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Creating Routes That Change Frequently

A brand manager at the beverage manufacturer establishes a promotion that will run for the next two weeks. The retail sales manager for the beverage manufacturer reviews the promotion criteria to get an exact understanding of the target group of accounts, and concentrates on managing the retail execution with retail sales representatives. He sends an email message to his sales team detailing the criteria they should use when generating their account lists and telling them to schedule a new call cycle for the promotion.

One of the retail sales representatives who reports to the retail manager is planning for the next week. She receives the email message and decides to plan this into her route immediately. In her local database, she generates a target list. When she has generated an optimal list of target accounts, she creates a new route and applies the target list to it. Finally, she schedules visits over the next two weeks for all of the accounts in the target list.