Frequently Asked Questions
How reliant are you on Point of Sales Data?
We are not reliant on any data sources and have a flexible approach. It is not necessary to have extensive EPOS or sales out data at the activity analysis stage, but they are key output KPI’s that can be used to understand if the changes implemented are working.
Does your focus on the point of purchase ignore other influences such as marketing?
No it doesn’t. Our focusing on the point of purchase is crucial, you cannot measure the success of trade and customer marketing if it has not been executed at the point of purchase.
We don’t overlook other significant factors influencing sales performance, such as marketing effectiveness, brand perception, or broader market trends, but measuring this is a different service to our own.
Therefore, we don’t normally make formal recommendations on marketing, brand positioning etc.
Will we miss nuances in using your binary reporting format?
No, the simplicity of binary reporting (do/don’t do, by design/accidental) is a way of controlling bias and opinion in the data capture.
At the reporting stage of the assignment, we provide all the nuances and complexities of sales processes including consumer behaviour we have observed or considered in the analysis stage.
We can rework the recommendations based on discussions of these where needed.
What about a more comprehensive approach including customer feedback and data sources such as panel data etc?
We do interview customers as part of the field work and can of course include additional sources of data.
This is important to understand the current sales performance when all the execution elements and strategy are aligned.
However, it is primarily this alignment that our service is designed to uncover.
Is the field work intensity and extensive time spent at the point of purchase resource-intensive and disruptive to regular business operations?
Yes, unfortunately the purpose and presence of our researchers leads to disruption. However our researchers are experienced field operatives with a field sales background in FMCG and sensitive to the impact they have when riding two or three in a car.
It is our experience that the cost and operational disruption should not outweigh the benefits of getting execution right.
Is the approach scalable and consistent across my RTM, cultures and geographies?
Yes, the effectiveness of the service might vary depending on the specific context and market conditions, and yes, it is difficult to make comparisons across channels and RTM’s.
However, the approach and value generated are equally as effective regardless of these differences.
While they provide feedback and suggest changes, are the scope of your recommendations limited to what is observed, without considering broader strategic initiatives?
Yes, as we recommend a review of the medium-term plan as well as the one year, we can incorporate an understanding of wider business and market pressures. Depending on what we find determines if the result is tactical rather than strategic improvements, but all will consider the broader context.
How do you manage unfiltered feedback and non-sugar-coated findings which while valuable, might face resistance from stakeholders not ready for direct criticism?
We recommend that the service we provide is managed by the senior leadership team member with the most to lose, and that all reports are initially shared with them, and they present to the board the outcome they want to see.
We are not a vehicle for the performance management of individuals.
How do you manage the fact that observations and checklists are inherently subjective and can vary depending on who conducts them?
We rely on three elements to provide a consistency of approach.
- Multiple opportunities to observe the capabilities or actions taking place.
- A binary approach to them recording them. If they aren’t observed they aren’t happening.
- The check list and methodology is aligned to your business before we move to the field observations.
What is the extent or duration of the implementation or post implementation support?
This is entirely up to the client. We make a recommendation based on what we think is necessary, and in almost all cases can implement the changes with you.
However, you know your business and talent best and we will leverage that knowledge to build the most appropriate plan.
Sales Capability Forensics offers a distinctive and valuable approach to enhancing sales performance, we always encourage clients with reservations to highlight areas that they have concerns about.
Addressing these concerns continually and seeking clarification on these points can help ensure that the service aligns well with your organization’s needs and expectations.
If you have any further questions not covered above, please feel free to contact us.