Salesforce and Par Corretora are implementing an initiative to standardize the brokerage's operating model throughout Brazil and more productively manage the activities and agenda of the commercial force present at Caixa branches.
Created 42 years ago, Par Corretora, headquartered in Brasília, sells Caixa Seguradora products and has sales assistants (called by the acronym ASVEN) in around 1,200 branches of the bank throughout the country. The ASVENs' mission is to sell insurance products, in addition to encouraging and supporting Caixa employees to offer these products to customers. The sale of insurance is PAR Corretora's core business.
Every 20 ASVENs are linked to a sales manager, and five of these report to a regional manager. Finally, every four regional managers are linked to a superintendent. “This entire chain will adopt Salesforce as a solution, with different types of use and access for each position”, explains Carla Nabarrete, Superintendent of Channels at PAR.
Productivity in visits to agencies
The first phase of the project focused on optimizing the process of visits to branches carried out by the sales manager. In all regions of the country, Par's sales managers, when visiting branches, enter data into Salesforce1 about the work and performance of ASVENs. Based on these data, actions can be proposed to improve the results obtained with each insurance product and also to assess ASVEN's adherence to PAR's performance model. In the model prior to the Salesforce project, the sales manager used a day of the week to create a report in a spreadsheet, which was sent by email to the general manager of the Caixa branch visited and also to ASVEN. “With Salesforce, after entering the data by the sales manager, two emails are automatically sent. One of them goes to the agency's general manager and formalizes the agreements made during the visit and also the ASVEN assessment, which receives the other email with data from its assessment and action plan”, comments Carla. The objective, she says, is to free up space on the sales manager's agenda to work in the field.
With Salesforce, the sales manager can also view the results of their branch portfolio in real time. In addition, the solution will allow a more logical choice of agencies that should be visited. The algorithm developed in the solution analyzes factors such as the sales performance of the various products, and based on this, determines the order of priority of these visits. The sales manager must provide an excuse if he does not meet this schedule. “This process is no longer subjective and has become intelligent and standardized. The expectation is that the sales manager will visit his entire portfolio in 45 days”, says Carla.
Next steps
In the next phase of deployment, all sales manager activities will be entered into Salesforce. One example is the weekly meetings and conference calls he holds with the ASVENs he leads. The day before the conference, the assistant will automatically receive a dashboard with their results and the sales manager's questions, so they can prepare in advance. Currently, it is the sales manager himself who needs to set aside time to assemble the dashboards.
A portal for ASVENs will also be created, using the Chatter solution. On this corporate social media platform, assistants will have access to information on their performance on each product, which today is only sent to sales managers. If ASVEN is underperforming, it will have a link to virtual training on that particular product available. In addition, the portal will have a results simulator and will function as ASVEN's social network. “They will be able to interact within their regional teams, exchanging experiences and working collaboratively”, explains Carla. The implementation of the ASVENS portal will ensure that the entire PAR sales force, regardless of the level of activity, works from the Salesforce platform, with realtime management of performance and opportunities.
"Salesforce will provide us with greater productivity of the commercial team, an integrated view of the performance of employees and more agility in the business through mobility and technology", concludes Carla.
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