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If you are in sales or interacting with the sales team, you will often hear the term Beat or PJP. The Sales executive will explain to you by saying Monday he is having this beat, Tuesday he is having that beat, and so on.
(In case this is your first sales article, then it is advisable to check 18 most important sales concept overview here)
What are these Beats salespeople talk about?
To put it simply, Beat is a route plan that includes which retail shops an executive has to visit, frequency of visits and time of visit. Every month the company sets beat for the salesperson as per the organization’s priority. These priorities are mainly higher revenue, new product development or influencer connect.
E.g. The marked areas are different beats of an executive, which he/she must travel as per plan.
Why creating Beats are important?
The Beat plan helps you to cover every area systematically. This will eliminate any concern over an area being ignored.
Retailers feel confident if you have a fixed beat plan so that they can pre-plan their order as per your beat plan.
Frequency (No. of visits every month) of beat helps you to prioritize market as per their revenue potential.
It optimizes travel distance and time of executives and they can spend a good amount of time fulfilling the organization’s priority.
Things to take care of while creating a beat:
Avoid overlapping of territory, each executive should have his/her unique beat. Hence, every executive gets a clear jurisdiction to achieve their sales target.
Prioritize frequency as per revenue and growth potential. Make sure not to allocate too frequent beats on low revenue markets.
Get familiar with actual routes. Do not blindly make beat plan from Google maps.
Make sure transport facilities are available in the proposed route. This is especially important in rural markets where travel distance increase drastically and it is not possible to travel via bike.
Market off days are different market to market, hence proper planning ensures no work-loss due to market off.
Last but not the least, creating a beat is the easy part. Making sure the entire organization’s sales force adhere to it is the real job.
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