SalesDiary Review: An Efficient Sales Management Tool



Senior editor

Parul Saxena

Chief editor

Last updated: August 28, 2019

Sales are the single most crucial variable in appraising the performance of a company. And, sales management plays a vital role in the success of a business.

Salespeople form an integral part of Sales Management. Driving your field sales team to perform at its peak requires active field sales management. However, managing a remote sales team is no easy task. It is essential to support on-field sales representatives as they put a lot of efforts to convert prospects into customers. This support can range from the feedback offered to provide the right sales management tool.

Overview of SalesDiary

SalesDiary, an advanced sales management tool, empowers your on-field salespeople to surpass and unleash the true potential of your business. Deploying it, can help your front-line executives plan, implement, monitor, and optimize their day-to-day on-field activities in real-time.

The necessity to automate the complex and tedious business processes has given rise to increasing demand for Sales Force Automation in the FMCG sector. With the different offers for retailers and distributors, it becomes essential to keep an eye on the orders, schemes, stock, and the performance of salespeople.   

SalesDiary offers a complete Sales Force Automation platform for efficiently managing marketing, sales, and distribution of goods across various geographies.

Key Modules of SalesDiary Sales Management Tool

  1. Secondary Sales App

To tackle the emerging challenges of FMCG or CPG secondary sales and team management, SalesDiary introduces its Secondary Sales App. With every minute detail of the on-field activities and actionable insights of each stakeholder, it helps an organization plan its sales strategies in the most effective way. There is a multitude of features that one can leverage from the Secondary Sales App of SalesDiary.

  • Attendance Management

With SalesDiary, an organization’s employees can mark their attendance in two ways – either by taking a selfie or with their current location. They can even apply for leave here.


  • Route Management

With Route Management (they call it ‘Beat’); on-field agents can plan their outlet visit and also prioritize them based on the monthly potential of a business. Its Monthly Plan includes scheduling appointments, dates, and target for the entire month.This helps the sales team gauge the plans in advance and work appropriately. Further, Target vs. Achievement enables them to check the focus products (refers to the list of products set as their target). They can even determine the portion of the goal they have achieved to date.

  • KRA and KPI Setting

To meet the organizational goals, managers can set KRA and KPI on a daily, weekly, and monthly basis. The system allows to choose the KPIs and configure.

  • Geo-Fencing and Deviation Tracking

With real-time tracking abilities, SalesDiary provides the difference in the planned and actual activities of the sales team. Supervisors or sales managers receive alerts on their mobile for the same.

  • Outlet Classification and Profiling

It helps the sales team to classify the outlets based on their type and business potential. They can also do profiling of outlets with a survey questionnaire, and check outlet history and growth indicators

  • Targeted Scheme and Price Management

Managers can set dynamic schemes and prices depending on different classifications. The sales team can offer tailor-made outlet wise schemes from the App and offer products accordingly.

  • Market Share and Shelf Share Analysis

Placing the product on the shelf in an outlet and ensuring offtake is the sales team’s key role. With this App, the salesperson can analyze the market share and shelf share at a particular outlet. He can upload shelf analysis with photo and also update opening and closing stocks at the start and end of the day, respectively. Stock aging at outlet level is a boon for products with low shelf life.

  • Activity Management

The app facilitates other critical on-field activities like sampling, brochure distribution, competition mapping, market survey, etc. Every activity is geo-tagged and time-stamped. 


  • Planogram

It helps the sales team decide the way products must be displayed in an outlet. Further, Product Placement Analysis aids in checking if the products get showcased as per the planogram.

  • Order Management

Orders, Returns, Damages, and Samples can be effortlessly managed on a single window. Also, insights on current outstandings, offers, schemes and order history can be accessed at all times by the sales team on their app.


  • Streamline Sales Call Process

With this App, the sales team can prescribe the sales call process, so that bill value increases with every visit.

Streamline Sales Call Process

2. Distributor/DMS App

SalesDiary’s Distributor App can handle all the distributor operations effectively. Right from Primary Order Management to Order Fulfilment Reports, distributors can keep their business organized.

  • Primary Planner

Sellers can plan the monthly targets for different distributors with Primary Planner and track them in real-time.


  • Primary Order Management

Any distributor or sales representative can place the order directly to the manufacturer with the help of Primary Order Management. This App even provides functionalities like team collaboration for better output. Manufacturers, as well as distributors, can leverage order delivery tracking.


  • Secondary Delivery Plan

With the secondary delivery plan, salespeople can determine the subsequent orders due for delivery. To fulfill it efficiently, they can choose the best routes right from the App with its AI-driven route management capabilities.


  • Stock Management

It lets sellers check the available stock in real-time and helps in maintaining the inventory across distributed SKUs.


  • Payment Collection

Its Payment Collection feature enables sellers to avail outlet-wise outstanding payment summary and also record payment receipts on the App.


  • API Integration

SalesDiary’s seamless API integration with an organization’s existing ERP and Distribution Management System workflows and automates repetitive tasks; thus, benefitting the delivery of services.

  1. Van Sales

When it comes to FMCG industries, Van Sales form the most integral part of the supply chain. Since SalesDiary is the smartest AI-powered SFA tool available on the market, the van sales team can quickly adapt to it in no time. 

  • Load in and Load out

It lets the van sales executive carry forward the previous day’s unsold stock as opening stock. The reliability of the record increases through a small verification feature. He can put a request to the warehouse manager for fresh stock as per the day’s target. Moreover, he can create a picklist in print so that the warehouse manager quickly picks the required stock from the warehouse. SalesDiary Van Sales offers a system that matches the requisites from van sales executives to that of the stock available with the warehouse manager.


  • Route Management

Based on the day-to-day business needs, SalesDiary lets van sales executive can plan and manage the route. With its advanced AI-driven tools, the executive can schedule the visits based on different parameters – order frequency, outstanding payments, promotional activities, outlet stock, and more. In the case of absenteeism, vehicle breakdown, or other uncertainties, the salesperson can benefit from route assignment. Depending on Van availability, he can assign specific routes and outlets to the executive. On top of that, the list of zero-sales outlets on his route lets the executive prioritize his schedule.


  • Real-Time Van Inventory

While taking the order, a van sales executive can obtain actionable insights into – past orders, order frequency, average bill value, outlet potential, outstanding payments, and more. Such data helps the team enhance their productivity and increase revenue. They can check the outlet stock on every visit, analyze its movement, and it’s aging. They can even capture the information about planogram, BTL activities, and competitor products via images and texts.

  • On-Spot Billing

The App also enables executives to generate on-spot digital invoices for faster operations.

  • Outlet Level Discounting

SalesDiary App provides a list of applicable schemes for particular outlets and retailers. Moreover, it incorporates separate survey forms for customers, retailers, and distributors. The App is efficient enough to manage free samples, returns, replacements, and expired goods.  It records all the information with time, date stamps, and location.

  • Expense and Payments Management

With this App, a van sales executive can handle expense management. They can click the pictures of the expenses, and the admin approves/disapproves the same before setting accounts for the day.

  • Location Tracking

The geo-tracking facility for all delivery vehicles function like clockwork. It facilitates understanding of outlet coverage. Any deviation in the timing, products, location, or route will be notified to the manager in real-time.


  • EOD Closing Summary

As the SalesDiary App records the stock movement in and out of the van, stock reconciliation can be quickly done at the end of the day. Further, the records of all transactions and calculation of Net Payable by the van sales executive to the distribution hub adds value to the EOD closing summary.


  • Real-Time Cash and Credit Sales

Sellers can view the list of orders received along with the payment details and credit sales.

  1. Modern Trade Merchandising App

Modern Trade has seen tremendous growth for FMCGs in the past years. With a shift from general trade to modern trade, companies are now focusing on increasing their revenue from Modern Trade Outlets, more popularly known as MTOs. SalesDiary aids in keeping track of the supplies to the modern trade outlets through its multitude of advanced features. 

  • Route Management

With route management, salespersons can optimize the route based on the different criteria – priority outlets, business goals, and more.

  • Check-in & Check-out

The geo-tracking abilities of the App help the executives check-in and check-out at the outlet automatically. Thus, the managers can gauge the time spent at a particular outlet in real-time. Furthermore, it aids in analyzing Below the Line activities and its impact.

  • Automated Purchase Order Alerts

As the system suggests the order and lets them share it with the purchasing team, sales representatives can take the orders quickly. They can even track and verify the past orders with real-time updates from the depot generated by the system.

  • Tertiary Sales

Tertiary Sales is the most important sales of all. It is the final level of sales observed in a company. This happens when any retailer sells to an end customer. Tertiary sales happen in a three-tier distribution i.e. Manufacturer -> Distributor -> Retailer. SalesDiary offers POS integration to enable modern trade retailers to keep a record of sales and obtain customer feedback.

  • Asset Management

In the world of sales and marketing, asset management refers to managing a company’s sales assets, i.e., presentation desks, freezers, standees, kiosks, and gondola (freestanding fixture used by retailers to display merchandise). SalesDiary facilitates the sales executive to keep a proper check on their assets and the products stored in disjointed repositories.


  • Planogram Adherence

Sales team can verify the planogram (the way products must be displayed) agreed with the brands right from the SalesDiary App and avoid confusion. It can also prepare the product aging report denoting the expiry date of products and shelf life.

  • Consumer Surveys & Competition Analysis

Companies can learn about the latest trends and the products put in the market with competitive analysis from SalesDiary App. Moreover, they can create a questionnaire for the consumers and analyze the change in customers’ buying patterns and choices. They can record different issues, claims, returns, damages, and feedback regarding the product from the customers with the App. It helps companies stay ahead of their competitors.

  • Team Performance

Through SalesDiary, businesses can analyze their team’s activities at different modern trade outlets, derive the best practices, and put them into action for better results.

  1. Retailer Engagement App

A decade ago, technology didn’t have much to do in the FMCG arena, specifically in building effective customer relationships. These days, customers no longer rely on manual operations and perform most of their purchases on mobile devices. Retailer engagement apps like that from SalesDiary bridge the gap between sellers and their target retailers. It provides a rich, convenient experience that creates and engages loyal customers.

Salient Features of SalesDiary’s Retailer Engagement App

  • Orders

Through this module, the seller can access the details about all the retailers in one place. He can receive orders as well as confirm them. Additionally, it even facilitates to share the dispatch and outstanding payment details. 

  • Automated Re-order

By setting reorder levels, this retailer engagement app allows the seller to generate orders from retailers automatically.

  • Schemes

Depending on how a retailer performs, sellers can offer personalized schemes to retailers. Moreover, the schemes can be customized based on the product categories, retailer’s market preferences, and his previous purchase history.

  • Stock

This App enables the sellers to check the stock data at the retailer’s point and devise their sales plans and schemes accordingly. It can tremendously benefit sellers and retailers.

  • Product Catalogue

Sellers can augment their product lines horizontally as well as vertically with the help of digital catalogs. They can inform the retailers about the new products on the live inventory itself. Further, they can share the updates on pricing and product information through SalesDiary’s retailer engagement app. It lets seller send push notifications and SMS to retailers regarding new product launch, schemes, and outstanding notifications.

  • Cashless Transactions

The world is going cashless, and so is SalesDiary’s Retailer Engagement App. Sellers can receive payments from retailers online via BHIM and Bank Transfer. The transfer information gets updated automatically.

  • Claims and Escalations

Retailers can raise requests directly for any damages, returns, and replacements for the products through this portal.

  • Market Intelligence

With quick access to actionable information about the retailers, sellers can generate precise business strategies that benefit both the parties. 

Mulling on whether to implement SalesDiary’s sales solutions or not? Let us help you out!

Key outcomes of implementing SalesDiary

  • Compliance

SalesDiary ensures systematic compliance enforcement. With real-time alerts on variations and updates, it makes sure to maintain data authenticity of the user.

  • Planning

With appropriate execution strategies, SalesDiary brings up robust settings to meet the user expectations and offers course correction on the go.

  • Execution

SalesDiary’s real-time execution speedometer and algorithmic suggestions to grow VC and PC enable users to determine the performance metrics. 

  • Merchandising

To enhance the merchandising process, SalesDiary offers an array of features like Targeted Scheme Allocation, Trade Promotion Spends, ROI (Return On Investment) on BTL (Below The Line) activities, and Competitor Analysis.

  • Primary Sales

With inventory management, effective schemes and discounts, primary order despatch notification, and tracking, SalesDiary promote efficient Primary Sales management.

Winding it up

To become a sales growth platform in the FMCG industry, SalesDiary has come up with solutions to improve and maximize the sales of an organization. Its industry-specific modules immensely help the relevant stakeholders in the sales vertical.

To gain more information about SalesDiary, visit SalesDiary profile on SoftwareSuggest or its website.

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