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CPG Team Management

3 Ways the Beverage Industry Can Maximize Territory Management

territory management beverage industryEffective territory management is a powerful tool in any industry. It allows for visibility of competitors, eliminates ineffective travel, and encourages streamlined visits with retailers. To remain competitive in the beverage industry, these advantages are priceless.


1. Avoid overlaps

When territories are not clearly defined, overlap can occur. This not only affects the productivity of field teams but also affects client relationships. Imagine the frustration and confusion a retailer feels when a rep comes in to perform a retail audit on Monday, and another rep shows up to do another audit on Tuesday. By leveraging Field Activity Management software, back office managers can see their reps’ routes in real time, and can even stop an overlap occurrence before it happens.

2. Prioritizing Clients

More than 75% of beverage industry executives expect a rise in competition in 2014. To get ahead of your competitors, it is essential to rank retail locations based on data. On average, field reps spend 36% of their day with retailers either reordering product or marketing for the sale of new product. If retailer A and B have 50% higher revenues than retailer C, it makes sense to spend more time with the first two clients. With this knowledge, you can then send your high performing reps to high value retailers, creating efficiency for both you and your client.

Data management software allows managers to see and analyze all financial data in real time from the back-office. Once you’ve categorized retail locations, it will be easy to assign groups of reps to those tasks. With this new information, you can develop meaningful territories for your team that play to their strengths.

3. Continuous Check-ups

It is essential to continuously evaluate the effectiveness of your territory plan. For example, you may find that travel cost is higher than you would like. This may be because your reps are taking inefficient travel routes. In many urban areas, routes can often be complicated and reps can be wasting time just waiting in traffic. Bad routing can lead to many issues. Aside from time wasted, it can also cause reps to be late to appointments with retailers.

Identifying and creating effective territory management is essential for all field-based teams. In the beverage industry, where the competition for shelf space is a top priority, it is essential to success. By using Field Activity Management software to identify client data, segment reps to serve those categories, and periodically reevaluate your plan, you will launch your beverage business into a time of sustainable growth.

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Erin P. Friar

Erin Friar is a Content Marketing Journalist Intern at Repsly, Inc. and is completing a Journalism degree at Suffolk University. She is a master of grammar and is passionate about creating fresh content to help foster efficiency and overall success in small businesses.

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