There are direct and indirect sales channels for getting products to market. Indirect channels involve selling to distributors who then sell to retailers and consumers. Building trust with all channel partners is important. Tools for indirect channel partners include retail coverage by sales representatives and stock vehicles, as well as farmer relationship building. Secondary sales from distributors to retailers are important for brand popularity, availability, awareness, and visibility. Without strong secondary sales, primary sales to distributors will suffer. Factors like retail coverage, productivity, conversion rates, items sold per call, and lines per call affect secondary sales. Good sales calls can boost new product introductions, availability, visibility, and shelf space. Sales calls should have specific, measurable, achievable,

1. WINNING
2022-23

2. Types of Sales Channels
There are a myriad of ways in which we get our products to market and in
front of our ideal customers.
Direct Channel Indirect Channel

3. TYPES OF SALES
Direct
Sales Sales Sales
Indirect Tertiary
Distributor to Retailers
(Known as secondary sales)
Company to Distributors
(known as Primary sales)
Retailers to farmers/consumer
(Liquidation)
1 2 3

4. HOW TO WIN TRUST OF
ALL CHANNEL PARTNERS

5. WHAT IS TRUST BUILDING
TOOLS
Company’s policy for
Distributors & Retailers

6. TOOLS FOR
INDIRECT CHANNEL
PARTNERS
RETAIL COVERAGE BY
FL/SA/DSM
RETAIL COVERAGE BY
READY STOCK VANS
FIELD ACTIVITY BY
FIELD VISITING TEAM
FARMER RELATIONSHIP

7. Why Secondary Sales is IMPORTANT
for company & Distributors
Popularity and brand equity of the company.
Availability of stock with the distributors.
Availability of credit and the effectiveness of
trade promotions.
Awareness of product knowledge and
business potential to retailers.
Visibility and availability of product on
shelves.

8. WHAT WILL HAPPEN IF DON’T HAVE
RETAIL COVERAGE
Primary Sales
Distributor's
Godown

9. Sales by retail
coverage
Fast liquidation
( effective field
activity)
Continuous
Good Primary
Sales

10. So only a good secondary sales makes us the
of the market
BAHUBALI
B- Best tread relationship
Availability of all product
A-
High visibility of product/sku
H-
Unique & specific knowledge of competition
U-
Best use of POP
B-
Activities as per market need
A-
Leadership
L-
Impressed customer /farmer base
I-

11. Retail coverage mechanism
1.Demarcation of Distributors sales geography
2.Route selection
3.Route mapping (retailers listing/classication & Royal club
outlet selection)
4.Route PJP

12. THE FACTORS AFFECTING SECONDARY
SALES :
1.Covrage( number of call made)
2.productivity(number of productive call)
3.Conversion(competitor’s brands to own brand)
4.TLSD(total line sold in a Day ie different prdt & SKU
5 LPC (line per Call ie- Avg of total item billed in each bill)

13. IMPORTANCE OF A SALES CALL
A GOOD SALES CALL CAN GIVE US-
1.Break through of new product
2.Availability of full range of appropriate brands
3.Visibility
4.Shelf Space

14. So We Should Always Make A Smart Call
What Does That Mean
SPECIFIC MEASURABLE ACHIEVABLE REALISTIC TIMELY
Well dened,
clear, and
unambiguous
With specic criteria
that measure your
progress toward the
accomplishment of
the goal
Within reach,
realistic, and
relevant to your
business goals
Attainable and
not impossible to
achieve
With a clearly
dened timeline,
including a
starting date and
a target date.