Define a clear set of KPIs and the picture of success for distributors or
branches depending on RTM (not only volume and value but also the quality
of distribution).
They must be stretched but realistic; otherwise, it will just create demotivation
with your distributors, wholesalers and their respective sales force.


The suggestion is to set targets that can be revised after six months after
evaluating how a brand is performing in the market. In the contract, agree on
minimum volumes only to avoid having to change the agreement every time
you renegotiate the targets.