DSR (Distributor Sales Representative)
A field salesperson employed by or attached to a distributor who visits retail outlets to book orders on behalf of a brand.
Full definition
DSR stands for Distributor Sales Representative, the field salesperson who walks (or rides) from shop to shop taking orders on behalf of a brand. A DSR may be on the brand's rolls but deployed at a distributor, or directly on the distributor's rolls. Either way, this is the person actually generating secondary sales.
A typical Indian FMCG DSR covers a beat plan of 25-35 outlets per day, six days a week. She is measured on beat coverage, productive call percentage, average order value, and new outlet additions. The DSR's mobile app is the tool she lives in, it holds her beat, order history, schemes, credit limits, and proof of visit.
DSR effectiveness is the single biggest driver of distributor ROI. A well-equipped DSR can cover 30% more outlets than a pen-and-paper DSR with the same effort.
Real-world example
A Britannia DSR attached to the Andheri distributor visits 32 kirana stores daily, books orders on his app, and the distributor delivers the next morning.
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.
Keep learning
Related terms
See DSR (Distributor Sales Representative) in action
Start a free trial and watch how SpireStock turns dsr (distributor sales representative) from a concept into a measurable, auditable workflow.