How to increase Field Sales Activities (up to 12%) in a Large Network Marketing company
by automating salespeople's routine and providing them the single mobile-first tool for an everyday usage
The story began in early 2017 when we released the alpha-version of Cotano. We got acquainted with the CIO of a top-10 Network Marketing company, who provided us detailed feedback on how to tailor our solution for large Network Marketing companies, like his.
After a few weeks of development, we presented the adapted version to the CIO. He was strongly inspired and set up a meeting with the Sales Executives. During the meeting, we started to describe how easy-to-use app is, but, luckily, the VP of Sales interrupted us:
"Listen, don't focus not on the app’s features. We will not actually be the actual users of your app. Tell us what benefits will it bring to us, e.g. your solution combines all the necessary sales tools with an easy-to-use interface, therefore, salespeople will be motivated to use it on a regular basis, providing executives the precise data for better decision making”
Combine all the necessary sales tools with an easy-to-use interface, therefore, salespeople are going to use it on a regular basis, providing executives the precise data for better decisions making
We took his advice into account and explained how they will get accurate data and handy analytics. As a result, we agreed to start a pilot with one of the regional sales teams.
When we came to sales leaders, with our solution, they were skeptical of the idea of using it.
One of the sales leaders, who really liked our app, admitted that they had a lot of unsuccessful attempts with different digital tools and none of them took root amongst the salespeople. The core reason behind the company’s struggle with digital transformation was that the company’s standards and rules for sales were formed over the years and were not implemented in the existing digital tools.
The company’s standards and rules for sales were formed over the years and were not implemented in the existing digital tools
We realized that the only way to convince salespeople to use our solution is to make it the perfect fit for their usual workflow. So, we decided to put ourselves in the salespeople’s shoes and asked the sales leader to let us join her sales team.
We started to call customers, book meetings, collaborate with independent sales reps, recruit new salespeople. We even passed the special training on how to sell the company’s products beyond the line.
Besides our sales experience, we talked to 130+ salespeople and noticed that most of the field sales were facing the same problems:
So, considering all salespeople’s complaints about the previous digital tools, we focused on value and adoption:
Considering that 88% of users really love Cotano and used it on a regular basis, the executives were provided with explicit data about their field sales activity.
Earlier, they could track only the number of orders and net sales. Due to Cotano, they got the ability to track how many calls, messages, and meetings every salesperson did.
The data helped them to easily detect bottlenecks, such as losing customers between acquiring the contact information and making the first order.
Previously, in this case, the company didn’t know the number of lost leads, but, now they could not only track the exact conversion rate but also to automatically remind salespeople that the customer is going to churn.