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                             Selling Tactics

Current Selling Methods

    [] Activities to be used in selling your product or service.

    [] Methods to promote product or service: direct calling, telephone,
    advertising, mail, radio, television, or other.

    [] Sample brochure, advertisements, announcements, or other
    promotional literature should be placed in the Appendix.

    [] Margins of safety allowed in sales forecasts.

    [] Recommended reading: How to Master the Art of Selling by Tom
    Hopkins.

Sales

    [] It is important to demonstrate that the price and profitability of
    your product justifies the costs of sales (presentations, commissions,
    telephone, travel) and your distribution channels(s) are selected
    accordingly.

(Company)'s marketing strategy incorporates plans to sell our line of products/services through several channels:

    Executive Selling
    Direct Sales Force
    Manufacturers' Representatives
    Distributors
    Retailers
       National Chains
       Regional Chains
       Independents
    Mail-Order/Direct Response
       Catalogs
    Telemarketing
    Joint Marketing Relationships
    OEM's (Original Equipment Manufacturers)
    International Distribution

    [] See also Distribution for detailed description.

    [] See also Business Relationships section for existing arrangements.

    [] See also Advertising & Promotion section "Direct Mail" for
    specifics.

Feedback Loops

    [] Lead generation.

    [] Lead referral and follow-up systems.

    [] Information gathering and dissemination.

Executive Sales

    [] This type of selling is usually most appropriate for very expensive
    products or services (executive jets, yachts, andlarge estates come to
    mind) where it is important to deal principal to principal when
    negotiating the sale.

Because our customers tend to be top corporate managers, it is important that our company president and senior managers present our product/service to our customers.

Direct Sales

The majority of sales will be through direct sales by the (Company) sales staff. (Company) anticipates hiring XXX additional sales representatives to (cover additional territories, retailers, distributors, markets, sell specific products /services).

    [] See Organization Chart, page X.

We have chosen to use a direct sales force because our products/ services require considerable customer education and post sales support -- directly from the company. Our price point, pricing structure and profits are such that our costs of sales warrants a sale to be handled on an individual basis in this manner.

Manufacturers' Representatives

Because manufacturers' representatives carry several product lines compatible with ours, we feel that it would be appropriate to select manufacturers' representatives carrying XXX, XXX, and XXX (complementary & compatible products - automotive products to parts stores, marine supplies to boat dealerships, etc.).

Also, manufacturers selling XXX (dissimilar products yet appropriate to their customers' customer - publishers selling computer software to bookstores, etc.).

    [] See also Advertising & Promotion section "Direct Mail" regarding
    locating appropriate representatives for your firm.

    [] Contact customers and retailers and ask them who they would
    recommend to represent your product (firms and people they respect and
    do business with).

Distributors

One of the key elements designed into the (Company) marketing plan is the targeting of our distributors. It is important to select distribution channels already in existence and staffed with professionals possessing appropriate backgrounds and clientele.

(Company) products are pertinent to the nature of the distributor's business and to the well-being of their customer base. Also, it is significantly less difficult for us to reach distributors and educate them as to the benefits available in using XXX (product).

This strategic marketing approach takes full advantage of the tremendous momentum inherent in the fact that these professionals are already involved with parallel products and services. They already have expertise and have been practicing in their field for a length of time.

By operating within these distribution channels in this manner we feel that we can maintain control of our market. In addition, we can generate growth at a reasonable pace and obtain excellent sales results.

    [] Be sure to consider the additional reduction in sales revenue to
    allow distributors their profit margin - they must mark up your prices
    15 - 30% to their retailers.

    [] See Distribution for detailed plan of action.

    [] See also Advertising & Promotion section "Direct Mail" regarding
    appropriate distributors for your firm.

OEM'S

With Original Equipment Manufacturers we can incorporate our XXX (product) into their product line by XXX (explain how your product can be included within theirs - they sell your outboards with their boats, your windshield wipers with their cars). For manufacturers of XXX (their biggest system/product) we can sell XXX (product) as part of their XXX.

It is also possible to provide a private-label line as an additional product for XXX distributors.

Retailers

    [] What Dealers Want From Manufacturers:
       Price Point - Attractive and Reasonable
       Profit Margin - Worthy of Sales Emphasis
       Technical Support - Accurate and Immediate Response
       Quality - Design, Construction and Packaging
       Advertising and Public Relations - Customer Awareness and Demand
       Effective Sales Materials - Ease and Expedite Sales Process
       Competitive Advantages - Features and Benefits
       Stocking and Delivery - Available When Needed
       No Mass Merchandisers - Maintain Profit Margins & Market Position

Telemarketing

    [] Look in your telephone directory under Direct Mail for mailing
    houses.  Some also handle inquiries, and others provide an 800#.

Outside sales support

    * Literature mailing
    * Follow-up calls
    * Order entry

Inquiry Response

    * Order entry
    * Literature mailing
    * 800# Order/Support Hotline
    * Marketing research

New Business Development

    * Contact distributors, retailers, customers
    * Schedule appointments

    [] Write a comprehensive telephone script that everyone can use when
    responding to inquiries.

    [] Carefully address each issue (questions, objections, etc.)

    [] Write out your responses AS YOU WOULD SAY THEM.

    [] Practice with a tape recorder OR call your answering machine and
    see if you would buy it - keep adjusting it until you would!

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