90% sales lift and 2x conversion across India’s frontline

The challenge.

An industrial manufacturing company needed to close critical execution gaps across its distributed field force. Revenue was leaking due to inconsistent messaging, missed opportunities, and a lack of real-time visibility. Quarterly in-person reviews lacked follow-through. Teams were distracted, disconnected, and working without clear execution signals.

Key challenges included:

• Inconsistent knowledge of high-margin SKUs
  
• Inability to defend premium pricing against local competitors
  
• Leaders had no real-time view of what was happening in the field or who was ready
  
• Low conversion rates and delays in dealer onboarding
  

With over 1,000 product updates launched each year, teams struggled to keep pace. Execution was reactive, inconsistent, and hard to measure.

The solution: a system for precision execution at scale

Reps became the execution engine for the industrial manufacturer’s national sales organization. Teams moved from episodic touchpoints to a continuous system for preparing, performing, and learning in real time.

Key actions included:

• Launching 50+ plays across new product launches, price objections, sales tactics, and digital adoption
  
• Deploying AI-driven pitch validation to ensure message quality and brand consistency
  
• Replacing generic content with local-language video plays adapted to regional sales dynamics
  
• Capturing structured field data to inform decision-making and highlight execution gaps
  
• Surfacing user-generated plays and frontline success stories to spread what works

Execution became standardized, visible, and directly tied to performance.

The outcome: high-performing teams, full visibility, and measurable growth

Revenue growth across key regions

Sales for a targeted product rose 75% in the East and 90% in the South after targeted plays. A pilot exceeded targets with 135% of new dealer appointments and 104% of sales from new dealers

Conversion rates doubled

Consumer Champion conversions jumped from under 20% to 33% within two months

Real-time visibility at scale

MIS compliance went from 0% to nearly 100% across regions in four months

Execution-quality correlation

Top performers averaged a Reps Score of 91%. Over half the field force reached elite proficiency by early 2024

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"Earlier we used to convert only 20–30% of our customers. After getting insights and guidance through [Reps], we increased our conversion rate to 50–70%."
Area Sales Officer

About the client

The client is one of India’s largest integrated steel producers, serving construction, industrial, and retail markets. Known for its vast dealer network, the company invests in scalable systems to ensure quality, innovation, and frontline performance across South Asia.