It's a real evolution. We're
looking at rolling out similar
tools in other regions
w
ill
CUSTOMER FOCUS
Signs of Success
Since PE's use in Africa, an increase
has been seen across key indicators of
point of sale excellence. For example, in
Nigeria in 2013 sales visit coverage rose
significantly, with 90% of all planned
visits completed.
.mr-.i
SFA empowers
Nigerian sales force
HEINEKEN sales
teams carefully
plan their next
customer visit
maintenance is required, and stock counts
which help track whether distributors are
delivering on-time and in full. The solution
also contains images, videos and apps
in order to bring to life the latest
HEINEKEN products and offers.
The collaborative, consultative approach
of PE creates the opportunity for both
parties to improve business results
- a real win-win.
Because it makes sales teams more
effective, PE also allows more time for
managers to support and coach sales
teams, guided by business data on
their individual efforts - for example,
actual number of customers visited
compared to planned.
More than 1,000 sales teams in the
region are now using PE on their tablets
as part of their daily routine, with more
than 10,000 outlets visits made per day.
"It's a real evolution," says Ruud. "When
PE first launched it was paper-based.
Now it's in 13 countries on tablets, with
version 3.0 launching this year. We're
looking at rolling out similar tools in other
HEINEKEN regions."
"We're very proud that HEINEKEN
is the first company to introduce
something like this on such a large scale.
Now that we have control and knowledge
of the basics of good execution,
we can move towards being more
entrepreneurial, asking customers how
we can work together to drive sales."
Hubert Eze, Sales Director at Nigerian
Breweries, discusses how Perfect Execution
is making a difference for the Company's
sales team and customers across Nigeria.
When and why did the use of Perfect
Execution (PE) begin in Nigeria?
PE was introduced in December 2012. The
beer landscape in the country has been
changing, with rising competition combined
with greater consumption.
For HEINEKEN to continue its long history of
success, we developed a new outlet strategy.
We needed the support of the sales force to
create this, to improve our market knowledge
by collecting valuable customer data. We
realised they were not sufficiently trained or
empowered to do so. PE has been the solution
- it has also been essential for them in their
approach with customers.
How has it improved the sales visit?
With PE, discussions with customers can be
based on clear data Instead of gut feeling. For
example, looking at stock and volume data
allows sales executives to advise on stock gaps
and volume opportunities.
How are customers reacting to sales reps
with their tablets?
We have seen a positive perception of the
professionalism of the sales team using
PE, giving our customers confidence in the
support we provide and our brands.
What results have been achieved so far?
There is now better structure in the planning
of customer visits, performance is being
measured on objective facts and the sales
team have improved their standards of outlet
execution. We want to keep developing PE,
finding more opportunities to improve every
customer visit.
12 World of HEINEKEN Edition 1 201A
