RANGE SELLING

PRESENTATION

Range sales presentation

by Abdul Gafoor

PRODUCT RANGE VERY IMPORTANT

FOR ANY COMPANY’S GROWTH

Range sales presentation

by Abdul Gafoor

LARGEST COMPANIES

PROCTER &

GAMBLE

RANGE OF

PRODUCTS- IN

DIFFERENT

SEGMENTS GILLETTE

HINDUSTAN LIVER

NESTLE

THAT IS WHY THEY ARE BIG CO’S. GLOBAL

PLAYERS

Range Selling

Range sales presentation

by Abdul Gafoor

SMALL RANGE ADVANTAGES

CONCENTRATED EFFORT

MORE TIME TO ESTABLISH

EASY TO SELL

MORE CALLS

EASY TO DISTRIBUTE

LOW INVESTMENTS

Range sales presentation

by Abdul Gafoor

SMALL RANGE DISADVANTAGES

LOW TURNOVERS

HIGH COST OF OPERATIONS

LOW MORALE

LOW PROFILE IN THE MARKET

DIFFICULT TO ESTABLISH

NETWORK

DIFFICULT TO ATTRACT TALENT

Range sales presentation

by Abdul Gafoor

ADVANTAGES OF HAVING A

RANGE

BIGNESS – COMPANY’S SIZE

LOWER DISTRIBUTION COST

GOOD TURNOVERS / PROFITS

CAN ATTRACT BEST OF TALENT

GOOD MARKET PRESENCE

MUSCLE TO FIGHT COMPETITION

SKILL UPGRADATION

INCREASED OPPORTUNITIES FOR

CAREER PROGRESSION

Range sales presentation

by Abdul Gafoor

DIFFICULTIES IN HAVING A RANGE

SIZE OF UNIT

NO. OF CALLS

LOW CONCENTRATION ON ALL

PRODUCTS

PRESSURE/STRESS ON

INDIVIDUALS

RETAILER

INVESTMENTS

Stockiest

LACK OF OWNERSHIP Range sales presentation

by Abdul Gafoor

Range Selling

PEOPLE MOSTLY LOVE

TO SELL PRODUCTS WHICH

ARE EASY TO SELL OR

PRODUCTS WHICH HAVE DEMAND

MOSTLY WHAT DO SALESMAN

LOVE TO SELL ?

Range sales presentation

by Abdul Gafoor

EASY TO SELL

EASY ACCEPTANCE

CAN SELL MORE

LESSER OBJECTIONS FROM RETAILERS

ON NEW PRODUCTS, RETAILERS DO NOT WANT TO INVEST

TIME AND EFFORT

WHY IS IT TEMPTING TO SELL BRANDS /

PRODUCTS WHICH HAVE DEMAND

Range sales presentation

by Abdul Gafoor

IT EFFECTS PLANNING

HUGE INVESTMENTS / LOSSES

LOW REPUTATION OF COMPANY

OVER DEPENDANCE ON FEW

PRODUCTS

STAGNATION

INFRASTRUCTURE COST

HENCE IT IS IMPORTANT TO SELL THROUGH RANGE

WHAT HAPPENS IF WE DO

NOT SELL RANGE

Range sales presentation

by Abdul Gafoor

WHAT FACTORS ARE IMPORTANT

FOR RANGE SELLING

HUMAN FACTOR

PLANNING

EQUIPMENT

TRAINING

PRIORITISATION

CALL SEQUENCE

Range sales presentation

by Abdul Gafoor

NOW LET US LOOK INTO

INDIVIDUAL FACTORS

OWNERSHIP

COMMITMENT

NO APPREHENSIONS

TIME MANAGEMENT

CONFIDENCE

CONCENTRATION

URGE TO EXCELL Range sales presentation

by Abdul Gafoor

SEGMENTATION :

PLANNING

HEALTHCARE

HAIRCARE

BODYCARE

SKINCARE

UNDER SEGMENTS :

PRIORITISATION

SET OBJECTIVES

DISTRIBUTION– PRODUCT/ PACK

LIST

VOLUMES – PRODUCT/ PACK LIST

Range sales presentation

by Abdul Gafoor

COLLECTION OF DATA ON OUTLETS

COLLECTION OF DATA ON

DISTRIBUTION

PLANNING : MARKETS

PRODUCT / PACK

SEGMENTWISE

DISTRIBUTION / PRODUCTIVITY

BENCH MARKING :

SET OBJECTIVES - DISTRIBUTION /

VOLUMES

SALES CYCLE PRIORITISATION :

PRODUCT / PACK / SEGMENT

COVERAGE FREQUENCY

OUTLET CLASSIFICATION /

CATEGORISATION

Range sales presentation

by Abdul Gafoor

EQUIPMENT

SALES BUILDER / TRADE BRIEFING

FOLDER

PRICE, READY RECKONER / SCHEMES

BAG

MERCHANDISING KIT

MERCHANDISING MATERIAL

Range sales presentation

by Abdul Gafoor

CLASS ROOM :

TRAINING

CALL

PRESENTATION

OBJECTION HANDLING

MERCHANDISING

FIELD :

REGULAR CONTACT

CONTINUOUS FIELD TRAINING

FOR SKILL DEVELOPMENT

Range sales presentation

by Abdul Gafoor

PRIORITISATION

CALL SEQUENCE FOR CYCLE

FOR EACH CALL BEFORE

STARTING REWORK CALL

SEQUENCE

Range sales presentation

by Abdul Gafoor

RANGE SELLING :

SET OBJECTIVES – TOTAL RANGE

PRODUCTS

DISTRIBUTION – VOLUME OBJECTIVES

STEP 1 :

TERRITORY YEARLY

MARKET MONTHLY

BEAT / ROUTE WEEKLY

OUTLET / CALL AS PER BEAT/

ROUTEWISE

CLASSIFICATION

SELLING STEPS OF THE CALL

Range sales presentation

by Abdul Gafoor

RANGE SELLING : PREPARATION

AT STOCKIST POINT :

PRINTED BILL BOOK (WITH ALL RANGE

+ BLANK SPACES) LOADING SHEET

LOADING OF ALL ITEMS

PROMOTIONAL MATERIAL / POP’S

UNIT ORGANISATION

EQUIPMENT

ACCESSORIES

Range sales presentation

by Abdul Gafoor

RANGE SELLING : REPARATION

BEFORE OPENING THE CALL

CHECK BEAT CARD FOR SALES /

DISTRIBUTION

DECIDE ON RANGE / VOLUMES

CHECK AVERAGE INVESTMENT

DECIDE HOW MUCH MORE YOU CAN SELL

WHAT IS THE REASONABLE EXPECTATION

CHECK ON WHAT PRODUCTS ARE ALREADY

AVAILABLE

ORDER OF PRESENTATION

Range sales presentation

by Abdul Gafoor

RANGE SELLING : OPENING THE CALL

PROMOTED ITEM ?

STANDARD ITEMS ?

DIFFICULT ITEMS ?

CORRECT OR

NOT

Range sales presentation

by Abdul Gafoor

RANGE SELLING

DIFFICULT ITEMS

STANDARD ITEMS

PROMOTED ITEMS

DIFFICULT ITEMS

CALL ORDER

Range sales presentation

by Abdul Gafoor

PLEASE DO NOT DO

1. Never forget to knowing your markets. Lack of

knowledge of markets leads to poor results.

2. Never ignore regular servicing of markets.

3. Never leave distribution gaps which invites

competition.

4. Do not forget that inefficient calls may threaten

visibility.

5. Do not ignore the new markets / outlets. This

invites competition.

6. Insufficient & inadequate supply will result in

loss of sales.

7. Do not miss the attention of new brands/packs.

8. Never forgets shelving/displays because display

sells.

9. Do not waste ‘POPs’ and advertisement material.

10. Never look for easy sales – Develop your own

markets.

Range sales presentation

by Abdul Gafoor

1. Thank you very much

Abdul Gafoor

shaikgafoor@hotmail.com