2. MISSION STATEMENT
Our purpose was to develop a program
to expand the Property Maintenance
segment of Sherwin-Williams to
improve sales and grow gallons.
3. Sherwin-Williams SWOT
Strength
• Trademark Service
• Knowledgeable employees
• Location
• Brand Recognition
• Sales Rep available support
• Free Delivery
Weakness
• Perceived Higher Pricing
• Online Ordering
Opportunity
• Property Management Market
share
• Increase brand awareness
• Utilize existing programs
Threat
• Big Box Retailers
• Low ball pricing
• Local retailers setting own price
• Price Perception
• S-W Lowe’s Product Line
Sherwin-
Williams
4. SWOT HOME DEPOT
Strength
• Large assortment of
products
• Service as “one stop
shopping”
• Complimentary color eye
station
• Perceived Value
Weakness
• Lack of training in
employees
• Lack of product
knowledge
• Lack of product depth
• Self Service model
Opportunity
• Easier access to
assorted products
• Improve employee training
Threat
• Big Box Retailers
• Competition for Specialty
Stores
Home
Depot
5. SWOT LOWE’S
Strength
• Brand Recognition
• Large assortment of
products
• Online Ordering
• S-W product line
• Valspar Paint Truck
Weakness
• Lack of product
knowledge
• Wait time
• No follow-up service
provided
Opportunity
• Improve employee training
• Improve product
performance
Threat
• Big Box Retailers
• Competition from Specialty
Stores
Lowe’s
6. SWOT PPG
Strength
• Pricing
• Sales Rep available
support
• Large brand recognition
from outside contractors
Weakness
• Brand Recognition in the
area
• Limited Locations and
Services
• Product consolidation
Opportunity
• Growth on all segments
• Additional Locations
Threats
• Big Box Retailers
• Local stores have former
Sherwin Williams employees
PPG
7. SWOT ROSE TALBERT
Strength
• Well known in political
circles
• Locally owned and
operated
• Local recognition
• Local Distribution
• Product Labeling
Weakness
• Few locations
• No quality control on products
• Brand Recognition
• Fewer product selection
• Customer Service
Opportunity
• High risk credit customers
• Potential for large profit
based on profit policy
Threat
• Lack of financial support
• Big Box Retailers
• Improvement of Products
Rose
Talbert
9. Target Customers
New potential accounts
Past accounts not currently
buying from us
Current accounts with an
opportunity to grow sales
10. Research
Apartment Finders/ Internet Resources
Customer Weekly Sales Frequency Report
Phone Interviews
Face to Face interaction
Visited Lowe’s, Home Depot, PPG, Rose
Talbert
Contact with Store Managers and Sales Rep
12. Customer Comments
“The main reason for Rose Talbert is better
pricing. Sherwin-Williams is a better company,
but Rose Talbert is more economical.”
“Some of the issues I encounter is that the people
don’t really know what they’re talking about with
their products.”
“We love our products with PPG.”
“Easy convenience for maintenance workers to
go to Lowe’s based on location of the job.”
“I wish Sherwin-Williams offered better and easier
online ordering.”
15. Survey Data
58%24%
6% 12%
Paint Suppliers Used
Sherwin-
Williams
PPG
Rose Talbert
*Researched based on: 200+ targeted customers called, 50 surveys
conducted
22. Step 1: Store Manager
Set Goals
Establish goals and timelines
Identification of Accounts and Contacts
Develop prospect list using Customer Weekly Sales Frequency Report and internet
resources
Determine who’s calling customer
Select high potential employee
24. Step 2: High Potential Employee in
collaboration with Store Manager & Sales
Rep
Research
prospects/
Qualify list
Train
employee to
develop call
questions
Schedule
weekly time
for
designated
calls
Enter call
plan in Sher-
Call
calendar
30. Step 4:
Review results
with Store
Manager and
Sales Rep
Grade
Success/
Hot Leads
Adjust
and revise
the
customer
list
31. Summary
Our strategy can work and will work
In-Store Event at store 2076
High Potential account assignment 2330
Successful in multiple sectors of Sherwin-
Williams
Compared to Sales Blitz in June, this attack
plan will be able to be conducted more
efficiently
Finding the right person to be held
accountable for making the calls is very
important
Our purpose was to develop a program to expand SW sales, service, and reach, to all new, existing, and potential clients.
Describe project more in depth
-Delete second part, just read the first section?
Transition slide
-try and find new ways to get new potential acounts
-swap one and two
-MAKE SURE TO ESTABLISH SURVEY WAS DETERMINED BASED OFF OF TARGETED CUSTOMERS
-State based on the customers we called, 200+ called
-make sure to address that this information came from accounts we are not currently selling to
Lots of opportunity to grow, get more questions about overall business not just paint
Results answered by managers
-Market Conditions
-Areas for improvement
-further knowledgeable (customer)
-Target subsegments
-Let people who like making the Lead Calls make the calls
-Areas to Improve in (small locally owned pm business)
-maximize lead generation
Select One team leader
1 person driven employee
How many counts per week, timeline of calls to make and when
Change 2 develop and train employee to develop call questions
Explain how to be properly trained
Ensure the selected employee has the proper training and sales tools for success.
Research prospect and qualify candidate, give employee opportunity to qualify list and gain ownership
Previous sales history
2)
Next
-Invite to store event (grill out, homemade ice cream, breakfast)
-Validate information, build relationship with customer
-mention ProDiscounts
Second Bullet point (gain commitment)
Make sure to log commitment in Lead Generation “What’s next and when”
Bring price quote, Demo Product, sales sheets data page
4)Go back and identify and qualify what’s missing
Supplies
Debrief on success of the Take 5 event (sales increase/decrease,etc.)
2) Larger opportunities will be presented as hot leads to the Property Management rep
3) Developed success with a certain potential based off of people contacted and become incorporated in Lead Generation
-Add ice cream social
-called 30 customers
-10 show up (3 Red Carpet)
-example Nikita (Augusta store)
-assigned one person (conducted by high potential employee)
-large success in sales blitz
-Compared to Sales Blitz in June, conducted more efficiently and determine accountability
-Improve closing
-Add evidence of the companies we’ve added and got leads uncovered
-Addresses the managers execution
-Results from previous sales blitz, covers the problems encountered
-Last week in June
-Lead Gen Champion (Rep knows who to go to and ask questions from)
-helps the rep with follow ups
-This Plan can be incorporated into any other sector
-Help attack “every day” businesses
-small businesses
-3 year experience know from previous Lead Gen calls excited to be held accountable
Explain in closing - Through the focus of improvement on the Property Management sector in the Lead Generation program employees will be able to better reach customers allowing for the expansion of sales, creation of better customer loyalty, and development of personal relationships with new, existing, and potential clients.
