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The Warsaw Voice » National Voice » September 30, 2013
Britain in Poland
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It’s All About Sales
September 30, 2013   
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With 17 years of experience in helping its multinational and Polish customers to improve their sales volumes, product distribution, market share and profits, IQFM Ackermann is often referred to by its clients as the Polish sales development agency with the most marketing know-how and the marketing agency with the most sales experience.

IQFM’s proposition is simple: they are retail experts who provide a full range of tools to help their clients more effectively and more efficiently sell in, sell through and sell out.

On the sales side of their business, they sell clients teams of people that they recruit, train, manage and control on behalf of that client. These teams then work under the direction of the agency to achieve the client’s agreed sales objectives and key performance indicators (KPIs). These salespeople can work tactically, on short-term goals such as a product launch, or strategically on a long-term contract to provide an outsourced sales resource at a considerably lower cost than the client organization can achieve itself. And because the task is outsourced they do this on a variable cost—and much more flexible—basis.

On the marketing side, IQFM has a range of tools that complement sales teams and improve the impact of the sales effort—to include space/category management consultancy work, display material/equipment design and production and loyalty schemes and contests.

IQFM was founded by Paul Bailey, who first came to Poland from the UK in response to a request from a client in 1995. Much of what this company does to support its clients is called field marketing in other countries but, according to Bailey, the demands of the Polish market mean that his company is much more sales focused, more accountable for results and more creative than many similar European agencies.

This requirement has in turn led to a mix of experience at the IQFM head office that sees agency personnel working side by side with people specifically recruited from the client side. This gives the organization more of a corporate feel - with more corporate characteristics than are found in a typical agency. These including a healthy obsession with their clients’ return on investment, a project management approach to all their activities and their own mission and vision statements.

Mission Statement
- We are a full-service field marketing agency
- Our mission is to help our customers improve their sales and profits
- We aim to do this by being the most efficient and most cost-effective agency in the industry
- We deliver this through our teams of motivated, focused and well-trained people—both in the office and in the field.

Vision Statement
- The top-of-mind agency in Poland for all sales and marketing professionals—the obvious choice for all their field marketing briefs
- A reliable, effective, trustworthy and enthusiastic organization
- A great partner to do business with… and a great place to work

So what does all this mean for clients? Primarily it means they have additional options when deciding how to tackle the Polish market. Everything can be done in-house or some of it can be outsourced. It means clients can entrust elements of both marketing and sales support to one agency—for tailor-made, multi-disciplined campaigns that dovetail with each other and thereby bring more effective results.

Purely on the sales side, it also means lower costs: delivering results that are comparable with clients’ own retail sales forces but at only 70 or 80 percent of the cost of an in-house operation. Powerful stuff! And furthermore, another important benefit is the elasticity of this outsourced sales/merchandising team “tool.” It is far easier to extend or reduce an outsourced headcount and thus, retail coverage, in line with tactical targets or budget constraints than it is to re-engineer an in-house team.

On the marketing side, IQFM’s years of practical experience of sales activity have created a deep understanding of the levers of success and clients say this is seen in the quality of their responses, in the mechanisms and materials they develop and in their creativity.

IQFM Ackermann’s combination of sales and marketing experience is unique in the Polish market. As the Polish retail scene has matured, IQFM has responded by developing complementary tools to help clients take advantage of opportunities in the most efficient, effective and economic way in order to deliver the highest possible return on their clients’ investments.

As they say at IQFM, it’s all about sales… and profits.

This article was prepared with the assistance of Paul Bailey, CEO and President of the Board of IQFM Ackermann, a sales and marketing agency with many years of experience in the Polish market working in both the modern and traditional retail trade, FMCG and DIY, plus HoReCa, Door2Door and B2B. (www.iqfm.pl)
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