DIGITALIZAÇÃO DO VAREJO INDIRETO - #06

Summary

In this insightful episode, Francisco Maron, a seasoned professional with a background in production engineering and an MBA from Stanford, currently heading growth at PepsiCo, shares his extensive knowledge on constructing an Omni-Channel journey in indirect sales. Maron discusses the evolution from traditional sales to a digital, customer-centric approach, emphasizing the importance of data and technology in transforming sales strategies. He outlines the journey in three fundamental steps: order taking, problem-solving for clients, and empowering sellers to act as consultants, highlighting the role of CRM in orchestrating communication across various customer touchpoints.

Takeaways

• 😀 Building an Omni-Channel journey in the indirect channel involves significant changes in traditional sales logic, shifting from a seller-centric approach to a more integrated customer experience.
• 🚀 The importance of data and technology in transforming sales processes, moving from a manual, seller-driven model to a data-informed, strategic approach.
• 🛠️ The speaker emphasizes the need to break down the sales process into fundamental steps, focusing on order taking, problem-solving for clients, and empowering sellers to act as consultants.
• 💡 The use of digital tools and CRM systems to streamline sales, improve customer service, and provide sellers with real-time data to make informed decisions during client interactions.
• 🔄 The necessity of adapting to new digital sales channels, such as e-commerce and WhatsApp, and integrating these into the existing sales process to meet customer expectations.
• 💼 Francisco Maron's background in sales, trade, and e-commerce, along with his experience at Unilever and other companies, provides a rich perspective on the evolution of sales strategies.
• 🌟 The concept of a 'sales funnel' is challenged in favor of a 'sales chalice' model, focusing on acquisition, retention, and expanding the level of service to clients for long-term growth.
• 🛑 The critical role of problem resolution in the sales process, ensuring customer satisfaction and trust, which is vital for building long-term business relationships.
• 📈 The impact of empowering salespeople with data and insights, enabling them to not only sell products but also provide strategic advice and enhance the customer's business.
• 🔧 The need for change management and cultural adjustments within a company when implementing new CRM systems and digital sales strategies.
• 🤝 The value of establishing strong partnerships with suppliers and stakeholders, treating them as part of the team, and leveraging their expertise to overcome challenges.

Q & A

What is the main topic of the sixth episode of the first season of Arena do Indireto featuring Francisco Maron?

The main topic is about constructing an Omni Channel journey in the indirect sales channel, sharing significant learnings from Francisco Maron's extensive experience in the field.

What educational background does Francisco Maron have?

Francisco Maron is a production engineering graduate from UFPR and also holds an MBA from Stanford.

What is Francisco Maron's current position at PepsiCo?

Francisco Maron is currently the Head of Growth at PepsiCo.

What are the three fundamental steps that Francisco Maron suggests for separating sales in the context of Omni Channel?

The three fundamental steps suggested are: 1) Negotiating and taking the order, 2) Solving the client's problems, which includes logistics, credit, and financial issues, and 3) Empowering the seller to act as a consultant and focus on increasing the client's sales mix.

How did Francisco Maron describe the traditional logic of a salesperson in distribution?

He described the traditional logic as a salesperson being the sole interface between the client and the company, handling all aspects of the sales process, which has been disrupted over time with the introduction of technology and new sales strategies.

What is the term used for the sales funnel that Francisco Maron mentioned, which focuses on acquisition and retention of customers?

The term used is 'taça de vendas' (sales chalice), which emphasizes the entire funnel of customer acquisition, retention, and loyalty.

How did Francisco Maron's experience at Unilever contribute to his understanding of the Omni Channel journey?

Francisco Maron started at Unilever as a sales intern and witnessed the transition from traditional sales methods to more digital and structured approaches. This experience allowed him to understand the importance of adapting to new technologies and strategies in the Omni Channel journey.

What is the importance of the CRM system in the Omni Channel journey as discussed by Francisco Maron?

The CRM system is crucial as it serves as the ecosystem that integrates all customer data and interactions, allowing for a more organized and efficient communication strategy with the clients, and empowering the salesperson with relevant data and triggers for action.

What is the role of a salesperson in the context of the Omni Channel journey according to Francisco Maron?

The salesperson's role evolves from a traditional order taker to a consultant who focuses on increasing the client's sales mix, solving client problems, and leveraging data and technology to enhance the sales process.

How does Francisco Maron suggest empowering a salesperson in the Omni Channel journey?

By providing them with data, triggers, and a clear understanding of the client's needs and preferences, as well as integrating all communication channels and customer touchpoints through a CRM system, allowing the salesperson to act with more autonomy and effectiveness.

What challenges did Francisco Maron face when implementing digital strategies and CRM systems in his career?

He faced challenges such as high turnover rates in sales teams, the need to change the profile of salespeople to focus more on human connection and less on traditional sales methods, and the complexity of integrating new technologies with existing sales processes.