Where there is water....there is life!
New Strategic Approach
Deep Springs International spent the first few months of 2014 developing a new strategic direction in Leogane. We were thrilled to see that in March, the first month of fully implementing this new approach, that we had the best month in a year and a half. The new strategy includes new promotion methods, new agents, and a new credit system.
New Promotion Method: The biggest change in methodology was the suspension of household visits. Traditionally, this has been our primary method of reaching families in need of health education, water-purification products, and encouragement to consistently and properly treat their drinking water. However, in Leogane, for various reasons, this method was decreasing in effectiveness.
The new method involves community meetings instead of household visits. This approach is more cost-effective, but it seems to also be more effective in terms of education and behavior modification – as families who attend receive a lot of “positive peer pressure” from their friends and neighbors who share openly why they sacrifice their pennies (gourdes) to treat their water, and the health benefits they have seen.
Transitioning away from household visits has also led to our sales agents now working strictly on a commission basis. Agents always received a margin for sales of chlorine, but those who conducted household visits used to receive additional compensation. The new approach based solely on commission places even greater incentives on chlorine sales, which is our key indicator for both health impact and financial sustainability.
New Agents: Much of our efforts in January and February focused on recruiting and training new sales agents. We have recruited and trained over 40 new sales agents in 2014. In addition to an almost all-new sales team, the new method encourages sales via a variety of retail outlets such as pharmacies, boutiques, and schools. We even have sales points in previously unreached areas in the neighboring commune of Grand Goave.
New Credit System. We also launched a system of providing chlorine to new sales agents on credit. 28 new agents have paid for their initial stock and purchased more. The current sales numbers only include chlorine that has been paid for, which doesn’t account for an additional 1,000 bottles of chlorine that have been provided on credit. We expect to receive payment for most of those bottles this month, which would make May another high-sales month similar to March, which was our highest-selling month in at least a year and a half.
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