In Shop Demonstrators

One of my favorite topics on increasing sales at retail level, is the use of in shop demonstrators for pushing your sales ... while it is a know fact on why one should use the same, here are some points that I reiterate to ensure the right use of ISDs for optimum results.... lets reenact a retail scenario...

1. A Customer walking into a retail outlet is in the frame of buying
2. He is influenced by our or competition ATL activities and is in the frame of mind to purchase a DTH connection
3. At the retail end, the conversion depends a lot of the last mile convincing by the ISD
4. An ISD goes beyond the basic expectation of sales

The primary role of an ISD would be to...

1. Welcome Walk-In Prospects at retails stores in response to the ATL communication
2. Capture prospect details – Database
3. Effective product presentation with full knowledge product features, customer benefits, technology, competition comparison, etc
4. Live Demonstration of BIG TV
5. Conversion to Sales
6. Superior Consumer buying experience
7. Create Funnel – Generate Interest, Give demos, Convert to Sales, Hot Leads for follow up
8. Competition track – Consumer and Dealer Schemes, Offers, Price changes, Product launches, Competition Sales
9. BIG TV Sales Performance v/s Target
10. Provide Value addition in terms of market share, average selling price, brand visibility for BIG TV
11. Brand Visibility – In Store, On Shelf, Outside Store and POS Management.

There is a lot more research gone into the right formats of Dairy to be maintained and the reports for daily weekly and monthly monitoring to take right actions to increase performance of the activity..