, PC World, Independent Retailers and xBox in Smyths & Gamestop.
CPM also provide a Digital resource, a SME Business Development resource and a Breadth account Manager for Microsoft.

Our Solution
  • Team in place for 10 years, extensively trained and deployed across top Irish retailers representing Microsoft
  • The team are tasked with delivering across the key pillars of retail execution in all Microsoft product categories.
  • Priority focus -attach, product sales & delivering messaging on the Modern PC.
  • Team concentrate on training & relationships in store to drive advocacy.
  • The team deliver insights from their experience in retail to drive Microsoft strategy.

Results

All KPI’s achieved in FY16.
2,300 calls completed, 2,369 RP Training Impressions, 137% achieved on Expertzone.

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Case Studies
Lucozade Ribena Suntory

Sales, Field Sales, Merchandising, POS Merchandising
The challenge

CPM were asked to provide a solution to cover 738 retail outlets in Northern Ireland with sales and merchandising services. This coverage was to be achieved at the most efficient resource cost possible.

Our Solution

On analysing the market and the call-file, CPM proposed a solution that would provide a more targeted and impactful service, whilst only utilizing 50% of the previous resource levels. CPM recruited a field sales team comprising a Sales Manager, 3 Direct Sales Reps and 6 Indirect Sales Reps.

The top 20% of stores are called on weekly with the next 50% called upon fortnightly, the remaining monthly. Key accounts are as follows:

  • Musgrave Retail (Supervalu/Centra/Mace) & Wholesale
  • Henderson's (Spar, Eurospar & Vivo)
  • NISA & Costcutter, Dunnes & Independents

Results

During 2013, we increased share of space by 2% (an improvement of 10%).
For 2013 sales revenue increased by 6% despite a reduction in resources of almost 50% and a declining overall market.

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