Lawson e-Sales: Management of secondary sales

Lawson e-Sales: Sales management of distributors

Solution Lawson e-Sales: Sales management of distributors is addressed to the companies specializing in production and sales of goods with high turnover (FMCG). At the moment two pronounced trends - deceleration of growth rates of the industry and intensive fight for a market share between producers are characteristic of the Russian market of FMCG. Successfully to compete, it is already not enough to producer to make a qualitative product and to ship to his distributor (Sell In). Work with the distributor on the principle "buy as much as possible – sell how many you will be able" today it is not effective.

Sales are not shipment, and for increase in sales volume "overstock with goods" the distributor's warehouses not enough, it is important that products were sold to the end consumer. For this reason today a priority task of the supplier not so much management of shipments to a distributive link (Sell In), how many sales management (Sale Out) from it – in the outlets (O). Such approach allows the producer to pass from model of "pushing out" which assumes shipment on the distributor's warehouses for the future, to more economic pulling model and to execute deliveries proceeding from real need of this or that specific distributor.

Thus, the producer himself decides what to sell where when and in what quantity, and the role of the distributor de facto comes down to logistic partnership which purpose is high-quality distribution of a product to territories.

Lawson e-Sales: Sales management of distributors. Innovation.

Objective reality is as follows: owners and management of the companies often should act in the conditions of incomplete information, instability and deficit of time. The solution BSC based on Lawson e-Sales for sales management of distributors is intended for tracking of all logistics chain from the moment of shipment of products from warehouses of the producer - before shipment of products by distributors to outlets (retail). Using these tools you see the complete information about to what outlets the goods, in what quantity, in what packagings, what dynamics of sales, etc. go. A system allows to obtain data on shipments to distributors and to their sales in the outlets (O) "today for yesterday" - it gives the chance to quickly monitor a situation in the market and to plan shipments and sales. Thanks to Lawson e-Sales: Sales management of distributors you accumulate all information from a distribution channel, thereby, providing a possibility of the solution of different tasks at all levels of business management:

• The top management: the operational and management reporting on work of distributors with very high detailing (to within outlet, SKU, the sales representative, etc.) and on any timepoint in scales of all business; as result - the justified strategic decisions;
  
• Trade marketing: exact data on quantity of the TT which "worked" with the distributor for the determined time period; control of representation of products in a TT; control of holding actions (as sales volume on outlets and the nomenclature after holding actions changes); operational identification of bottlenecks in implementation of a product; control of work of distributors on a basis not only financial, but also quantitative indices, etc.;
  
• Commercial service: tracking of dynamics of sales; the analysis of sales by branches, the TT types, types of products, brands, SKU, etc.; sales planning on the basis of real statistical data and demand forecasts;
  
• Logistics: optimal calculation of a supply chain based on reliable and exact information; optimization of supply rate proceeding from real needs of the distributor; lack of deficit of products in a TT, etc.
  

The solution Lawson e-Sales for sales management of distributors is aimed at high-quality control of the organization of sales of distributors in outlets ("sale on a regiment"), i.e., is that tool which will allow you to displace attention focus from purely quantitative indices on shipments and sales on efficiency of passing of goods on a sale chain. Controlling this process, you will understand clearly where to look for sales growth potential; how to receive necessary result; at the expense of what you increased or lost sales volume; where your "narrow" place; what quality work/compliance of KPI of each specific member of sales network (both at the level of the staff of producer, and at the level of the distributor), etc.

Lawson e-Sales: Sales management of distributors. Technological effectiveness.

Implementation of the information solution for sales management of distributors is, as a rule, connected with technical difficulties, main of which - ensuring quick and uninterrupted access in a system for many people, being in different most geographical points of the country (different time zones, different communication quality). Besides, each distributor is absolutely independent and independent company with the developed IT infrastructure, the different accounting systems (regarding analytics of accounting, encoding of reference books, etc.), different level of training of IT specialists, etc. Lawson e-Sales for sales management of distributors considers similar "variety", and is intended for the geographically distributed companies with an extensive distributor network. The solution Lawson e-Sales is developed based on web technologies that allows to meet the highest requirements for system availability for a large number of users. All necessary program and the hardware is in the territory of the supplier (producer), it is not required to set additional software on platforms of distributors. All end users, both employees of the supplier (producer), and external distributors, carry out work in a system only via the Internet browser (Internet Explorer or Mozilla Firefox). At the same time distributors can work both in terms of the supplier, and in terms of the codings – within the centralized DB by means of reference books of a mepping there is a standardization of all acquired information. For ensuring confidentiality data encryption using the SSL certificate is executed. The solution Lawson e-Sales for sales management of distributors is expected large volumes of the processed information (several million transactions in the centralized DB monthly); all sales informations of distributors are stored in a system in most detailed type (up to the outlet (O), the sales representative (SR), document numbers, SKU, etc.).

Lawson e-Sales: Sales management of distributors. Profitability.

Important advantage of Lawson e-Sales to sales management of distributors is the profitability of this solution – both regarding implementation, and regarding further development and support of a system:

• Zero costs for deployment and support of jobs of stationary users (since all end users carry out work in a system via the Internet browser, specialized software on platforms of distributors is not required);
  
• Possibility of development of the solution by forces of the Customer;
  
• Transition to new versions of a system also does not require additional costs.
  

Having made managed using Lawson e-Sales of sale of distributors (Sale Out), you automatically solve also the problems connected with shipments to a distributive link (Sell In). With the solution Lawson e-Sales you know real needs of each distributor, and you have no need to do shipments for the future, being afraid of deficit "on the shelf". You ship exactly so much how many this or that specific distributor can "digest". As a result – you save, at least, at the expense of the next moments:

• Decrease in level of warehouse stocks - both at the producer, and at distributors;
  
• Improvement of logistics on each section of a supply chain (as a result, your logistic costs decrease);
  
• Uniform distribution and stable presence of goods "on the shelf" works for increase in loyalty to a trademark (as a result, your expenses on marketing actions and so forth decrease);
  
• Existence of the complete information on sales of distributors is a basis for optimization of a product line (respectively, you do not spend "empty" resources for promotion of types of products which "do not go" in the market, and you stimulate those products which are perspective and can make profit);
  
• An opportunity to objectively estimate quality of work - both own employees, and distributors (therefore, you build the correct system of motivation, you reduce routine of the personnel and you do not overpay to those whose work does not correspond to the set KPI).
  

Lawson e-Sales: Sales management of distributors. Practicality.

Today the efficiency of the sales channel becomes not only the main competitive advantage in the market, but in most cases also defines production plans and the marketing policy of producer. Using the solution Lawson e-Sales as the tool for increase in qualitative indexes on work with the territory – "coverings" and "presence" - you receive the following practical benefits for business:

• Increase in sales volumes and increase in turnover of the working capital;
  
• Control of a remaining balance of your products in warehouses of distributors and optimization of completion of stocks;
  
• Control of providing the range of your products in outlets / retail and risk minimization of substitution of your products goods of competitors;
  
• Simpler and exact demand forecasting, since. You can see potential need of the specific distributor still before the order is actually placed (VMI approach implementation);
  
• An opportunity to bring plans of promotion actions into accord with regulations of stocks of the distributor and to control return from their carrying out;
  
• An opportunity to define priority positions of your product line on the basis of reliable data, ranging of the range according to the general profitability;
  
• Carrying out more reasonable policy of support of distributors on the basis of the available indicators on sales.