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2013

Sales & Marketing Competency Development Program

Edwin Ebreo
ExeQserve Corporation Unit 404, VGP Center, Ayala Ave., Makati City 8933199 * ecebreo@exeQserve.com May 23, 2013

Contents
Program Goals: .................................. 3 Rationale: ......................................... 3 Proposed Framework/scope ................. 4 Initial List of Proposed Programs .......... 5 Sales Management ............................. 5 Selling Basics ..................................... 6 COMMUNICATION AND NEGOTIATION SKILLS PROGRAM KEY ACCOUNT MANAGEMENT PROGRAM 8 DISTRIBUTOR MANAGEMENT PROGRAM10 Investments ScheduleError! Bookmark not defined. Package InclusionError! Bookmark not defined. Safety ClauseError! Bookmark not defined. conformeError! Bookmark not defined. Annex A: Profile of Chochit Solomon, Lead Consultant 12 7

PROGRAM GOALS:
a. Develop a holistic sales and marketing capacity development strategy for Your company b. Customize interventions necessary for target employees to achieve their performance goals.

RATIONALE:
As Your company increases its revenue target, the need for its employees to respond strategically becomes crucial to the organizations success. We at exeQserve believe that any training intervention must be linked to the companys sales and marketing strategy. However, we often find that managers also need help in strengthening their capacity to work out a strategic sales and marketing plan. Hence, ExeQserve offers a partnership that will allow us to work with your principal sales and marketing players in creating a capacity building strategy for both managers and sales front-liners. The program outlines we included in this proposal are just proofs of concept and will be adjusted or changed to fit the target participants needs.

PROPOSED FRAMEWORK/SCOPE

Design Training Needs Analysis Capacity Building Strategy Curriculum Development

Implementation Sales Management Training Selling Basics Selling Competency Building

Follow Through Reentry Action Plans Monitoring and Evaluation Inputs to course enhancements

We propose a holistic sales and sales management capacity building strategy that equip employees to perform according to expectations and strategies laid out by the company. We propose the following service to ensure success towards this end 1. Design of Customized Sales Capacity Development Program: a. Training Needs Analysis Working with Principals and target participants to understand the nature of the work, current practices and areas for improvements that can be addressed by training b. Capacity Building Strategy Development Customizing a set of development programs that will help enhance the skills of target participants c. Development of an entire curriculum that addresses not just the selling technical skills but also other competencies required to achieve the needed selling success. 2. Implementation Facilitation of the various capacity building programs 3. Follow Through Putting together strategy to ensure application of learning and continuing enhancement of performance. a. Re-entry Action Plans Participants will be asked to write action plans that will require them to apply what they learned to the workplace. b. Monitoring and evaluation The consultants will be following through on the participants after some time to refresh them on the lesson and to evaluate their ability apply their learning.

c. Inputs to course enhancements findings during evaluations will be considered for redesign of programs and future courses.

INITIAL LIST OF PROPOSED PROGRAMS


SALES MANAGEMENT
Successful selling starts with successful strategizing and then followed by implementing and evaluating for continuous improvement. This program covers the following: a. Formulating a Sales Program i. The sales program should consider the environmental factors (both internal and external) faced by the company (eg. Potential customers, Competition, legal restrictions, technology, Economic outlook, Company Resources, etc.). Sales Managers organize and plan the companys overall personal selling efforts and integrate these with other elements of the firms marketing strategy (Target markets, product, pricing policies, distribution channels, promotion policies, Personal Selling Processes, Advertising, Sales Promotion) b. Implementation of the Sales Program i. The implementation phase involves selecting the appropriate sales personnel and designing and implementing policies and procedures that will direct their efforts toward the desired objectives .This would involve the following : Setting the Companys Forecasted Sales Objectives/Targets & Budgets (Short Term and Long Term), formulation of the Sales Frontliners Job Description (as well as Sales Supervisors), The Sales Aptitude and Competencies required of a Frontliner , the Census of Sales Outlets, the Individual Coverage Plans of the Sales Frontliner (Territory Design Routing), the Compensation and Incentive Programs, Set Skill Levels (Execution of the Sales Daily Routine and Basic Call procedure), etc. c. Evaluation and Control of the Sales Program i. The evaluation phase involves developing methods and evaluating sales performance. Evaluation facilitates adjusting the sales program or the way it is implemented when performance is unsatisfactory. Some methods are as follows: The conduct of Monthly Cycle meetings ,Semestral and Annual Meetings with the Frontliners, the integration of the individual Performance Reviews (following the ORLN framework), Quarterly Management Budget Reviews, etc.

SELLING BASICS
Persuading customers to part with their money may not be easy, but the actual process is a straight forward one. Whether one is selling to business or individual customers, the rules remain the same. Identify targets, understand customers needs, then sell the benefit of your products, handle objections and then close the sale. What happens as the process progress spells the difference between selling and not selling. An important ingredient in the success of any business is good selling. Without it, many sales are lost sales that may mean the difference between success and failure. This program will show participants and help them demonstrate creative selling techniques. This two-day program will equip sales makers with the essentials of the selling process as a vital component of the marketing function. It will give them an understanding and appreciation of the attitudes and values that provide a winning sales edge using the time-tested Formula for Success. This course is valuable for everyone involved in selling or marketing products, services, ideas, or projects in private, public and non-governmental organizations. This program shall cover the following topics d. Establishing the right selling attitude/mindset e. Understanding the selling process f. Appreciating the role of the sales person g. Successful prospecting and qualifying h. Establishing rapport and a long-term sales relationship with their customer i. Understanding the sales communication process j. Approaching clients and making a sales presentation k. Recognizing objections and practice handling objections l. Knowing when and how to close a sale

COMMUNICATION AND NEGOTIATION SKILLS PROGRAM


This one day course focuses on building the participants communication, handling objections and negotiation skills. It also aims to standardize the handling objections and negotiation processes across the participants. It consists of several modules briefly described below. The Communication Skills module focuses on ingraining among the participants the Basic Communication Process, the appropriate responses to open the communication between Sender and the Receiver , the Handling Objections Process and its application. The Presentation Skills module focuses on ingraining among the participants Account Penetration, Features and Benefits Selling, the importance of identifying Buyer Needs and Wants and the use of the Persuasive Selling Format Framework when making presentations. The Basic Negotiation Skills module focuses on orienting the participants on Basic negotiation principles to effectively and efficiently negotiate with customers and achieve a win-win situation. Course Learning Objectives Upon completing the course, the participants will be able to apply their learnings in the workplace to help them operate more efficiently and effectively. COMMUNICATION SKILLS Learn the Communication Process Learn the Barriers to Open and Close Communication Learn the Appropriate Responses to ensure Open Communication Learn the Handling Objection Process Apply the Appropriate Responses and Handling Objection Process in the workplace Apply Presentations following the Persuasive Selling Format Framework PRESENTATION SKILLS Learn the concept behind Account Penetration and the tools necessary to develop a Preferred Supplier Relationship Learn the concept behind Features and Benefits Selling Understand Buyers Needs and Wants

Understand the Persuasive Selling Format (PSF) Framework Apply the PSF Framework in developing presentations

BASIC NEGOTIATION SKILLS Learn the principles behind Effective Negotiation and the tools necessary to achieve a Win-Win situation with the customer when negotiating Understand the 7 Key Steps in Successful Negotiations

KEY ACCOUNT MANAGEMENT PROGRAM


This three day course focuses on building the Account Managers skills and competencies with the ability to manage effectively their key accounts. It also aims for the participants to learn and understand the basic processes and competencies behind key account management. The first day takes the participants to the Developments of the Trade. This is followed b y the topic Key Account Management : What is it?. This is followed then by the role of Key Account Management. The second day covers the Expanded Basic Call Procedure and the Daily Sales Routine. Account Penetration follows next. This is followed by Inventory Management. Sales Math comes after. The day ends with Face to Face Communication. The third day talks about Handling Objections followed by Features and Benefits. Account Penetration,Presentation Skills Business Review Presentations and Merchandising and Display Principles comes in the afternoon.. Course Learning Objectives Upon completing the course, the participants will be able to apply their learnings in the workplace to help them operate more efficiently and effectively. DEVELOPMENTS OF THE TRADE Learn the Profile of Consumers today Learn about the Current Philippine Trade Landscape Learn about the retail trends in Asia KEY ACCOUNT MANAGEMENT: WHAT IS IT? Learn the Strategic Definition of Key Account Management Learn the Key Account Framework Learn the 3types of in Key Account Engagement

DAILY ROUTINE AND EXPANDED BASIC CALL PROCEDURE Develop awareness on the importance of the Daily Routine and Expanded Basic Call Procedure in ensuring the achievement of Daily and Monthly Key Result Areas Measures Develop a Daily Management System to be able to ensure the achievement of Key Objectives Apply the Daily Routine and In Expanded Basic Call Procedure in the work place ACCOUNT PENETRATION Learn how to build account penetration with respective key accounts Learn the Customer Relationship Continuum Learn the concept behind Account Penetration and the tools necessary to develop a Preferred Supplier Relationship INVENTORY MANAGEMENT Learn the benefits of Inventory Management Learn how to apply Inventory Management SALES MATH Learn how to use Basic Sales Math Concepts in order to be able to effectively engage with key account buyers on matters of account profitability

COMMUNICATION SKILLS Learn the Communication Process Learn the Barriers to Open and Close Communication Learn the Appropriate Responses to ensure Open Communication Learn the Handling Objection Process Apply the Appropriate Responses and Handling Objection Process in the workplace PRESENTATION SKILLS Understand the Persuasive Selling Format (PSF) Framework Apply the PSF Framework in developing presentations BUSINESS REVIEW PRESENTATIONS

To help the participants understand the main steps in developing, presenting and following up a Business Review To help participants identify the content and organization of an actual Business Review

BASIC DISPLAY AND MERCHANDISING GUIDELINES Learn the basic definition of merchandising Learn the Basic Merchandising standards Learn the steps of effectively selling displays

DISTRIBUTOR MANAGEMENT PROGRAM


This four day course focuses on building the Distributor Managers skills and competencies with the ability to manage effectively their Distributors in their respective areas. It also aims to standardize the management processes of the Distributor Managers. The first day takes the participants to the Brief History of the Distributor Program. This is followed by the topic on the Strategic Role of the Distributor. This is followed then by the recommended Ideal Distributor Organization. The Distributor Managers Role is the topic in the afternoon. How to Size the Distributor Sales Force follows next. This is followed by the topic Distributor Area Mapping.The second day enhances the participants people skills with the following topics Motivation, Team Dynamics, Training Cycle, Distributor Operational Audit, In the afternoon is the actual application of the principles discussed on Operational audit. The third day is the actual application of the Training Cycle. The last day is the Financial Management Module. Course Learning Objectives Upon completing the course, the participants will be able to apply their learnings in the workplace to help them operate more efficiently and effectively. BRIEF HISTORY OF THE DISTRIBUTOR PROGRAM Learn the Philippine Distribution Channel then and now Learn the Distributor Structure development thru the years Learn the Distributor Work Process STRATEGIC ROLE OF THE DISTRIBUTOR Learn the definition of a a distributor Learn the 3 legs of the Distributor Program Learn the Distributor responsibilities

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DISTRIBUTOR ORGANIZATION Learn the ideal distributor organizational set-up Learn the job description of the various distributor positions DISTIBUTOR MANAGER ROLE Learn the specific duties and responsibilities of a Distributor Manager SIZING UP THE DISTRIBUTOR SALES FORCE To expose the participants on the different approaches/methods in determining the appropriate distributor sales headcount deployment to maximize outlet coverage DISTRIBUTOR MAPPING To be able to determine the Universe of Outlets in a given distributor area which would lead to sustainable business growth and superior business results while maintaining desired profitability To learn the process of conducting an area mapping MOTIVATION To understand how motivation works Be aware of the ways in which people are motivated Recognize the role you can play in motivating different people Be aware of the interaction between different teams TRAINING ROUTINE AND CYCLE To learn the 10 principles of training To discuss the training routine To dsicuss the complete training cycle (EDAC cycle) To establish the linkage of the training routine in the Daily Routine of a trainee/seller FINANCIAL MANAGEMENT To equip the participants with financial fundamentals that will help lead and manage the distributor operations towards expected results

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eAnnex A: Profile of Chochit Solomon, Lead Consultant


Chochit Solomon has 23 years of Sales Management Experience from multinational companies like Procter & Gamble Philippines, Del Monte Philippines, Johnson & Johnson Philippines, Campbells Asia and Philip Morris Philippine Manufacturing Inc. He started his career as a Van Salesman in the Visayas (specifically Leyte Province) for P&G, assumed roles of increasing responsibilities and rose to become a Senior Sales Manager in the various multinational companies he has worked for. He then pursued a career in the Academe teaching Marketing Subjects at De La Salle University for both Masteral and Undergraduate students. He is presently a Sales Consultant and has consulted and conducted training for various companies like Wrigley Philippines, ABFood & Beverages Inc., Metrobank, Japan Tobacco Inc., Benby Enterprises, Fonterra Philippines, Coca Cola, Integrated Marketing and Distribution, Inc., REBISCO, DKT Philippines, South East Asia Foods Inc., Del Monte Philippines to name a few. Chochit is a BSC Marketing graduate of De La Salle University. He also has a Masters in Business Administration Degree from the same university and is a candidate for the Doctoral Program. He also has topped the Senior Management program at the Asian Insitute of Management sponsored by his previous company Johnson & Johnson. Summary of Competencies Training and Consulting in the field of Sales Management Extensive Sales Competencies with experience in Territory Management, Distributor Management, Key Account Management, Field Sales Coaching Excellent Verbal and Written Communication Skills Strong Leadership and Management skills developed through 23 years in managerial positions; with proven ability to direct, mentor and motivate Cross Cultural Orientation gathered through expatriate assignment, local and international travel and interaction with diverse cultures Clients and Learners from : La Farge Semento Benby Enterprises San Miguel Corporation Unilab Zuellig Pharma Purina Philippines Del Monte Philippines Beam Global Philippines Peoples Credit and Finance Corporation DKT Philippines Kraft Philippines Suy Sing Corporation Roche Philippines RFM Corporation Wrigley Philippines Japan Tobacco Inc. ABFood & Beverage Inc. Beyersdorf Philippines Philusa Corporation Fonterra Philippines Integrated Marketing and Distribution Systems Metrobank Coca Cola Philippines

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South East Asia Foods, Inc. Univet

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