How to shift from a single-product to a multi-product sales forces?

In industrial markets, sales representatives are usually in charge of a single product family.

Yet several factors push towards a multi-product sales force: customers’ expectations for greater proximity, market demand for all-in-one, complex solutions, or competitive pressure. The company can also push in this direction, because it has expanded the product portfolio, or is eager to increase sales efficiency.

This transformation raises human, organisational and managerial challenges. Faulty implementation can lead to poorer working conditions for sales teams and a significant drop in sales performance.

The payoff is worth it: once the transformation is over, both the company and its sales reps will strengthen their respective positions with customers. The company will have access to opportunities that were previously out of reach or undetectable.

Successful implementation hinges on three factors: organising the project around a D-day to create a momentum, training sales staff not only in the products but also in the soft skills required, and investing in top notch sales tools.

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