Building  the  Sales  Effort  Whether  One  Person  or  a  Team  

   

Participant  Workbook         Presenter:           Robert  Brown,  C.M.C.       President         Sales  Systems  Development,  Inc.         Email:  bob@salessystems.net       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  #2    STRUCTURING  THE  SALES  FUNCTION    

Support    

   

 

 

 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    

   

PEOPLE MANAGEMENT PROCESSES