sales basic call procedure training
DESCRIPTION
Sales Training Course for sales rep and team leads for FMCG sectorTRANSCRIPT
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Delivering Operational Excellence through the
6X9 Basic Call Procedure
• AGENDA;
• 6 (9) Basic Call Procedures
• INTRODUCTION
• SALESMAN’S DAILY ROUTINE ( DSR&TSP)
• SALESS TOOLS
• 9-STEP CALL
• SUMMARY
• FIELD WORK
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1 . Introduction
• GROUP EXERCISE:• What are objectives for the day of a field Salesperson ?
– Have contact with his concerned area .(Distributor)
– Achieve sales target for that particular day.
– Try to develop new channels of distribution. previous days
achievements and knowing his targets .
– Merchandising .
– Competition Product knowledge
– Identification of potential outlets and planning
– Sales tools management
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The field Salesperson
What are my objectives in the field ?
• Sell volume and distribution targets
– NPS (Net proceeds from sales)
GSV (Gross Sales Volume) - Discounts =NPS
– Gross Sales Volume includes Company price + sales Tax
– Standard Product Range (100, 250, 500, 1000)
• Call on all outlets in PJP (Permanent journey plan) around 50-60 shops per day
– Productive call rate • (Ideal productivity Target 80% . No of shops visited and made the sales call
& sale .
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The field Salesperson
• Help the trade re- sell what you sell in
– Achieve company merchandising standards
i.e. POS positioning and placement etc
– Implements promotions and other business
building programs where required
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The field Salesperson
• Maintain optimum stock cover .
• Develop good relationships with the trade.
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THE EFFECTIVE FIELD SALESMAN
• HOW DO I BECOME SUCCESSFUL IN
THE FIELD?
– I should have an organized and productive
daily routine .
– I should know how to effectively use the
Burraq’s sales Tools
– I should follow a structure , effective
procedure in making a customer call
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Key to Success
• Salesman’s Daily Routine
• 6 Tools
• 9-Step Basic Call Procedure
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Salesman’s Daily Routine
1. Start of the Day (at distributor’s office)
2. Trade Coverage (at the market or trade)
3. End of the Day (at distributor’s office)
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The Salesman Daily Routine
• Provides you with an organized approach
to the sales job.
• Enables you to have a structured daily
routine
• Ensures nothing is overlooked/forgotten
• Affords you with an effective use of time
• Encourages a discipline for daily success
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1 . PREPARATION FOR THE DAY
A . Review Plans and objectives set from
previous day
Objectives:– Sales Volume objectives (Monthly, Weekly, Daily)
– Merchandising objectives, based on cycle priorities, Trade
promotion schemes
– Collection objectives (Recevibles/ credit)
– Promotions
– Objectives on New Outlets
– Objectives for each customer (trade) you will visit during the
day
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1 . Preparation for the Day
B .Check Sales Tools for Completeness
(6 Sales Tools)– Call Sheets
– Sales Forms
– Sales organizer
– Presentation Materials/ Tools
– Presentation Merchandising Materials / Tools
– Daily Sales Priorities Report
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1 . Preparation for the Day
C . Coordinate with Area Supervisor on
the plans for the day as required
D. Ensure a Professional Appearance
• Proper attire and cleanliness
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1 . Preparation for the Day
– Be on your first call by --------- am .
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2 . Trade Coverage
A . Keep Focused on cycle
priorities, trade
promotions and ensure
they are met at each call .
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2 . Trade Coverage
B . Implement Business Building
Activities
• Promotion programs
• Projects with specific customer
• Competitor monitoring and tactics
• Develop good relationships with
customers
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2 . Trade Coverage
• C . Record relevant competitive and
market information
• D . Constantly spot business
opportunities in your territory and
discuss with your supervisor .
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2 . Trade Coverage
• E . Build Trade Goodwill– Establish and maintain harmonious relationship with
the trade
– Be scrupulously fair and honest
– Show genuine concern for your customers business
– Be courteous and ethical
– Live up to your obligations
– Support every company policy
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2 . Trade Coverage
F . Use the 6(9) Basic Call Procedure
• 6x9 Basic Call Procedure:
• 6 SALES TOOLS
• The 6 Sales Tools– Call sheets
– Sales forms
– Sales Organizer
– Presentation Materials / Tools
– Merchandising Materials / Tools
– Daily Sales Priorities Reports
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2 . Trade Coverage• 1 Call Sheets
– A record of a customer's past purchase
history
– Required for all outlets listed in PJP
– For all retail outlets, call sheets contain
inventories and purchases to track down
sales trends, mange inventory levels
and come up with suggested orders.
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2 . Trade Coverage
1. Call sheets
Benefits• Serves as permanent customer record; can be
transferred from one salesman to another.
• Basis for suggested order , to back up claims on
movement
• Tools for inventory management
• Sign of professionalism
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2 . Trade Coverage
2 . Sale Forms– Sales order form
– Sales invoices
– New Customer (retail outlets) Addition Form
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2 . Trade Coverage3 . Sales Organizer
– All documents should be neatly and professionally arranged in a Sales organizer for effective reference and use
– Three essential occasion of showing sales organizer
– New outlets
– New product
– Pre launching
– Competition Analysis
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2 . Trade Coverage
4 . Presentation Materials/ Tools
• Examples of Presentation Materials:
• Sales Aids
• Product features and benefits
• Trade benefits
• Current advertising materials
• Merchandising guidelines for our products
• Product brochures / Catalogues
• Pen / pencil (also to be used as a pointer)
• Calculator
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2 . Trade Coverage
4 . When skillfully used . these tools will help you
• Gain attention
• Maintain interest
• 'Emphasize Benefits
• Control Presentation
• Handle objection
• Justify Close
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2 . Trade Coverage
• Tips on Using Sales Aids
• Hold it facing the buyer-- not facing you- not half way round.
• You should know the contents already so there is no need for you to read it
• Hold it an angle which is right for the Buyer and at the right height– Do not just hand the sales aid. its not meant to be a standalone
tool. Talks
– Show only one at a time. Do not confuse him .
– Explain your points. Do not just read aloud .
– keep control of the presentation. Show the dealer what you want him to see when you want him to see it.
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2 . Trade Coverage
• Tips on Using Sales Aids:
• Keep in organizer only what is current and useful.
Dispose anything unnecessary.
• Keep your Sales Aids in good condition .
If it is dirty, untidy or out of date, it has stopped being a valuable selling tool.
• Always use sales aids properly.
Depending on the use , it can either help clarify
your points or distract the buyer.
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2 . Trade Coverage
• Merchandising Materials and Tools
• Examples of Merchandising Materials:
– Merchandising Bag
– Pen , markers, pencil
– Cutter , tacks
– Scissors , Stapler
– Tape adhesives
– :
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2 . Trade Coverage
-POP materials such as
• Posters
• Price Cards
• Announcement Cards
• Wobblers, etc
POP+POS (Same)
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2 . Trade Coverage
• Tips on Merchandising Tools– Bring necessary merchandising materials
– to achieve merchandising objectives and
priorities for the day
– Ensure regular merchandising tools are
available with you
– POP materials should be current, and not
outdated.
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2 . Trade Coverage
• Daily Sales Priority Report .
– A report that records progress of a salesman vs.
set objectives and priorities
– Helps the salesperson remember his targets for the
day
– Severs as checklist of cycle objective / priorities
– Severs as a record of achievements for each all
– Helps the salesperson measure his achievements vs.
targets at any point during the day and month--to-
date.
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1 . Review Plans
Quickly review your preparation for the
accounts entering the call
• Review Call Objectives
– NPS and Distribution objectives
– Merchandising objectives
– Collection, Promotions, etc.
– Review Call Objectives
– Identify opportunities as well as areas where difficulty
was experienced; Pending issues
– Quickly check equipment and selling tools
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OPENING THE CALL
• Observe overall store appearance;
Check your own posters and those of others.
• Greet owner/buyer and other store
personnel,-Warm ,Sincere and courteous"
• Show professionalism; Project an image that
you are here to help him grow his business
• Ask permission to do a store and warehouse check .
• If store has payable, leave invoice to owner/buyer
for processing .
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3 SHOP CHECK
• POS Placement
• Merchandising and Promo Check
• Competitor Check (Tariff)
• Card Quality Check Feedback
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3 . SNOP CHECK
• Based on observations, you must now be
able to;
– Plan your strategy ; Set priorities
– Prepare suggested order by using the Call
Sheets
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4 . COLLECTION
• Accomplish necessary documentation
• If someone else collects payments for you
on your behalf, it is still your responsibility to
find out if there is any outstanding amount
or uncollected payments.
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5 . Sales Presentation
• Explain strength of the product
• State / Declare the newly launched brand.
• Explain new key features and benefits to the customer
• Enumerate support activities -- advertising,
promotions, etc.
• Explain benefits to the customer -- pricing and margin
• Suggested a volume that is enough to cover his needs
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5 . Sales Presentation
• When objections happen, listen and
let buyer finish, then, handle.
• It would help to have reviewed a list
of common objections and the
proper responses
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6.Close
When you sense buying signals…..
CLOSE!
Use appropriate closing techniques
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6. CloseClosing Techniques
Ask for the order directly.e.g. “How many cards you require at this time?”
Offer a choice, 2 easy alternativese.g. “Deliver on tomorrow or some alternative day?”
Use “Open-ended” questionse.g. “How soon should we deliver it?”
Use action close e.g. “With your arrangement, I’ll go back and place an order
with the distributor”.
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6. Close
Do everything you can do to build your
confidence; don’t be afraid to ask for the
order.
Close based on the situation
After closing, keep silent and start writing
the sales order; Assume agreement and
proceed to next step
Do not linger on a decision already made.
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7. Records and Reports
• Accomplish Sales Order, and update call
sheet
• Ensure all Records & Reports are
completed during the call; not at the end of
the day
• Update the Daily Sales Priorities Report.
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8. End and Evaluate
Say good-bye to the customer (retailer) and tell him when your next call will be.
Leave a good image of yourself and your company
Ensure that you have accomplished necessary records and reports
As you move on to the next call; evaluate your call result vs. objectives; Analyze what went well and what to improve.
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8. End and Evaluate
Go through process of Call Evaluate
What happened? Vs. Targets?
Why did it happen? What did I do right?
Wrong?
Next Steps? What are your going to do about
it?
Make sure these are written in the call sheet for
reference on next call
Also list down issues still pending
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6x9
IV.9 Step BCP
1.Review Plans
2.Opening the Call
3. Store Check
4. Collections
5.Sales Representation
6.Close
7. Records & Reports
8. Merchandising Work
9.End & Evaluate
Steps 1,2,3 and 9
should be in
proper sequence.
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3.End of the Day➔ A. Handle administrative responsibilities, complete all records and
reports
✔ Sales Orders
✔Daily Sales Priorities Report/Daily Activity Report
✔Customer Records
✔Administrative Requirements
✔Document Filing System
➔ B. Reconcile Stocks & Collections
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3.End of the Day➔ C. Review performance vs.targets and Objectives for
the Day● Questions:
✔Did I meet my target for the day?✔What are my successes today? Why?✔How can I improve?✔How far am I from my weekly and monthly targets?✔What opportunities did I spot today to improve my territory?
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3.End of the Day
➔ E. Planning for the next day●Use all available information ( i.e. targets, stock availability, true potential of account, company memos, market trends, etc.)●Plan next day's objectives; Determine objectives for each customer call for next day
✔ Objectives should be more SMART: Specific, Measurable, Achievable, Realistic, Timed
● Prepare materials needed for all calls for next day✔ Based on Permanent Journey Plan ( PJP), prepare Call Sheets needed for next day
➔ F. Prepare 6 Tools needed for the next day's coverage
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Role Play Exercise➔Each Group should assign roles to play:
Salesman: To perform 6x9Customer: To be called on by Salesman
➔ The rest will be Observers who will evaluate the Salesman in➔ performing the 6X9 by using the 6x9 Role Play Evaluation Form
(Next Page)
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6x9
V. Summary
The 6x9 BCP:
Saleman's Daily Routine1. Preparation for the Day
2. Trade Coverage
3. End of the DayBenefit: Provides you with an organized and productive
daily routine!
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6x9
V. Summary
The 6x9 BCP:
6 Sales Tools1.Call Sheets
2.Sales Forms
3. Sales Organizer
4.Presentation Materials/ Tools
5. Merchandising Materials/Tools
6. Daily Sales Priorities ReportBenefit: Provides you with tools to be more effective
in your sales job!
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6X9
V. Summary
The 6x9 BCP:
9-Step Call1.Review Plans
2. Opening the Calls
3. Store Check
4. Collections
5. Sales Presentation
6. Close
7. Records & Reports
8. Merchandising Work
9. End & Evaluate
Benefit: Provides you with a proven and highly effective
procedure in making customer calls.
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6X9
Vi. Fieldwork
6x9 Pocket Guide
➔You should know the 6x9 by heart➔Practice it and make it part of your daily life➔ Always bring your 6x9 Pocket Guide and refer to it as often
as necessary.➔Your Supervisor and/or field coach will regularly conduct
field visits with you to evaluate your implementation on the6x9
SALESMAN'S
Pocket Guide
Burraq
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6x9
VI. Fieldwork
Field Evaluation
➔ For immediate validation of your learning from the 6x9 Course, your
supervisor and/or field coach will go on field visits with you right after
your attendance to this course
➔A “Salesman Evaluation” Form will be used by your field coach to
rate you on each item of the 6x9 ( next page)
➔Thereafter, Field Evaluation will be done monthly/ quarterly to make
sure you sustain the skill