2To get you off to a great start! Today’s goals:Introduce you to our sales standards and proceduresProvide information about company and Sales division structureExplain the training processTo get you off to a great start!
3Why were you chosen? Winning sales characteristics OutgoingEnjoy being in controlSincerityEnjoy being part of a winning teamCommitment to excellenceSelf-confidenceEnthusiasmCreativityPersistenceProfit orientationSelf-startingThe ability to learn
4What Retailers Want Reliability/ dependability Excellent market knowledgeExcellent product knowledgeGood work ethicSomeone cheerful and interested in their businessGood listeners that suggest ideas to improve business
5What 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
7The 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 leadersof this company!
8Accounts where customers buy beer/ wine products and drink them there. Monarch Account BaseOn-PremiseAccounts where customers buy beer/ wine products and drink them there.Examples: Bars, hotels, restaurants, nightclubs, golf courses, bowling alleys, etc.Off-PremiseAccounts where customers buy beer/ wine products and drink them off-site.Examples: Grocery stores, liquor stores, convenient stores, super-stores, drug-stores, gas stations.
9Company Structure CEO Phil Terry Gen. Mgr John Xenos SVP - Operations Fred DufourSVP - SalesScott ShipleySVP – StrategyNatalie RobertsTransportationBeer Sales (All)Accounting/ FinanceI.T./ I.S.Wine Sales (All)Human ResourcesFleet & FacilityVision ConceptsCustomer ServicePurchasingTraining & Dev.Public RelationsWarehouseWorld Class Bev.Creative MarketingOTRBrands/ ChainsRisk Management
10Sales Division Structure World Class BeerBeer DivisionsLiquor DivisionSouthern BeerWine DivisionsFine Wine CentralNationalBeer GrocerySalesSalesReset TeamIndianaOn-PremiseReset TeamFine Wine NorthernInside SalesWine GroceryInside Sales Department
11Beer Sales Personnel Director of Beer Sales Dave Rogers Sales Division ManagersOn-premise SpecialistChain Sales ManagersArea ManagersDistrict ManagersSales RepsSales Reps In TrainingMerchandisers
12Director of Wine Sales Ben Francis Director of Wine Marketing Wine Sales PersonnelDirector of Wine Sales Ben FrancisDirector of Wine MarketingReset ManagerChain Sales ManagersArea ManagersDistrict ManagersSales RepsSales Reps In Training
17Avaya Voicemail System Company EventsTeam InformationOut of Stock Reports (beer or wine)Success StoriesPricing InformationJob OpeningsSunday Inside Sales repCheck messages frequently
18Voicemails Know how to send messages (1) Know how to receive messages (2)Know how to attach messagesSpeed up, slow down, and skip (5,6 – 8, 9)Change your recorded name (5,5)
19Voicemail Phone Numbers In the office: Message buttonLocal:From cell phone:
20Cell PhonesAll Sales employees have company cell phones (Managers have iPhones)AT&T to AT&T calls are freeSprint calls to cell phones are freeiBooks app – smart phone usersFree nights and weekends (9pm – 6am)Forward work calls to personal phone
22Cell Phone and Voicemail Queen Jessie Temple - Ext. 3204Cell Phone and Voic Queen
23Email firstname.lastname@example.org Managers and office personnel have company addressesFirst initial lastExample:
24Fax MachinesGood for work documents, payroll/ benefit information and employee ordersSales DivisionsHuman ResourcesInside Sales (ee orders)World Class BeerEvansvilleSellersburg
25Plug into your GPS or Map app Office AddressesIndianapolisEvansvilleSellersburg9347 E. Pendleton PikeIndianapolis IN 462364431 Proficient Court Evansville 477252125 Future Drive Suite A Sellersburg, IN 47172Plug into your GPS or Map app
26Palms / Inside SalesBoth are used to input orders in our computer systemsLearn basic functions of the palmsIf you call Inside Sales be readyCall Inside Sales if you need to “add on” to an orderNew palms have Quantity DiscountsTransmit orders throughout the day
27Inside Sales Meet the department Call on our bottom 3% of customers - about 500 accounts per In. Sales Rep.Accepting customers callsGetting graphics and POS to accountsRunning reports, covering ReceptionistInput addendums, demands and price changes from Sales Reps and managersMeet the department
28Meet the Inside Sales Department DianaJeffJessieKatyMeet the Inside Sales Department
29Inside Sales Contact Info.8:00am – 5:00pm Mon-FriLocal Office: option 2Toll Free: option 211:00am - 3:45pm SundayEastern Standard Time
31Your House or Apartment Get a box to keep files organizedMake room for P.O.S.Calendars of upcoming eventsStart the library
32Vehicle/ Office on Wheels Neat and clean (inside and out)Sales bag, POS, etc.Stack POS neatlyUse bucketsCourtesy parkingDrive safelyBeware of unexpected guests
33See Kristen Lampkin for replacement supplies and business cards Monarch Sales BagsGoes into every accountControl Book, Pitch Book, duster, pens, paper, markers, box knives, mileage logs etc.Buy a 3-hole puncherSee Kristen Lampkin for replacement supplies and business cards
34Transfer info from your orientation binder Helpful InformationMapsTraining AssignmentsPricingDelivery DaysPhone numbersCode Date PacketTransfer info from your orientation binder
35Areas of Responsibility S.T.A.M.P.S.Areas of Responsibility
36S = Selling Our top priority for the company Persuading accounts to use our programs to grow their businessListening to account needs and goalsLearning retailer “hot buttons”Providing industry, company, and brand knowledge to key decision makers
37S = Selling Requirements for success: Excellent product knowledge Presentation preparationAbility to overcome objectionsThe ability to consistently “close”
38T = Territory Management Managing your territory like it's your own businessUsing planning tools effectivelyMeasuring and analyzing your progressKeeping up with industry trendsManaging relevant internal and external relationships
39T = Territory Management Activities Include:Pre-planningCredits and collectionsCompetitive awarenessTerritory trendsUsing technology and equipment
40A = Administration Required paperwork Neat, organized, accurate and legibleDouble check calculationsTrackers, progress reports, plans and goal settingTurn in earlyPaperwork doesn’t stop with your DM
41Vince 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”
42Shows how much you care about selling-in and selling-through products. M = MerchandisingShows pride in an accountGenerates impulse purchasesCreates excitement and makes products more appealingShows how much you care about selling-in and selling-through products.
45P = Personal Habits Positive, optimistic attitude Professional appearanceProfessionalism in how you plan and prepare for the day and each sales presentationPerfecting your craft through continued learning
46S = Service Being reliable and honoring commitments Handling special problems quicklyPreventing Out of Stocks (O.O.S.)Placing intelligent ordersMerchandising"Working for the account"
52Distribution Our first job as a distributor is to DISTRIBUTE! Selling in new productsSelling in existing productsUtilizing our 6,700 accountsWhat do/ don't we have in an account?Filling the "pipeline"
53Distribution Example New ______ NR 6 # of Monarch accounts ,7001 cs. sent to each account x 1Total cases shipped ,700Avg. price per cs x $24.00Total _____Dollars $160,800
55Shelf Give products a permanent location Maintain our 9 shelf standards(discussed later)Prevent shelf Out of Stocks (O.O.S.)Merchandise our "little soldiers"
56Should be easy for a customer to shop Coldbox – Wine/ LiquorHot spot after 5pmBe competitive with types and sizesBest Positions: Eye level, handle sideExpensive to operateKnow the laws!Should be easy for a customer to shop
57Rotation – Beer Divisions Encourage repeat trialMinimize wasted dollars: inventory, paperwork, shipping and handling, time and effort for everyone involved in picking up outdated product2011 – $980,000 cases = about 60,000 casesOne chance to make afirst impression!
58Display Encourage impulse sales Maximize cases out of the warehouse Look for high pass, high pause areas outside the beer and wine departmentsBeer: First in flow and floor dominationWine: Beat 50%10-20% shop the wine/ beer isles
59Pricing/ Promotion Products without a price aren’t for sale! W.I.S. - pricing whenever possibleGet to know your pricing coordinatorsPrices must correct, and consistent throughout account
60Sometimes you have to be creative Price/ PromotionSuppliers spend big money on POS (Point of Sale)!Keep up with recent promotionNeat, Clean, Current!Every display should have some type of POSSometimes you have to be creative
61Standards of Performance ReviewStandards of Performance
62Consumer Demographics Who buys our products?Consumer Demographics
63Average Shopper - Grocery Will not bend or stretch for productsRefuses to buy a substitute 42% of the timeGlances at products for only a few secondsRarely uses a shopping list5 foot, 5 inch tallFemaleRight HandedPrice ConsciousBrand LoyalConcerned with quality
68Importance of the On-Premise Sales for off premise start on-premiseFocus = Young adults 21-34What young adults drink today, older adults drink tomorrowPeople are influenced by their peersCommercials help reinforce a consumer’s chosen brand – creates loyalty
69Why Young Adults Choose Beer Brands People they know drink itTastePriceHow can we influence these?
70The 7 Standards of Performance On-PremiseThe 7 Standards of PerformanceDistributionPriceP.O.S.Backbar DisplayWaitstaffPromotionQuality/ Rotation
71Beer/ Wine of the Mo. – Daily or Weekly Specials On Premise - PricingClearly advertise special pricing or “Features”Be competitive or dominantUse the Graphics Dept.Put in banner requests as early as possibleBeer/ Wine of the Mo. – Daily or Weekly Specials
72decided what brand they will purchase yet On Premise - P.O.S.Who’s winning the battle?Replace competitive P.O.S. when possibleLocation, location, locationGenerate ExcitementThe silent salesperson75% of customers have notdecided what brand they will purchase yet
73Focus on where purchasing On Premise - P.O.S.P.O.S. GuidelinesClear view of patronsHigh pass, high pauseEye catchingClutter freeClear messageFocus on where purchasingdecisions are made
75On Premise - Backbar Display Display product selectionPeople draw on resources from a number of different sourcesStrategically place draft knobsHook up the bartender!
76On Premise - Promotions Why accounts do promotions:Increase sales (alcohol and food)Stand out vs. competitionBuild traffic on slow days/ nightsPerception = fun and entertainingGood word-of-mouth advertisingDevelop customer loyalty
77On Premise - Promotions Benefits for MonarchCreate brand awarenessEncourage trialOn-premise leads to Off-premise salesConvert competitive drinkersIncrease retailer sales and increase traffic
78On Premise - Promotions Select an accountPick an effective date and timeAdvertise and promoteCoordinate details with accountHave enough product and P.O.S.The goal is to sell more, not sell out
79Teach them well, they'll multiply sales for you On Premise - Wait staffThe sales rep’s sales forceFocus on increasing check totalsContests and prizes!Provide product informationBring samplesBody P.O.S.!Teach them well, they'll multiply sales for you
80On Premise - Quality First impression Ask for ways to improve service Correct draft problemsRotate kegs, bottles and cansPrinciple #7
83On Premise Merchandising Zones Exterior: What customers see from the outside of the accountEntryway: P.O.S. found entering an account1st Impact: What the 1st thing that jumps out to customers after entering an accountBeer Serving Area: Place where customers place orders (tabletop, back bar area, etc.)Entertainment: Pool tables, video games, stages, T.V.’s, darts, etc.
84On Premise Merchandising Zones (Continued) Additional 5 T’sTabletopsTelevisionsTelephonesTrashcansToilets
90Test dates are not negotiable! Training AssignmentsGuidelines:Read assigned chapters weeklyComplete the training packet and all included activitiesGet regular DM helpStudy for your test!!!Test dates are not negotiable!
91Good Luck and Good Selling! Welcome Aboard!!!Good Luck and Good Selling!