Andrea RasmussenSurbhee Grover

Kerry Preston

Icon Selling2012

Breakout Objectives

Team Discussions

Develop powerful and engaging expression of language and stories

Account Opportunities Exercise

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Playing Your Cards

What is the most difficult and challenging brand for us to sell?

What question do you ask to challenge your buyers?

What is the most compelling hook for Moet Imperial?

What math matters most to our customers?

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Savoir Faire

Savoir Faire: Inspiration MaterialsInspiration Theme Location

Brand Stories

• Brand Sell Sheets on the table

• Distributor Portal• Flavors Of the World

Magazine

Art and Architecture –Best museum shows

• In the “gallery”• Architectural Digest

Fashion and Beauty • Magazine (Vanity Fair) on team tables

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Savoir Faire: Scoring Criteria

Criterion Weight

Leveraging Brand Heritage 5

Creative use of Language and Stories 5

Authenticity of story and of YOU! 5

Credible Presentation 5

Total Score 20

The Challenger Rep

The Relationship Builder

Pushing Customers’ Thinking

• Challenger rep uses relationships as a starting point to achieve a specific end

• Wins by creating and maintaining a certain amount of constructive tension throughout the sale

• Offers the customer unique perspectives – and communicates those perspectives with passion and precision

• It’s customer value (Challenger approach) versus customer convenience (Relationship Builder)

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Your “Case” Materials

“Account” Strategy

Neighborhood/ Area

• A brief description of account including

• Basics ($$$$, cuisine, ambiance)

• Buyer description• Future growth

ideas

• Neighborhood characteristics (demographics, etc)

• Restaurants, bars, etc

• Major attractions

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Consumers

• Description of consumer mix and one or two profiles

• Clientele mix• Demographic ,

stats materials• Trends,

consumption

Menu

• The Food, Wine & Beverage Menu

• Select reviews

Provide a crisp and clear assessment of the account’s current situation and future strategy

Ask provocative open-ended questions to gain more insight

Identify a clear set of opportunities for the account

Propose a recommended solution based on a high value opportunity

Your Trusted Advisor StatusDid you…

What was a new “a-ha”?

What will you do differently tomorrow?

How can Moet Hennessy support you?

Facilitator’s recap – tying it all together

That’s A Wrap

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