A small commercial company that sells to more than 300 customer stores throughout the country had difficulty managing customers, namely having access to sales history and knowing which customers should be visited at the time, what business conditions were possible to offer and what results they were getting. This lack of information generated many visits to unnecessary customers and other customers who were not visited when they needed to buy. In addition, since the market was very competitive, clients were lost because they did not have timely commercial dashboards with information that would allow more effective negotiation.
An Excel dashboard has been created that gathers all the critical business information the company needs. At the end of each month a list of the company’s ERP software is extracted, whose data is copied to the tool created. Once the data has been entered into the tool, all the relevant indicators are calculated, such as trade margins per customer, last dates and sales values for each customer, sales by salesperson, sales by region, sales by brands and products, etc.
The company has information available to the salespeople, which gives them greater negotiation opportunities with customers, as well as allowing them to know and control their performance against the objectives that have been set.
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