Understanding Sales Force Effectiveness in China

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Understanding Sales Force Effectiveness in China

CASE STUDY

UNDERSTANDING SALES FORCE EFFECTIVENESS IN CHINA WWW.FULD.COM

A Starting Point for Strategy

A multinational medical devices company with only a small presence in China wanted to bolster its sales force there. As such, the company engaged Fuld + Company to benchmark the sales force investments, strength, and geographical deployment of its chief competitors in the country. With our global reach, native-language speakers, and resources on the ground, we were able to develop a clear picture of competitor sales force strategies, providing a starting point for our client’s critical strategic decisions on how best to deploy its resources.

Case Overview

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Dual Objectives Key Business Challenges

1) The company had a new product in its pipeline.

2) They wanted to be well established in China in advance of its release.

Further, the company’s already small market share in China had begun to show signs of erosion, which the client was eager to reverse.



Distinctive Difficulties Key Business Challenges

China’s vast size, distinctive culture, and ways of doing business presented a significant challenge, especially for a company with only a small footprint there. Our client was not only unsure of how best to expand the sales force in China, but also lacked the resources and presence to produce an accurate picture of the sales force strategies of competitors.


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What Effectiveness Looks Like The Fuld Approach

Combining primary and secondary research, and leveraging our global resources, including Fuld’s research hub in Manila, our team:

Mapped the presence of the target competitors in the country.

Conducted interviews with key distributors, medical representatives, sales representatives and executives from the target companies.

Identified the geographical structure and focus of rival sales forces.

Profiled the sales force strategies and effectiveness of key competitors.

Identified best practices in sales force activities.



Decision Support Key Business Impact

With a clear picture of the nature and extent of competitor sales activities in the country, the client had the necessary information to begin to make decisions about its sales force strategy, including how best to:

Optimize the size and structure of the sales force, and how best to deploy it geographically.

Appropriately allocate its investments in the expansion effort.

Target the most promising customers and markets.

Reverse the erosion of market share.



Where Patience is a Virtue The Fuld Review

Gathering market intelligence in China can be particularly difficult for companies with little presence or experience there. For life sciences companies, the task is complicated by the country’s unfamiliar health care system. Local knowledge is indispensable. So is patience – genuine understanding of such a vast country takes time. So does establishing relationships with vital sources of information, and understanding potential customers.

The bottom line: creating the most effective sales force for China from outside requires a time commitment that is proportional to the challenge.


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Think a similar solution could work for your organization?

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About Fuld + Company

WHO WE ARE

Since 1979 Fuld + Company have pioneered competitive intelligence, and today we work with leading companies worldwide to deliver the competitive and market insights they need to make better business decisions. We don’t rest on our history and past successes. This means working hard to deliver uncompromising analysis that generates sound advice and earns us enduring partnerships with our clients.

WHY CHOOSE US

We are driven to expose our clients to insights about their industry, their competition and a changing market; designed to help avoid surprises and industry shocks. Through deep research, penetrating analysis and strategic gaming + advisory expertise, our team of professionals help you identify and solve tactical and strategic challenges. We help reduce the risks associated with business-critical decision making.

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Competitive + Brand Insights

War Games / Competitive Simulations

Market Analysis, Share + Sizing

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GO-TO-MARKET STRATEGY

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Product Portfolio Roadmap

New Market Entry / Segmentation

Value Chain Analysis

Life Cycle Management

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CORPORATE STRATEGIC PLANNING

Early Warning + Scenario Planning

Sales Force Effectiveness

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Understanding Sales Force Effectiveness in China

Health & Medicine

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