In an exclusive conversation, Leila Navarro shared her insights on the best way to manage a field team -- specifically trade marketing field representatives.
For those unfamiliar, Leila Navarro has been a motivational speaker for over 18 years and has won numerous awards, including the Top of Mind HR award from Jornal Estadao. According to Revista Veja, Leila ranks among the 20 most notable Brazilian speakers.
We attended one of her talks and learned valuable lessons on how to turn things around. We took the opportunity to have a conversation where she revealed three pillars for managing a team of field representatives.
1. Understand the Importance of Field Representatives for Driving Sales
According to Leila, teamwork has never been more important than it is today. The demand for individuals with collaboration skills is growing, and it is now considered an essential competency.
A team is more than just a group of people working on the same project. The concept goes deeper: each member should know their role while keeping the big picture in mind, contributing ideas and suggestions that benefit the whole operation.
Leila emphasizes that the field representative is the one who brings relevance to the product or brand at the point of sale. Their energy, mood, and attitude are essential for creating positive impressions on consumers. Attitude and enthusiasm should strike the customer like an arrow -- awakening interest and improving the shopping experience.
"Who hasn't bought a product that had no advertisement or shelf promotion, simply because the representative's charm was so compelling? It has happened to me many times. Enchantment is the word that captures the essence of this professional -- they are the true multipliers of concepts, values, and brands."
-- Leila Navarro
2. Keep Your Field Team Engaged
To motivate your team, Leila recommends investing in genuine connection. Leaders must show that they care about each team member's professional growth and personal well-being.
Recognition goes beyond monetary incentives. Simple gestures like acknowledging good work publicly, providing constructive feedback, and creating opportunities for growth can dramatically improve team engagement.
Engaged field representatives execute better at the point of sale, maintain better relationships with store managers, and ultimately drive stronger results for the brand.
3. Invest in Continuous Training and Development
The retail environment changes constantly. New products, new competitors, and new consumer behaviors mean that field teams must be continuously updated.
Leila stresses that training should not be a one-time event. Instead, it should be an ongoing process that combines technical product knowledge with soft skills like communication, negotiation, and problem-solving.
When field representatives feel prepared and confident, they perform better during store visits, handle objections more effectively, and represent the brand with greater professionalism.
The combination of understanding the field rep's importance, maintaining engagement, and investing in continuous training creates a virtuous cycle that drives trade marketing success.
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