Indirect Sales & In-store Training

What can you do to win the battle for hearts and minds of staff on the retail frontline?...

While its role may not be so well recognised as that achieved by it’s sister discipline direct sales, indirect sales are a useful tool for a Brand looking to maintain it’s influence in the retail sector.

Ideally suited for new launches, indirect sales (also referred to as strategic sales) can have real impact on sales of products that have no previous market history but is also effective as an extension of existing sales activity.

This aspect of field marketing serves as a de-facto in-store training device (essentially for non-FMCG products), employing incentives to ensure that your Brand remains at the forefront of retail staffs’ thoughts.

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By keeping retailers up to date on products, instilling Brand knowledge and educating staff to the features and benefits of new models, indirect sales can give your Brand the edge over competitors who offer similar goods or services.

In pursuing this method of in-store training, you are getting the retailers to do your work for you, by bringing them on board with your Brand. In-store training can be carried out in conjunction with existing sales strategies or as an independent sales campaign.

Other benefits stemming from in-store training and indirect sales activity include:

- Installing a smooth line of contact between your sales force and your marketing and communications staff

- Motivating of sales persons and sales

- Ensuring continuity and prominence of in-store POS

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