RES REPAINT BUSINESS PLAN

Anthony William Filippi JR.
Sherwin-Williams Business Plan
Residential Repaint Sales Representative
Territory: Downtown Savannah

Downtown Savannah Territory
DRIVE GALLONS. DRIVE MARGINS. DRIVE SALES
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Executive Summary:
I have developed my plan and execution for the Residential Repaint
territory in downtown Savannah. I’veincluded my plan of attack on
how to take away businessfrom the competition, and how to grow and
increase: new and existing accountswith Sherwin-Williams. This will
all be donethrough teamwork, communication, sales excellence,
effective execution, accountability, relentless hard work, and
impeccable consistency.
Expectations:
- Take away marketshare from the competition.
- Push gallons and increase sales
- Grow marginseffectively to reflect and stand behind our products,
while remainingcompetitive with the customer’s businessresources as
well as outsidecontributing factors.
- Efficiently cover my territory while followingmarket segment
guidelines.
- Open new charge accounts > qualify, develop relationship, sell, and
grow.
- ConvertALL cash accounts to charge accounts.
- Sell and grow: Key, Opportunity, New and Existingaccounts.
- Manage controllable expenseto sales.
- Execute zoneselling.
- Grow existing behind accounts.
- Will have quick, effective follow-ups given to meby my team, and
customers.
- Effectively utilize the Paint Percentage on the TCSR to driveall
customers to utilizeSherwin-Williams as a one-stop-shop. (75%-85%)
- Build and grow relationships with currentaccounts, but also reach out
to accounts that had previoushistory with Sherwin-Williamsbut no
longer do. Research and learn the situation with the team, formulate

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the plan to bring the customer back, and execute. Follow up on the
results.
- Be very well versed in my competitor products. Educateteam on those
productsand tendenciesas well. The more myself and everyoneknows,
the better equip we will be when wemeet that customer who usesthe
competitor.
- Stop at nothing to ensurethat every one of my customers is usingour
products.
Properly usemy Sher-plan calendar to effectively execute zoneselling.
At the end of every week, analyzeand critique the results of my
planningand makeadjustmentsto be even moresuccessfulthe
followingweek. Fully utilize calendar.
- Complete360’s with customers.
- Listen, learn, and execute beneficial ideasfrom others. Becoachable.
- Be a mentor to any MTP, assistant manager, and part timers/full
timers.
- Join a business-networkingclubaround the area to expand my
network.
- Surpassmy sales budget.
- Lead the district in new open charge accounts.
- Lead the district in new charge account sales.
- Walk the stage
- Be a great teammate, leader, mentor, rep, and person.
- Hold myself accountable for my goals set by myself and district
manager team.

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10 Days:
- Meet my servicing stores and get to know them. (Expectations, goals,
ideas, experiences)
- Reach outto all of my key accounts. Meet with them in person.
Introduce myself as their new sales representativeand reassure
stability.
- Reach outto all my Opportunity accounts. Meetwith them in person.
Introducemyself as their new sales representativeand reassure
stability. Re-qualify if need be.
- Ensureall new and appropriateaccounts have DX pricingattached to
them.
- Reach outto my “Wild Card List” account sheet and get them into the
store with a Red Carpetcoupon. Re-qualify if need be. (Accounts that
were opened last year but not donemuchbusiness with us) (Red carpet
treatment will includethe coupon, aswell as a tour of the store,
introduction to the team members, example of custodians, sherspecs,
sales slicks, and other examples of Sherwin-Wiliams trademark service
features.
- Call every new account last year whom I met and re introducemyself
as their new sales representative.
- Blitz my territory and open 3 new charge accounts. Qualify them; see
what they are using, why they are using it, and how I can help grow
their business. Putnew customer in our products. Demo onegallon of
paint to the new account. Red carpet treatment (as listed above)
- Become enrolled in competitor email, text, and other communicational
services. I will know exactly what the competition is offeringand when.
This will allow me to stay on top of possible challenges.
- Conducta training seminar/meeting that I am titling “Qualifyingthe
Unknown” Iwill hold a 1 hour and 30 minutemeeting / training
seminar on how to effectively qualify contractors that walk in the store
whom do nothave an account with Sherwin-Williams, thus leading them
to open a new charge account. Topics discussed will be, but not limited
to: What questions to ask, how to ask them, how to interprettheir
answers, how to quote, what to quote, competitor products, key words

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that will peak the customers interests, credit terms, benefits of a charge
account, how to build a relationship, rebuttals and much more. I
currently already have started a power pointwith key terms and
importantpoints. I also madeprintoutsand laminated them and I am
constructinga store usefolder that is easy accessible for employeesto
use as a guide. I feel this will be very beneficial and needsto happen the
sooner the better. Wewill also be doinglive role playingthat will help
the team get familiar with real qualifyingquestions and answers,
followingwith rebuttals. Trainingwill also includetactical strategies to
convertcash to charge accounts and the team will become well versed
on speaking of the benefits of a charge account, also DX pricing. This
seminar will be held on a Sunday and Iwill personally providelunchfor
Brittany, Shadith, and Jeffery.
- Self-evaluation of on my first ten dayson my new territory. Success?
Could Ihave donebetter? How willI improve?

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30 Days:
- All backwardsexisting accounts have had face to face calls. Re-qualify
if need be. Learn their businessand do the appropriateresearch to
assist in growingtheir business. Use reports. Take feedback learned
and share with team, develop plan, and attack. Learn patterns from
previousyear. Also assist accounts with some leads. Offer Red Carpet
when deemed nessacary.
- Meet and gain relationship with those new accounts from last year.
These will be face-to-face calls. Requalify if need be. Things might have
changed.
- Ride along with store manager.
- Competition stakeout (B&B)get business cardsfrom their painters,
call on them.
- Competition stakeout (Home Depot)get businessfrom their painters,
call on them.
- Become enrolled in a business-networkinggroup in my city.
- Conductan Angie’s List Blitz!
- Call on all accounts with 0 calls. Meet them.
- Organize a productdemo (all accounts invited)
- Pocket meeting with stores, introduce/discussthe useof “dot charts”,
how to use them effectively and why they are important.
- I have introduced myself to every accountand informed them I am
their sales representative.
- Sign up 100 accountsto the text message program.

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60 Days:
- Take an MTP/AssistantManager on a ride along with me. Blitz,
competition stakeout, sales call.
- Conductan exterior Emerald demo to 4 accounts who primarily use
Exterior Duration.
- Spray equipment/correlation blitz: Research who purchased sprayers,
and see how much paintthat customer purchased after they purchased
the sprayer. Justto ensurethey are buyingpaint from us. (If the
customer needsa sprayer, obviously they are doingquite a bit of
painting) If the customer’s paintnumbersare down after, formulatea
plan of attack to seek out what is going on, and most importantly how
we can change that. Formulateplan, requalify if I have to, and ATTACK!
- Execute a CASH-2-CHARGE blitz. (All cash accounts called on) Goal:
Every cash account converted to a charge account. (Check price levels,
introduceDX)
- SW VS Competition ‘’ROLL OUT’’ event. Have10 customers that I
know are usingcompetitive products, and let them try our best vs. their
best.
- Conduct3 Customer 360’s.
- Call on over limit accounts, open new jobs if necessary, apply for
higher credit if deemed appropriateand beneficial.
-NICHE’BLITZ! This is it!!!!, let it all out! Look for niche opportunity:
Electricians, plumbers, masonry companies, pressurewasher
companies, odd-man jobs, downtown servicecompaniesETC. Whether
it is paint, ladders, drop cloths, tape, spackle, drywallmud, bleach, or
rags, find hidden opportunity in segmentsthat have not been called
upon. (Example: Electricians need ladders…..SELLTHEM SOME
LADDERS!!!!) Overallgoal: open 10 new charge accountswith this
NICHE BLITZ and sell $30,000worthof productto those 10 accounts.
Results willbe documented and evaluated. LEAVE NOSTONE
UNTURNED!(Helpfultool for this blitz: Facility Maintenance catalog)
Set up meetings with interested customers.

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90 Days:
-Gain feedback from sales manager as well as store. How am I doing?
What can I do better? What worked? What did not work?
- Stay heavily active on selling accounts. Fill up the Customer
Frequency Report.
- New productdemo (demo new products to some new faces)
- Conductan AP blitz. Utilize the PT% on the TCSR and formulatea plan
to ensureall accountsare using SW as a 1 stop shop.
- Conducta PressureWasher blitz! Call on accounts who have
previously rented pressurewashersfrom our store. Show them the
benefits of owningtheir own pressurewasher (as far as an economical
and conveniencebenefit) Qualify their needs, find the proper pressure
washer for them.
(Every painter needsa pressurewasher, the time is NOW to get them
into one)
-Self evaluate the new accounts I opened. Arethey consistently buying
from us? How can I get 100% of their businessif I do not currently?
-Self evaluate my sher-calander. Has it been effective? How can I plan
better? What works? What doesnot? Evaluate, follow up and
implement. Get ideasfrom veteran players.
- Red Carpet blitz! Offer red carpet to customerswho have not shopped
in 30 days.
- Secret shop at Home Depotand B&B once every few weeks for product
information and leads.
-Conducta store meeting with my findingsfrom the competitor secret
shopping. Discusswith team what possible opportunities are as well as
possible challenges.

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Sher-weapons Sher-tools
Like a heavy weight fight, you need to be trained and have the proper
tools to defeatyour opponent. Havingproductknowledge, beinga
likable person, and a handworker is obviously a great advantage to have
when it comes to this territory. However, there are some vices that I
have very easy access to and will be usingthem to my benefit to help
achieve my goals. They are as followed, but not limited to. I will note
that I have also madeprofessionalcopies of the Rep Playbook as wellas
the Sales Excellence Job Aidsand they are located in a binder that is
very accessible to my team and me.
- Red Carpet: No brainer, if you wanta sure firesuccess at getting a MIA
customer back into the store, offer them 50 dollars. This is one of my
personalfavoriteweaponsin my arsenal. GREAT for new accounts,
behind MIA accounts, and prospects on the streets. (I keep a lamented
copy in my truck just to show them and promiseto give it to them when
they enter the store) PROVEN TO BE EFFECTIVE!!!
- Sher-Calender: I will have a lot of accounts to call on, sell, and grow.
This calendar will putme in the best position to do so. It will ensure
zoneselling, while utilizing my time and expenses. It will also ensureat
least 8 face-to-face calls a day, and focusingon the 4 buckets. I will also
have a contingency schedule incase a plan mustchange. Having a ‘’back
up’’plan, will ensureefficient time managementand moreeffective
territory coverage. This is a very powerfulweapon to mebecause it will
allow me to best usemy time. The moreeffective time I have on the
territory, the more hurtfulit is for Home Depotand B&B. The moretime
I have, the moresuccess I willbring. Moretime = I meet more people= I
sell more peopleon Sherwin-Williams.
- Territory Customer Sales Report: Use this to gage which area needs
improvementand also to grow even more. If a customer has a high
PT%, I need to divein and see where they are buyingtheir other items
at. We need to make sureSherwin-Williams is a 1 stop shop.
- Lead Generation: The “The Lifeline” Communication isone of our
biggest weapons. I need to be persistent on calling on accounts. This
mustbe doneaggressively. If we are all on the same page, it ensures
smooth interactions and results. The more you call, the morethey will

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buy. PROVEN. (Use the Dustin Ewaldcording a potential girlfriend
correlation-theory (ifyoudo not call and make an effort,they will
not have a relationshipwith you. One call every four months will
get youno where) (and it makes sense, my top buyers, havethe most
calls on them. SPREAD IT OUT!!)
- Test Drive: Get the customer in an upgraded product. (However,
before, discusswhat the price will be if they end up choosing that
productto be their go to product)
-Customer Weekly Sales Frequency Report: Aggressively attacking all
accounts helps keep track of who called on the account and when. “No
man left behind”.
- Custodians: (for the customer, homeowner, and the store) Keep
exampleson hand. Show these off! CustomersLOVE them. Be proud of
the custodian you made, because it’s a great selling tool and it makeslife
easier for the homeowner/customer.
- Dot Charts: Insuresaccuracy, accountability, and trademark service to
the customer. Don’tforget to show the customer what a dot chart is
while giving them the red carpet tour!
- Customer 360: Learn aboutcustomer, feed back, what can we do
better.
- Sher-specs: GREATtool to help customersspec a job. Makestheir job
easier and gives us credibility and loyalty.
-ProductGuideSheets/Sales slicks: GREATfor homeowners. Willgive
to customer to presentto homeowner. Givesapleasant visualand nice
biography of the productand what it can do for them. (One of my
personalfavoriteweapons)
-Formulatingmy Dashboard: Measurescalls, planning, and executing.
- Target competition, stakeout, and mystery shop: Leads, painter info,
and products.
- Target map: A map of downtown withhousesthat are being worked
on. Punchpins indicatingthe state of the progress. Green= notquite
ready for paint, Yellow= keep an eyeout, the carpenter and masonry
guy should be wrappingup soon, Red= paintingisgetting underway, BE
READY. This will be updated everyday.
- Text message program, useit, ! (see goals in businessplan)

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- ProductComparison Guides: (Sher-Cross)GREATfor blitzs and
competitive takeover. Will also get store very familiar with guidesso
they can be used for walk in contractors as wellwhen qualifying.
-PRC: The useof the PRC is a very effective weapon if used properly. It
backs up my promiseto a customer on a quote I gave them. It will be
accurate with the typeof productand their typeof business, obviously
keepingin mind the competition. Also (which I have heard on multiple
occasions, that we are leading the way in this feature) CONSISTANIY. If
a customer keepspaying differentpricesfor the same productevery
time they are in the store, that does not look like weare standing behind
our promises. The priceneeds to be the same every time they come into
the store. This is a very valuable weapon that we have. Some negative
feed back I have heard duringblitzs downtown Savannahisthat
Sherwin-Williamsfor somereason can never keep the prices the same
(without the exception of price increases) That to me, clearly states that
the PRC wasnot properly beingused. It’s a simplefix and it has a huge
reward. When you quotea price, putthe price in the PRC. (of course,
have a smart business reason on why there needs to be a set price for
that product) In my situation, I automatically set my accounts on DX
pricing(which is very helpfuland is pretty in line with competitors
productsand pricesas well) However, be cautiousof the MISC
products. AllSurface, I.E., those might need price exceptions at times.
- Travel War Chest: Kept in truck: Res Repaintplaybook, Sales
excellence aid binder, business cards, credit aps, addendums, laminated
red carpet coupon, pro buy pages, sw text message cards, data pages,
fan decks, product comparison guides, denatured alcohol, paint
problemsbook, sales slicks, examplesof custodian, examplesof sher-
specs.

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4 BUCKETS
Key Account: Continueto sell and grow. Maintain that growth.
GOAL: Show them they are a valued Key Accountby providing
trademark service and take their business to the next level.
Opportunity Account: Aggressively attack account, utilizeall reports,
and assist in getting the customers businessto the next level. This
account has the potential to grow. Demo new products, upsellthose
products, which will increase margins. Shoot leads to this customer.
Research what productsthey are using, Get them into our products. Test
drivethem if need be.
GOAL: Push the sales needleto become a Key Account
Existing Account: Research past history, conducta 360, getwith team
and find outwhat needsto be doneto drivesales up. Learn moreabout
the customersbusiness. Re-qualify if need be (something might have
changed) Makesure pricingis competitive.
GOAL: Increase sales and margins.
New Account: Set the tone! Qualify the account. Utilize all the weapons
and tools. First impression. Learn the comparableproduct. Demo a top
of the lineproduct. Shoot leads, help grow their business.
GOAL: Drivethe sales needleand take the market share away from the
competition.

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LEAD GENERATION
(the lifeline)
“YOU GET OUT, WHAT YOU PUT IN!”
Make the relationship building a focal point in every call.
Pre-Call planning > Relationship Building > Identify Needs
and Qualify the Account > Present Proposal > Obtain
Feedback & Resolve Objections > Close Sale & Gain
Commitment > Follow-Up & Build Relationship.
Self-evaluation of the call: “What could I have done better?”
“What did I learn?” “How will I improve next time for even
MORE success!”
Tools for effective Lead Generation:
Customer Weekly Sales Frequency Report
TCSR and qualifying accounts
Hot leads
Communication within teammates
Sales history/patterns/trends
Effective, QUALITY calls with follow up
Detailed comments in the comment section
Sales Excellence
Qualifying accounts
Sher-Calender
FOLLOWING UP AND SELLING!

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NEW CHARGE ACCOUNTS
“New business, is the BEST business!”
I learned in my business class that a customer who has a line of credit
with a company, is more likely using that company, rather than a
company without a line of credit. We must get market share, and with
an aggressive, fearless approach, it can and will happen. In this
document I listed the weapons that I have used personally to open
charge accounts. It’s proven and it works. With that, I with my
teammates will ensure that every customer that is on the street , or that
walks in the door, will have a Sherwin-Williams charge account.
Customers with cash accounts will also be heavily pursued to open a
charge account as well. I learned in the past 15 months that you need to
make the pitch to EVERYONE you meet, because you never know the
opportunity that may be there. It’s my job to find, expose, and take
advantage of that opportunity. It takes a team effort, and with every
new account that has been converted to a Sherwin-Williams user, that
just bring us closer to the ultimate goal. I learned first hand this year
having opening50 accountsfor over $80,000 in NEW business(from Jan
1 2014 to July 17th 2014) that it truly is important. That is 80k that was
not being spent at Sherwin-Williams previously. I will continue to work
closely with my Credit leader Sarah Engstrom. Her guidance and
motivation has attributed much to my success this past 15 months. My
original goal was 100 new charge accounts for the year with total sales
being 100k, but I am going to destroy that number, so I have raised my
goal to 120 charge accountswith a total sales of $150,000in new charge
account money. I will find these accounts on the streets of downtown
Savannah and from leads that my team shoots me. I will introduce
myself, qualify the customer, build the relationship, sell, and grow the
account. I will, as I have been doing, heavily perusingevery person I see
with any type of tool working outside in downtown Savannah. With the
mindset that I will get their business and I know my products and my
store’s service can outshine their current supplier. Keeping in mind,
that with these new accounts, we have ONE chance. Everything must be
executed perfectly as far as what we can do for the customer. They are
giving us a shot, we must follow through. Always be cautious and
remember, we are one two strikes with them.

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LEADERSHIP
I am a leader. I will lead by example. My impeccable work ethic and
tremendous hard work willrub off on my teammates and inspirethem
to achieve their goals as well. I will instill a positive and winning
attitude into my work and their work. I will assist them in Lead
Generation. Guidethem on how to use the many weaponsIdiscussed.
TEAMWORK
In our business, teamwork/communication isessential. From the
district office all the way to the sales counter. We all must
communicate, trust, respect, and motivate each other. Weare all on the
same team. Open lines of communication is a vast effective tool to drive
business, and it’s a tool wehave that is very accessible. Lead generation
is one of our biggest weaponsand with teamwork it can be used for
many good things. I also believe in achieving goals as a team. If a sales
manager, or district manager has a suggestion for me, I would welcome
that suggestion and use it to its fullest because I know that they are only
steering me towardssuccess. I am very coachable and the only thing I
care about is the result, not where the idea came from. I feel that is very
importantbecause I work with many peoplewho can help and benefit
me dueto their successfulexperiences. I plan on usingall resources
necessary.

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FINAL THOUGHTS
I believe in the products that I am selling. I believe in the company I
work for. It makes my job and achieving my goals easier when I am
standingin frontof a new prospectcustomer knowing in the back of my
head that I have the FULL supportfrom John, Dustin, Chris, Jill, Jim, and
Sarah. With motivators and leaders like that in my corner, it will only
drivemy success. As an assistant manager, I was mentored by Kyle
Armstrong. He trained me on how to not only be a sales rep, but how to
be a successfuldifferencemaker sales rep. From his vast array of
productknowledge, histakes on situational occurrences, his strong
relationship with customers, to his strong work ethic, I was very
fortunate to learn and work with him. Going outon weekly sales calls
with him really showed me first hand how to win your customersover
and that experience is something that I have been usingfor myself and
the numbersspeak for themselves. He has prepped mewelland
equipped mewith any situation that may arise and how to properly
handleit. I will not sell on price, but by customer needsand product
value. It is my job to get the customer to see the valuein usingcertain
productsand certain prices. (Example, higher end products may cost
morebut they are moreeffective as far as payingout, labor, etc.)
However, I will keep in mind the competition and I will NOT let a
customer walk away because of price. I’ve learned from John’semails
that I MUSTdo whatever it takes to make the sale and get every dollar
I can, and NEVER take your footoff the gas pedal. Asstated earlier, new
businessis the best business. I will blitz, stake out, seek, follow up on
leads, and find those customers, and open them up charge accounts. I
will qualify them and build the relationship. Then I willsell and grow
the account. However, we all mustkeep in mind, never be content.
Alwaysbe on the lookoutand aware of what your customersarebuying
and aren’t buying. As Dustin told me “things change” Never assume
everythingis the samewith their business. Alwaysstay on top of all
accounts and do not miss outon any opportunity.
Peoplebuy paint from people. I would imagineit would behard to sell
paint if you were not a likable person. I have a great relationship with
my customers, they love me and honestly that is a great feeling. They
trust and respect me. It starts with that first impression firm

17
handshake, and it goes all the way to the sales counter. It’s easy to sell
great products withlifetime warrantiesand moistureguards, but selling
those great productsWITH the strong trustingrelationship is what
separates Sherwin-Williamsfrom everyoneelse. I have proven Ican
open charge accounts(72 last year, 50 this year), qualify those accounts,
build and maintain the relationship, sell, but most importantly, stop at
nothing to take away from the competition. All I need is a territory of
my own. I know what this new territory entails. I know the huge
expectations for this new territory. It will take a tremendousamountof
hard work and effortto get the territory whereit needsto be and has
the potential/expectation to be. The push to drivenew businesson this
territory willbe nothing short of relentless. This new downtown
territory is not openingjustto “do okay” and be “managed”, it is being
opened up to take away every bit of competition in the downtown area
and with the growth that is occurring. It all starts with the onesimple
question: “How can Sherwin-Williamshelp your business”

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SHER-WINS
Total of 112 New Charge Accounts open from May 2013 – July 2014
27 New Charge Accounts obtained from outside downtown blitzing.
85 New Charge Accounts obtained from store walk-ins.
45 New Charge Accounts opened from Cash Accounts.
September 2013 New Account Champion (Winner of Omaha Steaks)
December 2013 Red Carpet Champion (Winner of Omaha Steaks)
April2014 CS Brush Challenge 119 sold total (Winner of Omaha Steaks)
Total New Account Sales in 2014: Over $80,000
10 Titan 440’s sold
1 Titan 400 sold
SHER-WINS in process….
SuperDeck Challenge (Sell $1,500 in SD) by August 31st.
67% complete.

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