Mastering Direct Store Delivery DSD Sales: 9 in-store steps

Mastering Direct Store Delivery DSD Sales: 9 in-store steps

In a recent article, I mentioned the best practices for a successful DSD operation. But the process associated with DSD Sales differs from any other type of face-to-face sales due to the nature of a direct store delivery model. In this article, I focus on the steps a DSD salesperson must take in the store and how DSD software reinforces its execution.

Why DSD Sales Are Different from Other Person-to-Person Sales

DSD (Direct store delivery) distribution means delivering products from a supplier or distributor directly to a store, without going through the retailer’s distribution center. Purchases of a store under a DSD model are made by the store manager thus, the relationship-building aspect of DSD sales requires the salespeople to establish direct connections with store managers and staff, foster personalized engagement, and having a deeper understanding of each store’s needs. To accomplish this, besides selling products, the DSD salesperson has to perform additional services, like In-store merchandising, shelf Inventory management, price and promotion execution, and in-store forecasting.

9 Steps of a DSD Sales

In this section I provide a guide of the 9 steps necessary for a DSD sale.

1. Greeting and Introduction: The salesperson initiates the visit by greeting the store personnel, establishing a friendly and professional rapport. This sets a positive tone for the interaction.
2. Reviewing Orders or Delivery List: The salesperson carefully reviews the order or delivery list specific to the store, ensuring they have the correct products and quantities available for restocking or replenishment.
3. Checking Inventory: The salesperson conducts a thorough inventory check to identify any shortages or excesses, allowing them to address inventory issues promptly.
4. Organizing and Presenting Products: The salesperson optimizes product displays by arranging them in an attractive and organized manner. This step includes restocking shelves and ensuring proper product placement.
5. Engaging Store Staff: The salesperson engages with store staff, discussing promotions, new products, or marketing initiatives. They provide information, answer questions, and offer assistance to foster a collaborative relationship.
6. Handling Orders and Special Requests: The salesperson processes orders, ensuring accurate pricing and merchandise selection. They also take note of any special requests or customized needs from the store.
7. Addressing Concerns and Issues: If any concerns or issues arise during the visit, the salesperson promptly addresses them. This demonstrates attentiveness and a commitment to resolving problems and ensuring customer satisfaction.
8. Maintaining Records: Throughout the visit, the salesperson keeps accurate records of interactions, orders, and any relevant information. This helps track sales performance, monitor inventory, and maintain effective communication with the store.
9. Expressing Appreciation: The salesperson concludes the visit by expressing gratitude to the store staff for their time and cooperation. This gesture reinforces positive relationships and leaves a lasting impression.

The graph below summarizes the process.

How a DSD Software Solution Enhances In-Store Sales

A  DSD software solution can significantly enhance the effectiveness of the DSD sales process. Here are some ways in which a DSD software solution can benefit in-store sales:

Order Management: DSD software simplifies the order management process by providing salespeople with digital tools to create, modify, and track orders in real time.

Inventory Tracking: DSD software offers robust inventory tracking capabilities, allowing salespeople to monitor stock levels and identify product shortages or excesses more efficiently.

Real-Time Data Capture: DSD software enables salespeople to capture valuable data during in-store visits, such as sales volumes, customer preferences, and competitive insights.

Digital Product Catalogs: With a DSD software solution, salespeople can access digital product catalogs and sales presentations directly on their mobile devices or tablets. This ensures that they have up-to-date product information, pricing details, and marketing materials readily available to showcase to store staff and customers.

Sales Performance Analytics: DSD software provides salespeople and managers with detailed analytics and reports on sales performance metrics. This data-driven approach allows for better visibility into individual and team performance, identifies sales trends, and helps make informed decisions to drive sales growth.

Integration with Back-End Systems: DSD software solutions can integrate with back-end systems such as ERP (Enterprise Resource Planning), WMS (Warehouse Management System), or CRM (Customer Relationship Management) systems. This integration streamlines data flow, improves accuracy, and facilitates seamless coordination between sales, inventory management, and order fulfillment processes.

I hope this article has been helpful to you. I will continue to post information related to warehouse management, distribution practices and trends, and the economy in general. If you want to know how Laceup’s solution can help you to successfully manage your inventory, click the link below to schedule an exploratory meeting.

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There is a lot of relevant information on our channel. Check out this video on why DSD still works in 2023.