SALES SUCCESS AND SUPPORT

John Henshell internal communications sample (The purpose of this article was to encourage salespeople to promote a new product line. I reinforced Sales and Marketing management’s sales strategies through examples of success. The message was to learn from the experts, your peers.)

YOU, TOO, CAN SUCCEED WITH ITALIA D’ORO SYRUPS

Boyds did everything possible to ensure the success of our newest product line, ltalia D’Oro syrups. We developed and produced great products with value and features that competing products lacked, and we introduced the product line with a promotion that offered incentives for Reps to sell and customers to buy. Now, we are expanding the product line.

In the first four months, about a dozen Reps have been very successful introducing the line. This article covers the reasons for their success.

Product Features

Pete Adams (SA 50, Yakima, Washington) says Italia D’Oro syrups are good products with the fruit flavors having a better, more natural aroma and flavor. Nick Andrews (SA 77, Billings, Montana) says the ltalia D’Oro syrups have a stronger flavor. Don Allen (SA3, Portland) believes that product quality, especially of the fruit flavors, is the number one factor in his success with the new line. He says the ltalia D’Oro syrups taste better. The berry flavors have proved to be especially popular in Scott Armstrong's sales area (SA 131, Tacoma), while Cal Ackerly (SA 79, Kalispell, Montana) has found that Irish Cream and Hazelnut have competed very successfully in his area. Raspberry is the most popular flavor with Fred Armour’s (SA 51, Wenatchee, Washington) customers. Louis Anderson (SA 55, Spokane) concludes that most flavors have been well received. The berry flavors may be the most popular, but taste obviously varies from one area to another.

The package size and plastic bottle are both valuable selling points for Scott. Don and Pete note that the case size and price help to sell cases. The larger bottle and better value help Dave Appleby (SA 48, Tacoma) to sell the syrups. Pete and Cal agree that price and the larger, plastic bottles are key advantages for them. The introductory promotion was a big help for Scott and helped Fred get some former syrup accounts back. Fred’s experience has taught him that price is attention getting, but is not a long-term issue. The plastic bottle is also a selling point for Nick. He tried dropping a full bottle on concrete from six feet, and it didn’t break. The bottles are durable, but we don’t recommend this as a demo strategy. Don says that of all the new products and lines we’ve introduced, ltalia D’Oro syrups have been the easiest for him to sell; he has had no complaints from his customers.

Target Accounts

The Reps with the highest sales concur that the first step to selling the syrup is to demo them. Some have concentrated their efforts on converting Torani accounts or targeting espresso accounts, while others have demonstrated the syrups for many different types of accounts. Dave’s success has been greater with new customers. However, some established espresso bars in his area carry many lines of Italian syrups, and they have added ltalia D’Oro syrups as well. Cal is setting up new accounts with ltalia D’Oro syrups first, and then filling in with Torani flavors as necessary, but the additional flavors should provide enough variety to allow operators to carry just ltalia D’Oro syrups.

Pete is selling to espresso accounts, but also to businesses that are retailing the products. Supermarkets in Cal’s area are selling the syrups. Rosauers is very happy with syrups. Nick has a wholesale account buying our Italian syrups. Scott took advantage of the special introductory offer to demo the syrups at espresso carts, and leave ground espresso as well. He has had success with current accounts, and added prospects. Scott and Fred are selling just ltalia D’Oro syrups to espresso businesses as a means of establishing a relationship to sell more products.

Successful Strategies

Cal has been tying-in ltalia D’Oro syrups with other ltalia D’Oro products: point-of-sale materials, condiment bottles, and espresso coffee. He says the new Visual Action Stimulator sheets also help. Cal’s accounts have received favorable comments from their customers who have noticed the difference. He is enthusiastic about the new product line, saying, “I can’t wait for more flavors to come out.” Fred believes that more flavors will make the difference. Our forthcoming flavors will make it possible for businesses to offer a wide variety of ltalia D’Oro syrups.

Louis’s extra effort and creative selling skills are working with the syrups. He has put together a recipe booklet including baking uses. Don considers selling a unique product to be an advantage. He says, “I like it because no one else has it.” Like many Reps, Fred faces some stiff competition. His strategy will be to continue to retain, add, and regain accounts. Fred plans to make cold calls on those prospects every few months.

Use these key selling points of ltalia D’Oro syrups:

	Promote their popularity. Cite other accounts that use the syrups. More than 80% of people who compared Italian syrups in blind taste tests preferred ltalia D’Oro syrups.
	Let the ltalia D’Oro products sell themselves by presenting and cutting the syrups against a competing product in a blind test. Kevin Marshall says, “The proof is in the pudding.” He recommends using this strategy to overcome your customer’s brand loyalty.
	Demonstrate ltalia D’Oro syrups first. Set the standard.
	Demonstrate the products in drinks. Cut fairly and accurately against other syrups. The product is not intended to be consumed “straight.”
	Tell your customers that their patrons will notice the difference, because our product is better.
	Capitalize on the forthcoming promotion. The Reps who have experienced the greatest success so far took advantage of the first promotion to introduce the syrups.
	Ask for the order.

With nine additional flavors, you can offer high quality, variety, and value. Boyds has Italian syrup competitors throughout our Direct Sales territory. You can compete more effectively by being the first to demonstrate the syrups for accounts and prospects, and then asking for the sale.