Business Development / Sales Management
Each channel requires a different customer approach, team skills, and sales activities.
This discussion is divided into General Trade, Modern Trade, and Marketplaces. Brand principles remain consistent, while network development, purchasing service, and evaluation reflect each channel.
General Trade / GT
General Trade is discussed in two groups: distributors and retail. Distributors develop distribution reach, while retailers serve end buyers. Sales may go through distributors or directly to outlets, according to territory arrangements.
The best-known stores in each city, as classified in this channel plan.
Execution: Understand the store customer base, develop relationships with management, prepare product information and demonstrations, and evaluate merchandising and shopper response.
Retail outlets whose assortment, availability, and service needs should be mapped by territory.
Execution: Schedule regular visits, tailor the assortment, monitor stock, and support product introduction and repeat ordering.
A channel involving product use, demonstrations, recommendations, and the sale of suitable care products.
Execution: Provide owners and salon staff with product knowledge and usage guidance; support trial experiences and follow up product requirements.
Territory mapping, outlet development, trade negotiation, product knowledge, staff training, merchandising, visit planning, stock and order management, and customer follow-up.
Active outlets, visit coverage, availability, consumer sales, repeat orders, service reliability, and issues at individual outlets.
Modern Trade / MT
Modern Trade is grouped by network reach. Sales planning needs to consider purchasing processes, product approval, supplier requirements, and execution at the branches of each network.
Networks with national coverage. Account management needs to connect network agreements with readiness for execution across territories and branches.
Execution: Map decision makers, prepare supplier profiles and product information, discuss product listing, and align supply, promotions, merchandising, and branch reporting.
Networks with local or regional coverage. The example used in this discussion is Palapa in Surabaya.
Execution: Understand branch coverage and local consumers, build relationships with purchasing teams, tailor the assortment, and monitor execution at each branch.
Key account management, product presentations, network negotiation, supply coordination, promotional planning, merchandising supervision, and branch performance analysis.
Active branches, on-shelf availability, supply reliability, merchandising compliance, promotional execution, consumer sales, and repeat orders.
Marketplace
Marketplaces connect product search, information assessment, communication, and transactions. Stores, marketing materials, inventory, and service need to be prepared together.
Introduce product benefits and usage through education and demonstrations suited to target consumers.
Execution: Prepare messages, scripts, images, and videos; test responses and maintain consistency with the brand identity.
Creators help explain product experiences and usage; affiliates direct buyers through platform tracking mechanisms.
Execution: Select partners for audience fit, provide content briefs, monitor information accuracy, and evaluate actions leading to purchases.
Distribute messages and offers to a defined audience.
Execution: Test creative materials and audiences, ensure destination pages are ready, and track the connection between visits and transactions.
Provide demonstrations and live answers while prospective buyers consider the product.
Execution: Prepare hosts, operators, product knowledge, schedules, availability, and follow-up for enquiries.
Help prospective buyers find and check brand and product information.
Execution: Provide clear information, usage guidance, answers to common needs, and easily found purchase locations.
Support pre-purchase decisions and the experience after products arrive.
Execution: Manage conversations, usage education, reviews, complaints, and feedback to improve products and service.
Store operations, content production, creator and affiliate management, advertising, live presentation, live operations, data analysis, service, and order fulfilment.
Product visits, buyer conversion, order accuracy, cancellations, returns, reviews, complaint resolution, and repeat purchases.
The principle is shared, but execution reflects where consumers interact and buy.
Roles reflect the work and channel readiness. A digital team structure does not automatically suit GT or MT.
Brand identity, product information, service, and availability should remain consistent across channels.
The content framework, customer journey, and digital capability development are adapted from YourMarketingTeam material. GT and MT categories follow the channel structure defined for this proposal.