Convenience World Article: How an investment in product content reduces business process cost and drives sales.
How Product Content Can Support Field Sales Teams Efficiently Sell More
With brand sales teams increasingly using tablets and other devices as part of the selling process, making richer marketing information available at the sales reps’ finger tips is a major opportunity to increase trade sales conversion. Whether it’s a sales rep convincing an outlet to range a product in store, or a call centre sharing specifications on ingredients, providing sales teams with the necessary product information to do their job effectively is a basic requirement.
Until now most field sales systems have focussed on efficient order taking, rather than leveraging product marketing content to sell products. But well managed digital product content should also be used to improve the effectiveness of selling to petrol, convenience and independent retailer networks.
The Importance of Digital Product Content
Digital product content is made up of product images, product data, marketing copy, reasons to buy, videos and PDFs. Easy access to this content is essential for sales teams to understand the products they are selling, and for them to inspire trade customers and consumers to buy.
An effective digital product content management solution can improve the sales process, whilst delivering lower business process costs. But until recently, there has been no simple, cost effective solution to help manage this rich content for trade sales teams and integrate it into the selling process.
The SKUlibrary platform from SKUvantage simplifies the management and distribution of product content. SKUlibrary already manages and distributes thousands of products’ extended content into online retailers. This same content can now be used by SKUlibrary clients to share information with the field sales teams, either as a standalone solution or in combination with existing sales tools.
Providing Essential Product Information to the Trade Customer
Having the right information to hand with time-poor trade customers can make the difference between getting products on shelf and a wasted sales call.
The SKUlibrary digital asset management system is used to efficiently manage and share digital product content. Designed for ease of use, product information can be sent:
- as an email directly from the platform, with links to download content, avoiding the need to use additional file transfer systems
- as a digital trade presenter, customised for individual products, brands and customer groups, avoiding printing and distribution costs
- as a feed to existing field sales tools, ensuring consistent content is used across the business
Being able to easily share extended digital product content gives the sales teams the information they need to execute the enquiry or sales prospect efficiently. And it makes sure the potential customer gets the right information they need to make a decision without further recourse to the sales agent .
Digital Trade Presenters: Amplifying the broadcast for a lower cost
Trade presenters are a primary way of sharing product information as part of the sales process, especially for NPD. But printed trade presenters have a number of drawbacks:
- Costly design, printing and distribution.
- The effort of replenishing printed stock in the sales teams
- The content is static and often too costly to be updated
Unsurprisingly, this often results in fewer trade presenters covering fewer products than the field team requires. And the impact of a rep running out a trade presenter for a hot selling product can be significant; though you may never know the lost opportunity. The ‘one size fits all’ design and marketing message, further limits the ability to tailor the strategy to different types of trade customer.
Digital trade presenters available in SKUlibrary use the information stored on the platform to create dynamic digital trade presenters. The presenter template can be based on a PDF of existing trade presenters, an information sheet for a single product, or a product family. And a different template can be created for each customer group, displaying information relevant to them. These can then be easily shared with the customer as a PDF attached to an email created in SKUlibrary, before, during or after the sales conversation.
The advantages of digital trade presenters are numerous and include:
- Reduced printing and distribution costs
- Content is easily updated centrally, at minimal cost
- Cost effective enough to have a trade presenter for all products
- Customer specific messages and information without reprinting
- Ability to track which sales agents use the presenters.
This ensures that field sales teams have the right trade presenter for the right products, communicating the right messages, to each prospect. For a demonstration of trade presenters, visit this page.
To further drive sales, the extended product information available in the platform can be readily re-purposed in other channels. SKUlibrary makes it easy to re-use the content on brand websites, and share with retailers for use in their digital channels and point of sale marketing material. This gives a single source of the truth from trade sale to consumer purchase.
SKUvantage is Australia’s only full service product content solutions business, and operates the SKUlibrary content management and syndication platform. With their photography and data management services, SKUvantage captures, manages and distributes digital product content for many of Australia’s leading retailers and FMCG manufacturers, helping clients realise the opportunities of digital commerce. For more information contact Daniel Roberts at firstname.lastname@example.org, 02 8484 0345