2014 WSCSC: Small Format Solution Selling

Small Format Sales Pitch

Sales District Leader (SDL) has 12 minutes to present a sales pitch utilizing small format solution selling objectives and techniques to secure incremental location placement along the golden path of the account. The objective is to sell a Customer Merchandising Agreement and plan location placement. (CMA attached)

SDL Objective:

SDL is visiting Mom and Pop Shop to sell the 2014 Customer Merchandising Agreement (CMA attached). The store conditions are as listed below:

Store Specifics:

·  Store is currently running 96.5% PY

·  Store receives 2 deliveries per week

·  Frito Lay racks are completely empty and minimal credits are made to the account each time the account is serviced (credits: out of code product)

·  The store is located by a popular Lake

·  Weekend sales exceed available product and all sales are highly impulsive

·  The Cold Vault is the highest shopped area in the store selling record breaking sales in single serve drinks and case packs soda and beer

Current Space to Sales

·  Frito Lay currently has one Front End Merchandiser (FEM) by the automotive

·  Frito Lay currently has one 2-foot set by the paper towels

·  Frito Lay currently has one small basket of single-serve chips by the register

Buyer info

Potential Objections:

1) Owners of Mom and Pop Shop, Melinda and George, believe that their existing Takis/Kettle Brand rack by the register turns fast and provides the appropriate salty snack opportunities for their customers. This limits the amount of space available.

2) George and Melinda believe that there is more value provided by the margin given by the Bimbo baked goods rack in first position by the register (see supplement for position map. (Frito Lay will provide a blended margin of 38%)

3) George and Melinda believe their service is too infrequent and they are not receiving quality service

4) George and Melinda enjoy buying competitive products in warehouse environments (Cam’s Plus) and choosing what brands they sell to their customers. These brands however, do not offer a variety based on consumer demand for that specific geographic area.