The role of sales representatives has long been pivotal to the success of both brands and retailers in Consumer Goods. Traditionally, these roles have been largely defined by the straightforward task of capturing and fulfilling orders from retail partners. However, as the retail landscape has evolved, so too have the strategies employed by sales representatives.
Today, two broad types of sales reps dominate the field: Order Takers and Order Makers. While both play crucial roles in the sales ecosystem, the differences between them are significant, with each approach offering distinct advantages and challenges.
Across any global enterprise, there is a need for both Order Takers & Order Makers, and the Aforza platform is uniquely positioned to support both models.
The Traditional Role of the Order Taker
Order Takers represent the more traditional, established model of sales in the consumer goods industry. This role is more transactional, where the sales rep’s primary responsibility is to visit retail locations, capture orders, and ensure that the shelves are stocked with the necessary products.
The process is relatively straightforward: the sales rep arrives at the store, checks inventory levels, and takes an order to replenish stock. Depending on the setup, the order may be fulfilled directly from the sales rep’s van inventory or routed through a warehouse or distribution centre.
This model has been effective for decades, particularly in traditional markets where demand patterns are unpredictable, and relationships between brands and retailers are more fluid.
The primary advantage of the Order Taker approach is its efficiency. Retailers appreciate the simplicity and reliability of this method, as it ensures that their shelves remain stocked with minimal effort on their part.
The focus here is on maintaining steady sales volumes and minimising out-of-stock scenarios.
However, the Order Taker model is not without its limitations. It can sometimes be reactive, with sales reps responding to the retailer’s immediate needs rather than proactively driving demand. In a highly competitive and fast-changing market, this approach can leave opportunities on the table. It can create a transactional relationship between the brand and the retailer, where the focus is on fulfilling orders rather than building a deeper, more strategic partnership. This model can also be expensive in modern markets with the costs of both the sales team and also the distribution channels.
The Evolving Role of the Order Maker
In contrast, the role of the Order Maker has evolved in response to the changing needs of modern markets, where consumer preferences shift rapidly and competition is fierce.
Order Makers represent a more proactive approach to sales, where the focus is not just on capturing orders, but on influencing retailers to become enthusiastic advocates for the brand. Instead of merely taking orders, Order Makers work to create demand and drive the retailer’s purchasing decisions.
Order Makers operate by cultivating strong relationships with retailers, understanding their business goals, and aligning the brand’s offerings with those objectives.
They engage in consultative selling, where they provide insights, data, and marketing support to help retailers see the value in stocking and promoting their products. This approach turns the sales process into a partnership, where both the brand and the retailer work together to maximise sales and profitability.
One of the key strategies employed by Order Makers is turning retailers into fans of the brand. This involves more than just selling a product; it’s about selling a vision, a lifestyle, or a solution that resonates with the retailer and, by extension, their customers. Order Makers are adept at telling the brand’s story, highlighting its unique value proposition, and demonstrating how it can drive foot traffic, increase basket size, and enhance customer loyalty.
How Vertical AI Empowers the Order Maker
The role of the Order Maker has evolved beyond traditional sales techniques. To truly influence and turn retailers into brand advocates, Order Makers need to leverage cutting-edge technologies that provide them with deep insights and actionable recommendations. Aforza’s Vertical AI, known as Ava, revolutionises the way sales reps engage with retailers, drive sales and deliver measurable business impact.
Ava empowers Order Makers with a comprehensive understanding of the retailers they work with.
Ava doesn’t just aggregate basic sales data; it delves deep into the specific dynamics of each retailer’s business, analysing their sales patterns, customer behaviours and inventory levels. Moreover, Ava compares these insights with trends observed in other retailers within the area, providing a broader context that can be crucial for making informed decisions.
For more details on how Aforza helps to supercharge productivity for your Order Makers with Ava, check out our latest eBook now.
For instance, Ava can identify a drop in sales for a particular product in one store, while noticing an uptick in a similar store nearby. By analysing this data, Ava can determine whether the issue lies in product placement, pricing, or external factors such as local competition. It can then provide the Order Maker with tailored recommendations on how to address the issue, whether through targeted promotions, re-merchandising, or introducing complementary products that are performing well in similar locations.
This level of insight allows Order Makers to approach retailers not just as sales reps, but as trusted advisors who bring valuable market intelligence to the table. By understanding everything about the retailer’s business, Order Makers can make data-driven recommendations that are aligned with the retailer’s goals, ultimately leading to stronger partnerships and increased sales.
The Power of Combining AI with Digital Content Execution
While Ava’s insights are powerful on their own, their true potential is unlocked when combined with digital content execution. Ava doesn’t just provide sales recommendations; it also guides Order Makers on how to implement these recommendations effectively. This includes advising on which brand content and digital assets to use to support the sales strategy.
For example, if Ava identifies that a retailer could benefit from promoting a new product line, it might also suggest a suite of digital content—such as brand content, in-store digital displays and retailer education materials—that have been proven to resonate with similar retailers’ customers. Ava can even tailor this content to the specific retailer’s demographics and preferences, ensuring that the messaging is as impactful as possible.
By guiding the sales rep on the most effective use of brand content and digital assets, Ava ensures that the Order Maker’s recommendations are not only strategic but also actionable. This combination of AI-driven insights and targeted digital content creates a cohesive sales approach that is far more likely to resonate with the retailer and their customers.
Below you can see 3 Order Maker showcases from the Aforza Summer of Vertical AI, combining the power of AI with Digital Content Execution:
Driving Retailer Wallet Share & Value
The Order Maker approach ultimately leads to greater retailer wallet share and value. By transforming retailers into fans of the brand, Order Makers create a deeper emotional connection that translates into larger, more consistent orders. Retailers who are enthusiastic about a brand are more likely to allocate premium shelf space, participate in promotional activities, and invest in merchandising that drives sales.
Moreover, the influence exerted by Order Makers extends beyond the direct sales transaction. These reps often guide retailers on best practices, such as how to market the product effectively, what pricing strategies to employ, and how to create in-store experiences that resonate with customers. This guidance not only boosts sales for the specific brand but also helps improve the overall performance of the retailer, fostering a symbiotic relationship where both parties benefit.
Order Makers also leverage modern sales tools and analytics to provide retailers with actionable insights.
For example, Aforza customers use data analytics to show how stocking a particular product can lead to increased sales in related categories, or how aligning with certain consumer trends can boost overall store performance. This data-driven approach helps retailers make informed decisions, further solidifying the brand’s value in their eyes.
The Strategic Advantage of the Order Maker
The strategic advantage of the Order Maker model becomes clear when considering the long-term impact on brand loyalty and market share. While Order Takers ensure that products are available, Order Makers ensure that products are desired. This shift from availability to desirability is crucial in today’s competitive market, where consumers are bombarded with choices and retailers must differentiate themselves to survive.
“Order makers are indispensable to their customers and to their company. They aren’t focused on what the customer asks. They focus on what the customer needs.”
Order Makers play a vital role in this differentiation. By helping retailers create a unique shopping experience that aligns with the brand’s identity, they foster customer loyalty and repeat business. This, in turn, drives higher sales volumes and increases the retailer’s share of the consumer’s wallet.
Furthermore, the Order Maker’s influence often extends beyond the immediate retail environment. By building strong relationships and providing value-added services, they position the brand as a key partner in the retailer’s success. This partnership mentality not only leads to more significant orders but also to a more collaborative approach to business growth.
The Future of Sales in Consumer Goods
As the consumer goods industry continues to evolve, the distinction between Order Takers and Order Makers will become increasingly important. While both roles have their place, the Order Maker approach is likely to gain prominence in an environment where relationships, brand loyalty and strategic partnerships are critical to success.
The adoption of Vertical AI and digital content execution is becoming indispensable for Order Makers who aim to truly influence and drive value for retailers. Aforza’s Vertical AI (Ava) provides deep, actionable insights into retailer behavior and market trends, allowing sales reps to make data-driven recommendations that resonate. When these insights are paired with precise digital content execution, Order Makers can not only guide retailers with effective strategies but also transform them into brand advocates, driving significant sales growth and fostering long-term, impactful partnerships.
Order Makers, with their focus on influencing retailers and creating demand, offer a pathway to sustained growth and profitability. By turning retailers into fans of the brand, they unlock new opportunities for collaboration, innovation, and market expansion. In a world where the retail landscape is constantly changing, the ability to drive retailer wallet share and value will be the key to long-term success.