Consumer electronics: systematically reactivating inactive retail partners
A smartphone brand serves specialist retail in DACH with 32 inside and field sales staff. Hundreds of retailers without an order in the last six months were not worked in day-to-day business – Direct Scouts takes over reactivation and cross-selling outreach.
Key facts of the project
- Industry
- Consumer electronics
- Package
- 03 · Customer Care & Reactivation
- Team size
- 32 sales reps
- Period
- 2-month campaign, then ongoing account work
- Approval
- anonymised
Where the sales team stood
Sample case – illustrative values, to be replaced by an approved reference.
The brand sells smartphones and accessories through specialist retailers and large chains. Field sales concentrated on the highest-revenue retailers; smaller partners without an order in the last six months stayed in the CRM as “inactive”. A reactivation campaign had been planned several times but never carried through.
The requirement: structured outreach to all inactive retailers with needs analysis, cross-selling pointers on the current range and handover to the responsible field rep – documented in the existing CRM, with a weekly review.
What moved to us – and what stayed
Every task we took over has a pain point, a service and a metric. Price negotiation, customer meetings and closing stay with the customer.
- Customer reactivationPackage 03Pain pointInaktive Kunden werden nicht systematisch bearbeitetServiceOutbound reactivation, needs analysis, handoverMetricReaktivierungsquote / Umsatz
- Cross-/upsellingPackage 03Pain pointPotenzial im Bestand bleibt ungenutztServiceCampaign-based outreach and handoverMetricZusatzumsatz / Conversion
- Lead qualificationPackage 01Pain pointVertrieb verbringt Zeit mit ungeeigneten LeadsServicePre-qualification, need, reachability, handoverMetricQualified Leads / Conversion
Stayed with the customer: Price negotiation · On-site customer meeting · Closing
Team, systems, start
- Direct Scouts team
- 4 agents (German, native speakers), 1 team lead
- Systems
- Customer's retailer CRM via Citrix access, campaign list from the customer's ERP, no local export
- Data protection
- DPA, SCC module 2 and TIA before campaign start; account data stays in the customer's instance
- Reporting
- Weekly report with reactivations, needs and handovers; handover via CRM task to the responsible field rep
Reactivated retailers (cumulative) over 6 months
Three metrics the weekly report shows
- 18 %Reactivation rateinactive retailers with a new order within 60 days
- 61 %Reach ratedecision-makers reached per contact attempt, average months 1–2
- 140Handovers to field salesqualified needs with an appointment, 2 months
32 sales reps × 4.6 h of recovered time per week work out at 637 hours per month – equivalent to roughly 3.7 additional full-time capacities and an increase in selling time of 28.7 %.
Same calculation as the Sales Time Check (4.3 weeks/month, 173.2 h per FTE, 40 % selling share as benchmark). Model value, not a commitment.Sample case – illustrative values, to be replaced by an approved reference.
Customer’s voice
„We knew there was potential in the base. We just had nobody to work the list consistently – without blocking our field team.“
Similar starting point? Run your numbers.
The Sales Time Check shows in 60 seconds how much selling time is sitting in your team. On the intro call we go through the task matrix together.