Sales process Start with Goals With GoLite being a fledgling outdoor

brand, success came from knocking a

competitor out of the assortment. I

believed in following a realistic set of

sales goals and consistently marketing

and striving to reach those ends.

Improve net new

independents by

10 each year.

Improve visibility

with new sports/

specialty accounts.

Add new key accounts

and increase sales in

existing key accounts.

I worked diligently to overcome obstacles to build & achieve retail success.

Began in 2009

with 2 accounts–

by 2014 the

western US had

74 accounts.

Grew from 3 to 38

outdoor sports

retailers. New

accounts included

Grassroots OA.

Over 5 years grew Key

Accts from 3 to 13. In

top account, growth

2010 through 2013>

+87%, +30%, +71%

professional strengths

Communication + Analysis + Marketing + Planning + Organization

Cold Call Trade Shows Every stop in my travel stops included time at specific

target prospects. As time and territory grew I devel-

oped a target list of over 250 outdoor retail contacts

for trade shows and in-store appointments. From my

growing contacts I marketed via direct mail or direct

mail merge email campaign.

Example of html email

Example of postcard direct mail

Nothing is better than an in-store appointment but

visibility at trade shows was second in effectiveness.

As a brand we attended Outdoor Retailer and Platform.

On a regional basis I chose to attend– TRU in San Fran-

cisco, COSS– California Outdoor Sports Show and NW

Market show in Tigard, OR. At Outdoor Retailer my

appointment schedule was consistently full.

Outdoor Retailer booth

Room at TRU show

Analysis

Whether developing special programs

for retailers or creating and executing

merchandising tools for display, my

goal was to insure sell-through.

Example of custom sign

-In store merchandising.

Merchandising

Special brochure created to help sell through

Created database

for online account

consumers to plot

national trends. Example by store & by style retail report

Fact-based decision making is integral to

success. I developed, reviewed and com-

municated the brand’s progress to come

up with a sound strategic planning.