MillerBrewing by dandanhuanghuang

VIEWS: 9 PAGES: 13

									Consumer Packaged Goods
         Sales
          Sue Smith,
     Unit Sales Manager
   Miller Brewing Company
         Distribution System
• 21st Amendment
  – Eliminated Prohibition
  – Created Distribution Network
  – Allowed States to Tax Manufacturers and
    Transportation of Alcoholic Beverages
• Three Tier System
  – Independent Wholesalers
                 Three Tiers
• Miller Manufactures
• Miller Sells to Wholesaler
• Wholesaler Sells to
  –   Grocery
  –   Convenience
  –   Bars/Clubs/Taverns
  –   Concession Stands
  –   Hotels
• Retailer Sells to You (LDAC)
• Prepare the Solution                       Solution Selling
  –   Target Opportunities
  –   Objective Based Selling
  –   Prepare the Presentation
  –   Pre Game Preparation

• Sell the Solution
  –   Gain Attention
  –   Uncover and Agree on the Opportunity
  –   Negotiate the Solution
  –   Secure Commitment

• Execute the Solution
  –   Document the Call
  –   Over Communicate Next Steps
  –   Implement
  –   Track, Measure and Communicate Results
   The Changing Face of Sales
• 1998 Reorganization
  – Chain Sales
  – Data Management
  – Sales Managers
• Three Focal Areas
  – Build Key Accounts
  – Build Organization
  – Build Distributor Relationships
                     Sales Reorganization
• Chain Sales
  – call on Supermarkets, Wholesale Clubs,
    Convenience Stores, Hotels, Restaurants
• Data Management
  – provide chain sales information for customer
    accounts and presentations
• Sales Manager
  – Partner with Distributor Network
  – Call on Retail accounts outside of chains
         Build Key Accounts
• Split accounts into three tiers
  – A/B/C
• Thursday Retail Day
  – Everyone is in retail
• Focus on Key Holidays
  – Supermarket Execution
       Build the Organization
• Focus on People Development
  – Setting Objectives
  – Coaching and Performance Management
• Sales Learning Development Center
  – Solution Selling
  – Presentation Skills
• Field Sales Diversity Council
 Build Distributor Relationships
• Shared Houses
  – Coors joins Miller Houses
  – Heineken joins Miller Houses
  – Share of Mind
• Consolidation
  – Addition of Acquired Brands
       Marketing Meets Sales
• Marketing creates a national brand
  promotions calendar
• Sales Executes and the local level
  – Implements for geography
  – Sponsorship of local events
  – Provides feedback to Marketing
    Tools for Sales Professionals
• Data Analysis
  – DCR
  – AC Nielson
  – Spectra
• Distributor Council
  – Wholesaler Feedback
• Home Offices
  – lap tops
  – cell phones
  – fax machines
             Sales Internships
•   Provide 2 Interns in Chicago and Cincinnati
•   Focus on Sales Manager Position
•   Receive one main project
•   Present out results at end of the summer
Thank you.

								
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