cbe building sales effort handout
TRANSCRIPT
Building the Sales Effort Whether One Person or a Team
Participant Workbook Presenter: Robert Brown, C.M.C. President Sales Systems Development, Inc. Email: [email protected] Phone: 650 619 1993 http://www.salessystems.net
PROFILE: BOB BROWN
Sales Systems Development, Inc.™ and its President, Bob Brown, have been serving clients since 1981. Bob is widely recognized as one of the leading sales training and organization development consultants in the beer, wine and spirits industries. As president of Sales Systems Development, Inc. and prior to that National Director of Sales Training for the E & J Gallo Winery, Bob has conducted over 500 seminars involving approximately 10,000 supplier and distributor sales and management personnel in Asia, Canada, Central America, Europe, India and the United States.
Bob has served as selling, merchandising and sales management consultant for a significant number of leading beverage firms and consumer product manufacturers who are benchmarked for “best practices,” Thus, he brings insights on the sales processes used by major consumer package goods organizations. Bob has worked with several of those clients, such as Boston Beer and Constellation Brands for over 20 years. Bob has been a speaker or seminar leader at ten annual Wine & Spirits Wholesalers Association as well as 20 National Beer Wholesalers Association conventions.
Beverage Industry Clients Partial List
Alaska Brewing Company Alliance Beverage Distributing Co. Anheuser–Busch InBev. Atlas Distributing, Inc. Bacardi-‐Martini USA, Asia Pacific and India Ben Arnold Sunbelt Distributing Co. Blue Nectar Spirits Company Boston Beer Company Brown–Forman Corp. Burke Distributing Corporation Caldbecks Wine & Spirits, Ltd. Peoples Republic of China Hong Kong Taiwan Casa Pedro Domecq, Mexico Charmer Industries, Inc. Chateau Ste Michelle Vineyards & Estates Churchill Distributors Coastal Distributing Companies, Inc. Columbia Distributing, OR, WA Constellation Brands Corby Distilleries Ltd., Canada Diageo Empire Distributors, Inc. Evolution Craft Brewing Company Faust Distributing Company FIJI Water Frederick Wildman & Sons, Ltd. Grolsch Export B.V. The Netherlands Heineken USA Hood River Distillers, Inc. Houston Distributing Co, Inc. Herradura Tequila Company, Mexico
Jardine Wine & Spirits, Inc. Malaysia Philippines. J. .J. Taylor Companies, Inc L. Knife & Son Companies Major Brands, Inc. Manhattan Beer Distributors Merrimack Valley Distributing Co., Inc. Mesa Beverage Company, San Diego, Santa Rosa Mission Beverage Company National Wine & Spirits New Belgium Brewing Oak Beverages, Inc. Pacific Time Wine & Spirits, Inc. Beijing, PRC Shanghai Pepsi Cola USA Reyes Beverage Group Chicago Beverage Systems, L.L.C. Lee Distributors, L.L.C. Harbor Distributing, L.L.C. Premium Distributors of Virginia, L.L.C. Premium Distributors, Washington, DC, L.L.C. Rhode Island Distributing Company Sidney Frank Importing Company Sleeman Breweries, Ltd, Canada Snapple Beverage Corp. Star Distributors, Inc. The Stroh Brewery Company Sunbelt Distributing Corporation Union Beverage Company United Liquors, Ltd. United States Beverage, L.L.C. West Side Beer Distributing Co. Young’s Market Company, OR, WA
BUILDING THE SALES EFFORT WHETHER ONE PERSON OR A TEAM
Focus areas…
1. Getting Started – When to Add a Sales Person Common Mistakes Deciding When to Hire Hiring the Right People
2. Structuring the Sales Function
Considerations… Geography Distributor & Accounts Sale Tools Support
3. Managing a Sales Person or Team Distributor Management Processes Account Management Guidelines People Management Processes
Question & Answer Forum at Conclusion
COMMON BUILDING A SALES TEAM
What are the Common Mistakes Building a Sales Team?
WhenWhen toto HireHire –– Considerations…Considerations…
#1 Build People Into the Business Plan Consider when you transition from:
On-‐site to On and Off-‐premise Sales
Self-‐distribution to Wholesaler Network
Volume Level Limit Reached
Expansion to New Markets, States
Plus Cash Flow
Costs of Hiring the Wrong Sales Person?
START WITH A JOB DESCRIPTION SALES REPRESENTATIVE JOB DESCRIPTION
1. Planning Plan all time and activities to achieve sales goals within assigned territory
Specific responsibilities Analysis of sales trends and opportunities for the territory and each account Planning sales objectives for the territory, each account and call Planning sales presentations to achieve sales goals for each account
2. Selling Deliver sales presentations to accomplish the assigned sales goals
Specific responsibilities Gain distribution on and off-‐premise √ Obtain promotions and displays Sell Shelf/cooler changes and resets √ Achieve sales volume goals
3. Merchandising Maximize sales through the effective presentation of company brands to the consumer at the point of purchase
Specific responsibilities Achieve competitive shelf and cooler space, position and arrangement Establish and maintain competitive pricing Meet display standards – price card, P.O.S., buying message and good location Place point of sale in high impact on and off-‐premise locations in accounts
4. Customer service Develop professional customer relationships
Specific responsibilities Regular Coverage & Frequency
Make complete sales calls Provide staff education Effective housekeeping and rotation Perform accurate inventory checks and place correct orders Help Customers “Buy “Right”
5. Communication & Administration Maintain reliable records of the conditions within accounts and territory. Provide requested
reports and information accurately and on time
Specific responsibilities Follow standard policies, procedures and schedules Prompt reporting and record keeping Provide information on competitive conditions Adhere to company policies and procedures
FOLLOW A SELECTION PROCESS
1. Sales Representative Selection Criteria
2. Use a Range of Recruiting Resources 3. Interview Evaluation form
Applicant Address Considered for Referred By Interviewed By Date
High Average Low Comments 10 5 1
KNOWLEDGE AND SKILLS Planning |_|_|_|_|_|_|_|_|_|_| Organization |_|_|_|_|_|_|_|_|_|_| Communication |_|_|_|_|_|_|_|_|_|_| Analytical |_|_|_|_|_|_|_|_|_|_| Selling |_|_|_|_|_|_|_|_|_|_| Objection-‐handling |_|_|_|_|_|_|_|_|_|_| Merchandising |_|_|_|_|_|_|_|_|_|_| Administrative |_|_|_|_|_|_|_|_|_|_| Interpersonal |_|_|_|_|_|_|_|_|_|_| TRAITS Competitive |_|_|_|_|_|_|_|_|_|_| Ambitious |_|_|_|_|_|_|_|_|_|_| Empathy |_|_|_|_|_|_|_|_|_|_| High Energy Level |_|_|_|_|_|_|_|_|_|_| Creativity |_|_|_|_|_|_|_|_|_|_| Maturity |_|_|_|_|_|_|_|_|_|_| Enthusiasm |_|_|_|_|_|_|_|_|_|_| Stability |_|_|_|_|_|_|_|_|_|_| Competence-‐Oriented |_|_|_|_|_|_|_|_|_|_| Achievement-‐Oriented |_|_|_|_|_|_|_|_|_|_| Ego Strength |_|_|_|_|_|_|_|_|_|_| EXPERIENCE Beer Selling |_|_|_|_|_|_|_|_|_|_| Consumer Products Selling |_|_|_|_|_|_|_|_|_|_| Related Customer Sales |_|_|_|_|_|_|_|_|_|_| Experience |_|_|_|_|_|_|_|_|_|_| COMMENTS RECOMMENDATION: HIRE HOLD REJECT ACTION TAKEN:
4. Multiple Interview Process
5. Background Checks and Testing
FOCUS AREA #2 STRUCTURING THE SALES FUNCTION
Considerations… 1. Geography 2. Distributor & Accounts 3. Sale Tools 4. Support
FOCUS AREA #2 STRUCTURING THE SALES FUNCTION
SalesSales ______________ && ___ by Brand and SKU ___ by Brand and SKU
FOCUS AREA #3 MANAGING THE SALES PERSON OR TEAM
#1#1 DistributorDistributor ManagementManagement ProcessesProcesses
CollaborativeCollaborative Annual Business Plans
Be prepared, relevant, realistic — entire team It’s a “Market” plan, not a “_____________” plan Have a defined format and process
Situation Analysis — S.W.O.T. Goals & Strategies — Annual Objectives & Tactics — Programming by Period
KNOWKNOW WHEREWHERE THETHE BUSINESSBUSINESS ISIS ____________ ______!!______!!
DISTRIBUTOR MANAGEMENT PROCESSES
#1 Distributor Management #1 Distributor Management ProcessesProcesses
#2 #2 AccountAccount Management Processes Management Processes