VOW has restructured its sales operations in order to be more responsive to customer needs. The wholesaler now has a sales structure encompassing nine account directors, four field-based business development managers and five internal account managers focusing on telesales.
Following the restructure, every VOW reseller will be contacted regularly by their own dedicated account manager. This individual will be responsible for working with the customer to increase their sales, through creating opportunities, and ensuring the overall relationship is maximised.
The restructure has been undertaken by Lisa Hainsworth, who joined VOW as Sales Operations Director at the beginning of the year. She said, “our sales framework had changed little over two decades. This had left us with a top-heavy, ‘one size fits all’ structure that meant resellers sometimes found it hard to get responses from us. We had a culture which involved certain questions being pushed up the line or to somebody else, so major decisions were regularly taken quite slowly.
“We therefore needed to take a step back, look at what our customers were telling us, assess how we were structured and amend our approach.
“We now have a flatter framework, with authorisation, power and accountability devolved, and are putting the right people in front of the right customers. We’re therefore much more flexible, can address the issues resellers actually want us to deal with and are able to make decisions far quicker, so we can be most effective in helping customers increase their sales.”
Explaining the reorganisation’s timing, Lisa stressed that VOW wanted to finalise this early, rather than have it continuing further into the year, so the company could move on to implementing subsequent step changes in its reseller engagement and contact strategy without delay.