Erin P. Friar
Leaders of field teams looking to expand their businesses with more client ‘wins’ may consider looking into software solutions that are able to track individual client activity and easily tag a client as a “win” or a “loss.”. The definition of a “win” will vary depending on a business’ size, cash flow, and overall goals of an organization. Learn more below about how to define “wins” for your business, the tools that will help you, and how these tools can coexist with legacy business advice.
Using KPIs to Win
Classifying a client as a “win” can be based on different criteria for individual field businesses. Many organizations use Key Performance Indicators (KPIs) to better understand the strengths and weaknesses of their teams in the field, and the goals that arise from these KPIs can help leaders define the type of client “wins” that are presently relevant. For example, Organization X may measure levels of inventory orders, and determine they are too low. Using a Field Activity Management software tool, this organization would be able to easily see ordering levels across all accounts, and tag a client as a “win” when they cross the ordering goal set by management. It is likely that a prospering organization will shift the focus of their KPIs over time, and the definition of a client “win” will change along with it. However, KPIs, paired along with software solutions that can track their success, will help leaders understand what practices directly affect the bottom line, and how to intelligently lead their team into the future.
Gaining Insight from Your Team
While there are a number of articles that offer guidance for businesses with field operations, it is important to remember that both your organization and client base are unique. Because of that, leaders must always interpret outside advice as it pertains to their organization. However, through in-house research, organizations can collect and analyze organization-specific insights. Field Activity Management solutions allow field reps to easily gather and share data such as product orders, and track the activity of each new client. These types of solutions often allow management to survey field activity from the back office, in order to effectively draw territory lines, as well as analyze qualitative data such as client satisfaction responses collected by reps. As co-founder of Locqus Paul Proctor argues, it is important for business leaders to know when to take outside advice with a grain of salt. Successful business leaders keep the words of business veterans in mind while also seeking out tools that provide measurable and concrete insights into their specific, core activities.
Continuously Collect & Analyze Data
Cloud-supported tools like Field Activity Management software solutions create opportunities for managers to see what specific activities led a client to being a “win.” These types of insights are invaluable because the business may be wasting resources they believe will lead to clients “wins.” For example, a beverage business may invest in developing new product because ordering goals are not where management wants them. A Field Activity Management tool, with a KPI-focused goal, could identify what pushed the client towards winning was a certain amount of rep visits, rather than attraction to a new product. By continuously revising goals, considering veteran advice, and implementing software tools with organization-specific insights, the number of client “wins” is sure to grow.
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