Building the Sales Effort
Whether One Person or a Team
Bob Brown
DS4: Building the Sales Effort – Whether One Sales Person, or a Team! Thursday May 7, 8:30 - 9:45
Call Girl Number in Khar Mumbai📲 9892124323 💞 Full Night Enjoy
Cbe 2015
1. Bob Brown
President, Sales Systems Development, Inc.
Beverage Industry
Sales Organization Development Consulting
Building the Sales Effort
Whether One Person or a Team
2. Building the Sales Effort
1. When to Add a Sales Person and How
2. Structuring the Sales Function
3. Managing the Sales Person or Team
Focus areas…
3. 1. Poor hiring
2. Not providing structure
3. Lack of direction
4. Weak expense control
5. Too much coverage area
6. Inadequate training
4. When to Hire – Considerations…
First, Build People into the Business Plan
On-site to On and Off-premise Sales
Self–distribution to Wholesaler Network
Volume Levels Limits Reached
Expansion – New Markets, States
Cash Flow
12. Keys to Good Hires
1. Job Description
2. Specifications – K&S, Experience,
Personal Traits
3. Use Range of Recruiting Resources
4. Multiple Interview Process
5. Background Checks
13. Building the Sales Effort
1. When to Add a Sales Person and How
2.Structuring the Sales Function
Considerations…
Focus areas…
14. Structuring the Sales Effort
Considerations…
1. Geography
2. Distributors & Accounts
3. Sales Tools
4. Sales Support
15. Geography
Take Full Advantage of “LOCAL”
First – “narrow & deep”
Flow Outward from Strength
“Brands are Built On-premise”
ID & Target Events for Visibility
16. Distributors and Accounts
1. Prioritize Distributors
Target logical channels
Identify “Value Added” distributor sales people
17. Distributors and Accounts
1. Prioritize Distributors
2. Classify Off-premise by Volume Potential
Off-premise ‘A,B,C’ or ‘HT, MT, LT, LTM
Classify On-premise by Volume and/or Image
3. Establish Coverage & Frequency Guidelines
4. “Quality” Coverage vs. “Quantity”
18. Support – 4 Key Areas
1. Information
2. Pricing
3. Sales Tools
4. Production and Shipping
19. Support – 4 Key Areas
1. Information
Sales person performance
Team performance
Account performance
20. Support
2. Price Structures – consider…
Know “competitive set”
Quantity Discount (QD) levels
Margin requirement
Wholesale
Retail
Everyday
Feature
Back out to target retail
22. Support
1. Information – sales person, team and account performance
2. Price Structures
3. Sales Tools
4. Customer Service – order processing, etc.
5. Production and Shipping
23. Building the Sales Effort
1. When to Add a Sales Person and How
2. Structuring the Sales Function
3. Managing the Sales Person or Team
Focus areas…
24. Managing the Sales Person or Team
1. Distributor Management Processes
2. Account Management Guidelines
3. People Management Processes
25. 1. Distributor Management Processes
Collaborative Annual Business Plan
Be Prepared, Relevant, Realistic Annual Plan
Sales/Marketing Plan, not a Production Plan
Have a defined format & process
26. Annual Plans — the Process
4. Opportunities
3. Investment/Changes
2. Trends
1. Base Volume by Brand
Know
Where the
Business is
Coming
From
27. 1. Distributor Management Processes
Collaborative Annual Business Plan
Monthly or Quarterly Distributor Business Reviews
Agenda sent in advance
Results vs. Plan goals YTD
Progress on programs in progress
Market Conditions
Plan future programs/focus periods
“Housekeeping” – inventories, AR’s, P.O.S., Events, etc.
28. 1. Distributor Management Processes
Collaborative Annual Business Plan
Monthly or Quarterly Distributor Business Reviews
Target # of Distributor Programs/Focus Periods
Periodic Market/Account Surveys
Sales Meeting Participation Frequency
Distributor Sales Rep and Manager Work-with’s
Event Participation
29. 2. Account Management Processes
Account Profiles
Identify “Core” Accounts – maintain list
# of New and Target Accounts Identified
Distribution
Display Standards
Shelf/Cooler Merchandising Guidelines
30. 3. People Management Processes
Weekly Phone Call, or Meeting, with Set Agenda
Sales Results for Week – # calls, volume, distribution,
displays, etc.
Key Successes
Distributor or Account Issues
Goals for upcoming week
“Housekeeping” – pricing, shipping, P.O.S., etc.
31. 3. People Management Processes
Monthly Meeting – team & one-on-one
New Hire “On-boarding”
Periodically working with each sales person
Providing coaching and performance feedback
On-going training and development
Performance evaluation
Weekly Phone Call, or Meeting, with Set Agenda
32. Building the Sales Effort – One Person or a Team
1. When to Add a Sales Person and How
2. Structuring the Sales Function
3. Managing a Sales Person or Team
Summary