Building An Adhesive Sales Warrior

Presented by: Gordon Green, PFC

Recruit To Battle Ready

90 Day “Basic” Training

Recruit Overview

A Family Man

• Born and raised in the Great Lakes states, OH, MI, WI.

– College in OH, BGSU

• Now live in Arizona• Husband to Stacy Green - Married

19 Years• Father of two boys, Mitchell (14)

and Jason (11)

Business Experience

• Tailored college degree for sales career with emphasis on the strengths of business management and business communications. Graduated in 1989.

• 20 Years of sales experience.• 17 Years in chemical industry sales.• 5 years raw material chemical

distributor sales.• Nearly 12 years building new adhesives

sales in the South West.• Experience selling;

– 1K moisture cure polyurethanes – Emulsion polymer isocyanates– PUR hot melt adhesives– Thermoplastic hot melt adhesives– Nitrile phenolic adhesives– Butyl tape adhesives– PVA adhesives– Structural Epoxy, polyurethane, and

methacrylate adhesive systems

• All sales experience is in new business development sales.

HR paperwork

Travel profile

Fleet Paperwork

Sales ToolsBusiness Cards

Training Schedule

On Boarding Process

Things I Need in The First Days Division structure & employee contact list Adhesive business structure and contact list Lap top with e mail set up Initial review of e-mail, CRM, and database systems.

Note: Experience using Outlook, Lotus, Sales Force, & Act.

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Ready For Training

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Business Introduction Training

• Corporation overview• Division overview

– General review of products and technologies

– Division structure & personnel– Core capabilities & competencies

• Adhesives business overview– General review of products and

technologies– Business structure & personnel– Core capabilities & competencies

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Business Plan Review

– Vision, Mission, Value Statement for business

– Growth projections and timeline– Financials– Product and Technology Overview– R&D product development initiatives– Market Plan

• Target markets, share analysis & initial target customers (Profiles)

• Sales & Channel strategy/structure• Competitive assesment – SWOT information

Goal is to become familiar with and get on board with business vision for success

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Basic Training

Battle Ready

Technical Groups Manufacturing

Cross Functional

Groups

Marketing& Management

Company Knowledge - Product Knowledge - Business Indoctrination

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Product line overview

Value overview by product Market

segmentation analysis Target segments Supply chain

review Pricing

environment Pricing policies overview Quoting P&P New products or line extensions

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Technology overview

Product development overview

Working with R&D

Capabilities Qualifying

applications Applications

training Coordinating

support resources Structure &

personnel

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(Plan to Produce) Capabilities Competencies Order processing; Scheduling to shipping

Structure and personnel

S

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port

Serv

ices

(Order to Cash) Customer Service Accounts

Receivable Accounting –

Business Finance• Structure and personnel • Order entry to payment processing

• Logistics, shipping policies• Order, invoice, and credit policies and procedures

Learning the products, business processes, and the “rules of engagement” from the main resource groups of the Adhesives Business.

Basic Training - Details

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Field Training

• Customer visits with Sales & Technical Service – Opportunity to learn;

• Market information• Target customers• Products• Applications• Best practices

Best opportunity to get first hand experience in applications. Experience that will help me market for prospects and qualify for opportunity.

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Territory Planning – Building the Opportunity Pipeline

• Start with existing customers• Add prospects from business plan and

market research by business and product managers

• Add synergistic opportunities identified through other business groups

• Utilize business tools for database searches • Harris – SIC & NAICS • D&B

– Search by for matches to key existing customers and prospects of business.

• Industry Association member lists• Industry trade partners

• Application equipment manufacturers

• Customer referrals

Territory Planning – Building the Opportunity Pipeline

Company Opportunity NameProduct Form Process Stage ECD POC 2009 Volume 2009 Sales 2010 Volume 2010 Sales

Sterns Packaging Corp Water Flakes Products Powder R Initial Communication 3/31/2010 10 0 $0.00 $.00 1,000,000 0.03 $30,000.00Personal Care Products, Inc Auto Dish Powder Powder R Initial Communication 10/30/2009 25 0 $0.00 $.00 1,000,000 0.03 $30,000.00ICL - Performance Products LP Phos-Check Fire Retardent Dye Pouches Powder VFF&S Package Solutions ID 7/31/2009 50 2000 .35 $700.00 100,000 0.30 $30,000.00Rick Shatz Diamond Care Plus - Jewelry Cleaner Powder VFF&S Package Solutions ID 7/31/2009 65 16,000 .25 $4,000.00 100,000 0.20 $20,000.00PUR World Technologies, LLC Blue Nano Car Care Products Liquid VFF&S Package Solutions ID 9/30/2009 50 32,000 .20 $6,400.00 100,000 0.20 $20,000.00PUR World Technologies, LLC Blue-Nano Car Care Products Liquid VFF&S Package Solutions ID 9/30/2009 50 32,000 .20 $6,400.00 100,000 0.20 $20,000.00Liquilock Liquilock - 3S pouch Powder VFF&S Commitment to Buy 9/30/2009 80 50,000 .12 $6,000.00 1,000,000 0.12 $120,000.00Cleaner Innovations, LLC Berry Plus Laundry - Project Liquid VFF&S Package Solutions ID 7/30/2009 75 10,000 .30 $3,000.00 1,000,000 0.25 $250,000.00Maddie Brit Products, LLC Baby - Pouch Powder R Commitment to Buy 8/31/2009 80 672,000 .0198 $13,305.60 2,016,000 0.025 $50,400.00Maddie Brit Products, LLC ADD-Pouch Powder R Commitment to Buy 8/30/2009 80 672,000 .0198 $13,305.60 2,016,000 0.025 $50,400.00Maddie Brit Products, LLC Delicate Laundry-Pouch Powder R Close 6/30/2009 1,344,000 .0198 $26,611.20 2,016,000 0.025 $50,400.00Maddie Brit Products, LLC 3 in 1 Laundry-Pouch Powder R Close 6/30/2009 1,344,000 .0198 $26,611.20 2,016,000 0.025 $50,400.00Maddie Brit Products, LLC Bleach Alt-Pouch Powder R Close 6/30/2009 1,344,000 .0198 $26,611.20 2,016,000 0.025 $50,400.00Batten Industries, Inc ADD Nuggets Powder R Commitment to Buy 8/30/2009 80 500,000 .04 $20,000.00 2,000,000 0.03 $60,000.00Batten Industries, Inc Laundry Nuggets Powder R Close 7/30/2009 1,000,000 .04 $40,000.00 2,000,000 0.03 $60,000.00Gemini Packaging Ltd. CVS - Green Auto Dish Liquid R Package Solutions ID 7/30/2009 50 750,000 .03 $22,500.00 5,000,000 0.03 $150,000.00Ally Industries I&I Auto Dish Sachets Liquid VFF&S Qualify / Needs Assessment 9/30/2009 25 10,000 .25 $2,500.00 100,000 0.20 $20,000.00Kinpak, Inc. Toilet Sanitizer Powder VFF&S Commitment to Buy 9/30/2009 80 50,000 .25 $12,500.00 200,000 0.20 $40,000.00Method Products, Inc. New Opportunity Powder R Initial Communication 12/30/2009 10 0 0 $.00 2,000,000 0.025 $50,000.00Seventh Generation Auto Dish Paks Powder R Qualify / Needs Assessment 12/30/2009 50 0 0 $.00 2,000,000 0.025 $50,000.00Sol Group Fruit Freshener Pouches Powder VFF&S Package Solutions ID 9/30/2009 25 396,000 .12 $47,520.00 6,000,000 0.12 $720,000.00

0.00 $.00 $277,964.80 33,780,000.00 $.10 $1,922,000.00

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Attack! – Working the Pipeline

Work opportunities through the sales funnel

• Follow up on prospects in pipeline

• If needed, utilize resources to;

– Qualify opportunity,– Establish solutions– Run trials– Establish application

value– Quantify economic

value– Prepare for

presenting, negotiating, and closing

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Time Line

Phase

On boarding

Corporate, Division, & Business introduction

Business overview & plan review

Product & marketing overview and training

R&D overview and training

Technical Service overview and training

Manufacturing overview and training

Customer service orientation and training

Accounting and Credit

Other internal training

Field training with division Sales and Technical Service

Territory plan – Current customer strategy & Opportunity Pipeline prospect build

Set appointments with current and prospective customers

Begin working in territory full time

Training review and joint calls in territory

Schedule

Week one

Week two

Weeks three -five

Week six

Week six & seven

Week 7 - 8 forward

Week 12