Relevant to Sales leaders and HR professionals

1. 1
Point of View
Capacity of Staffing Partner for Sales Force
Management – Tip for Sales Leaders

2. The Scenario
Setting up and driving a seamless & productive sales
process for large organization is the single largest
priority of the sales & the marketing function of the
company. In most cases this involves the recruitment
team or a staffing agency to support the sales
organization to hire and deploy field sales resources
across location. This intervention is usually an ongoing
matter in order to maintain the sales force which is the
vital aspect of the sales function and the Organization.

3. The Priority and the Process
The matter defined in the scenario is highly
prioritized for the sales & marketing function
and certainly at its utmost importance to the
organization. Now let us look into the basic
elements that are part of a retail sales program.
The chart in the next slide can help you evaluate
your current staffing program with respect to
sales force deployment and management.

4. Evaluation sheet
S. NO Priorities in Sales Force Management Stakeholder
Rate the Role of your Staffing
agency on a scale of 1-5 (1 being
the lowest and 5 being the highest)
1 Hiring & Deploying front line sales resources HR & Sales team
2 Managing outlet wise performance for incremental growth in sales volume Sales Team
3 Managing retention of associates for consistency in performance Sales Team
4 Aligning to Marketing plans – Planogram, Merchandising etc Sales Team
5 Showcasing premium brand value (Uniformity, Quality of staff etc) Marketing Team
6 Brand compliance & consistency (Brand Promise & Brand delivery) Marketing Team
7 Support Availability, Visibility & Implementation in specific outlets (out of stock
report and Merchandising reports)
Sales Team
8 Provide intelligence on market and competition Marketing & Sales Team
9 Managing 100% statutory compliance – to reduce employee grievance HR Team
10 Manage robust incentive disbursement system for sales force on time Sales Team
11 Timely Salary – (Funding) HR team & Sales Team
12 Reports & Dashboard on daily basis Sales Team
13 Coordinate on time training programs for the associates Sales & Marketing Team
14 Facilitating / Manage audit and churn feedback HR & Sales Team

5. Key Highlight of the above Scenario
• Plain staffing program for sales force management may not
be sufficient to deliver optimal sales output – “a study of CII
in India reveals startling results on the extent of
inconsistency in product availability report between
retailers and suppliers which exceeded 70%. Estimated
losses on account of the same which could get sustained by
the Indian Retail and CPG sector over a five year period
pointed to losses of between INR 40 - 50 billion due to this
inconsistency and subsequent errors”
• Identifying a partner with the ability and experience to
manage large sales program is very crucial

6. Relevant Case study
The client:
The client is the world's leading Nutrition, Health and Wellness Company. Their mission is to provide
consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories.
client employ around 2,80,000 people and have factories or operations in almost every country in the world.
The challenge:
The company had launched a new Nutrition food for Kids and it faced a gap in managing product promotions as
there was no dedicated team working towards the project. Event management companies could not give
consistency though it was a marketing mandate, HR service providers had challenge in understanding the retail
sales program & need for merchandising and more over - The client wanted an end-to-end solution for
managing the project which included reporting, performance management, performance evaluation,
merchandize management and MIS. There was an added challenge of recruiting service associates for the
required roles due to the low salaries on offer.
The solution:
Randstad India held a quick study in the market and proposed a new salaries and reimbursements band for
service associates (SA’s) . Based on the requirements Randstad hired 100 Service associates across India. To
track performance effectively, Randstad assigned a Regional Project coordinator across each location
responsible for key account management, managing performance of SA’s, support for audits and collation of
reports. The regional project coordinator worked in parallel with the client’s Branch Nutrition Manager to drive
the project and ensured performance of associates matched expectations.
The results:
Randstad manages the performance of a total 140 service associates across India and 4 Regional Project
coordinators for each region (North, East, West and South). The main differentiators for Randstad in this
project were that, the client pay management fee based on performance delivered by Randstad EWs. Randstad
had complete ownership over the activity, which enabled the client to focus on their own core competencies.

7. Reach me @
srinathkrishn@gmail.com
.M- +91-7200010256.
in.linkedin.com/in/srinathkrishn/