Basic Selling Skills_scm1

BASIC SELLING SKILLS

DSR & PSR TRAINING MODULE

Basic Selling Skills 2

Welcome Participants To The

‘Basic Selling Skills’Training Programme


Our Consumers

India has a Network Of 3.5 crore Outlets, Spread across 4000 Towns & 6 Lac Villages…….. Selling to 25 Crore Households

& Consumers are Serviced by Marico as follows,


‘Marico Sales Flow’

Marico CFA

Distributor

Retailer

Consumer

Secondary Sale

Offtake

Marico CFA

S.Dist

Stockist

Consumer

Retailer

Urban (DSR) Rural (PSR)


Today’s MarketPlace….

In Today’s World Increasing Number Of

Companies & Products Are Vying For Space On the Retail Shelves……..

……….& hence the Service Provided By Companies & Retailer’s Perception Of It Is

Very Critical.


Retail Service Quality

Dist Infrastructure& Logistics

DSR Quality & Productivity

Marico & TSI Interface

RETAIL

SERVICE

QUALITY


Maximising Productivity

You are the Key Link in the Marico-Retailer

Interface & You Represent the Company in the Market

Inorder To Maximise Productivity by Ensuring Excellent Retail Service Quality; All Of You need to be Equipped with ‘The Right Selling Skills’

…….hence this Training Programme

Marico’s Basic Selling Skills


Basic Selling Skills - PCNO & SAF

P lanning & Preparation C alling Availability N Visibility O rder Taking S olving Problems A cknowledge F eedback

‘P’ CNOSAF

P lanning & Preparation


Planning

1 Planning At Distributor Point

1.1 Stock Availability

1.2 POS Availability

1.3 Performance Analysis


Preparation

2 Preparation Before Approaching the Customer

2.1 Appearance

2.2 Timeliness

2.3 Things To Carry

Planning At Distributor Point



1.1 Stock Availability

Check and Note Stock Availability SKU wise

Source• MIDAS Sites - MIDAS Current Stock Report • Non MIDAS Sites - Updated Stock Register


Why to Check Stock Availability ?

Eg: You find out that on a Particular Day your Distributor

• a) does not have stocks of PCNOR 100 FT, Hair & Care 50 ml, Revive 400 Jar, KOCO 5 Ltr, Sil 100 Tub & Pampers Large

• b) has excess stocks of PCNOR 500 FT, Shamla 100 ml, Saffola 1 Ltr Jar, Ariel 250 gm

then,


You will know which SKU’s ‘Cannot be Committed’ to the Retailer in this visit

&

Which SKU’s to Focus on ‘To Enhance Sale' in the Visit

Why to Check Stock Availability ?



1.2 POS Availability

Check and Note Stock Availability of POS Type wise

Source• POS Register


Why to Check POS Availability ?

Eg 1: New Promotion for a Brand/ New Product Launch

• a) You can plan Visibilty in the Market using all types of POS as per NPLP. (Posters, Danglers, Buntings, Backing Sheets, Dispensers, Shelf Strips etc..)


Eg 2: On a particular day you find out that you have Posters of a CO On KOCO Pouch but the Offer Stocks are about to finish……. then,

• a) You can plan to put up the CO Posters before Offer Stocks get over & also at Outlets where Stocks are lying in higher quantities.

Why to Check POS Availability ?



1.3 Performance Analysis & Daily Planning

a) Volumes (Compulsory & Focus Brands)

b) Outlet Expansion (2 Focus Brands)

c) LPD

d) Effective Coverage

e) NPLP

f) TBTL


How to Analyse Performance

a) Volumes (Compulsory & Focus Brands)

b) Outlet Expansion (2 brands)

c) LPD

Source• Incentive Bank Report

This will enable you to plan for the day so as to achieve the target


d) Effective Coverage

e) NPLP

f) TBTL/HTP Source

• MIDAS Reports of Eff Coverage, NPLP, TBTL, HTP or IQL Reports

This will enable you to plan for the day,• Outlets which need to be made productive

• Which outlets have to be given what qty of stocks

• New Product Placement as per Plan

How to Analyse Performance

Preparation Before Approaching The Customer


2.1 Appearance You represent MARICO in the Market &

hence carry the IMAGE of MARICO with you

You will be Confident in your work if you are presentable

Preparation


Preparation

Appearance Wear a Shirt (No T-Shirt) Wear Trousers (No Jeans) Be Clean Shaven/or with Trimmed Beard Neat Haircut (Personal Hygiene) Wear Shoes &Socks (No Chappals)

– Simple Ironed Clothes = Smart Clothes (Not Expensive Clothes)


2.2 Timeliness

Ensure you report at the Distributor Point & you Start Your 1st Call at fixed times every Day

Preparation


Why Timeliness

This will help you to finish your work Totally and Completely

Eg : If your market opens at 9.00 am & you happen to do your first call at 10.45 am, then you will not be able to complete covering the entire beat in time resulting in,• Skipping of C Class outlets

• Some outlets closed in the afternoon etc


Resulting in, Lower Effective Coverage Lower LPD

i.e. Lower Productivity !

• Means……Lower Sales….. Lost Business!

Why Timeliness


Your Customer is Waiting for you. He should rely on you to service him

Regularly ( On a Fixed Day ) At a Fixed Time

• In fact can he set his watch by your Visit ?

Why Timeliness

Case Study - 1

Timeliness Of Reporting


2.3 Things to carry …….. In your Bag carry the following,

A) Essentials• Beat Book ….On which to take Order

• Product Detailer ….With which to take Order

• Pen & Calculator ….For Writing & Calculating

• New Product Samples ….Launch

• Consumer Offers ….To Show the Offer

• TBTL Card & Display Contract Book ….As & When reqd


Merchandising Kit• POS ….For Paid & Unpaid visibility

• Cello Tape ….For Putting Displays

• Gum Bottle ….For Non Pregummed posters

• Marker Pens ….For Poster Displays

• Duster ….To Clean Packs & Display Shelves

• Thread ….For Danglers & Buntings

• Scissors/Blade ….For Customised Displays

• Stapler ….For Putting Displays

• Hammer & Nails ….To put up Tin Boards (PSR’s)

Things to carry ……..

P ‘C’ NOSAF C alling

Opening the Sales Call


Calling….Opening the Sales Call

1 Greet the Retailer

2 Wait When The Retailer is Busy


Greet the Retailer

• Using Namaskar, Vanakkam, Sat Sri Akal…….

• Using the Retailer’s Name

Eg :• “Namaskar Kanhaiyaseth” ,• “Sat Sri Akal Singh Sahib”


Wait When the Retailer is Busy

Wait for your turn …

Retailer may be busy with• Customers• Other Sales Persons

PC ‘N’ OSAF

Availability N Visibility

Shelf Check & Merchandising


Shelf Check and Merchandising

Before entering inside the outlet

Request Permission from the Retailer

Availability

Shelf Check


1 Availability

Check for

Availability Of Stocks (Ours & Competition) by…...

1.1 Range (Width)

1.2 Depth


1.1 Range

Eg 1: Our Range

In your Shelf Check you find that there is no stock of 50 FT PCNO Rigids though there is ample stock of 100 FT, 200 FT, 500 FT, 200 EJ, 500 EJ, 1 Jar & 2 Jar Of PCNO R

Action Point• You know that the Retailer does not have stock of 50 FT

PCNO R & hence you can sell ‘this line’ to him.

• This outlet can ‘definitely’ be productive for PCNO R


1.1 RangeEg 2: Competition Range

In your Shelf Check you find 3 units of 100 ml Nihar Jasmine. The retailer had never given order for 100 ml Parachute Jasmine hence……

Action Point• Since you now know that the Retailer can sell Jasmine

Oil you can Plan to take orders of 100 ml Parachute Jasmine this visit.

• Because If the Outlet Can sell “Nihar Jasmine’ he can

sell more of ‘Parachute Jasmine’


1.2 Depth

Eg 1: Our Depth

In your Shelf Check you find that there are only 2 units of Sweekar SFO Pouch

Action Point

• You know that the Retailer can be sold Sweekar SFO

Pouch in lots of cases


Eg 2: Competition Depth

In your Shelf Check you find 12 units of 100 ml Keo Karpin & 2 Units of 100 ml Hair & Care hence,

Action Point Since you now know that the Retailer has higher

Competition Stock you need to definitely give him 100 ml Hair & Care else most of his customers will get Keo Karpin

1.2 Depth

Visibility

Merchandising


2 Visibility….Merchandising

Visibility Will Involve The Following Points Which You Need To Take Care Of,

2.1 Product Location 2.2 Product Facings 2.3 Product Cleanliness 2.4 Product FMFO 2.5 Paid Visibility (Displays) - Maintenance 2.6 POS Visibility


2.1 Visibility…Product Location

Product should be in the ‘Right Shelf’ i.e. Along with the Same Product Category

Eg: Hair & Care Should be in the ‘NSHO Category’ Shelf … along with Keo Karpin, Bajaj Almonds etc


2.1 Visibility…Product Location

If our Brand occupies an Entire Shelf then this is Highly Desirable

However…. Let this be close to the category

Eg: Top Ramen & Curry Occupy an Entire Shelf, but take care that this shelf is close to the Maggi Shelf


For New Products ensure that the Packs Stare at the Consumer also from as Close to the Counter as possible

Eg: For Parachute Enrich you can keep 2 packs in a Dispenser near the Counter

2.1 Visibility….Product Location


Remember,

1. The More the Shelf Space Occupied the Better

2. The Less Competitor Occupies the Shelf Space the Better

2.1 Visibility.…Product Location


2.2 Visibility…Product Facings

The Brand Name and Logo on the Pack should Face the Consumer

Eg: See the Packs in your Product Detailer, Brand Name & Logo is Visible Of each Pack


Ensure that the Full Range Of Packs Face the Consumer

Eg: Consumer should be able to see all SKU’s in the Shelf & all with ‘Brand Name & Logo’ - All SKU’s of PCNOR in the PCNOR Shelf

2.2 Visibility…Product Facings


Always Ensure that the Packs Which are

‘Facing’ are Absolutely Clean…….

…….With the Duster You are Carrying.

2.3 Visibility..Product Cleanliness


FMFO………First Manufactured First Out

Ensure that the First Manufactured Stock is

kept ahead in the Shelf …..so that….

…….it gets Sold First

2.4 Visibility……Product FMFO


Advantages Of FMFO….

Each Consumer gets the Fresh Stock available in the Outlet

The Stock will sell before expiry….not expire on the Shelf

2.4 Visibility…Product FMFO


Maintenance

a) Clean the Display Area (Windows ,Shelves)

… … with the Duster

b) Replace the elements of the Display that are found to be torn or faded…….

… in case Backing Sheet is torn replace with a Fresh Backing Sheet

2.5 Visibility……Paid (Display)


c) Ensuring that the Packs are Aligned exactly as per design…….

……If you are Supposed to Keep only 3 units of each SKU of Enrich then the Display Should Carry ….3 Units of 75 ml & 3 Units of 150 ml only.



d) Ensure latest MFDs are displayed……

……so that the stocks do not expire in the Window itself

e) Ensure Enough Stocks for dispensing…..

……so that you can avoid the Retailer to dispense from the Display Window or Shelf



Effective Use Of POS Material is an Integral Part Of The Overall Merchandising Effort

Remember

Life Of POS is Short Space for Putting POS is limited……

2.6 Visibility……POS


…………So,

Put As Many Posters, Danglers, Buntings, Stickers, Shelf Strips etc as Possible…..

2.6 Visibility……POS

Putting Up A Display



While doing so, Keep in Mind The Following Points…….

A) How to Select a Good Location

B) How to Put up a Display


A) How to Select a Good Location

a) Ensure Window / Shelf is at Eye Level

(Eye Level =Buy Level)



b) Choose Prime Location of Shelf/Window in the Shop

Do’s - Behind the Counter Don'ts - Opposite the Counter

Display Location should be easy to Re-Service in order to ensure……

1) Periodical Cleaning of the Display

2) Rotation of latest MFD stock in the Display



c) Check for Proper Lighting

d) Confirm rates of Display & Ensure Contract form

e) Reconfirm rates and duration of Display



How to Put up a Display

a) Using POS Use Backing Sheet/Poster & Other specific

Display Material in the Window/Shelf

b) Displaying Stocks Display as per norms of Stocks, don’t overstock or

understock

Do’s - Keep all SKU’s

Don'ts - Do not over Stock the Display


Quiz 1

PCN ‘O’ SAF

O rder Taking

Step 1

Open Call With New Product


1 New Product When Introduced First will gain Focus for Us & The Retailer

• 1.1 Introduce Sample to the Retailer

• 1.2 Open Beat Book & Product Detailer

• 1.3 Present the Sales Story

• 1.4 Take Order in Beat Book as per Placement Norm

Open Call With New Product…. Step 1


1.1 Introduce Sample to the Retailer

Samples will ……….

• ….Give the ‘Real’ Feel Of the Product to the Retailer

• ….Increase his Involvement in the New Product

• ….Allow the Retailer to give Immediate Feedback

• ….Allow the Retailer to Use (Test) the Product….(Tester Pack)


Demonstration Slides

Open Beat Book & Product Detailer


Beat Book

Pls. see the Beat Book Carefully

It has a Separate page for Each Retailer It has all Marico SKU’s in a Sequence It has Type & Class of Each Retail Outlet

1.2 Open Beat Book & Product Detailer


Product Detailer

Pls. see the Product Detailer Carefully

It has a Separate Photograph for each Brand It has all the SKU’s in each Brand Photograph Each SKU Of Marico is Clearly Visible The Order of The Product Detailer & Beat Book

Match

Open Beat Book & Product Detailer


1.3 Present the Sales Story

Sales Story will…..

….help the Retailer Understand the,

1)..….Uses …..(What Is The Product-Benefits)

2)…...User …..(Who the Consumer Is)

3)…...Usage …..(When & How Much is to be Consumed)



1.4 Take Order in Beat Book as per Placement Norm

Placement Norm Suggests……

…..the Minimum SKU Wise stocks the Retailer needs to keep depending on the Type & Class Of the Outlet

You need to Convince the Retailer that the Suggested Placement Norm is worked out to ensure….

….Availability Of all New Product SKU’s in Sufficient Quantity anticipating Enquiry & Offtakes.


Step 2

Call the First Brand in the Beat Book


1 You have to now start from the First SKU Of The First Brand in the Beat Book.

This will help you…

• To Maintain A ‘Regular Order’ for Calling

• Avoid Moving to the Next Brand after the New Product Call in your Beat Book

Call the 1st Brand in the Beat Book..Step 2


2 Call for Every SKU of the First Product as shown in the Product Detailer

Demonstration to Participants

Eg : The Parachute Photograph has all the SKU’s Visible, so you need to call as under……...

Call the 1st Brand in the Beat Book…Step 2


Step1….Ask for 50 FT while showing it to the Retailer in the Product Detailer. If he gives an order note it in the Relevant Cell (Block) of the Beat Book.

Step2….Then move to 100 FT show it in the Product Detailer & so on till all SKU’s in Parachute Rigids are called & thus…

…….You have called Each SKU of the First Brand in Order



How To Enter Order In Beat Book

Pls. have a look at the Beat Book…

Orders will be entered in the block (cell),

For the Particular Visit For the Particular SKU In Units only ( Not in Cases, Litres, Dozens etc )



Eg: If a Retailer Gives You An Order,

a) For Sweekar 1 Ltr Pouch 5 cases then….

...you will enter in the Corresponding Cell….. 100 and not….5

b) For 1 Dozen 100 FT then….

….you will enter in the Corresponding Cell. …..12 and not….1



3. Introduce the Scheme to the Retailer

Eg: For a Scheme say TBTL

Explain the Scheme in Detail Clearly Tell The Retailer his Benefit




Remember The Following While Calling

1) Stock with Retailer of each SKU of our Product and Competition

Range 1) If you know in your Shelf Check that the Retailer does not

have 50 Hair & Care…. While moving to this SKU you need to Remember that you ‘Definitely’ need to take orders for this SKU


Depth

2) If you know in your Shelf Check that the Retailer does has only 2 units of Sweekar Pouch…. While moving to this SKU you need to Remember that you ‘Definitely’ need to take orders for this SKU



2) Stock with Distributor of each SKU of our Product

a) If you know in your Planning at your Distributor point in the morning you have found out that your Distributor does not have 50ml Medikar…. While moving to this SKU you need to Remember that you ‘Should Not’ take orders for this SKU



3) Anticipated Shortage

a) If you know in your Planning at your Distributor point in the morning that SIL CO is about to get over then…. While moving to this SKU you need to Remember that you ‘Should Tell your Retailer that this could be the last Visit for SIL CO & that ordering now will be a benefit for him’.


Step 3

Call the Second Brand in the

Beat Book


You have to now move to the next (Second) Brand in the Beat Book.

Do Not

Skip & Call any other Brand

even if the retailer asks for even if there is Target Pressure on a Certain Brand

Call the 2nd Brand in the Beat Book..Step 3


This will help you To maintain an Order while Calling thereby…..

A) Not missing out on Some SKU’s• Moving Randomly could miss out some Product/SKU.

• Eg : Since you have called in a Orderly fashion you will be calling for 300 ml Hair & Care, Sweekar 500 ml pouch, Shamla 300 ml…..which were not getting the focus like other important SKU’s



B) Time will be effectively utilised• Since Orderly Calling happens you will not have to

‘Think’ which Brands/SKU’s have not been Called. You can just follow the Beat Book & Product Detailer as a Guide

C) Take full advantage of the Product Detailer

• Going by the Order of the Beat Book will help you to ‘Show’ each SKU to the Retailer in the Product Detailer….

…..& if the Retailer sees each SKU then chances of an Order for each SKU are High



D) Help you to increase LPC….& hence LPD

• Moving in an orderly manner will help you know midway in the Call whether you are getting the LPC as desired or ….you need to Focus more on some other following SKU’s to increase LPC.

• Calling each & every SKU will increase orders for each SKU & in turn LPC….LPD



E) Help you make Each Outlet Marico Effective

• If You Call say 90 Marico SKU’s at each Outlet with

the help of Beat Book & Product Detailer

then it is Very Very Unlikely that you will come out of the Outlet without an Order for atleast 1 SKU

Call the 2nd Brand in the Beat Book…Step 3

Step 4

Repeat Step 3


You have to now move to the next(Third) Brand in the Beat Book.

Repeat Step 3 till All Brands in the Beat

Book are Called.

Repeat Step 3

PCNO ‘S’ AF

S olving Problems


Solving Problems…Objection Handling

1) Leakage and Damage & Expiry

• Ask for any L&D and Expiry of any SKU at the outlet and record in the Note Book

• Also Check if the last Visit’s L & D Replacements have been completed in last delivery itself


2) Rate Disturbance Please listen patiently & explain to the Retailer that

if there is any Rate Disturbance in the Market it is only temporary & by taking stock from the Distributor he gains….. Since…..

a) He gets Regular & at times Immediate Service

b) All Products to Sell

c) All Schemes, Displays

d) All Replacements

e) Credit etc



3) Grievance with Distributor and Company Again listen Patiently…

………and Note Down in Your Note Book

3.1) Regularity of Service and Delivery• If your Service to him is not regular he could have a

Grievance for that too

• If You are taking orders regularly but Deliveries are not happening on time

• Schemes : Gap between Commitment and Delivery

• Settlement of Gifts/Contest



3.2) Schemes : Gap between Commitment and Delivery

• You may have Committed him 6 Rs / Ltr but in the Last Bill he has Received only 5 Rs/ Ltr. You will

have to note down the same & Commit to Resolve the Issue by the next Visit



3.3) Settlement of Gifts/Contest• Gifts……….Your Retailer may have Finished last

TBTL but may have not received his Committed gift. You have to note down the same & commit to resolve the issue by the next Visit positively.

• Contests…...Your Lottery Draw in your Depot would have been over last month. But the List of Winners have not been communicated to your retailers (Irrespective Of Who The Winners Are ). You have to show the retailer the List Of Winners. In case you are not carrying one you have to do so by the next Visit positively


PCNOS ‘A’ F

A cknowledge


Acknowledge…..Closing the Call

Before Closing Ensure All Steps of Calling Completed & Beat Book updated Have you finished PCNOS

PCNOS?• Planning & Preparation

• Calling

• Availability N Visibility

• Order Taking

• Solve Problems


Say ‘Thank You’ or ‘Shukriya’ or ‘Dhanyavad’ …….to the Retailer

• Using Name • E.g. Dhanyavad Kanhaiyaseth, Shukriya

Iqbalbhai

Acknowledge…..Closing the Call

PCNOSA ‘F’

F eedback


1) Update ReportsAfter Reaching the Distributor Point

a) Update…. Incentive Bank

b) If Midas Distributor….Ensure Billing, Collection

This will Ensure You Get Your Reports

c) If Non-Midas Distributor……

…..Update IQL Formats

…..Update NPLP

Feedback….Reporting


2) Review Day Performance

a) Volumes b) LPD c) Effective Coverage

…….On Plan V/s Actual for the Beat Just Finished !



Fill All the reports for the Day…..

……next Day these reports will be used by You in Planning

3) Leakage & Damage & Expiry

……Give details to your Distributor & TSO & Highlight Problems/ Issues & get them

resolved.



4) Grievances

……Discuss the grievances of Retailers (About Company & Distributor) with your TSO &

Distributor & get Solutions to Solve them


Quiz 2

Role Play

Basic Selling Skills_scm1

Documents

Transcript of Basic Selling Skills_scm1