Office Products Sales Training Series

Sales Training for Results

Great sales representatives aren’t born, they’re cultivated. In today’s competitive market, we need to have a fresh new breed of polished and professional sales reps in the face of our customers. This change doesn’t happen overnight. “Sales Training for Results” is a 12 session course for creating a professional selling style that focuses on the strategies and tactics for growing your business and selling solutions rather than price. This course enables sales reps to develop and hone professional selling skills while thinking more strategically about Conversion, Penetration and Retention to ensure their business grows! Thank you for investing in your greatest resource! We hope you enjoy the program and see the results! Krista Moore K.Coaching, Inc.

Welcome!

K.Coaching's Sales Training for Results will train and motivate Office Products sales reps to:

Bring in new business Grow existing accounts Create customer loyalty You will learn proven selling skills, strategies and tactics to

GROW your business!!! The workbook will help guide you to execute them during the

program . .. And get the results you want!

12 Session - STR Webinar Course STR 1: Competing in Today's Market with a CPR Strategy STR 2: Creating Your Own Selling Style STR 3: Professional Selling Skills for the Sales Call STR 4: Handling and Overcoming Objections STR 5: Closing with Confidence and Next Steps STR 6: Managing Time Effectively STR 7: Conversion Strategies – Prospecting for NEW Business STR 8: Penetration Strategies – Selling More to Existing Accounts STR 9: Retention Strategies STR 10: Business Reviews STR 11: Making It Happen STR 12: Selling E-Commerce

How to Get the Most From Your Training?

Plan your sales meeting around these sessions! Apply the learning - using the forms, templates and

tools in your business right away. Work with your team in-between sessions to practice

and prepare for the next session. Network and compete against yourself and others

throughout the program. Accountability and measurement!

Reflection Questions

What is the biggest challenge you have as a sales rep? Given this challenge, what skills will you need to be a

successful sales rep? What are your goals for this program?

Reflection Questions

How committed/motivated are you to work on the skills

between each session? What area of sales development do you want to work

on the most?

Session 1: Competing in Today’s Market

With a CPR Strategy!

Sales Training for Results

What sales tactics are the power channels using?

Most importantly—what are the best practices of

successful independents?

Learn CPR – a proven method for developing a “Go to Market" strategy so you can stay ahead of the competition.

STR Session 1 – What to Expect

Understand your Strengths as a Company. What is happening in your market? What is the Competition doing? Where and How is your Current Business growing? THEN - Create a Sales Strategy – CPR that will work for you. Clearly define sales rep expectations, tactics and sales processes. Lead and Implement the Strategy.

K.Coaching - Methodology

All of this begins with Awareness

SWOT Analysis

Strengths Opportunities Weakness Threats

Reflection Question Open Discussion

What are your strengths as a company? What are your strengths as a sales rep?

Know The Competition!

It is highly competitive… They are coming after your market and your customers.

Reflection Question Open Discussion

What are the Customers’ wants and needs?

16

Growth of Retail

Mid Market Focus

National Account Compliance Conversion Allowances

Pricing Strategies

Rebates and Incentives

Sales 2.0 - Automated sales and marketing processes

Big Box Strategies and Tactics

Growth of Retail

How does this affect the independent? Small accounts are NOT loyal = Price Shoppers. Lowest margins of all market segments. Customers Enjoy the shopping experience. Frequent purchase programs. Bigger is better, name recognition and perception.

Mid Market Focus

What are the Big Boxes doing? Coming into the independents’ market. Organized programs and dedicated sales force. Great databases and attractive marketing. Bringing large account tactics to mid market.

Mid Market Focus

What the Independents have? Strengths in local service. Relationship sales reps.

Local community interest and dedication.

Flexibility.

Buying power and lower cost operations.

National Account Compliance

High level relationships!

Formal Business Reviews and Executive Management.

Sales Tactics – incentives, pre-bates, rebates, conversion allowances % of revenue and reporting and pressure on who is not

complying. Up-front money: “writing checks” or offer credit up to 10%.

Focused, National Account structure and account assignment.

WHY?

Margins Are Low on national accounts. They need the expected revenue that they bid on and

quickly. There is a great effort in reporting on compliance;

the customer and the supplier know what “ship to” is not buying from the contract.

Reflection Question Open Discussion

What accounts do you have that were Lost or At Risk due to compliance?

Make a list of your top 5 accounts.

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“We are bigger and better, with more products in stock and lower prices.”

Reality

– Lower level customer service. – Independents can be just as price competitive. – Relationships are wanted and needed. – NEVER underestimate the reality.

Their Sales Pitch

Independents need to be more aggressive, think more strategically and go after their weakness!!

Gather Data – Analyze the business year over year. By Customer and product categories. Divide by account size – Market Segments. Compare revenue, margins and GP% year over year. Understand the net/net comparison for the Business.

Knowledge is Power

Where and How is your Current Business growing?

Understand

How many accounts do you have and what size are they? How many are active? How many are dormant? What is your Retention rate? What is your Penetration rate? What is your Conversion rate?

Sales Rep Sample

CPR Analysis Dealer Benchmarks

CPR- A Winning Model

C Conversion

Retention

Penetration

P R

Business Growth

Conversion

C

FY 2010 Revenue- $600,000 Churn 25% - ($150K) = 75% Retention = $450K - base line number Penetration 15% = $67,500 Conversion 5% = $22,500 Total Net Growth = -10% ($60K) = $540,000 in FY 2011

Sample Sales Rep – CPR - Formula

FY 2010 Revenue - 600,000K Churn 10% - (60K) = 90% Retention = 540K - base line number Penetration 20% = 108 K Conversion 15% = 81K Total Net Growth = 21.5% ($129,000) $729K in FY 2011

Sample Sales Rep - with a CPR Plan

So what is your CPR Strategy and Plan?

CPR Activity – Conversion – Acquire new accounts from the competition.

– Keeping your funnel or pipeline full.

– Always prospecting.

– Target markets and specific needs and requirements.

– Proactive proposals.

– Competitive, self discipline, will to work, resourceful.

CPR Activity – Penetration – Introducing other products or services – Create Value –

one stop shop. – Selling more within the account, lower their costs. – Build loyalty (5 Finger Grip) – Explore departments/users within the customer. – Create a need for more and different products or services.

CPR Activity – Retention – Ways to keep the account.

– Make all of your customers, life-long customers.

– Small activities can make a BIG difference.

– Understand why customers leave,,,

#1 Reason – “Felt undervalued or ignored”

– Someone else gave them a good reason to leave. – Should never leave on price.

Reflection Question Open Discussion

What is your companies’ CPR strategies?

Create your DOGOM

The “How to do” behind the “What to do” Create a “DOGOM” –

– Description – Objective – Goal – Owner – Measurement-Monitoring

Pre-Schedule Business Activity Time

What are your monthly personal CPR Activities? – Conversion - Example: Close 2 new accounts this month.

Schedule: spend 1 hour a day making outbound calls for appointments (60 calls a week).

– Penetration - Example: Introduce furniture into my top 10 accounts that aren’t buying it.

Schedule: Take a sample chair on the 14th and 18th and demonstrate to 5 customers each day.

– Retention - Example: Personally drop off chocolates to your top 10 accounts and “thank” them for the business.

Schedule: Tuesday the 2nd - all day.

Upcoming Webinars

Nov 18: STR 2 - Creating Your Own Selling Style Nov 21: Customer Service…For Results! Dec 5: Time Management

Can we be friends?