Decline in customer revenues can be caused by a number of issues, but how can leaders of outside sales teams overcome these? i-snapshot provides a framework and the tool to do just this......

1. © 2009 i-snapshot
Overcoming challenges
Concentrate, Attrition, Performance and Spend
About the challenge
Retaining or increasing customer revenues is usually a
high priority in a sales leader’s list of objectives. A trend
showing a decline in revenue, is bad news, and needs to
be quickly addressed but how?
Identifying the cause of reduction in revenue is the best
place to start.
Common causes
There are many causes to a reduction in customer
spend, the most common being How would i-snapshot aid in this?
• Customers propensity to spend i-snapshot is configured to meet your objectives and
• Reduced customer satisfaction ready to use on day one. This means that you can have
• A change in customer’s environment access to reports which show where effort is being spent
• Change in customer’s buying processes along with the outcome, immediately.
• Competitor increasing share of wallet
• Substitute products entering the market So whether it is recording customer satisfaction,
competitor activity or keeping up with changes in
By implementing a system which allows leaders to customer environments – you will be able to see
analyse the team’s efforts and outcomes against the immediately if your teams are spending the right amount
causes will provide them with the ability to influence of effort against your customer types, while spotting any
customer spending. potential issues before they become a real challenge.
Mini case study - Birchall Catering Supplies
The easy input method of sales activity data via text quickly satisfied these needs. However, what also
message straight after a meeting also supports Birchall emerged was how the tool identified if focus was being
Catering Supplies’ strategy to prevent decrease in placed in the right customer types. Keith goes onto tell
customer spend, as it provides an immediate clear view us “The information which we had used in the past
on efforts surrounding their key accounts. indicated that our sales teams efforts with our larger
accounts was in line with our sales strategy, however the
The initial rational to implement i-snapshot was to be quantitative data received via i-snapshot proved that
able to carry out accurate analysis on their field sales this was not always the case. We very quickly identified
team. Keith Horner, Sales and Purchasing Director through i-snapshot that too much effort was being spent
explains “Information on where effort was being spent with the smaller accounts, which came as a surprise to
was really important to us, and the reporting method the team.”
which we previously used, although gave me an in depth
view of each prospect and customer, was not In light of this, Birchall Catering Supplies were able to
quantitative as I would have liked.” realign there sales approach, and now spend the right
amount of time with their key accounts.
Once it was rolled out across the company, i-snapshot
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