innovative tools team of experts Latam business growth
Transcript of innovative tools team of experts Latam business growth
business growth commercial & marketing strategies
innovative tools team of experts Latam
profitable growth
methodologies & tools
practical approach We
have been on your side
Export and Branding experts Americas region
WHY US?
SOLUTIONS BUSINESS
GROWTH
BUSINESSSTRATEGY
EXPANSIONS DIGITAL TOOLS
BUSINESS STRATEGY
|ROUTE TO MARKET|
|SALES & MARKETING PLANS|
|DISTRIBUTOR MANAGEMENT|
|INCENTIVE PLANS|
|CHANNEL STRATEGY|
|FAST-TRACK E-COMMERCE|
-
BUSINESS STRATEGY
EXPANSIONS
|PRODUCT INTRODUCTIONS|
|PARTNER ASSESSMENTS|
|SALES REPRESENTATION|
|E-COMMERCE ECOSYSTEMS|
|ASSET & TALENT MANAGEMENT|
|SALES CAPABILITIES|
DIGITAL TOOLS
WHAT ARE THE “RIGHT” THINGS ?
TO DRIVE CONVERSIONONE SHOT
BRANDS HAVE
3,000is the number of brand messages
that a regular person receives
during a day
On-trade consumers decide within 7
seconds on average what they will order
00:27”
Supermarket shoppers interact with alcoholic categories for no more
than
SECONDS
80% of alcoholic beverages shoppers in supermarkets are women.
SUPERMARKETS
CONVENIENCE STORES
93% of alcoholic beverages shoppers in Convenience Stores are men
CHOOSING THE
RIGHT SHOT
EVERY OUTLET IS DIFFERENT
WHAT ARE THE RIGHT
MATERIALS ?
WHAT ARE THE CORRECT MESSAGES FOR EACH MATERIAL
IN EACH OUTLET ?
DIFFERENT IDEAS ABOUT “CORRECT”DIFFERENT DISTRIBUTORS TO EXECUTE THEM
DIFFERENT DISTRIBUTOR REALITIES
HERE WE CAN HELP
1 2 3
PLATFORMSTraining & Execution
STRATEGYTrade Marketing
ACTIVATIONSBack Line Marketing
1. STRATEGYFrom segmentation to strategy execution we guide your organization in the path to success. Our secret weapons: Proved methodologies and 15 year of experience in the consumption industry.
� Segmentation
� Channel Strategy
� Category Management
� Go to Market
� Perfect Execution (point of sales)
EMBEDBUILD EXECUTE
CHANNEL SEGMENTATION
CHANNEL PRIORITIZATION
STRATEGY SUMMARY
HOT SPOT- MATERIALS
PERFECT EXECUTION GUIDE
PREPARATION AND ADMINISTRATION
GO LIVE
MEASUREMENT & REWARD
1
2
3
4
5
9
7
8
ROUTE TO MARKET6
WORKSHOP 1
PROVED, SIMPLE, FLEXIBLE AND EFFECTIVE METHODOLOGY
One strategy for 17 different markets:(Direct and indirect distribution)
AMERICAS
� Canada
� United States
� México
� Puerto Rico
� Dominican Rep.
� Ecuador
� Argentina
� Paraguay
� Uruguay
� Bolivia
� Caribe
NEW YORK
MIAMI
NEW YORK
COMMERCIAL CONSULTANCY
ROMAR TRADING @ARUBA
FROM STRATEGY TO EXECUTION
Design and execution of activation programs, with focus on the middle client. (Back Line marketing)
� Volume activation program (Internal and external)
� Loyalty programs
� On-Site Training
� Massive Training Events
2. ACTIVATION
BACK LINE
BELOW THE LINE
ABOVE THE LINE
↓ ↓
CONSUMER
STAFF
SALES
DISTRIBUTION
CLIENT
Innovative digital training platforms.Simple, Inspiring and real-time.
• Giving them the materials they need
• With Messages they understand
• Through Platforms they use
• And tools that empower them
… while we measure, improve and
ensure understanding
3. PLATFORMS
VIDEO
The cicle starts showing the monthly video which
explains each the content in an
entertaining way
Right after, we will evaluate digitallly the audience knowdledge
and understanding about the content
EVALUATION
Once the audience has understood, it is time to
give them the right complimentary info with
specific instructions to follow
INFOGRAPHICS
WHAT ARE THE MAIN COMPONENTS OF OUR TOPPLATFORMS
RESULTS SO FAR
PLATFORM RANKING
KEEPS CONSISTENCY IN COMMUNICATION UNTIL THE LAST SALES LEVEL
+50,000More than 50,000 people are being empowered with our platforms every month
REMEMBRANCE
96% of users (Sales Reps) remembers the most important messages after being trained
of users wants to keep receiving our tools for the next year+99%
98% PERCENT OF ACCEPTANCE WITH AUDIENCE
|EDUCATE| |ENABLE| |EMBED|
SKILLS = CONFIDENCE = SALES
❏ Methodology design is based on the fact that the acquisition of skills is different from the acquisition of knowledge. There are variations between the mix of doing, seeing and hearing for each situation
❏ Methodologies are varied to align to the particular learning objective or knowledge gap identified per resource
❏ Successful sales are anchored by the understanding of your market, knowledge of your brand,
❏ Sales skill depends on self confidence
❏ Customers sense whether or not you believe in yourself and whether you believe in what you are talking about. That belief plays a very significant role in persuading the customer or client to buy from you. Cultivating self-confidence forms part of the skills acquisition process
Structured Business Sales ❑ Understanding Customer Needs and converting into Strong
Sales Arguments ❑ Setting Objectives ❑ Sales Skills ❑ Handling Objections ❑ Closing the Sale ❑ Interpersonal Relationship
Develop and Maintain Superior Customer Relations
❑ Customer Planning ❑ Interpersonal Relations❑ Negotiations❑ Team Building
Structured Business Negotiation❑ Negotiation Planning ❑ Interpersonal Styles❑ Negotiation Strategy❑ Objection Handling
Business Planning❑ Data Gathering ❑ Developing Joint Business
Plan and Joint Value Creation
Brand Activation in the Outlet ❑ Strategy Development❑ Understanding Shopper -
Consumer Drivers
5 SKILL DEVELOPMENT WORKSHOP
1 2
3 4 5
+500
Spanish, English, French
+40
+15K
USA Mark Hunter : CEO, The Sales Hunter:• Outstanding• Capable• Motivated • Team
Mexico: M Bernal Grupo Colectivo• Apasionado• Entregado• Alto Nivel de Servicio
Amsterdam: Stephanie de Wolf• Consistent• Responsive• Pro-Active• Personal
Puerto Rico: Fernando Rodriguez• Excellent Resource • Highly Capable• Great Professional
Panama: Azuiri Lopez SD• Logra Transmitir de Manera
Directa en el lenguaje de la audiencia (Vendedor, Supervisores, Mercaderistas)
Ecuador: Daniel Moran HR Partner• Experto enfocado en enseñar de
manera práctica
Bahamas: L. Brarrington Archer TM• Concise• Informative • Fun • Interactive
Front line sales employee trained
Trainings in every country of the americas
Distributor in 35 different countries
Virtual workshop
Developed Sales academy for Americas
region
DEEP DIVE
CRAFT THE STRATEGY
UNLOCK POTENTIAL
GO LIVE!
OUR APPROACH
W E K E E P I T S I M P L E
+16 years of experience working in commercial roles in FMCG,
leads portfolio strategies with a deep comprehensive commercial
approach. Has led Marketing teams and Commercial organizations in leading
companies such as : Kraft Foods, Heineken, Coca-Cola, Mercado Libre in both local and regional
roles
+18 years of experience in the beverage and FMCG industry in
Latin and North America, has held executive positions in companies such as FEMSA,
Cervecería Cuauhtémoc Moctezuma, HEINEKEN and INCECA, in the Commercial
Marketing, Supply Chain, Export and business Development areas.
+14 years of experience in multinational companies in
services Maersk & FMCG Heineken industries developing businesses,
products and services in Latam and Caribbean markets. Has held
various roles in Commercial, Digital Management, Project
Management, Ecommerce, Supply Chain. Last role as AEM for Central
America markets.
TEAM
Jose Luis Lopez Pablo Beltrán Jeancarlos Girón
More than 20 years of experience in sales, marketing and trade marketing in multinational
companies
+6 years as Trade Marketing Consultants in more than 14 countries (Channel Strategy,
Segmentation, Picture of Success, Route to Market, Variable Compensation, and Incentive
Programs)
Design and deployment experience of Sales Incentives Programs directed to customers and consumers aligned with company´s objetives
Creator of award winning Sales Training Platform (ECO) and tool - apps developers to engage with customers, external sales reps, and internal sales
reps.
In the last 6 years has helped more than 20 companies from Canada to Argentina develop their Channel Strategy from segmentation to
channel activation.
Passionate about execution and with a user centric approach, has developed and installed
tools that help organizations reach their goals at point of sales. (PICOs, DMTP app, ECOs training
platform, Horeca’s incentive program)
More than 18 years of experience in FMCG commercialization, Rebeca has held strategic roles like KAM for major off-trade accounts in
México, Strategy Manager and Content Director.
10+ years of vast experience in developing & performing Sales Training (Product Knowledge
Training, Capability Building Training, Leadership Training among some examples)
Overall management and development of Capability Virtual Tools to improve Sales, Trade Marketing,
Marketing and Front Line Managers. Commercial Excellence to help improve operations
+20 years working in the Caribbean, LATAM Region in diverse position. Excellent business knowledge of all
countries
Extensive traveling and knowledge in the Americas Region from Canada to Argentina.
TEAM
Rebeca Tella Mauricio Bernal Victor Portugues
https://smrt.one/
Financial Park Tower, 35th Floor, Boulevard Costa del Este Panama City
+507 232.2538 / 232.2539