Yell

Re-designing 300 Field Sales Territories across the UK, in a 4 week time frame, resulted in a reduction in costs in the Sales Function of 9% and an increase in Sales Revenues per Field Sales person of 20%.

The Problem

In December 2014, following significant change within the business, and with an emphasis on a return to growth, Yell wanted to revisit the balance of work across the Field Sales representatives in the UK. 

Yell needed circa 300 territories based on specific data and criteria provided (e.g. visit duration, work days, conversion rates etc.) with the ability to illustrate the 'before' and 'after' position.

"We couldn't have asked for a better end result - we've reduced our costs as well as increased sales revenue through increased sales productivity. I would strongly recommend Geoplan to anyone."

Mark Clisby, Head of Commercial Marketing at Yell

two people shaking hands

The Solution

Time was a critical success factor for the project and results were required quickly. To meet this objective, Yell utilised a combination of Geoplan's consultancy services and online mapping solutions.

Geoplan supported Yell with on-site regional engagement and feedback with the Field Sales team. This ensured that feedback from the field was captured and fed into the process (e.g. best employee fit, business rules around the City of London).

Geoplan delivered the project in 4 weeks, with the results deployed in Geoplan's cloud-based mapping system, SKiN, ensuring immediate access to the Market Planning team.

The Benefits

Engage Yell's sales force and management team in the potential market opportunity. The mapping and reporting functionality helped address some of the perceptions with 'fact-based' discussions.

Increase Revenue per Field Sales person by 20% - through increasing the number of visits a person could make, and providing a more balanced workload in the territory.

Prioritise higher value prospect calls, increasing the potential to secure more valuable business, and more of this type of business.

Engage Yell's sales force and management team in the potential market opportunity. The mapping and reporting functionality helped address some of the perceptions with 'fact-based' discussions.

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