1. Geography-Based Routing Creates the Illusion of Efficiency
When reps visit stores purely based on what’s closest:
- They cover low-value stops early
- High-value stores get delayed or skipped
- Urgent items go untouched
- Tasks and promotions fall behind
It feels fast, but it’s quietly destructive.
Geographically convenient ≠ strategically correct.
2. Priority-Based Routing Grows Sales Faster
Not all stores contribute equally.
Some drive 40% of weekly revenue.
Some frequently run out of stock.
Some need merchandising support.
Some are competitive battlegrounds.
A smart route starts with:
- High-volume stores
- Promo-heavy stores
- Compliance-risk stores
- High-visibility accounts
- Key retailers or flagships
These stores earn first position, not the ones closest to the rep.
3. Priority + Geography = The Real Formula
The winning route design is not one or the other.
It’s priority first, then geography optimized around it.
The modern formula:
Priority → Store hours → Visit duration → Traffic → Geography
This guarantees the rep hits the right stores, in the right order, in the least amount of drive time.
4. Geography-Only Routing Causes Coverage Gaps
When reps only visit what’s nearby, entire segments of important customers get ignored.
Coverage gaps lead to:
- Lost facings
- Shelf gaps
- Competitive takeovers
- Poor compliance
- Angry retailers
- Stalled sales performance
These issues take months to repair — and some customers never return.
5. Priority-Based Routing Improves Execution
When reps hit high-priority stores early:
- Tasks get completed
- Displays are built
- Photos are captured
- Competitor checks happen
- Inventory issues are resolved
- Managers get better reporting
Priority-based routing is like running your day in order of revenue impact.
6. Store Hours & Visit Duration Make or Break the Plan
Two details most reps forget when planning:
- Manager availability
- Actual time needed per store
A store might be “close” but the manager isn’t available until later.
Another store might require a 25-minute visit, not 10.
Priority planning accounts for these variables.
Geography alone does not.
7. Why the Best Teams Use Software Instead of Memory
Reps cannot juggle:
- 40–100 stores
- Visit frequency rules
- Traffic
- Hours
- Tasks
- Durations
- Priorities
Humans default to convenience.
Software defaults to logic.
Smart routing tools apply business rules automatically and rebuild the route when the day changes.
Conclusion
Geography is part of good routing — but it’s not the driver.
Priority determines success.
Geography simply supports it.
Teams that switch from “closest store first” to “most important store first” see immediate improvements in:
- Sales
- Coverage
- Compliance
- Efficiency
- Task execution
- Manager visibility
The smartest field teams don’t chase convenience.
They execute strategy.
