The document discusses adding structure to the fashion wholesale industry to improve sales performance. It identifies six key areas of focus: sales strategy, processes, organization, sales force competencies, sales tools and systems, and performance management. For each area, it poses questions to help assess current practices and identify opportunities for improvement, such as defining sales roles and KPIs. The goal is to introduce better processes and tools to leverage a brand's potential and enable growth.

1. Fashion Wholesale Excellence ADDING SCIENCE TO THE ART OF SELLING Inspiration for the Industry Copenhagen, August, 2011

4. Selling Accelerators Overview - Example of specific selling tools used in the 3* different selling situations that will grow sales significantly *Fair selling is regarded as a mix of selling-in and new customer acquisition **OTB: Open to buy (in-season sales) ADDING SCIENCE TO THE ART OF SELLING White box: Tools used across more selling situations 11 questions sheet Objection handling method Competitor weakness table Sell through table/calculator Stock refiller Budget split agreement RRP, Contribution, Mark up, wholesale price & stock turn calculator Customer type profiles and automatic preferences OTB preparation checklist General Selling-in period preparation checklist The NASA principle, need activating questions and meeting structure Customer visit ’reference’ sheet Purchase suggestion Selling-in agenda Brand story & commercial arguments OTB visit agenda Customer specific S/I preparation checklist Objection handling DB: Getting new customers Objection handling DB: OTB Objection handling DB: Selling-in GETTING NEW CUSTOMER TOOLS OTB** VISIT TOOLS SELLING-IN TOOLS

5. The Sales Force Competency effect on collection strength… ILLUSTRATIVE Turnover Time ADDING SCIENCE TO THE ART OF SELLING A strong salesforce makes more out of both a good and a ’troubled’ collection An average/poor salesforce makes the a poor collection worse, and do not improve a good collection Theoretical sales based just on collection strength

6. Example of competency areas CoCoCo ME has developed with Fashion Brands (Wholesale) ADDING SCIENCE TO THE ART OF SELLING General General General Sales Reps Sales Reps Sales Reps Sales Reps Sales Reps Sales Reps Sales Reps Sales Reps Sales Reps Sales Reps Sales reps Management Management Management Management Management WHO Phone selling and service Developing resilience Communication Objection handling Personal efficiency Planning and preparing for effectiveness Getting new Customers (New doors) Selling-In (Showroom selling) Selling OTB (In-store selling) Increasing sell-through Retail math Understanding retail Knowing the customer, customer types and preferences Key account management Anchoring new initiatives Sales Management and leadership Coaching Action planning Budgeting and business planning WHAT