Winning New Business - Webinar

Welcome SAY: What do you think when you see this picture? Anticipated Responses: Many best practices come together to unlock the key to success SAY: The purpose of this session is to share best practices to assist in continuous improvement and learning. The best people to learn from are your peers. You are the ones that are on the front line, representing Labatt against heavy competition. It’s important that you share your successes to help each other grow. This is what we are going to do today.

Session Objectives By the end of this session, you will be able to: Identify Winning New Business best practices you can apply to your role Describe how these best practices will help your on-the-job performance Recommend at least one best practice you currently use Identify key areas of your role you would like to learn more about DO: Review slide

How do you identify a new business opportunity? Winning New Business How do you identify a new business opportunity? SAY: So, the first step in winning new business is recognizing the opportunities.

How do you identify a new business opportunity? Winning New Business How do you identify a new business opportunity? Does the POC sell a lot of volume? What is the Labatt share? What is your level of influence? How many suppliers do they have on tap? Is there a lot of competitive activity? Which POCs are you loosing the most volume and share in? why? How is the competitors support/service? What are your customers needs? SAY: Here are the questions that some members in the field ask themselves in order to identify new business opportunities. DO: Review questions on screen and discuss why it’s important to reflect on each. DO: Ask the Top Performer to provide an example of how they identified a new business opportunity. ASK: Who else would like to share their thoughts on identifying new business opportunities? DO: Accept 2-3 responses.

How do you plan for success? Winning New Business How do you plan for success? SAY: Once you’ve identified potential opportunities, it’s time to plan to successfully take advantage of each of those opportunities.

How do you plan for success? Winning New Business How do you plan for success? Ensure you are talking to the ‘Key Decision Maker’ Work on building strong relationships with the key decision maker and the staff Gather key information about each one of your POCs (e.g., clientele, order days, brand performance etc.) Gather information on the history of the account Develop an activity grid that is win-win for both the customer and Labatt Make sure all tools are available Have a strong understanding of your numbers and any issues that may arise Run and analyze different reports (e.g., share and volume loss ranking reports) SAY: Here are how some TMs plan for success. DO: Review points on screen and why each point is important when planning for success. DO: Ask the Top Performer to provide their thoughts or best practices on how planning has helped them be successful, encourage specific examples. ASK: Who else would like to share their best practices on this topic? DO: Accept 2-3 responses.

What challenges do you encounter when trying to win new business? Winning New Business What challenges do you encounter when trying to win new business? SAY: We all have challenges. The easiest way to overcome them is to anticipate what they’re going to be ahead of time.

What challenges do you encounter when trying to win new business? Winning New Business What challenges do you encounter when trying to win new business? At corporate stores there are a couple levels of management that needed to approve the switch Menu’s are set for a year in advance Past relationship issues with Labatt (e.g., lack of service) Planning and presenting a proposal without really understanding the business Owner has a strong relationship with the competition Level of investment is lower than other brewers A lot of POCs will carry Labatt’s top two brands (Keith's & Stella) but are not interested in the rest of the portfolio SAY: Here are some challenges that TMs face on the field. Take a look, are they similar to your own? DO: Review points on screen and point out which challenges are most common. DO: Ask the Top Performer to provide an example of their biggest challenge. ASK: Who else would like to share some of their challenges? DO: Accept 2-3 responses.

How do you overcome these challenges? Winning New Business How do you overcome these challenges? SAY: Overcoming challenges will differ depending on the situation. It depends a lot on your customer, and your relationship with them. You’re solution to the challenge always has to meet the needs of the customer. There are no cookie-cutter solutions.

Winning New Business Objection How to overcome? 1. At corporate stores there are a couple levels of management that needed to approve the switch The Account Plan presentation allowed the GM to remember key points to let Corporate office know 2. Menu’s are set for a year in advance We pushed for them to re-print the menu’s using new price points to help drive profitability 3. Past relationship issues with Labatt (e.g., lack of service) Over deliver on your services and executions to show what we are capable of doing. 4. Planning and presenting a proposal without really understanding the business Take the time to understand their business, talk to staff members and meet with the managers and owners before presenting your proposal. 5. Owner has a strong relationship with the competition Ensure you know what the POC focuses on, is it draft or package, food and beer? If you are constantly involved with your customer it is less likely time they will spend talking to our competition. 6. Level of investment is lower than other brewers Provide customer with a lot of industry insight and pricing/profitability, which other brewers do not spend the time discussing with their customers. 7. A lot of POCs will carry Labatt’s top two brands (Keith's & Stella) but are not interested in the rest of the portfolio Sell in Brand Programming, Three Tier Pricing and Profitability, Media Support, Third Party References and Brand Performance. SAY: Remember the TM challenges I mentioned before. Well, here is how some of our TMs overcame the objections. DO: Review how the TMs overcame each objection and why they were good techniques. SAY: Who else wants to share some of their objections and how they overcame them? DO: Address 2-3 responses.

Winning New Business What is the key to your success when winning new business? (List three things you do) SAY: There seems to always be three keys tasks/things you can do to become successful at anything.

Winning New Business What is the key to your success when winning new business? (List three things you do) Out service the competition and constantly talk about the benefits of our brands Be strategic. Know your numbers for their total business, not only their beer number, but their liquor, wine and cooler numbers, competitive account , busy times and days. Leverage the value of our brand paid kits to free up variable resources for new business Entertain good relations: it will allow you to really know your clients, know what they are good at, what they are not good at and what their goals are Give the customer time to make a decision but continue to put a little pressure on them Actively listen to the Manager’s concern about switching Be prepared for any questions your customer might ask, and the time it might take to complete the deal Be patient but aggressive: Doing a good mix of short, medium and long-term plans Hold your customer to their commitments DO WHAT YOU SAY YOU WOULD, EXECUTE! SAY: Here are a few key success tips from the field. DO: Review each key success point, emphasize the most effective ones. DO: Ask the Top Performer to provide their own success tips, encourage specific examples. ASK: What tips do you find the most useful or would help you become more successful in your role? DO: Allow 2-3 tips

More Best Practices SAY: So, now that we have shared some best practices with each other, I would like all of you to write one best practice, on the whiteboard, that you will immediately incorporate into your role. DO: Open a whiteboard ASK: For those of you that had indicated a best practice, tell the group how you are going to incorporate this practice into your role? DO: Accept 2-3 responses ASK: Does anyone have any comments or questions about the best practices they see on the whiteboard?

Tell me more SAY: This is just one topic where sharing best practices is important to help us grow individually as well as an organization. ASK: What other challenges would you like to gain some best practices in? DO: Accept 6-8 responses. Keep note of these challenges for further Best Practice webinars. ASK: Does anyone have any last questions before we wrap up? DO: Address questions

It is your turn to “Shoot The Puck!!!” Development is owned by Employees, Supported by Managers, And enabled by the People Department. How are you going to apply what you learned today in trade? Ask your manager to present a best practice at your next meeting. Share best practices with peers. Implement a colleagues best practice the day they share with you!