Unilever Jerónimo Martins



Luca Regano, Vice President Customer Development Portugal at Unilever

Do you believe that the definition (and implementation) of a specific sales process within an organization will leverage sales?

Yes, to accomplish the desired results, I do believe processes must be not only carefully defined, but also carefully monitored to ensure proper adherence.

If the process is either incorrect or the correct process is not properly followed, then sub optimal results will be delivered. And there are some major advantages in this strategy:

    1.Time and money:  when definition and adherence to processes means saving time and/or costs, then if the time is used on tasks that impact sales or if the money is invested in areas that allow us to sell more, this can have a positive impact on sales;

    2.Quality of the final output: along with time and money, processes can also add quality to the final output. In this case, this will also have positive impact on sales;

    3.Flexibility: flexibility to adapt to different and complex customers/users needs must be part of the process; otherwise, instead of gaining, we will loose output quality. But it also should be a process that can be regularly and promptly updated, as the customers’ needs change very fast along the years.

Does this reality apply to your organization? How?

Yes, there are clearly defined sales processes for field force planning to ensure that resources allocation is correctly applied and the in-store delivery has a clearly defined step of the call process to ensure optimal execution. Both of these processes have a certain number of steps and need specific support from the other stakeholders. Here some examples:

Standard reports and analysis should be automatically created by the systems, in order to guarantee that the users do not have to make and update reports. The reports must be developed for all the users and follow the highest standards of knowledge to confirm and boost time efficiency and quality of implementation.

Automatic orders anytime, anywhere when sales reps (that go to customers all over the country) put orders in the system saving time and improving quality;

Online management of POS materials means having on time and online access to the list of POS materials and be able to request through the website. This measure avoids the common mistake of wrong POS orders and reduces administrative workload like sending emails.