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The retail market is now more competitive than ever. The accelerated growth of online shopping and customer outreach methods like email and social media marketing have given customers new options to browse and buy. Many online D2C brands and conventionally field marketing brands have also accelerated their game to provide easy and convenient online shopping options. Competition is one of the biggest threats for field sales agencies. In an age of digital demand gener

Field sales companies tend to have a few bad habits, including over-reliance on dated methods of lead generation and customer outreach. Enterprises find themselves amid an instant-gratification world, catering to a new breed of customers who are looking for omnichannel purchase and delivery mechanisms. One thing that has remained constant is their need for personalized, experience-driven shopping.

However, in an urgency to capture the biggest market share and a mad rush to meet the new age of value-based consumerism, enterprises may have inadvertently created a disconnect between their brand and consumers. Away from the digital fatigue, customers are again seeking genuine product connection, and that's where a data-driven field sales service can make an impact. The right field sales force can help businesses reach those ambitious goals by engaging with customers on a human level that online shopping cannot offer

Field marketing: Taking brands to the customer's doorstep

Field marketing is the science of enabling brands to reach the customers on their turf- whether at their doorstep, a retail store, malls, RWA societies, or anywhere customers happen to congregate. It is one of the most direct methods of customer outreach that allows for personal engagement delivered by a trained field sales force. Some of the key objectives that field sales companies strive to fulfil through field marketing strategies include:

• Facilitate immediate sales at the point of purchase

• Explore new target markets and capture new audience segment

• Build brand awareness

• Launch a new product offering through an experiential medium

• Gain a deeper understanding of customer behaviour and preferences

Steps to plan and execute field sales service

Even though the digital shopping landscape is rising fast, field marketing can still be the most important cog in a company's demand generation engine. Companies simply need to re-ignite their feet-on-street strategies and modernize old tactics for maximum output. Let's look at the five steps to modernize field sales service:

  • 1

    Mapping out the entire sales process

    Companies must begin their field sales strategy by mapping out their sales processes. They must assign different probabilities of sales for every stage of the buying process. While each business is unique, brands must assess what a typical sales cycle looks for them.

  • 2


    Regardless of its size, nature, and budget, every enterprise must have a robust lead generation strategy across multiple customer touchpoints. Business websites can be the primary prospecting tool through lead generation forms, and all their advertising campaigns should be trackable. Companies can also leverage cold calling tactics to grow their lead pipeline. It is also crucial to document every pertinent information businesses uncover about their prospects.

  • 3

    Nurturing leads

    Enterprises must use AI/ML-powered CRM tools to effectively view where the prospects stand in their sales cycle. Different actions can be taken for each stage of the sales cycle. Different outreach actions should be taken for different stages of the sales cycle to push leads further towards conversion. For example, if a prospect has given an estimate, sales reps must visit them aggressively with lucrative offers to close the sale.

  • 4

    Closing the deal

    This is the most important stage of any sales cycle. It is at this stage that the success or failure of any sales campaign is established. During this stage, companies can approach customers with the right messaging, advertising, promotional offers, etc., to eventually finalize the sale. It is crucial that field marketers meet customer expectations before closing the deal. Customer interaction must be recorded in a CRM to be accessed by all the sales representatives.

  • 5


    After a deal is finalized, closed, or lost, enterprises should always follow up with their customers. It is essential for field sales companies to know what worked and what didn't for their customers. They must ask for feedback and record it in their CRM. Companies must also try to resolve the unmet problems of customers and offer them personalized post-sales service.


Field Sales and marketing is a cost-effective and ROI-driven demand generation method to connect with target customers and achieve soaring sales across industry verticals. Nothing can beat the importance and impact of engaging with customers face-to-face. It is also effective to bolster brand awareness and acquiring maximum shelf space. However, with the evolving customer behaviour, companies must immediately modernize their FOS sales strategy and become more data-driven, agile, and experiential in their approach.

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