Evolution Framing Distributor Persona - Opportunity & Closing

This playbook focuses on moving a qualified customer forward as a potential sale and future business partner. This playbook takes you through the basic process of what to know, do, say, ask and show in order to move the distributor to closing.

What to Know!

Once a distributor has qualified and an opportunity to partner with them has presented itself focus on prepping for the follow-up and possible closing.

Most distributors will have more than one location and will not always be interested in carrying a product at multiple locations. Each may require its own negotiation.
If moving to close the distributor will be interested in how quickly they can get the product.
Inventory turns and amount of margin per sale.
Expect someone very familiar with finance or purchasing to be in attendance at a meeting. Be prepared to re-sell the product and potential opportunity to other stakeholders.

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What to Do!

Prepare, present, and negotiate!

Offer to partner with their sales reps to travel with them and help them sell the product initially including dealer lunch and learn, sales blitz, contractor pull-through.
Setting expectations on both sides. Opportunities often give way to negotiations.
Set JBPM if customer is moving forward. Quarterly JBPM should be scheduled with the RSM.
If the distributor is buying, you can follow the Salesforce Onboarding process.
Be sure you've adequately prepared by going through and figuring out scenarios that would benefit both sides. Various levels of margin based off amount of product being purchased that would increase their possible margin as an example.

For existing distributors you may need to be setting new goals or discussing joint events, making adjustments for regularly scheduled orders and so forth in order to help generate some additional sales.

With either type of customer new or existing you should also take the time to see if you can sell other additional FBP products that compliment this one.

What to Say!

Its best to have a presentation or summary pitch put together that proposes the product's benefits along with various levels of margin via purchasing volume. Have a separate spreadsheet ready with just this information in it, in the event that this becomes a longer discussion with their finance team.

Key points to talk about:
What they look for in a partner. Again get the information first.

We have some example sizes and builds that I can give you and your sales team a range on.
You can request a takeoff request on our website.
We have a marketing program that you can qualify for.
We support sales blitzs to help get you going.
We have online videos, or a course to help educate reps new to the product.
This will help in the week leading up to sales blitz or for any new hires.

State what we can provide support to them as a valued partner.

Deliver. We will create initial suggested container orders for you, so you can get started immediately.
Develop. In collaboration, we will create a specific partnership plan that will help you grow and gain railing market share.
Train. Bring in multiple trainers from corporate to train your people and conduct a two-day sales blitz to get you on the right track.
Conduct Dealer and Contractor PK’s
Follow up. Scheduled Joint Business Planning Meetings that allow us to make sure we are on a path to success and adjust our plan, as needed.
Continue to deliver an innovative and quality product you are proud to promote.

As well be sure that we communicate what we expect:

Make the most margin possible. You use your buying power by purchasing at least 75% of the product direct on containers.
Targeted efforts. Your sales force targets their efforts to help us both grow and gain railing market share.
Continuous improvement. You are receptive to continually improving and becoming more efficient through training and resources we provide you.
Support. Your sales force supports the efforts of sponsored PK’s for Dealers and Contractors.
Follow up. Scheduled quarterly check-in’s that allow us to make sure we are on a path to success and adjust our plan, as needed.
Be proud to deliver an innovative and quality product.

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What to Ask

Negotiations will often be centered around settling the larger questions of price, and margin. If both parties can agree then it becomes a question of how much, and how often the product will be delivered. Most other aspects of Onboarding can be carried out through following the Onboarding process already available in Salesforce, inclusive of setting a schedule for the initial sales blitz and next JBPM.

What is your expectation for inventory turn? (We help the install the first time to increase sales)

What to Show!

Although there are many resources available in the below section, a customized agreement, spreadsheet with margin breakdowns by purchasing volume and other supporting documents will need to be created by the presenter. These are often items not assembled with just input from a single individual. All other items that will need to be used such as Credit Apps, and agreements are available once this customer is moved to Home as a Win, making the onboarding process available.