Outsourcing - A solution to an ever evolving world of retail
We live in a constantly evolving world and perhaps the desire for innovation and change is best expressed in the retail environment. The omnichannel presence and the 'phygital' approach of many brands have shown that offering a coherent and integrated brand experience between online and offline, via a series of technological applications, leads to greater brand loyalty. And , it’s also the winning strategy to confront the growth of online retailers.
Indeed, today the brand experience starts with pre-tail – or online – to conclude with post-tail, that no longer merely represents post-sales but the extension of the brand experience to the period following the purchase. And technology undoubtedly plays a leading role in this process.
Such a scenario therefore calls for the rapid reinvention and reengineering of sales strategies, to be supported with skills and know-how that are in step with the changes imposed by the technology made available for the customer experience. Consequently, it is also necessary to reassess the position of the seller, that regains value and once more takes on a central role in the sales process.
The field sales people representing the brand in a retail environment today must not only be in a position to answer all questions regarding the product, but must also be able to guide potential customers through the brand experience and, where necessary, modify the purchasing processes of individuals. They must be focussed and prepared to follow the changes to be seen in the market in an effective and efficacious way. In this context, the decision to pursue a strategy for the outsourcing of sales resources may prove to be a successful one.
To date, most enterprises do not see the outsourcing of their field marketing or field sales teams as an opportunity for growth in the short and long term, but in effect, it is the only answer to the constant need for reinvention. The advantages of pursuing an outsourcing strategy are diverse and go well beyond a mere “saving on costs”, albeit considerable since the expenditure an organization has to incur for a field sales representative is about 2.6 times higher than that of an outsourced sales representative. The placement of the sales function – or part of it – to an external partner leads to the following benefits:
But, to benefit from outsourcing, the management of a company must be willing to review its organizational model. Outsourcing does not simply mean to redistribute your sales workforce, but rather to recreate a sales function so as to bring a new approach into the company in order to achieve results that would be unattainable by following a more traditional sales strategy.
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