Eggland's Best was struggling with the high cost of being able to address specific customer needs such as out of stocks, distribution voids and pricing issues. Additionally, the process of arming the sales staff with sales tools was costly and inefficient.
Without a system for communicating routes, stores, and sales strategies, as well as the system to hold field sales staff accountable to those plans, the high cost per store was impeding growth in one of the fastest growing brands in the food industry.
ESP began by interviewing Egglands Executive Management, and attending a sales meeting to meet and speak with sales reps.
Armed with a tops-down and bottoms-up understanding of Egglands plan, the ESP team leveraged its existing field force management portal, as well as made software programming changes to help Egglands reach specific sales and cost-per-store goals.
In an iterative and incremental process, ESP's account management team spoke with Egglands on a regular basis to continually receive feedback on which levers were having the most dramatic effect, then proposing changes to, as well as taking input from, Egglands sales team to drive out every unnecessary moment spent in stores -- while ensuring that the time left in stores was maximally productive to sales.