Sales basic call procedure training

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

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

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 .


• 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


• Maintain optimum stock cover .

• Develop good relationships with the trade.

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

Key to Success

• Salesman’s Daily Routine

• 6 Tools

• 9-Step Basic Call Procedure

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)

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

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

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


C . Coordinate with Area Supervisor on

the plans for the day as required

D. Ensure a Professional Appearance

• Proper attire and cleanliness


– Be on your first call by --------- am .

2 . Trade Coverage

A . Keep Focused on cycle

priorities, trade

promotions and ensure

they are met at each call .

2 . Trade Coverage

B . Implement Business Building

Activities

• Promotion programs

• Projects with specific customer

• Competitor monitoring and tactics

• Develop good relationships with

customers

2 . Trade Coverage

• C . Record relevant competitive and

market information

• D . Constantly spot business

opportunities in your territory and

discuss with your supervisor .

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

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

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.

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

2 . Trade Coverage

2 . Sale Forms– Sales order form

– Sales invoices

– New Customer (retail outlets) Addition Form

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

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

2 . Trade Coverage

4 . When skillfully used . these tools will help you

• Gain attention

• Maintain interest

• 'Emphasize Benefits

• Control Presentation

• Handle objection

• Justify Close

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.

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.

2 . Trade Coverage

• Merchandising Materials and Tools

• Examples of Merchandising Materials:

– Merchandising Bag

– Pen , markers, pencil

– Cutter , tacks

– Scissors , Stapler

– Tape adhesives

– :

2 . Trade Coverage

-POP materials such as

• Posters

• Price Cards

• Announcement Cards

• Wobblers, etc

POP+POS (Same)

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.

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.

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

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 .

3 SHOP CHECK

• POS Placement

• Merchandising and Promo Check

• Competitor Check (Tariff)

• Card Quality Check Feedback

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

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.

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

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

6.Close

When you sense buying signals…..

CLOSE!

Use appropriate closing techniques

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”.

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.

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.

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.

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

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.

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

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?

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

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)

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!

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!

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.

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

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