REDEFINING A DIRECT SELLING BRAND’S RELATIONSHIP WITH ITS SALES REPRESENTATIVES

Challenge

Identify the reasons behind the poor performance of a Uruguayan direct selling company acquired by a global brand, whose results were significantly below those in other markets, and define a sustainable action plan.

Approach

We interviewed internal stakeholders, carried out quantitative research to understand the category from the audience’s perspective, and held online discussions with consumers and sales representatives to identify tensions and opportunities. We concluded with an alignment workshop for the leadership team.

Outcome

The process revealed the main points of friction between the brand and its sales network, leading to a short-, medium- and long-term strategic plan to revitalise the relationship with its salesforce and improve commercial performance.