Delpeyrat: Everything happens in Nomadia Sales: goal setting, monitoring, analysis, forecasting…
Since 2023, Delpeyrat’s sales force has relied on the Nomadia Sales CRM. We took advantage of the presence of its National Sales Director, Sophie Melloul, at Nomadia Day to discuss this choice and the first two years of using the solution within the organization.
Can you briefly introduce Delpeyrat and its field sales force?
Delpeyrat belongs to the gastronomic division of the Maïsadour cooperative and represents 25% of its revenue. We are present in large retail across four product categories, which correspond to four business units (BUs) in our company: foie gras, duck breast and fillets, smoked salmon and trout, and confits and prepared dishes. In stores, these products naturally belong to different sections and, above all, follow different seasonal rhythms, which is a major challenge for the teams.
The sales force is organized into four regional divisions, each comprising a regional director and seven area managers. All AMs work across the full range, and given the festive nature of our products, the stakes are particularly high during the end-of-year holiday season. With a field team of 28 people, we must be very organized to cover all the stores where we absolutely want to be. Today, we achieve this with about 80% coverage in the GMS circuit. Nomadia Sales helps us by allowing us to focus on stores with the highest potential.
Sophie Melloul , National Sales Director, Maison Delpeyrat
Can you explain the reasons behind choosing and deploying Nomadia Sales?
Delpeyrat previously had an incomplete CRM. As a result, Excel was the main tool for salespeople, with large files sent back and forth that were hard to manage and keep up to date. The goal in looking for a solution was to provide the sales force with a CRM that included everything—from sales preparation to execution, including goal and resource management. Nomadia Sales went beyond this requirement by truly bringing together all the tools a sales rep might need in the field, as well as those that allow regional directors—and myself as National Sales Director—to have a real-time overview of operations, especially during the festive periods that are peak times for all our ranges.
Sophie Melloul , National Sales Director, Maison Delpeyrat
How is the solution used daily by area managers?
Today, Nomadia Sales is indispensable for in-store audits and DN analysis. That is its primary use. The big advantage is that area managers immediately see where they stand in terms of assortment and missed opportunities relative to their goals. All their objectives are loaded into Nomadia Sales for each of the four cycles we operate throughout the year. With this complete, up-to-date view of store activity, an AM can approach the store manager and show the revenue that could be generated annually if certain products were stocked. I don’t know a more convincing argument in-store!
Within Nomadia Sales, AMs have direct access to sales books and plans, revenue and margin simulators, and their individual roadmaps. Promotional flyers are also highlighted on the platform. It allows detailed tracking of ongoing and planned operations, with a valuation of each activity to monitor quotas per salesperson. Another useful feature is that resource requests are also made through the CRM: the AM simply selects the operation and store, and the order is sent directly to the relevant partner or provider.
I can say that the salespeople have fully embraced Nomadia Sales and use it daily. For example, volume tracking may seem tedious, but by entering sales volumes at each visit, they contribute to a growing, extremely valuable historical database to understand trends and guide actions.
Sophie Melloul , National Sales Director, Maison Delpeyrat
How does the solution facilitate your work and that of regional directors?
For DRs and me, the key benefit of Nomadia Sales is access to centralized, real-time information. This gives us a reliable view of what’s happening in the field day by day. For example, we use appointment tracking to ensure that AMs are in the right place at the right time. Operational data can be filtered in multiple ways—by BU, retailer, region, sector, date, etc.—which is extremely useful for managing the team and making informed decisions.
With this CRM, we no longer need to juggle multiple tools. Everything happens in Nomadia Sales: goal setting, monitoring, analysis, forecasting… We can even launch surveys for AMs via a recently deployed module. Instead of email, surveys are integrated into the CRM, and AMs respond while in the store. Compiling results is just one click. It’s a fast and effective way to take the pulse of field staff who spend most of their time outside the office.
Sophie Melloul , directrice nationale des ventes, Maison Delpeyrat
What would you say to an NSD without a CRM?
Simply that it is an essential tool for a field sales force. More than ever, we need to know in real-time what’s happening in stores and stay connected with our itinerant staff. In today’s fast-paced retail world, constant adaptation and communication are crucial. Relying solely on Excel is no longer effective.
Not all CRMs are equal. Nomadia Sales has the major advantage of being truly designed for sales teams working with large retailers. You can feel it in the features, tools, underlying logic, and vocabulary. We’ve been using it for two years, and we are far from having explored its full potential—especially as the solution will continue evolving to meet new needs for both field teams and their managers.
Sophie Melloul , directrice nationale des ventes, Maison Delpeyrat