Rural Sales Force Retention: Dilemma of Accurate Adhesives

IF 0.1 Q4 MANAGEMENT

Asian Journal of Management Cases Pub Date : 2023-07-20 DOI:10.1177/09728201231159719

Pooja Gupta, Mallika Srivastava, Semila Fernandes

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引用次数: 0

Abstract

Sudeep was the sales development manager for the rural business unit of an FMCG company Accurate Adhesive Ltd. in West Bengal. The company had been plagued with a high level of attrition in its workforce. Sudeep had a big presentation coming up in the next week. He was due to present the concerns of the field sales force, benchmarking with the best practices and motivational tools needed for incremental and sustainable business practices to a team from top management. He was specially chosen for this as his immediate superior believed that Sudeep had a better insight into the field sales force. This was due to his role during his management trainee days. During the training, he experienced the life of a frontal sales force and realized the persistence and agility required of the sales force. The top management had been quite worried about the high attrition (>20%) problem in the rural areas where the company had a presence. The business loss is considerable with such a staffing gap within the field force territories. Market coverage and other business parameters such as issue resolution, product awareness & service levels also suffer. This becomes an easy breeding ground for the competition to move in. This problem of high attrition needs to be addressed at the grass root level. Can technology be the solution? Alternatively, there is a need for some other management initiatives.

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农村销售队伍留存：精准胶粘剂的困境

Sudeep是西孟加拉邦一家快速消费品公司Accurate Adhesive有限公司农村业务部门的销售开发经理。该公司的员工流失率一直很高。Sudeep在接下来的一周里有一个重要的演讲。他将向来自高层管理层的团队介绍现场销售人员的担忧，以及增量和可持续商业实践所需的最佳实践和激励工具。他之所以被特别选中，是因为他的直属上司认为Sudeep对现场销售队伍有更好的了解。这是由于他在管理培训生时期所扮演的角色。在培训中，他体验了一线销售人员的生活，并意识到了销售人员所需的毅力和灵活性。最高管理层一直非常担心该公司存在的农村地区的高流失率（>20%）问题。由于外地部队地域内存在这样的人员缺口，业务损失相当大。市场覆盖率和其他业务参数，如问题解决方案、产品知名度和服务水平也会受到影响。这就成为了竞争的容易滋生地。这种高消耗的问题需要在基层解决。技术能成为解决方案吗？或者，还需要一些其他的管理举措。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Asian Journal of Management Cases MANAGEMENT-

CiteScore

0.70

自引率

0.00%

发文量

期刊介绍： Asian Journal of Management Cases is a peer-reviewed journal that aims at providing high-quality teaching material to academics, consultants, and management developers, through cases on management practices in the socioeconomic context of developing Asian countries. The journal covers all administrative disciplines including accounting and finance, business ethics, production and operations management, entrepreneurship, human resource management, management information systems, marketing, organizational behaviour, strategic management, and managerial economics. Each issue of Asian Journal of Management Cases comprises four to five original case studies. Teaching cases should be accompanied with a Teaching Note (TN). Even though the TN will not be published, it is necessary for the review process and can be obtained by contacting the authors directly. Please refer to the online submission guidelines for details on writing a teaching note. AJMC does not publish pure research or applied research based on field studies (not case studies). The journal is published in March and September every year with thematically focused issues occasionally.