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Monarch Beverage Introduction to Sales
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To get you off to a great start!
Today’s goals: Introduce you to our sales standards and procedures Provide information about company and Sales division structure Explain the training process To get you off to a great start!
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Why were you chosen? Winning sales characteristics
Outgoing Enjoy being in control Sincerity Enjoy being part of a winning team Commitment to excellence Self-confidence Enthusiasm Creativity Persistence Profit orientation Self-starting The ability to learn
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What Retailers Want Reliability/ dependability
Excellent market knowledge Excellent product knowledge Good work ethic Someone cheerful and interested in their business Good listeners that suggest ideas to improve business
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What is a Merchandiser and Rep In Training?
Students of the beer and wine industry, learning standards and procedures relating to sales and applying them to their accounts. A vital link between Monarch Beverage, our retailers and our customers
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What is a RIT?
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The next leaders of this company!
What is a Sales Rep? An employee responsible for the sale and service of Monarch’s beer and wine brands, in a professional manner, maximizing the full potential and profitability of both the retailer and the company. The next leaders of this company!
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Accounts where customers buy beer/ wine products and drink them there.
Monarch Account Base On-Premise Accounts where customers buy beer/ wine products and drink them there. Examples: Bars, hotels, restaurants, nightclubs, golf courses, bowling alleys, etc. Off-Premise Accounts where customers buy beer/ wine products and drink them off-site. Examples: Grocery stores, liquor stores, convenient stores, super-stores, drug-stores, gas stations.
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Company Structure CEO Phil Terry Gen. Mgr John Xenos SVP - Operations
Fred Dufour SVP - Sales Scott Shipley SVP – Strategy Natalie Roberts Transportation Beer Sales (All) Accounting/ Finance I.T./ I.S. Wine Sales (All) Human Resources Fleet & Facility Vision Concepts Customer Service Purchasing Training & Dev. Public Relations Warehouse World Class Bev. Creative Marketing OTR Brands/ Chains Risk Management
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Sales Division Structure
World Class Beer Beer Divisions Liquor Division Southern Beer Wine Divisions Fine Wine Central National Beer Grocery Sales Sales Reset Team Indiana On-Premise Reset Team Fine Wine Northern Inside Sales Wine Grocery Inside Sales Department
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Beer Sales Personnel Director of Beer Sales Dave Rogers
Sales Division Managers On-premise Specialist Chain Sales Managers Area Managers District Managers Sales Reps Sales Reps In Training Merchandisers
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Director of Wine Sales Ben Francis Director of Wine Marketing
Wine Sales Personnel Director of Wine Sales Ben Francis Director of Wine Marketing Reset Manager Chain Sales Managers Area Managers District Managers Sales Reps Sales Reps In Training
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Vision Concepts Director Promotion Specialists
Marketing Personnel Vision Concepts Director Keith Downey Creative Director Jeff Brown POS Manager Bruce Potee Public Relations Amanda Uhles Promotions Mgr Michelle McPheron V.C. Sales Rep Ryan Weston Inventory Specialist Graphic Artists Promotion Specialists Graphic Artist Clerk
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2011 Personnel by Position Total 260 Sr. V.P. of Sales 1 Wine C.A.M. 3
Directors 2 Sales Div. Mgrs 8 Bus. Dev. Mgrs 1 Area Managers 2 Reset Managers 2 Brand Manager 1 Beer C.A.M. 1 Beer C.A.R. 4 Chain A. Analyst 1 Wine C.A.M. 3 Key Account Rep 1 Promotional Mgr. 1 District Managers 33 Beer Sales Spec. 1 On-Prem. Spec. 1 Sales Reps 144 Reps In Training 16 Merchandisers 37 Total 260
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Communication
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Communication Methods
Avaya Voic System Cell Phones Fax Machines Palms / Inside Sales
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Avaya Voicemail System
Company Events Team Information Out of Stock Reports (beer or wine) Success Stories Pricing Information Job Openings Sunday Inside Sales rep Check messages frequently
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Voicemails Know how to send messages (1)
Know how to receive messages (2) Know how to attach messages Speed up, slow down, and skip (5,6 – 8, 9) Change your recorded name (5,5)
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Voicemail Phone Numbers
In the office: Message button Local: From cell phone:
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Cell Phones All Sales employees have company cell phones (Managers have iPhones) AT&T to AT&T calls are free Sprint calls to cell phones are free iBooks app – smart phone users Free nights and weekends (9pm – 6am) Forward work calls to personal phone
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Company Rollover Minutes
Cell Phones – Minutes Position Anytime Minutes Merchandisers Off-Premise Reps/ RITs 500 On-Premise Sales Reps ,000 DMs and managers ,200+ Company Rollover Minutes
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Cell Phone and Voicemail Queen
Jessie Temple - Ext. 3204 Cell Phone and Voic Queen
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Email lbrown@monarch-beverage.com
Managers and office personnel have company addresses First initial last Example:
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Fax Machines Good for work documents, payroll/ benefit information and employee orders Sales Divisions Human Resources Inside Sales (ee orders) World Class Beer Evansville Sellersburg
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Plug into your GPS or Map app
Office Addresses Indianapolis Evansville Sellersburg 9347 E. Pendleton Pike Indianapolis IN 46236 4431 Proficient Court Evansville 47725 2125 Future Drive Suite A Sellersburg, IN 47172 Plug into your GPS or Map app
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Palms / Inside Sales Both are used to input orders in our computer systems Learn basic functions of the palms If you call Inside Sales be ready Call Inside Sales if you need to “add on” to an order New palms have Quantity Discounts Transmit orders throughout the day
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Inside Sales Meet the department
Call on our bottom 3% of customers - about 500 accounts per In. Sales Rep. Accepting customers calls Getting graphics and POS to accounts Running reports, covering Receptionist Input addendums, demands and price changes from Sales Reps and managers Meet the department
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Meet the Inside Sales Department
Diana Jeff Jessie Katy Meet the Inside Sales Department
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Inside Sales Contact Info. 8:00am – 5:00pm Mon-Fri Local Office: option 2 Toll Free: option 2 11:00am - 3:45pm Sunday Eastern Standard Time
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Organization Home, Vehicle, Sales Bag
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Your House or Apartment
Get a box to keep files organized Make room for P.O.S. Calendars of upcoming events Start the library
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Vehicle/ Office on Wheels
Neat and clean (inside and out) Sales bag, POS, etc. Stack POS neatly Use buckets Courtesy parking Drive safely Beware of unexpected guests
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See Kristen Lampkin for replacement supplies and business cards
Monarch Sales Bags Goes into every account Control Book, Pitch Book, duster, pens, paper, markers, box knives, mileage logs etc. Buy a 3-hole puncher See Kristen Lampkin for replacement supplies and business cards
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Transfer info from your orientation binder
Helpful Information Maps Training Assignments Pricing Delivery Days Phone numbers Code Date Packet Transfer info from your orientation binder
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Areas of Responsibility
S.T.A.M.P.S. Areas of Responsibility
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S = Selling Our top priority for the company
Persuading accounts to use our programs to grow their business Listening to account needs and goals Learning retailer “hot buttons” Providing industry, company, and brand knowledge to key decision makers
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S = Selling Requirements for success: Excellent product knowledge
Presentation preparation Ability to overcome objections The ability to consistently “close”
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T = Territory Management
Managing your territory like it's your own business Using planning tools effectively Measuring and analyzing your progress Keeping up with industry trends Managing relevant internal and external relationships
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T = Territory Management
Activities Include: Pre-planning Credits and collections Competitive awareness Territory trends Using technology and equipment
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A = Administration Required paperwork
Neat, organized, accurate and legible Double check calculations Trackers, progress reports, plans and goal setting Turn in early Paperwork doesn’t stop with your DM
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Vince Lombardi “If you’re early, you’re on time” “If you’re on time, you’re late” “If you’re late, don’t even bother showing up”
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Shows how much you care about selling-in and selling-through products.
M = Merchandising Shows pride in an account Generates impulse purchases Creates excitement and makes products more appealing Shows how much you care about selling-in and selling-through products.
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Merchandising
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Merchandising
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P = Personal Habits Positive, optimistic attitude
Professional appearance Professionalism in how you plan and prepare for the day and each sales presentation Perfecting your craft through continued learning
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S = Service Being reliable and honoring commitments
Handling special problems quickly Preventing Out of Stocks (O.O.S.) Placing intelligent orders Merchandising "Working for the account"
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Service
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Areas of Responsibility
Review Areas of Responsibility
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Standards of Performance
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Standards of Performance
3 Main Purposes Evaluate our accounts Introduce new items to the market Continue support for existing brands
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Off Premise Standards Grocery, Convenience, Liquor Accounts
Distribution Shelf Cold-box (Liquor/ Wine) Rotation (Beer divisons only) Display Pricing/ Promotion
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Distribution Our first job as a distributor is to DISTRIBUTE!
Selling in new products Selling in existing products Utilizing our 6,700 accounts What do/ don't we have in an account? Filling the "pipeline"
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Distribution Example New ______ NR 6
# of Monarch accounts ,700 1 cs. sent to each account x 1 Total cases shipped ,700 Avg. price per cs x $24.00 Total _____Dollars $160,800
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Shelf
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Shelf Give products a permanent location
Maintain our 9 shelf standards (discussed later) Prevent shelf Out of Stocks (O.O.S.) Merchandise our "little soldiers"
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Should be easy for a customer to shop
Coldbox – Wine/ Liquor Hot spot after 5pm Be competitive with types and sizes Best Positions: Eye level, handle side Expensive to operate Know the laws! Should be easy for a customer to shop
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Rotation – Beer Divisions
Encourage repeat trial Minimize wasted dollars: inventory, paperwork, shipping and handling, time and effort for everyone involved in picking up outdated product 2011 – $980,000 cases = about 60,000 cases One chance to make a first impression!
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Display Encourage impulse sales Maximize cases out of the warehouse
Look for high pass, high pause areas outside the beer and wine departments Beer: First in flow and floor domination Wine: Beat 50% 10-20% shop the wine/ beer isles
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Pricing/ Promotion Products without a price aren’t for sale!
W.I.S. - pricing whenever possible Get to know your pricing coordinators Prices must correct, and consistent throughout account
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Sometimes you have to be creative
Price/ Promotion Suppliers spend big money on POS (Point of Sale)! Keep up with recent promotion Neat, Clean, Current! Every display should have some type of POS Sometimes you have to be creative
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Standards of Performance
Review Standards of Performance
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Consumer Demographics
Who buys our products? Consumer Demographics
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Average Shopper - Grocery
Will not bend or stretch for products Refuses to buy a substitute 42% of the time Glances at products for only a few seconds Rarely uses a shopping list 5 foot, 5 inch tall Female Right Handed Price Conscious Brand Loyal Concerned with quality
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My Average Shopper - Grocery
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Typical Liquor Store Consumer
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Let’s Eat!!! Introduce: Grocery store basics Backrooms basics
Pallet jacks Display standards Shelf standards Take pen and paper!
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On –Premise
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Importance of the On-Premise
Sales for off premise start on-premise Focus = Young adults 21-34 What young adults drink today, older adults drink tomorrow People are influenced by their peers Commercials help reinforce a consumer’s chosen brand – creates loyalty
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Why Young Adults Choose Beer Brands
People they know drink it Taste Price How can we influence these?
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The 7 Standards of Performance
On-Premise The 7 Standards of Performance Distribution Price P.O.S. Backbar Display Waitstaff Promotion Quality/ Rotation
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Beer/ Wine of the Mo. – Daily or Weekly Specials
On Premise - Pricing Clearly advertise special pricing or “Features” Be competitive or dominant Use the Graphics Dept. Put in banner requests as early as possible Beer/ Wine of the Mo. – Daily or Weekly Specials
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decided what brand they will purchase yet
On Premise - P.O.S. Who’s winning the battle? Replace competitive P.O.S. when possible Location, location, location Generate Excitement The silent salesperson 75% of customers have not decided what brand they will purchase yet
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Focus on where purchasing
On Premise - P.O.S. P.O.S. Guidelines Clear view of patrons High pass, high pause Eye catching Clutter free Clear message Focus on where purchasing decisions are made
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Toilets, Tables, Telephones, TVs, Trashcans
On Premise - P.O.S. Merchandising Zones: Exterior Entryway 1st Impact Beer Serving Area Entertainment Areas Additional 5 T's: Toilets, Tables, Telephones, TVs, Trashcans
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On Premise - Backbar Display
Display product selection People draw on resources from a number of different sources Strategically place draft knobs Hook up the bartender!
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On Premise - Promotions
Why accounts do promotions: Increase sales (alcohol and food) Stand out vs. competition Build traffic on slow days/ nights Perception = fun and entertaining Good word-of-mouth advertising Develop customer loyalty
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On Premise - Promotions
Benefits for Monarch Create brand awareness Encourage trial On-premise leads to Off-premise sales Convert competitive drinkers Increase retailer sales and increase traffic
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On Premise - Promotions
Select an account Pick an effective date and time Advertise and promote Coordinate details with account Have enough product and P.O.S. The goal is to sell more, not sell out
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Teach them well, they'll multiply sales for you
On Premise - Wait staff The sales rep’s sales force Focus on increasing check totals Contests and prizes! Provide product information Bring samples Body P.O.S.! Teach them well, they'll multiply sales for you
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On Premise - Quality First impression Ask for ways to improve service
Correct draft problems Rotate kegs, bottles and cans Principle #7
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Review On-Premise Standards of Performance
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On –Premise Merchandizing Zones
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On Premise Merchandising Zones
Exterior: What customers see from the outside of the account Entryway: P.O.S. found entering an account 1st Impact: What the 1st thing that jumps out to customers after entering an account Beer Serving Area: Place where customers place orders (tabletop, back bar area, etc.) Entertainment: Pool tables, video games, stages, T.V.’s, darts, etc.
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On Premise Merchandising Zones (Continued)
Additional 5 T’s Tabletops Televisions Telephones Trashcans Toilets
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Review Merchandizing Zones
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On Premise – Keg Information
Keg – a.k.a. ½ bbl ½ bbl = 1,984 oz. ½ bbl = 15.5 gallons ½ bbl = 6.88 cases ¼ bbl = 992 oz. 1/6 bbl = 661 oz. Import Keg = 50L 50L = 1,676 oz.
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Typical On-Premise Consumer
Male 21-34 Years Old Earns more than $30,000+ per year 82% of beer consumption 60% of beer consumption 75% of patrons earn at least 30K A Few Examples...
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Typical On-Premise Consumer
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Review Typical Consumers
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Test dates are not negotiable!
Training Assignments Guidelines: Read assigned chapters weekly Complete the training packet and all included activities Get regular DM help Study for your test!!! Test dates are not negotiable!
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Good Luck and Good Selling!
Welcome Aboard!!! Good Luck and Good Selling!
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