1. RANGE SELLING
PRESENTATION
Range sales presentation
by Abdul Gafoor

2. PRODUCT RANGE VERY IMPORTANT
FOR ANY COMPANY’S GROWTH
Range sales presentation
by Abdul Gafoor

3. LARGEST COMPANIES
 PROCTER &
GAMBLE
RANGE OF
PRODUCTS- IN
DIFFERENT
SEGMENTS
 GILLETTE
 HINDUSTAN LIVER
 NESTLE
THAT IS WHY THEY ARE BIG CO’S. GLOBAL
PLAYERS
Range Selling
Range sales presentation
by Abdul Gafoor

4. SMALL RANGE ADVANTAGES
 CONCENTRATED EFFORT
 MORE TIME TO ESTABLISH
 EASY TO SELL
 MORE CALLS
 EASY TO DISTRIBUTE
 LOW INVESTMENTS
Range sales presentation
by Abdul Gafoor

5. SMALL RANGE DISADVANTAGES
 LOW TURNOVERS
 HIGH COST OF OPERATIONS
 LOW MORALE
 LOW PROFILE IN THE MARKET
 DIFFICULT TO ESTABLISH
NETWORK
 DIFFICULT TO ATTRACT TALENT
Range sales presentation
by Abdul Gafoor

6. ADVANTAGES OF HAVING A
RANGE
 BIGNESS – COMPANY’S SIZE
 LOWER DISTRIBUTION COST
 GOOD TURNOVERS / PROFITS
 CAN ATTRACT BEST OF TALENT
 GOOD MARKET PRESENCE
 MUSCLE TO FIGHT COMPETITION
 SKILL UPGRADATION
 INCREASED OPPORTUNITIES FOR
CAREER PROGRESSION
Range sales presentation
by Abdul Gafoor

7. DIFFICULTIES IN HAVING A RANGE
 SIZE OF UNIT
 NO. OF CALLS
 LOW CONCENTRATION ON ALL
PRODUCTS
 PRESSURE/STRESS ON
INDIVIDUALS
RETAILER
 INVESTMENTS
Stockiest
 LACK OF OWNERSHIP
Range sales presentation
by Abdul Gafoor

8. Range Selling
PEOPLE MOSTLY LOVE
TO SELL PRODUCTS WHICH
ARE EASY TO SELL OR
PRODUCTS WHICH HAVE DEMAND
MOSTLY WHAT DO SALESMAN
LOVE TO SELL ?
Range sales presentation
by Abdul Gafoor

9.  EASY TO SELL
 EASY ACCEPTANCE
 CAN SELL MORE
 LESSER OBJECTIONS FROM
RETAILERS
 ON NEW PRODUCTS, RETAILERS DO
NOT WANT TO INVEST
 TIME AND EFFORT
WHY IS IT TEMPTING TO SELL BRANDS /
PRODUCTS WHICH HAVE DEMAND
Range sales presentation
by Abdul Gafoor

10.  IT EFFECTS PLANNING
 HUGE INVESTMENTS / LOSSES
 LOW REPUTATION OF COMPANY
 OVER DEPENDANCE ON FEW
PRODUCTS
 STAGNATION
 INFRASTRUCTURE COST
HENCE IT IS IMPORTANT TO SELL THROUGH RANGE
WHAT HAPPENS IF WE DO
NOT SELL RANGE
Range sales presentation
by Abdul Gafoor

11. WHAT FACTORS ARE IMPORTANT
FOR RANGE SELLING
 HUMAN FACTOR
 PLANNING
 EQUIPMENT
 TRAINING
 PRIORITISATION
 CALL SEQUENCE
Range sales presentation
by Abdul Gafoor

12. NOW LET US LOOK INTO
INDIVIDUAL FACTORS
 OWNERSHIP
 COMMITMENT
 NO APPREHENSIONS
 TIME MANAGEMENT
 CONFIDENCE
 CONCENTRATION
 URGE TO EXCELL
Range sales presentation
by Abdul Gafoor

13.  SEGMENTATION :
PLANNING
 HEALTHCARE
 HAIRCARE
 BODYCARE
 SKINCARE
 UNDER SEGMENTS :
 PRIORITISATION
 SET OBJECTIVES
 DISTRIBUTION– PRODUCT/ PACK
LIST
 VOLUMES – PRODUCT/ PACK LIST
Range sales presentation
by Abdul Gafoor

14.  COLLECTION OF DATA ON OUTLETS
 COLLECTION OF DATA ON
DISTRIBUTION
PLANNING : MARKETS
 PRODUCT / PACK
SEGMENTWISE
DISTRIBUTION / PRODUCTIVITY
BENCH MARKING :
SET OBJECTIVES - DISTRIBUTION /
VOLUMES
SALES CYCLE PRIORITISATION :
 PRODUCT / PACK / SEGMENT
COVERAGE FREQUENCY
OUTLET CLASSIFICATION /
CATEGORISATION
Range sales presentation
by Abdul Gafoor

15. EQUIPMENT
 SALES BUILDER / TRADE BRIEFING
FOLDER
 PRICE, READY RECKONER / SCHEMES
 BAG
 MERCHANDISING KIT
 MERCHANDISING MATERIAL
Range sales presentation
by Abdul Gafoor

16.  CLASS ROOM :
TRAINING
 CALL
 PRESENTATION
 OBJECTION HANDLING
 MERCHANDISING
 FIELD :
 REGULAR CONTACT
 CONTINUOUS FIELD TRAINING
 FOR SKILL DEVELOPMENT
Range sales presentation
by Abdul Gafoor

17. PRIORITISATION
 CALL SEQUENCE FOR CYCLE
FOR EACH CALL BEFORE
STARTING REWORK CALL
SEQUENCE
Range sales presentation
by Abdul Gafoor

18. RANGE SELLING :
 SET OBJECTIVES – TOTAL RANGE
PRODUCTS
 DISTRIBUTION – VOLUME OBJECTIVES
STEP 1 :
 TERRITORY YEARLY
 MARKET MONTHLY
 BEAT / ROUTE WEEKLY
 OUTLET / CALL AS PER BEAT/
ROUTEWISE
CLASSIFICATION
SELLING STEPS OF THE CALL
Range sales presentation
by Abdul Gafoor

19. RANGE SELLING : PREPARATION
AT STOCKIST POINT :
 PRINTED BILL BOOK (WITH ALL RANGE
+ BLANK SPACES) LOADING SHEET
 LOADING OF ALL ITEMS
 PROMOTIONAL MATERIAL / POP’S
 UNIT ORGANISATION
 EQUIPMENT
 ACCESSORIES
Range sales presentation
by Abdul Gafoor

20. RANGE SELLING : REPARATION
BEFORE OPENING THE CALL
 CHECK BEAT CARD FOR SALES /
DISTRIBUTION
 DECIDE ON RANGE / VOLUMES
 CHECK AVERAGE INVESTMENT
 DECIDE HOW MUCH MORE YOU CAN SELL
 WHAT IS THE REASONABLE EXPECTATION
 CHECK ON WHAT PRODUCTS ARE ALREADY
AVAILABLE
 ORDER OF PRESENTATION
Range sales presentation
by Abdul Gafoor

21. RANGE SELLING : OPENING THE CALL
 PROMOTED ITEM ?
 STANDARD ITEMS ?
 DIFFICULT ITEMS ?
CORRECT OR
NOT
Range sales presentation
by Abdul Gafoor

22. RANGE SELLING
 DIFFICULT ITEMS
 STANDARD ITEMS
 PROMOTED ITEMS
 DIFFICULT ITEMS
CALL ORDER
Range sales presentation
by Abdul Gafoor

23. PLEASE DO NOT DO
1. Never forget to knowing your markets. Lack of
knowledge of markets leads to poor results.
2. Never ignore regular servicing of markets.
3. Never leave distribution gaps which invites
competition.
4. Do not forget that inefficient calls may threaten
visibility.
5. Do not ignore the new markets / outlets. This
invites competition.
6. Insufficient & inadequate supply will result in
loss of sales.
7. Do not miss the attention of new brands/packs.
8. Never forgets shelving/displays because display
sells.
9. Do not waste ‘POPs’ and advertisement material.
10. Never look for easy sales – Develop your own
markets.
Range sales presentation
by Abdul Gafoor

24. 1. Thank you very much
Abdul Gafoor
shaikgafoor@hotmail.com