Boost your sales and in-store presence without weighing down your internal structure. The supplementary sales force is designed to quickly activate performance in the field.
All that remains is to choose the right format. Whether commando, dedicated, or shared, each supplementary sales force option is tailored to a specific situation and level of investment. Here is a brief, practical, jargon-free guide to help you make a quick and informed decision.
Three formats of supplementary sales force, three promises.
Sales force Commando
Objective: Generate immediate impact in-store.
When to use it: Product launch, blitz campaign, catching up on shortages, or re-establishment before a key period.
Strengths: Speed of execution, tight-knit team, and visible results within weeks.
Limitations: Higher cost per visit and deliberately short device.
Typical duration: 4 to 12 weeks.
Dedicated sales force
Objective: Establish a lasting and well-maintained presence in stores.
When to use it: To expand store coverage, improve store placement, and drive steady sales.
Strengths: Continuity in the field, strengthened relationships with retailers, quality of execution, and reliable field data.
Limitations: Careful start-up and more structured budgetary commitment.
Typical duration: 6 to 18 months.
Shared Sales Force
Objective: Optimize the cost of visits across a large network of stores.
When to use it: Regular presence with a controlled budget, testing territories before scaling up.
Strengths: Controlled costs, capillarity, agility in sectorization.
Limitations: Less exclusivity and shared priorities during peak periods.
Typical duration: 3 to 12 months.
In many cases, the best strategy is a hybrid one.
We lead the way with a task force to build momentum, secure strategic areas with a dedicated team, and maintain an optimized presence elsewhere through shared resources.
This phasing smooths out the budget, avoids operational gaps, and maximizes the impact of the supplementary sales force.
The key performance indicators that matter
Regardless of the format, set a few simple and measurable goals, then track them weekly with clear evidence from the field.
For a commando, look at the speed of execution, the number of additional stores listed, the reduction in stockouts, and the time to shelf.
For a dedicated team, monitor coverage and visit frequency, the quality of implementation, the proper execution of promotions, and orders obtained.
For a shared system, monitor the cost per visit, progress toward the target attendance base, regularity of visits, and the percentage of objectives achieved during each round. Three to five well-chosen indicators are sufficient if visit reports and photo records are shared.
The conditions for success of a supplementary sales force
The initial framing makes all the difference.
Define priority areas, product families to promote, common objections, and implementation rules.
Prepare a complete starter kit for your supplemental sales force:
- sales pitches,
- checklists,
- photo examples,
- layout plans,
- calendar of highlights.
Set the pace with concise weekly updates and structured monthly reviews. Connect field information to your internal tools to ensure reliable decision-making.
Finally, clearly communicate the roadmap to your internal teams. When sales and marketing are aligned, the supplementary sales force integrates smoothly and produces lasting results.
Mistakes to avoid
Avoid confusing visitor volume with impact. It is better to target stores with potential, at the right time, with a clear intention for each visit.
Do not underestimate the constraints of shelf access and seasonality.
Notify your strategic clients if a change of contact person is planned, in order to maintain the relationship.
Don't forget to plan for the end of the assignment: transfer data, methods, and best practices to capitalize on when the supplementary sales force changes format or withdraws.
Take action with RMA
RMA works with you to build a supplementary sales force tailored to your needs: coverage simulation, team sizing, sectorization, key indicators, schedule, and target budget.
Tell us about your goals, and we will transform your vision into a field-ready solution. Contact us by phone at (+33) 4 75 46 77 67 or by email at contact@rmasa.com.
