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Sales process checklist to achieve 100% Share of Wallet

• Prioritize calls with the GPS Sales Dashboard

• Identify specific opportunities from S.T.A.R

• Set objectives and develop call plan using the call planner

• Obtain collateral and job aids• Obtain support from DSM and

specialist reps as needed

• Open with clear purpose based on customer lifecycle stage

• Probe with questions to understand needs (e.g. SOW category gaps, reason at risk)

• Support needs with relevant features and benefits

• Overcome customer objections with OD Advantages

• Close, set up follow-up call and gain alignment on next steps

• Document insights from the call and complete feedback form

• Set specific follow-up dates and next steps

• Initiate and follow through on support requests if any (e.g. DSM, specialist, customer service)

• Monitor GPS Sales Dashboard and reach for 100% SOW

Call Planner

• Template to write down call objectives and prepare for each step of the call

S.T.A.R

• One-page report for each ship-to to identify sales opportunities by customer lifecycle stage Cheat sheet/ collateral

• Guide to assess customer needs in a specific category

S.T.A.R• Feedback form to capture follow-

up actions from each call

Ride-along guide, coaching forms

• Tools to structure feedback and guidance from your DSM

GPS Dashboard• Roadmap with top opportunities

Model sales call GPS Dashboard

• Dashboard to track activities and monitor your SOW

• Success factors and sample talking points for each type of call

Focus on your customer’s biggest needs (before the call)

Communicate the OD Advantage (during the call)

Follow through consistently (after the call)

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OD Advantage• Summary of talking points to

explain “why Office Depot”

Objection Handling• Quick reference for addressing

customer concerns

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• We carry 30,000+ SKUs to meet your everyday business needs• We have 4,000+ exclusive products providing you with quality and cost flexibility• We have leading breakroom supplies which include top brands like Coke and Starbucks• We are one of the top office furniture suppliers in the world. We carry 1,000+ in-stock items to provide you with

choice and quick turnaround. Our design experts can support your complex projects• Tech Depot carries top brands and has 100K+ items in stock. Our 24/7 support and experts can support simple

to complex IT infrastructure projects • Our 1,200+ DPS centers, with online ordering, provide confidentiality, speed, reliability and flexibility to service a

wide range of requests. We also provide custom promotional products and stationary services• We carry 3,500+ products with recycled content and other environmental attributes such as remanufactured,

refillable, energy efficient, non toxic, and biodegradable to support your Green purchasing requirements• Our Tier One program provides you with a legitimate and viable solution to your supplier diversity needs

The OD AdvantageOD offers.. Talking points: benefits and value to customer

Prio

ritiz

e

One-stop shop for winning products and solutions

Best value for your money

• We can provide you with the best value for your money because we are a multi-billion dollar purchaser and we use it to get you the best prices. Our supply chain savings over the past few years also decrease your cost

• When you consolidate your needs with us, it helps us to pass on some of the savings to you• Our store purchasing card allows your employees to enjoy the contract price at our retail stores• Our relationships with leading manufacturers allows us to provide you with compelling promotional offers• Our transparent pricing allows integrity in pricing• We work hard to provide you with the best value on products you purchase most. Our solutions book provides exclusive brands to further reduce your purchasing costs

World- class customer service

• We consolidate billing and delivery to reduce your procurement & handling costs• To provide you with ordering flexibility, we provide next day delivery on orders as late as 5 pm. • Over 70% of our customers place orders on our award winning website. The website allows customers to create

their own workflow and approval setup. Dynamic order routing, order monitoring and one click ordering provide ordering convenience

• Our call centers have certified specialists with 7+ years experience to provide exceptional ordering support• With 20 DCs, 65 sales offices, and 1,200+ stores we can support your locations across the country• It is our commitment that you get the products you need when you need them. We deliver 100K+ orders a day

with an enviable 99% on-time rate

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Model call approach is based on the customer’s lifecycle…Customer lifecycle

Grow loyal customers

SOW

Retain “at risk” customers

Retention

Convert newly acquired customers

Conversion

Goal

Grow share of wallet among loyal customers by addressing category gaps

Turn “at risk” customers back into loyal customers by immediately identifying drops in spending

Turn first-time buyers into loyal customers by promoting 7-7-7 behaviors

Why they appear on S.T.A.R

• Customers that have been with OD more than 6 months, but now have inconsistent purchasing (2+ flags)

• Previous month’s sales are significantly less than average monthly sales

• Previous week’s sales are significantly less than average weekly sales

• Previous month’s number of orders is significantly less than average monthly orders

• Was expected to make a purchase previous week, but did not (based on predictive purchase model)

• Customers that have been with OD less than 6 months

• Have not yet placed 7 orders with 7 categories worth over 7 hundred dollars

• Active customers that have been more than 6 months with OD and have constant purchasing patterns

• Based on vertical and WCW count, these customers have opportunities in categories that are not met by OD

Benefit

In first 3 months, a ship-to that reaches 7-7-7 behavior is 30% more likely to be active in 18 months

Achieve 100% SOW by following through on the identified category opportunities

Early warning to ensure continuity in serving our customer’s needs

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…and begins with understanding your customers

Grow loyal customers

SOW

Retain “at risk” customers

Retention

Convert newly acquired customers

Conversion

Common profile and hot points1. A new organization

• Have little purchasing experience or are dependent on the experience of their manager. You are meeting their needs with OD Advantages to make their jobs easier2. An existing organization with multiple vendors shopping around for price

• They could have significant purchasing experience and may consider using OD only for limited products. Educate on OD Advantages and products. You are selling value and convenience

3. An existing organization trying out OD as an alternative to their current suppliers• They could have significant purchasing experience and may be dissatisfied with their current suppliers. Educate on OD Advantages and products. You are selling reliability

1.Use multiple vendors for products and solutions that OD carries• May not know that OD carries the product, may be price-sensitive or just prefer flexibility of using multiple vendors. Explore for hidden costs and

productivity losses from managing multiple vendors. You are selling product assortment, convenience, and productivity2.Use OD exclusively for all their business needs

• Rely on OD and are truly a loyal customer. May not have the best portfolio of products to suit their needs though. Explore possibilities of providing varying quality of products to better match needs to products (e.g. red top vs blue top). You are selling knowledge and value

1. May have a struggling business• Have a combination of decreased workforce or decreased consumption of office products per employee. Empathize and explore for critical product needs or offer exclusive/remanufactured products. You are selling in value

and assistance 2. May be unsatisfied with our service

• Have had unsatisfactory service and are testing other suppliers. Emphasize value of their business. Resolve issues quickly, provide personal guarantee and if feasible a benefit in return for the inconvenience. You are selling reliability and customer importance

3. May have found better price• May have had opportunistic pricing offers. Emphasize OD pricing integrity, sustainability, and total savings across all of their supply needs. Look for additional SOW in exchange for lower prices if required. You are selling total

value and savings as a “one stop shop”

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Conversion model call

Success drivers Build rapport Set clear agenda: discuss how OD can meet a broad set of the customer’s needs Emphasize value of call to customer and get acceptance Confirm if customer has welcome kit and Big Book

Open

Ask about current impressions of Office Depot Ask open questions to identify needs in loyalty driving categories (e.g. ink & toner, paper, break room, writing instruments) Identify the #1 product and service need for each category Understand reasons for using other suppliers (if any) Confirm WCW and vertical

Probe

Share high-level features and benefits with customer using category collateral Highlight all three core OD Advantages with specific talking points Encourage trial of new categories using product samples if possible If discussing price, only offer a better price in exchange for increased SOW

Support

Check if points of agreement are understood by both sides Encourage customer to place order in new categories Schedule follow-up call corresponding with next order date Check if website was set up and customer knows how to use it Thank customer for their business and timeClose

Goal: Turn first-time buyers into loyals by promoting 7-7-7 behaviorsApproach: Discuss a broad set of products/solutions to build awareness for what OD provides

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Sample talking points

“We really value your business, so I am here to make sure that we are taking care of you as a new customer. I know you have a broad set of business needs and we can offer specific products and solutions that may save you time and strip costs from your office supply procurement. Is it okay if I ask you a few questions?”

Open

How have your first orders been with us? Is there something that we could do differently? I noticed that in those first orders you did not order any paper, break-room products, or toner cartridges. How are you procuring those items?What are your printing needs today? What type of paper and printers do you use? How do you use the documents that you print?What are your plans to consolidate the number of vendors you are currently purchasing from?

Probe

We carry 30,000+ SKUs and can be a “one stop shop” for all of your business needs. One order, one invoice, one delivery, no hassle!

Our “world class customer service” is the best in the industry providing everything from consolidated billing/ordering to next day delivery with 99% on-time accuracy

Our size allows us to provide you with the “best value for your money” I brought a product sample with me. Why don’t you try it and see what you think?

Support

“It looks like the range of products we went over fits your requirements. If we could put together a proposal that satisfies these needs, would you be willing to consider purchasing these products with Office Depot? Great!”

“You said your next order date is Wednesday, why don’t I call you then so that we can set up the order up together? I appreciate your time today and hope that we can continue to meet your needs further. Thanks again for being a customer with Office Depot.”

Close

Conversion model call

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Success drivers

Open Build rapport Set clear agenda: discuss how OD can meet specific needs not being met today Emphasize value of call to customer and get acceptance

Probe Ask open questions to identify needs in 3+ top categories from STAR Identify top 3 product and service needs for each category Understand reasons for using other suppliers (if any)

Support

Complete in-depth needs assessment using category cheat sheet and collateral Address customer objections/concerns about switching to OD Discuss 2+ examples of OD Advantages (“one stop shop”, “world class service”)

before price If discussing price, only offer a better price in exchange for increased SOW Encourage trial of new categories using product samples if possible

Close

Check if points of agreement are understood by both sides Encourage customer to place order in new categories Schedule follow-up call corresponding with next order date Thank customer for their business and time

Goal: Grow SOW among loyal customers by addressing category gapsApproach: Go deep in a few specific categories to identify/address customer needs

Share of Wallet model call

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Open

“As I mentioned on the phone the other day, I am here to look for ways to help improve the value and quality of service you get from us. We believe we can better meet all your needs by expanding our partnership into new areas to make your organization more productive. Would you be willing to explore those opportunities with me today?”

Probe

How are you currently producing your training manuals/marketing materials?What products do you use today? (e.g. break room product list)Where do you buy your products today? What do you like about this supplier?Can you take me through your ordering process when procuring these products?Do you have any green initiatives that require unique product needs?

Support

We carry 30,000+ SKUs and can be a “one stop shop” for all of your business needs. One order, one invoice, one delivery, no hassle!

Consolidating your supplies with us will help you reduce your invoice and handling costsYou can order this new category from our website along with the other products you

currently buy from us. Saves you a lot of time! Over 70% of our customers use our award winning website to place their orders

We carry leading brands in that product category. We can provide you with an equal or better product than the one you are currently purchasing.

Our size allows us to provide you the “best value for your money” I brought a product sample with me. Why don’t you try it and see what you think?

Close

“It looks like the range of products we went over fits your requirements. If we could put together a proposal that satisfies these needs, would you be willing to consider purchasing these products with Office Depot? Great!”

“You said your next order date is Wednesday, why don’t I call you then so that we can set up the order up together? I appreciate your time today and hope that we can continue to meet your needs further. Thanks again for being a customer with Office Depot.”

Sample talking points

Share of wallet model call

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Build rapport Emphasize importance of the customer’s business for OD Set clear agenda: address concerns or unmet needs causing change in purchasing

patterns Emphasize value of call to customer and get acceptance

Open

Ask questions to understand reasons for change in purchase patterns If not “at risk,” probe on 3+ top categories from S.T.A.R using open questionsProbe

Tailor response based on reason “at risk”…Cost cutting: Empathize and present alternatives to reduce costs (e.g. exclusive

brands, order consolidation, larger packs)Found better price: 1) Probe for comparable service or hidden costs; 2) Explore

ability to match price in exchange for increased SOWService issues: 1) Identify concern and address immediately with specific action

plan; 2) Offer an one-time discount if required Reinforce 2+ examples of OD Advantages (“one stop shop”, “world class service”)

Support

Check if points of agreement are understood by both sides Provide personal guarantee of follow-up on customer service issues Encourage customer to place order again Schedule follow-up call Thank customer for their business and time

Close

Success drivers

Goal: Turn “at risk” customers back into loyals by immediately identifying drops in spendingApproach: Identify reason for change in purchase patterns and address customer concerns

Retention model call

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“As I mentioned on the phone the other day, I am here to look for ways to help improve the value and quality of service you get from us. Based on your recent purchase patterns, we are concerned that we may not be meeting your needs and expectations as well as we could. We value your business and we would like to discuss your current views of OD and how we can serve you better?”

Open

How is your business doing? Tell me about any changes recently within your organization. I see that you did not place your last order. Do you have enough of the products you need?Tell me about how we have been performing lately as your vendorWhat compelled you to switch to another supplier on that last order? How is their service?

Probe

Cost cutting: “The economy is affecting a lot of businesses. I see that cost is important to you, so we could find some alternatives to manage your costs. Are you aware that OD carries over 4,000+ high quality exclusive products that could save you money?”

Found better price: “I am surprised to hear that you are getting a better price. With OD’s consolidated billing and delivery, your handling costs and procurement cost should be a lot lower with one supplier. Have you considered the total costs involved? Perhaps we could reduce your overall costs by making OD your “one stop shop.”

Service issues: “I am sorry to hear that you have been having delivery issues; let me call the support line right away. To show you how much we care about your business, let me give you an one-time discount. How does that sound?”

Support

“We really value your business, and I would like the opportunity to earn your business back.” “I will get our Senior Transportation Manager involved and have your account added to our VIP

list, which will ensure that your orders are audited for accuracy before delivery.” “With that commitment and plan in place, would you be willing to give Office Depot another

opportunity to earn your business back?”

Close

Sample talking points

Retention model call

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Handling objections - samples Objection example Examples of resolving customer concerns

“Exclusive/ remanufactured products cannot match the performance we require”

• Can you tell me about your previous experience with exclusive/remanufactured products so that I can understand your quality needs?

• Our exclusive and remanufactured products are procured only from suppliers who adhere to strict quality standards. Independent experts have found that our exclusive brands are equal if not better than their branded counterparts. Plus, each of our products is backed by our satisfaction guarantee

• Why don’t we go ahead and place a sample order for you so that you can test the quality?

Skepticism

“You do not carry the full set of products like my current supplier”

• Can we look at your current purchases and check if OD can offer similar or better products?• We offer over 30,000 SKUs, providing the flexibility and convenience of a “one stop shop” with winning

products and solutions. As an example, for break room we carry the largest selection of branded and private label products for all meal times including Coke and Starbucks. This allows you to consolidate your purchases and get the best overall value by working with one business partner

Misunderstanding

“Our needs are being met by another supplier” or “we are on a contract for that product”

• Would you be willing to spend a few minutes to discuss potential ways for us to bring some value to you in the future? What do you like and not like about the current supplier?

• No other supplier can provide you as wide of a product offering as Office Depot. Our breadth of product offering can provide you a true one-stop-shop solution. This allows your organization to leverage your total volume and get the best overall value from one business partner

Indifference

“I have enough products”

• When do you anticipate your next order? Can I call you before your next order to discuss your needs at that time?

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Objection Example Examples of resolving customer concerns

“I need to discuss with the decision-maker”

• If the decision was yours, would this be the product/solution to satisfy your needs?• Would you like me to provide information on this product to the decision-maker? Would that help you get

the product you need sooner?• I would like to discuss a few other opportunities to provide you with additional value, can we get the

decision-maker involved in that call? How does that sound?

Other

Handling objections – samples (ctd…)

“I like your offer but Office Depot doesn’t offer the same service”

• Why is this service so important to you and your company?• I can understand the need to have same day delivery on specific occasions. Based on our conversation,

can we explore if our world-class service guarantee can fulfill your needs?• We have next day delivery for orders as late as 5 pm. Would this be sufficient to get you the product you

need when you need it?

Drawback

“I will not come back to Office Depot. I have had too many service issues”

• What specific issues have you had?• I apologize for the issues you have faced the past month. You have every right to be

upset and to switch vendors• We really value your business and I would really like the opportunity to earn your

business back

“I found a better price with another vendor”

• “I am surprised to hear that you are getting a better price. With OD’s consolidated billing and delivery, your handling costs and procurement cost may be a lot lower with one supplier. Have you considered the total costs involved? Are there any service charges involved with the other vendor?

• Perhaps we could reduce your overall costs by making OD your “one stop shop” for all of your product needs. First, let's make sure that you are getting the right quality of product for your needs. Do you mind if I ask a few questions about your specific product needs?"

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PSS quick reference

Opening• Position your opening• Propose agenda• State value to customer• Check for acceptance

Probing• Ask effective questions• Listen for

– Circumstances– Needs– Need behind the need

Supporting• Acknowledge need• Describe relevant features and benefits• Check for acceptance

Closing• Review previously accepted benefits• Propose next steps for you and the

customer• Check for acceptance

Addressing indifference• Acknowledge customer’s point of view• Gain agreement to probe• Probe to create awareness of needs

1. Explore circumstances2. Identify opportunities3. Examine effects4. Confirm existence of a need

• Support the need

Connective skills• Acknowledging• Confirming• Positioning• Checking

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Resolving Customer Concerns

Probe

Acknowledge

Address the concern

• To understand concern

• The concern

• Offer relevant proof

• For acceptance

• To understand concern• To confirm need behind

concern

• The need behind concern

• Describe relevant features and benefits

• For acceptance

Skepticism (customer doubts that you can help)

Misunderstanding (customer thinks you can’t meet needs that you can)

Drawback (customer needs that you cannot provide)

• To understand concern

• The concern

• Refocus on bigger picture• Outweigh with previously

accepted benefits

• For acceptanceCheck

Open Probe Support CloseCustomer needs

Need satisfaction selling processGoal – To make informed, mutually beneficial decisions

Professional Selling Skills®

Drawback (customer needs that you cannot provide)

PSS quick reference

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Resources to save you time

Activity Reallocation

Credit

• Customer on credit hold, payments not applied, payments went to retail card, customer has invoices 60+ days, problems with credit setups

• Increasing credit limits

Region Credit LiaisonBSD-credlineincr@officedepot.com

Customer service(encourage customer to contact customer service)

• Product research, delivery concerns, returns • Placing orders

BSD Customer Service Sales Support877-637-2731 - 877.ODP.BSD.1 Or ODPbsd1@officedepot.comCustomer Service - 888-263-3423

Furniture

• Coded catalog product; ask “did you contact customer service?”

• Non-coded product research and purchasing• Complicated projects• Furniture delivery issues

Customer Service - 888-263-3423Simple non-code furniture team 888-999-9933 or NonCodeFurnEast@officedepot.comNonCodes-FurnSigH@officedepot.comLocal Furniture BDMLocal Special Order Liaison

Technology

• Research products, price quotes• Assist customer with large projects• Additional user setups - educate Super User on capabilities

Local inside Tech Depot repLocal outside BDMThe Super User at customer site

E-Commerce• Site not working, approvals not correct• Complicated setups

800-269-6888Local Implementation contact

Topic