Read about how SharpGrid on-trade data & insights helped the Unilever Food Solutions Czech team more than triple their customer acquisitions Y-o-Y despite the COVID-19 pandemic impacting the Foodservice industry.
YoY growth in new customer acquisitions: >300%
Implementation time: <4 months
First year ROI: >230%
Now we have a precise picture of the total addressable market, segment potential and priorities
The challenge: Radical transformation of a core sales model Slavibor Petržílka had a big challenge ahead of him. When he started as a GM of the Food Solutions division of Unilever back in 2019 he soon realised that the existing sales operating model could not help the company achieve its ambitious growth targets.
They had to change from a model focused on:
To a new one where the sales reps:
Slavibor Petržílka, General Manager
of Unilever Food Solutions
Importantly, the sales reps also needed to become much more effective in targeting and acquiring new customers in order to boost customer base growth. And for that, they needed new, effective tools.
When Mr. Petržílka started, the sales team was performing very well in serving existing customers (“Farming”) but not in acquiring new customers (“Hunting”). As Mr. Petržílka puts it ”Hunting activities of the team were not systematic and often limited to simply visiting outlets nearby existing clients”. The team was relying on standard ways to map the on-trade market: manual data collection, references, tips from distributors and an occasional use of market research. What was missing was a consistent view of the whole market and individual outlets with to target.
"SharpGrid tools have become an essential part of our strategy directly supporting our key priority pillars for Unilever Food Solutions - acquiring new customers and revenue growth."
Accordingly, SharpGrid provided Unilever sales team and management with the On-trade market map that included accurate data & insights about each individual on-trade outlet in the Czech market. Each salesperson was then able to accurately identify and qualify target outlets as part of his/her at-desk preparation.
On Trade channel market map available on various devices
To best target and qualify outlets for acquisition, salespeople used outlet indicators and insights to filter out most relevant and attractive places. The "favourite" filtering criteria turned out to be outlet type (e.g. restaurant or fast food), cuisine type, quality, growth and take away/delivery. Each salesperson was able to generate his/her lead list literally within minutes.
And when sales reps targeted the right outlet with relevant information at hand, the acquisition process became much more straightforward and efficient as they now had additional knowledge like:
As a result, they now needed only one meeting on average to initiate a sales conversation, down from 2-3 meetings previously.
"The key change that motivated people to do more hunting was seeing that the solution actually works. Before, the sales reps were discouraged by low success rates and slow results. With SharpGrid data in their hands their success rates started to go up and they became motivated to push more and close more deals."
As an important addition, field sales managers were able to set hunting targets for each salesperson based on the potential of his/her geography and target market. This ensured both more fairness and consistency in capture market opportunities. Each salesperson was equipped by their manager with a list of priority opportunities in his/her region to work through at his or her own pace.
SharpGrid helps management make better planning and resource decisionsUnilever's management team also started using SharpGrid's outlet data & insights to assess market potential of new outlet segments (e.g. catering) or sub-segments (e.g. vegan / vegetarian restaurants), to identify geographic opportunities or to better allocate its commercial resources.
As Mr. Petrzilka adds: “Now - when we have an idea about what new channels we might approach - we simply go to the map and within minutes we get a precise picture of what is a total addressable market and total segment potential - which is something we were not able to do before.”