Planifier une tournée commerciale efficace ne se résume pas à tracer un itinéraire sur une carte. Entre la multiplicité des points de vente, les priorités commerciales changeantes, les contraintes horaires, la pression sur les coûts de déplacement et les imprévus terrain, l’organisation des tournées devient rapidement complexe pour les équipes commerciales comme pour les managers.
Si une partie de cette organisation peut être réalisée manuellement, ses limites apparaissent vite : à mesure que le parc de clients s’élargit et que les objectifs se multiplient, la planification manuelle atteint ses limites opérationnelles.
C’est pourquoi de nombreuses entreprises s’appuient aujourd’hui sur des outils structurants pour optimiser leur approche. Parmi elle, les CRM incluant la fonctionnalité de planification et optimisation des tournées commerciales sortent leur épingle du jeux.
Bien choisi, il devient un levier central de performance, au service à la fois des commerciaux et de la stratégie commerciale de l’entreprise.
Un CRM (Customer Relationship Management) dédié à l'optimisation des plans de tournées commerciales offre plusieurs avantages spécifiques :
Pour les marques intégrées à la grande distribution notamment, seule une solution conçue autour de la mobilité et de la présence en magasin sera adaptée.
Mais sur quels critères choisir votre solution de plans de tournées commerciales ?
The adoption of a CRM by field sales forces is conditional on its design around mobile and roaming. So, by choosing a solution that has been developed to make salespeople's daily lives easier, you can be sure of excelling in the art of optimized tour planning.
Voici les critères principaux à prendre en compte pour choisir un CRM qui gère les plans de tournées commerciales.
Opt for a solution designed and conceived for web AND mobile use. A multi-platform CRM makes you more efficient. Some tasks are easier on a big screen, others on the move. With a CRM available on web and mobile, you choose the best platform for the task in hand.
What's more, this solution offers real-time synchronization: a change made on mobile is immediately reflected on the web version, and vice versa. This guarantees up-to-date information for all users at all times.
The WEB version lets you manage your account administration, access a complete platform from the office, and build reports in just a few clicks!
The mobile app, meanwhile, will make it easier to work in the field, with or without a connection: updating reports, voice note-taking, photo-taking, shelf-space surveys... It should, of course, be available in OS and Android versions, on smartphone and tablet.
If you want your sales force to be profitable, equip them with a solution that's optimized for the way they use it!
With geolocation and road traffic atthe heart of trip profitability, you'll be looking for a software solution designed around route optimization, and not adapted or cobbled together to work with third-party mapping applications.
Having a map view is even more of an advantage if it's accompanied by intuitive tools, such as the lasso, which makes it easier for you to select your stores.
It's clear, then, that only technology can process all this data to find the optimum solution and maximize the profitability of your sales routes. In fact, solutions such as Google Maps or Excel are not designed to achieve this level of performance and optimization, and won't be able to help you make your sales rounds more profitable.
So you see: by combining geographic and sales data, new-generation CRMs enable you to draw up efficient prospecting plans. This relieves the salesperson of preparatory work for which his or her habits and other preconceived ideas are more of a handicap than a strength.
It's still interesting to be able to visualize your points of sale on a list. So don't close any doors. Choose a solution that offers list views or map views.
Un CRM mobile permet d’optimiser la gestion des données issues du reporting terrain, donc de vos rendez-vous commerciaux. Avoir accès à des relevés de linéaires intelligents et conditionnels est un vrai plus pour les marques présentes en grande distribution.
Make sure you can visualize your sales pipelines and other vital dashboards for tracking sales targets.
La priorisation et la fréquence des déplacements s’établit en fonction de critères définis par votre direction commerciale ou générale. Ainsi, le scoring de vos prospects et clients assure une organisation des plannings centrée sur l’optimisation du chiffre d’affaires.
For example, a sales route management application should enable you to view your points of sale by tags, i.e. to display priority stores according to your scoring.
Being able to track the activity of your sales reps in the field can be a decisive feature. For those wishing to follow their sales reps in real time, a verified check-in of appointments can be a real addition. As always, technology is at the service of people.
Your new software should encourage teamwork by allowing several users to modify planning data simultaneously. In particular, sales people need to be able to access their prospect files when they're on the move, without having to manage data synchronization or face unexpected refreshes.
Finally, your new CRM won't replace all your existing applications... so you'll want to make sure upstream that it interfaces with the main solutions already implemented in your organization.
Tour planning plays a key role in boosting your sales results. There are many different ways to organize your sales rounds, but the evolution of technologies, and in particular specialized CRMs, are helping to boost your sales profitability. This is particularly true for brands operating in the retail sector, whose specific needs call for solutions geared to mobility and sales territory.
Dans ce guide, nous avons couvert les points principaux qui vous permettront de prendre les bonnes décisions pour intégrer le meilleur CRM destiné à l’optimisation de vos plans de tournées commerciales.
Mais, si vous avez encore des questions, il vous suffit de programmer une démo en ligne !
