Call Frequency
The number of times a salesperson visits a specific outlet within a defined period, typically calibrated by outlet class to ensure high-potential outlets receive more frequent attention.
Full definition
Call frequency defines how often a salesperson visits each outlet, the rhythm of the relationship between the brand and the retailer. In Indian FMCG distribution, call frequency is calibrated by outlet classification: A-class outlets (high volume) are visited 4-6 times per month, B-class outlets 2-3 times, and C-class outlets once or twice. This tiered approach ensures that sales effort is invested where the return is highest.
Getting call frequency right is a balancing act. Too frequent and the DSR wastes time at outlets that don't need servicing; too infrequent and the retailer runs out of stock, or worse, a competitor fills the shelf gap. For dairy products with 3-7 day shelf life, daily or alternate-day calls are often non-negotiable for top outlets because replenishment cycles are inherently short.
Call frequency is a direct input into PJP design and beat plan construction. A route optimization algorithm takes the frequency matrix (outlet class x visits per month) and generates optimal beat assignments. Analytics dashboards then track adherence: is the DSR actually visiting A-class outlets at the planned frequency, or is there drift?
Real-world example
A Vadilal ice cream distributor sets call frequency at 6x/month for A-class outlets (large general stores with freezers), 3x for B-class, and 2x for C-class, creating a tiered PJP across 4 DSRs.
Where it applies
Applicable industries
This term is relevant across the following SpireStock-supported industries.
How SpireStock handles it
Related SpireStock features
The concepts described above are implemented end-to-end in these product modules.
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