To provide a long-term solution for recurring problems with sales and distribution:

• Availability diminished through the week, leading to lost sales.
• Salespeople were primarily lorry drivers, as they had to be qualified to drive a truck.
• Lack of communication of information and offers to customers.
• Stock management and control highly inefficient, leading to shortages and excesses.
• Range development stifled by the supply problem.

Actions

Distribution process changed, with new technology, and sales team professionalised:

• Centralised next day delivery system implemented
• Stock range displayed on laptops, with orders taken at time of presentation and communicated to warehouse within 20 minutes of the meeting.
• Sales and communication training for salespeople.

Results

Increased sales and improved company image, due to:

• Vans replaced with cars
• Emphasis shift from deliveries to sales presentations
• Stock control greatly improved due to central distribution
• Customer disappointment drastically reduced
• Range expansion and promotions easily incorporated into presentations
• Number of sales visits per day increased as time per visit cut and transport improved.
• Better quality of sales representatives attracted to the company.