Rascunho EP5 Parte 1

Summary

In this episode of the Arena do Indireto podcast, Fernando Queiroz, a partner at Diso, a distributor founded in 1994, discusses the digitalization of distribution with major companies like Hect, Nestle, Nivia, 3M, Cargil, Bic, and others. Queiroz shares insights on overcoming barriers to digitalization in sales and distribution processes, highlighting the importance of integrating digital tools like B2B platforms to enhance sales efficiency and provide a more personalized customer experience. The conversation delves into the adoption process of these tools by the sales team and the strategic advantages gained from digitalization in terms of inventory management, targeted promotions, and direct communication with retailers.

Takeaways

• 😀 Fernando Queiroz, a partner at Diso, a distributor founded in 1994, discusses digitalization in the distribution channel on the Arena do Indireto podcast.
• 📝 Diso works with major companies such as Hect, Nestle, Nivia, 3M, Cargil, Bic, Ontex, Gomes da Costa, Bracel, Condor, and Helion, showcasing a wide range of industry collaborations.
• 🎓 Fernando has a background in administration from the Getulio Vargas Foundation, emphasizing the importance of professional education in business leadership.
• 🛠️ The podcast delves into the digital transformation journey of sales and other processes in indirect channels, highlighting the adoption of digital tools in distribution.
• 🔧 Nestle pioneered digitalization with its own exclusive tool for its products, demonstrating the industry's move towards proprietary solutions for digital sales.
• 🤝 The process of adopting these digital tools involved integration with existing systems, which required significant time and resources, indicating the challenges in digital transformation.
• 🛒 Digital platforms like 'Compra Agora' and 'Repos' have been implemented, showing a shift from traditional sales to more modern, tech-enabled sales methodologies.
• 💡 The key to successful adoption was demonstrating to the sales team that digital tools add value to their work, rather than being a threat to their role.
• 📈 Digital platforms have improved the quality of sales by providing better insights into customer purchasing patterns and enabling more strategic marketing campaigns.
• 🚀 The digitalization of sales has led to a significant increase in efficiency, with the ability to launch targeted marketing actions rapidly in response to market changes.
• 👥 The importance of aligning the sales team's mindset from a focus on 'celim' (a traditional sales metric) to a 'sell-out' approach, which is more aligned with the goals of digital platforms.

Q & A

What is the main focus of the Arena do Indireto podcast episode featuring Fernando Queiroz?

The main focus of the episode is to discuss digitalized distributors and the digital transformation process in indirect sales channels, specifically exploring the experiences and insights of Fernando Queiroz, a partner at Diso, a distributor founded in 1994.

Which companies does Fernando Queiroz's distribution company Diso work with?

Diso works with major companies such as H.E.C.T, Nestlé, Nivia, 3M, Cargill, Bic, Ontext, Gomes da Costa, Bracél, Condor, and Helion, among others.

What is the educational background of Fernando Queiroz?

Fernando Queiroz is a graduate in Administration from the Getúlio Vargas Foundation.

How did Nestlé initiate its digitalization process in distribution according to Fernando Queiroz?

Nestlé initiated its digitalization process by creating its own tool exclusive to its products, which later opened up to a broader channel with the Bis Daev platform.

What challenges did Fernando Queiroz face during the digitalization of distribution operations?

Fernando faced challenges such as the integration of new digital platforms with existing systems, which required significant time and resources, as well as convincing the sales team of the benefits of these tools.

What was the time frame for integrating the Compra Agora platform with Diso's operations?

The integration of the Compra Agora platform with Diso's operations took an average of three to four months.

How did Fernando Queiroz address the concerns of the sales team regarding the new digital tools?

Fernando addressed the sales team's concerns by demonstrating that the digital tools were beneficial to their work, not a threat, and by showing that the tools could increase their sales and commissions.

What is the significance of the Repos and Bis platforms in the digitalization of sales?

Repos and Bis platforms are significant as they represent a shift from traditional sales methods to more direct connectivity between the industry and the client, allowing for more customized and efficient sales strategies.

How has the adoption of digital platforms impacted the sales process for Diso?

The adoption of digital platforms has led to a more planned and efficient sales process, with over 90% of monthly sales for major suppliers like Rect and Nivia being processed through these platforms.

What role does the salesperson play in the digitalization of small retail businesses?

The salesperson plays a crucial role as they are responsible for introducing and selling the digital tools to small retail businesses, guiding the clients through app installations and registrations.

How do the digital platforms contribute to the improvement of sales mix and overall sales quality?

Digital platforms contribute by providing real-time data and insights, allowing for better-informed decisions, more targeted marketing campaigns, and a shift from a focus on list price to a focus on sell-out, leading to improved sales mix and quality.