Yesterday success cannot guarantee the future. It really happened to sales people because every company needs strong and sustainable growth which makes the target getting higher every year. Depending on the existing outlets will not always solve the problem because of their limitation in sales potency. Salesman must find new source of growth to increase the overall market potency and ensure the target achievement.
To obtain the source of growth, salesman has to understand the market, sales potency, type of consumer and costumer also the market accessibility. Type of source of growth can be described as follow:
- New Products
New product usually sell in existing market, it will enrich salesman's range of product in costumer's store and increasing their stock level. New product can be the source of growth if other existing product sales are stagnant or hopefully increase. For example if salesman sold 4 cases from the existing product then it will become 5 cases with new product.
- New Area
New area is a market which previously not covered by salesman due to time limitation or market accessibility. New area consist of new costumer and new consumer which can be transform into additional sales volume and if managed well, salesman could turn this area into source of growth. The best alternative for this approach is by appointing third party to solve market access issue or salesman's time management to overcome the time limitation.
- New Channel or Segment
Different from new area, new segment or channel are exist in current costumer or consumer. Markets are changed and so do their costumer and consumer. The salesman's ability in analyzing the change of the market like costumer behavior or consumer preferences could change the current channel or segmentation. New channel and segment will also include new costumer and consumer with their own behavior and preferences together with the need and wants. Connecting all aspect mentioned to the salesman's product will turn it into source of growth.
- New Market Approach
Change the way salesman approach the market could turn into benefit and advantages. Appointing third party to cover certain area, cover directly to small outlets rather than depend on bigger outlets or use latest technology like internet also change in coverage and distribution system would be great example to explain this source of growth.
All source of growth option mentioned above require additional investment. How salesman choose the right option of source of growth and work their best with all effort and passion will make the additional investment worth.
