SALES GROWTH MODEL

Sales Pros Academy

Nguyễn Lê Mạnh Tân

BOOK SALES PROS WINNING MODEL

FACTs

PENETRATION IS A KING FOR WINNING COMPANIES

PROVEN SUCCESSFULL STORIES

SPECIAL REPORT

FACTs

• COCA COLA with 100 mil USD question? • Big Brand vs Small Brand: Big brand get bigger market

share, bigger customer based and more people to buy with more often

• Loyalty doesn’t mean much Big brand have much higher penetration than small and they got bough slightly often by buyer – but not much more.

• Penetration is a King.

WHAT MARKETER DON’T KNOW

* Oxford studies and becoming new marketing bible for Fortune 500

RIGHT ASSORTMENT

Less mean more

WINNING GO-TO- MARKET STRATEGY

NO MEASUREMENT NO IMPROVEMENT

(How)

SHOPPER IS DIFFERENT FROM THE CONSUMER

(To whom)

LIVING AND WINNING IN STORES

WILL SECURE SHOPPER’S SATISFACTION

( In More Situations)

KEY OPPORTUNITIES

1 2 SALES FORCE CAN MAKE A

DIFFERENCE THROUG EXELLENT EXECUTION

3

4 5 6

The result of 20+ years working for 3 MNCs leading 5 different categories. From hard learning, to tipping point, then easy to roll out.

( What) ( Where) ( Who)

R

ASSORTMENT OPTIMIZATION

WINNING GO-TO- MARKET STRATEGY

NO MEASUREMENT NO IMPROVEMENT

(How)

SHOPPER IS DIFFERENT FROM THE CONSUMER

(To whom)

LIVING AND WINNING IN STORES

WILL SECURE SHOPPER’S SATISFACTION

( In More Situations)

KEY OPPORTUNITIES

1 2 SALES FORCE CAN MAKE A

DIFFERENCE THROUG EXELLENT EXECUTION

3

4 5 6

The result of 20+ years working for 3 MNCs leading 5 different categories. From hard learning, to tipping point, then easy to roll out.

( What) ( Where) ( Who)

R

FRONT END KEY BELIEFS

SALES GROWTH MODEL

REACH MORE PEOPLE

Media reach

Copy effectiveness

Distinctiveness

Place More location

PACE High impact visibility

Channel expertise Living with channel

POP Outstanding POSM

Assortment (Less mean more)

Go-to-Market strategy to win

Capability and organization

System& Tool Measure and improvement

Sales Person

R

FOUR-STEP STRATEGY

RIGHT PRODUCT ASSORTMENT STRATEGY RIGHT GO-TO- MARKET STRATEGY

RIGHT SYSTEM & TOOL

RIGHT TEAM WITH RIGHT CAPABILITY

Making your brand become easier to buy by more people in more situations with less cost

FRONT END KEY BELIEFS

RIGHT PRODUCT ASSORMENT STRATEGY

INSIGHTS

• To maximize category sales need highest “Rate of Sales” SKU (

Blockbuster) with the highest “ Weighted Distribution”.

• Removing non-incremental “ Long tail “ SKUs to right size portfolio can

improve the margin.

• Multi-facing Blockbusters will drive efficiency and help minimize out-of-stocks.

• Optimize SKUs by channel: Products perform very differently across

channels as a result of the varying shopper profiles and shopping

missions

• Within a category, ‘Market Partitions’ exist that serve distinct needs.

Focusing on building penetration within each partition will drive overall

growth.

(More right products to more people- less mean more)

FIX

ENHANCE

TRANSFORM

FRONT END KEY BELIEFS

RIGHT PRODUCT ASSORMENT STRATEGY

PROCESS

PQA analysis

Senior management

review Account Planning

Activities and new product launching

Portfolio decision SKPI & score card Execution

*PQA is a simple and powerful tool that helps take the right portfolio decisions hence driving net sales and profit growth. * Need Category Sales Data form Agency: Nielsen or tailor made research.

(More right products to more people- less mean more)

• 1,000,000 diversify and dynamic stores across the country ( Urban/rural,

tradition/modern).

• No ready one- fit-all solution to optimize the wide and deep penetration.

• Golden formula to grow sales revenue and gain more share

• Rural is the next engine growth of FMCG company

FRONT END KEY BELIEFS

RIGHT GO-TO-MARKET STRATEGY

INSIGHTS

71% population 61% stores 500 small towns 8,000 villages

• Different channel strategy to engage customer and creating breakthrough result (

MT/ Ws/ CVS/ Internet)…

• Building distributor partnership is crucial to leverage external resource for growing

efficiency

Follower/ challenger intentionally copy the market leader

More people to buy in more situations with less cost

More shoppers Shop more often In bigger shopping basket X X

FRONT END KEY BELIEFS

RIGHT GO-TO-MARKET STRATEGY

FRONT END KEY BELIEFS

RIGHT GO-TO-MARKET STRATEGY

PROCESS

FIX TRANSFORMING ENHANCING

6 Areas of Focus

RTM

More people to buy in more situations with less cost

RIGHT SYSTEM & TOOL

• Average cost for sales activity occupy around 15% ~20% company margin

including sales force salary, incentive, trade spend for promotion, display, POSM which need a powerful system to measure the efficiency of sales activities

• In any FMCG sales organization, we are facing with the challenging to monitor the performance of the big sales force, wide customers net -work across the country, control promotion program, on-time reliable market information….

• We can’t improve if we can’t measure the performance. • Strong System & Tool support can help:

INSIGHT

+ Improving sales efficiency: Clear setting KPI/ dashboard/score card to/ no paper word. + Boosting the Superior Customer Satisfaction. + Foster the good collaboration and connection among the team. + Building team capability ( seeing opportunities to provide coaching and feedback

No measurement - No improvement

RIGHT SYSTEM & TOOL

Functional highlights

15

Key functions

WERA on Android

WERA Lite Quofore WERA on POS

WERA on BYOD

Call Plan Y Y Y Y N

DAR Y Y Y Y Y

Mobile KPI report

Y Y Y Y N

Photo Taking

Y Y Y N depending

GPS tracking Y N* Y Y depending

Printing N N N Y N

Bar Code Scan

N N N Y N

RIGHT SYSTEM & TOOL

RIGHT SYSTEM & TOOL

RIGHT SYSTEM & TOOL

PROCESS

DEM system ( Distribution Effectiveness Monitoring )- Pro Sales Version

DMS One ( Distribution Management System )- Viettel Version

(standard cost solution)

(premium cost solution)

RIGHT TEAM AND CAPABILITY

INSIGHT

• Sales force can make a different.

• Challenge to recruit since lacking of local sales talent.

• Challenge to retain when young talent has a trend to moving around.

• Training and engagement is critical recruit/retain and develop sales talent.

• Sustainable sales result come from the right process: Think- Act- Result.

RIGHT TEAM AND CAPABILITY

Presentation

description and

name

Leadership capability

Functional capability

EXECUTIVE COACH

HOW BRAND GROWTH TO GAIN BIGGER SHARE

Making your brand become easier to buy by more people in more situations with less cost

Right assortment WINNING GO-TO-

MARKET STRATEGY

RIGHT SYSTEM & TOOL

Right team with

right capability

SALES PROS VALUE-ADDED SERVICES

Presentation

description and

name

Redefine winning assortment

Sharpening Go –To- Market strategy .

Distribution Efficiency Optimization System

Sales Pros Courses( Capability Building)

Channel Engagement and Transforming

In-store strategies and tactics.

SALES PROS ACADEMY

VISION

Create value- added sales solutions to build the best-in-class sales organizations and develop next generation of sales professionals

MISSIONS

1. Develop tailor- made and efficient sales solutions 2. To reach more people. 3. In more winning situations 4. To gain more sales and ROI. 5. Enhancing sales capability. 6. To build the best-in-class sales organizations

HOW THE WORD CLASS SALES ORGRANIZATION LOOK LIKE

Building leading sales consultant center which deliver profitable growth through excellence in value-added sales solutions

BUT WE ARE TRULY WORD CLASS?

RATE YOUR SCORE: 1 IS LOW AND 5 IS HIGHT

BUT WE ARE TRULY WORD CLASS?