Pre & Post Sales Call





PLANNING SHEET

WHAT to Sell

Call Objective:  
  • Leverage P&G initiative and consumer insights to:
    • Gain alignment for P&G to lead redesign work of Safeway.com baby care site
    • Gain alignment to start investing in AdWords as part of promotional baby care launch plans


WHO to Sell

For this call, who are the:
Owner(s)
Evaluator(s)
Implementer(s)
MarketingMarketing & Digital TeamDigital Team
BuyerBuyer & 
Digital Team
Digital Team


HOW to Sell

Possible Objections to My Ideas
My Responses
Cost too much for redesign
  • Millennial Mom's
  • Increase HH
  • High ROI
Never done AdWords, will it work?
  • Benchmarks
  • Google Analytics to improve ad performance
Will investing online hurt my in-store sales?
  • Online is 2% of total sales
  • Investments will amplify in-store sales


How Will I CLOSE THE SALE

  • Linking digital recommendations to 3 key measurements
  • Emphasizing how Millennial Mom's are changing their shopping and research behaviors to be more digital
_______________________________________________



AFTER CALL REVIEW

Objective

Did I sell my objectives?      Yes   
                                              No       

What did I sell?



Needs

What needs did I identify? 



Did I create solutions?


Response

Did I listen, affirm and respond appropriately?    Yes            No
How? 



Required follow-up: 


Relationships

How did I continue to build a productive relationship? 



What did I learn that will be useful later? 



ROI / Finances


Objective
üDrive $ Sales

üIncrease HH’s

üImprove ROI








Google AdWords: +$240K $ Sales (+1.0%)

Reaching Right People, Right Time, Right Place, Right Device


 

In-Store: +$350K $ Sales (+1.5%)



Background

Retailer: 

  • Safeway Corporate (1,600 stores)


Category: Baby Care (Diapers, Wipes, Bottles, Training Pants)
  • Category $ Sales: $73M (-2% vs. Year Ago)
  • P&G $ Sales: $24M (-1% vs. Year Ago)

Roles
  • Here Last Meeting: Category Buyers and Analyst, Supply Chain
  • Not Here Last Meeting: Digital and Marketing Team

Today's Objectives
  • Leverage P&G initiative and consumer insights to:
    • Gain alignment for P&G to lead redesign work of Safeway.com baby care site
    • Gain alignment to start investing in AdWords as part of promotional baby care launch plans





About Me - Albert Chan


Safeway.com: +$240K $ Sales (+1.0%)


Store Front - Before

Store Front - After

Product Page - Before

Product Page - After



Mobile Page Optimization