Nigerian brands may be increasing field activity without achieving corresponding market growth as weak sales routes, poorly designed territories and limited visibility prevent products from reaching enough outlets, according to sales and distribution consulting firm Tamy Consulting.
The firm said businesses chasing 2026 revenue targets risk spending more on sales representatives, routes and products while leaving significant growth opportunities untapped in territories they already claim to cover.
Tamy Consulting said the problem is often not a lack of effort but how sales operations are structured and measured. Field visits and distributor stock are commonly treated as evidence of market coverage, even when products are not consistently available at outlets or customers do not reorder.
“When performance slows, the reflex is to add more reps, more routes, or more products. But if the real issue is how the market is structured and how little leaders can actually see it, adding more simply raises the cost of the same problem,” said Kunle Akinrinlola, general manager at Tamy Consulting.
Read also: Adopt ethical marketing to fight poverty, insecurity, professor urges
The warning comes as businesses operate in a tighter environment where the cost of field operations and maintaining distribution networks has increased, putting greater pressure on commercial teams to convert activity into measurable sales.
According to Tamy, one of the biggest gaps is the difference between getting products into a distributor’s hands and getting…
Source link
Read Full Article by Royal Ibeh at businessday.ng
Source link
