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// PUBLIC GAMING INTERNATIONAL // September/October 2016
Improving Retail Performance
A Recent Sales Force Automation Panel Discussion at the NASPL Professional Develop-
ment Seminar shared some interesting insights and ideas
T
he NASPL 2016 Professional Devel-
opment Seminar held in Pittsburgh
in early August featured a Panel
Discussion about the practical benefits of
Sales Force Automation/Customer Re-
lationship Management. With a focus
on maximizing Retailer performance
the panel participants were comprised
of Lottery Management and Sales Pro-
fessionals, and a lottery retailer. The fast
paced discussion included insights into
how a wide range of lotteries are increasing
retail performance including the Pennsylvania,
Oregon, Missouri, Kansas, Michigan, and a local
Pennsylvania retailer. In additions several lotteries con-
tributed their ideas about how to maximize the value of SFA and
retail performance, including Iowa, Kentucky and Florida.
Here are a few of the highlights;
Have no fear; move the blockers.
When instant tickets sit too long and take up valuable merchan-
dising space, they are blocking new and other top selling games.
Terry Presta, Director of the Kansas Lottery shared his “activist”
approach to increasing instant ticket sales. Terry explained that his
management team instructs their sales reps to look at those games
that have been in an “Activated Status” for 3 weeks and that have
less than 25% validations and “move them out” because they are
blocking the higher selling games!
“Often reps may be hesitant to move products, but the essence of
retail success is merchandising the best-selling products, said Terry.
“I want our reps to “Have no Fear! Return the Blockers, the slow
movers and move in the best sellers. By using our “8 ball” Intel-
ligent Alert in our SFA platform, reps can show their retailers the
top eight selling instant games and the sales potential by merchan-
dising our top games.”
After the formal panel discussion session a number of lotteries
approached Terry to better understand the details of his approach.
What’s in it for me?
Lottery sales manager know the importance of focusing on the
perspective of the retailer. Ashley Carel, Sales Operations Man-
ager for the Missouri Lottery shared the importance of engag-
ing retailers on their level, the way they think and communicat-
ing with information that they will understand and use to take
action. With SFA applications and real time
information, lotteries can know the retail-
ers business, prepare better and zero-in on
critical information. Most importantly,
sales reps can show retailers what the
financial benefits will be by implement-
ing the recommended actions.
“Focusing on areas of sales growth op-
portunities, and proving it right then
and there with specific and graphical data
is a great way to build positive action, said
Ashley. In addition to upgrading of our SFA
platform, we are reinforcing our DISC Personality
Assessment sales training, so our reps utilize the power
of SFA with better communication and a better understanding
of how retailers think.”
Fast activations of new games
mean results.
Bryan Torok, a Zone Sales Manager for the Michigan Lottery
shared the details of their successful focus on increasing the rate
of new game activations. Since implementing their new SFA plat-
form, the Michigan Lottery zeroed in on ensuring all new games
are activated as quickly as possible (not more than 3 days).
“The combination of our “NO ACT” Intelligent Alert and our
real time visibility into the status of all our instant products lets
us contact retailers very quickly to ensure we maximize the impact
of all new games,”
said Bryan.
“This has helped us improve re-
tail performance and increase revenues. In addition, our retailers
know that we care and know the details for their business.”
Pop-up Parties to maximize
social format games like video lottery.
The Oregon Lottery was a pioneer in many areas of lottery
games including video lottery, with one of the nation’s most suc-
cessful programs. Helping retailers improve the social environment
in which Video Lottery games are enjoyed is a win-win for the re-
tailer and the Lottery explained Farshad Allahdadi, Chief Sales and
Retail Services Officer for the Oregon Lottery. Planning, attending
and following up on these parties at the selected locations offers
the opportunity for the retailer and the Lottery to work toward
a common goal and lets the Lottery participate in being a part of
growing their overall business. The Lottery can gain a first hand
glimpse at their clientele in a large format and the events often