In field sales, the most valuable resource is time. A representative can only visit a certain number of customers per day; this number is determined by the route plan.
In a team working without a plan, the day is shaped by the last calling customer. Close stops are skipped, distant ones are visited twice, and some customers are not visited for months.
In this article, we explained the definition of a route, the decision on visit frequency, and how to keep field records.
Table of Contents
Why is a route necessary?
A route has a function beyond reducing travel costs: it regularizes customer relationships.
When the customer knows when the representative will arrive, they prepare their order accordingly. This predictability increases the order size.
A route is also a coverage guarantee. The only way to ensure that every customer is visited is for the visit to be tied to a plan.
When a representative changes, the route handover also becomes easier. Knowledge stays in the system, not with the individual.
How to set up a route definition?
A route is a list of customers assigned to a specific day and representative. It is usually set up according to the days of the week.
The first step is to group customers geographically. Customers in the same region are gathered on the same day; thus, the distance traveled during the day is reduced.
The second step is to clarify regional responsibility. If it is unclear which representative is responsible for which region, customers are either visited twice or not at all; territory management we covered in the article.
The third step is sequencing. Stops within the route must form a logical itinerary; it is preferred to end the day close to the starting point.
Determining visit frequency
Not every customer is visited at the same frequency. Frequency is determined based on the customer's volume and order rhythm.
High-volume customers can be visited weekly, the middle group bi-weekly, and low-volume customers monthly. This distribution allocates the representative's time to the right places.
The consumption rate of the product is also a determinant. Fast-consuming products require frequent visits; otherwise, the customer runs out of stock and turns to a competitor.
The frequency decision is not static. When the customer's volume changes, the frequency must also be updated; dealer network management we discussed segmentation in the article.
How does a field day work?
In the morning, the representative sees that day's route in the mobile application. The list is organized in the order of visits.
At each stop, the customer card is opened; past orders, balance, and open requests are visible. Visits made without this information remain superficial.
Orders are entered on-site. Returning to the office to enter data in the evening is both a waste of time and a source of errors; field sales mobile usage we detailed in the article.
Collection can also be made in the field. When the payment record is created instantly, the current balance stays up to date; collection receipt you can check out the article.
What should a visit record include?
Recording a visit has value independent of an order. A visit where no order is taken also generates information.
The record should include the time of the visit, the person met with, and the outcome. "No order" is not enough; the reason must be written down — such as existing stock, lack of budget, or a competitor's offer.
Competitor information and shelf observation can also be recorded. Over time, this data creates a valuable market overview.
Visit records should be visible with their history on the customer card; customer 360 view we explained this structure in the article.
Measuring route performance
Once a route plan is established, it must be measured. An unmeasured plan quickly remains just on paper.
Three indicators are sufficient: the completion rate of planned visits, the order rate per visit, and the average order amount per visit.
If the completion rate is low, the plan is not realistic; the number of visits should be reduced. If the order rate is low, the visit quality should be questioned.
These indicators are derived from sales reports; sales reports you can check out the article. Route definitions and operations are kept in the sales module.
Keeping the route up to date
A route established once drifts from reality over time. New customers are added, some close, and volumes change.
A quarterly review is a reasonable frequency. Three questions are asked during this review: which customers were added, which dropped, and whose frequency should change?
Adding new customers to the route is often forgotten. The result is customers whose first order is taken and who are never visited again.
The frequency of customers with declining volume should also be reduced; the representative's time should be shifted to growing customers.
Customer-based sales data is used for this revision; sales reports we discussed which report explains what in the article.
Handover during representative changes
The riskiest moment in field sales is a representative change. If the knowledge resides in the person, it leaves with that person.
The route definition mitigates part of this risk; the new representative knows whom to visit and how often. However, this alone is not enough.
Visit notes are also part of the handover. The customer's preferences, past issues, and decision-makers must be recorded; customer 360 view check out the article.
Open offers and pending requests must also be transferred. An offer lost during the handover is a directly lost sale.
Updates are also required on the authorization side; the departing representative's access must be revoked, and the new one's regional scope must be defined. Territory management we covered this setup in the article.
Frequently asked questions
Can off-route visits be made?
Yes, they can and should be recorded. The frequency of off-route visits indicates that the plan needs to be reviewed.
How many customers should a route include?
It depends on the visit duration and distance. You can find the right number by monitoring the completion rate.
Can route management be done without mobile?
Planning is possible, but there is no real-time tracking. Mobile usage is the foundation of route discipline.
Are routes also used in van sales?
Yes, it is even more critical; vehicle inventory is loaded based on the route. van sales article.
Route planning means not leaving the field team's day to chance. When established with the right frequency and regular records, both travel costs decrease and customer relationships are strengthened.
When starting route setup, group your customers first geographically, and then by their volumes. These two layers form the skeleton of the weekly plan.
Keep the initial plan realistic. An overly ambitious route, if it fails in the first week, will be completely abandoned by the team; a plan with a high realization rate can be expanded over time.
After a month, check the visit realization rate. If it is above eighty percent, the plan is solid; if it is below, reducing the number of stops increases visit quality.
By contacting the EQLEM team, you can configure your field route plan.