Purpose: Purpose: To establish comprehensive guidelines for Market Development Lead in managing territory development, customer acquisition, and business growth while ensuring exceptional service delivery and market penetration. This SOP provides a framework for consistent execution of business development strategies while maintaining high standards in customer engagement and service delivery.
Scope: This SOP applies to all Market Development Lead managing assigned territories. It encompasses responsibilities including customer acquisition, relationship management, market development, and strategic implementation of sales initiatives. The scope extends to interactions with customers, store operations, corporate teams, and cross-functional departments.
Background: Market Development Lead play a pivotal role in establishing market presence and delivering exceptional customer experiences. They are responsible for executing company directives, managing territory development, overseeing customer relationships, and maintaining high service standards. Their position is crucial in optimizing market penetration and contributing to overall business growth.
Definitions
Target Customers: Food service operators including restaurants, food trucks, caterers, and related businesses
Territory: Designated geographic area assigned to the Business Development Colleague
STG: Company's service/product offering
KPI: Key Performance Indicator
Door-to-Door Engagement: Direct customer outreach at business locations
Conversion Rate: Percentage of prospects converted to customers
Customer Lifecycle: Stages of customer relationship from acquisition through retention
Market Penetration: Measure of company's sales volume relative to total market potential
ROI: Return on Investment for business development activities
LTV: Lifetime Value of a customer
CAC: Customer Acquisition Cost
Procedures
Territory Management and Planning:
Conduct comprehensive market analysis of assigned territory
Create detailed territory coverage plans and efficient routes
Map existing customers and identify high-potential zones
Analyze competitor presence and market opportunities
Develop strategic approach for different market segments
Maintain accurate territory profiles and customer databases
Set and track territory-specific goals and metrics
Implement systematic prospecting strategies
For comprehensive guidance on territory planning, consult the Territory Management SOP
Customer Acquisition and Business Development:
Execute targeted door-to-door engagement campaigns
Develop and maintain prospect lists aligned with market demographics
Follow all customer qualification criteria
Document all customer interactions
Track conversion metrics and success rates
Implement lead scoring and prioritization systems
Monitor competitive intelligence and market trends
For specific details on customer acquisition, refer to the Sales Process SOP
Insight Sharing:
Participate in daily feedback collection meetings
Relay critical customer insights to management
Identify trends and patterns in customer responses
Propose solutions to common customer concerns
Collaborate with cross-functional teams
Track resolution progress and implementation results
Monitor customer satisfaction metrics
Document all feedback and resolutions systematically
Ongoing Customer Management:
Maintain regular customer contact through scheduled visits
Conduct quarterly business reviews with key accounts
Provide in-store customer advisory services
Track customer satisfaction and engagement metrics
Identify and execute growth opportunities
Monitor customer buying patterns and preferences
Implement customer retention strategies
Facilitate cross-departmental support when needed
Communication and Documentation:
Maintain professional communication standards
Submit daily activity reports and weekly updates
Prepare monthly performance summaries
Document customer success stories and testimonials
Report competitive intelligence and market insights
Maintain accurate customer records and contact information
Follow communication protocols for escalations
Financial Management:
Track and report territory performance metrics
Monitor customer profitability and growth
Manage territory expenses and budgets
Submit timely expense reports and documentation
Analyze territory ROI and efficiency metrics
Identify cost-saving opportunities
Participate in financial planning and forecasting
Safety and Compliance:
Maintain valid driver's license and clean driving record
Ensure proper insurance coverage
Follow company safety protocols
Protect customer information and maintain confidentiality
Complete required certifications and training
Adhere to all company policies and procedures
Report any incidents or concerns promptly
Additional Duties
Field Duties:
Business Development Colleagues may be required to perform:
Supporting store opening initiatives
Participating in market research projects
Contributing to strategy development
Mentoring new team members
Representing the company at industry events
Participating in cross-functional projects
Compliance:
Business Development Colleagues are expected to adhere to this SOP, as well as all company policies and procedures. Failure to comply may result in disciplinary action. Colleagues are also responsible for:
Maintaining professional standards in all customer interactions
Following all safety and compliance protocols
Protecting confidential information
Completing required training and certifications
Submitting accurate and timely reports
Meeting performance metrics and goals
Contributing to continuous improvement initiatives
This comprehensive SOP provides a comprehensive framework for Business Solutions Supervisors to effectively manage their responsibilities and territories. It should be reviewed regularly and updated as needed to reflect changes in processes, technologies, or company policies. Business Solutions Supervisors play a critical role in driving company success and are expected to continuously seek ways to improve market penetration, team performance, and customer satisfaction.
Preferred Qualifications
Bi-Lingual (English and Spanish)
Restaurant Management, Foodservice Outside Sales, Chef Experience preferred
1-4+ years of sales experience, ideally in the food service industry.
Certificates, Licenses, and Registrations
Valid driver's license with a "clean" driving record (including no multiple DUIs within the last 2 years)
Current automobile insurance with the following limits of liability: Bodily injury - $100,000 each person and $300,000 each accident; property damage - $100,000 is required
Requirement
High school diploma
Submit to pre-employment testing (Drug Screen, Background Check).
Must sign Sysco Protective Covenants Agreement.
Reside or willing to relocate to the geographical vicinity of territory.
Professional Skills
Basic PC skills and proficiency with MS Office.
Ability to read, write, speak English.
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