Helping Reps and Independents Help You
Earlier in this chapter I presented questionnaire findings showing that of 71 firms using reps, 43 did not have a system to evaluate rep performance and that almost a third of the 71 firms were not happy with reps’ performance and sales coverage. You might also recall that many SMMs do not conduct marketing research, have not sufficiently defined their markets and segments, and only 27 of 71 knew the number and location of prospective new customers. Only 20 of these firms forecast and report to the person level.
It seems intuitive that unless a company can provide reps and independents with direction, feedback, and support, it will not be happy with their performance. There are a few steps SMMs can take ...
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