Worked scenario
The beat was covered and the order was not taken
Counting visits rather than productive calls measures effort and mistakes it for distribution.
3 min read
Distribution depends on regular calls to a defined set of outlets. Reporting usually captures that the call happened.
A visit is not a sale
An outlet visited with no order placed counts identically to one that ordered well. Coverage figures therefore look healthy while distribution quietly narrows.
Dropped outlets are invisible
An outlet that ordered monthly and has not for a quarter is the clearest signal available, and it requires outlet-level history rather than beat-level coverage to see.
What changes
- Productive calls distinguished from visits
- Outlet-level ordering history visible to the salesman
- Beat plans adjusted against actual productivity
- Outlets that have stopped ordering surfaced
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