2009
Sherwin-Williams
     Store
   SherPlan

    Manager Name:         Nick Piehl
    Store Location:       3296 BLAINE
 ...
Store Financial Overview
   Locate current store P&L, Classified Sales Analysis, Store Audit, Inventory Analysis Report, ...
Store Working Capital Overview
     Working Capital represents working assets (inventory, accounts receivables) that impa...
Sales by Product Type / Market Segment
      Be prepared to discuss the specific activities you completed last year that ...
New Account Development
Please list your cash and charge account development activity as requested below. An account is ac...
We continued to be persistent in qualifying all new customers at the counter in 2008. This seems to be the best way of set...
In the space below describe the performance increase/decrease of your Key Accounts, the competition and their share of the...
M.L. Campbell
                                         Forklift                                  Store Van                ...
TOTAL (this amount should equal or exceed line 7 above) $




DIY Sales Improvement Plan
National Account Growth St
      ...
Store Opportunity Accounts

                                           Estimated                                          ...
First Name                      Last Name                      email
                           Key Contact:



STORE ASSI...
25,000            Hirshfield’s      RR/CM             N     5,431      16,000   1/09
                                     ...
list all call activity in SherCall.
    Use report Target Account Playback (from your DM/CM) to track your results monthl...
Page 14
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

  How oft...
Selling Events Planner
         •   Please list the DIY and Wholesale selling events you have planned during the year.
   ...
Store Training Calendar
          •   Please list the training sessions you will conduct with your staff during the year
 ...
Store Staffing Plan
                 •    Use this sheet to develop an action plan to recruit and staff your current and f...
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2009 Sher Plan Web Version

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2009 Sher Plan Web Version

  1. 1. 2009 Sherwin-Williams Store SherPlan Manager Name: Nick Piehl Store Location: 3296 BLAINE District: Minneapolis Date: 01-08-09 Page 1
  2. 2. Store Financial Overview  Locate current store P&L, Classified Sales Analysis, Store Audit, Inventory Analysis Report, Customer Analysis Report, and New Account Report. Understand where each number is found on the corresponding report and the impact to the stores overall financial performance. Be prepared to discuss how your actions affected the results shown. Year YTD 2008 YTD 2007 % Increase YTD 2008 Budget YTD % Budgeted Inc. Gallons X x 16.8 X 4.2 X X 23.9 X 8.5 Sales X X (1.4) X (1.2) GM % X X 19.7 X 5.3 GM $$ X X 10.9 X 5.2 Basic Pay Total Service X X 14.6 X 3.0 Controllable Expense X X 14.6 X (7.1) Non Controllable Exp X X 10.4 X 9.5 X X 94.0 x (26.4) Operating Profit Flow Through 13.6  Describe/list factors contributing to your stores financial and gallon results: We were able to grow both gallons and sales at a great pace through continued account qualification and sales call dedication. Although we were somewhat inconsistent in our sales call activity, I can honestly say that we have made more sales calls in 2008 than we did the first 15 months we were open. I know that moving forward this will be even more important to the success of the Blaine S-W. A few specific examples of where our growth came from would be XXXXX Painting, YYYYY Painting, and ZZZZZ Painting. XXXXX was a customer who I qualified at the counter when we first opened. With the help of Brandon, we were able to start a good relationship with XXXXX, and that turned into a $40k Duration exterior this summer. XXXXX is very connected with Dominium Properties, and he has already bid on two exteriors for the summer of 2009. YYYYY was also an account qualified at the counter. YYYYY used to work for an account out of St. Cloud, but decided to go on his own for 2008. We saw him almost every day in the summer, and he spent about $15k ytd. ZZZZZ Painting is a Sawicky account that was stolen from ICI. Both Jeromie and myself have developed a very good relationship with Joe and Eric (twin brothers). All year we have continued to dig deeper with these two to get more and more of their business, and it has paid off to the tune of $27k. Page 2
  3. 3. Store Working Capital Overview  Working Capital represents working assets (inventory, accounts receivables) that impact store profitability.  Be prepared to explain how your actions caused the results shown relative to your plan/budget.  Input your individual Audit Scores Topic YTD 2009 % Sales YTD 2008 % Sales Final Inventory Shrink/PU (4,064) (0.25) (6,488) (0.53) 26 0.00 21 0.00 Final November Obsolescence Inventory Turns 6.7 N/A 6.0 N/A Days Sales Outstanding (DSO) 45.0 N/A 43.0 N/A 7,933 0.5 16,163 1.3 Net Bad Debt 2008 2007 2006 2005 Audit Score 30 135 Review the above and be prepared to discuss: 1. What specific actions will you put in place to improve working capital and audit results? Working Capital Audit Results a. Work more closely with DCO to curb bad debt a. Develop filing systems to make sure we are keeping up to date b. Continue diligent inventory management b. Develop weekly/monthly/quarterly lists to keep up with required. c. Increase inventory turns to 8 c. Improve on communication with DCO on past due/overlimit  Describe/list factors contributing to your store’s final Operating Profit and audit results: Our operating profit gain is attributed to increasing our GM over 2007 by .4% coupled with a 23.9% sales increase. Also, we were able to manage the back side of our P&L effectively. We improved over our initial audit score in 2008. Our first audit was admittedly miserable. However, we sat down and put a plan into place that resulted in a great follow-up audit score of 30. Page 3
  4. 4. Sales by Product Type / Market Segment  Be prepared to discuss the specific activities you completed last year that affected the increase / decrease in these segments. PRODUCT TYPE: YTD Sales % to YTD 2008 YTD 2007 YTD 2008 Sales YTD 2007 Sales YTD Sales Inc/ Dec % Dif Total GM % GM % Architectural Paint X X 27.2 66.9 x X (0.6) Industrial Maintenance x X (16.1) 4.4 X x 5.9 Chemical Coatings X X 93.8 4.6 X X 2.8 Total Paint Sales X X 26.0 75.9 X X 0.3 Brushes & Rollers X X 17.1 6.1 X X (2.7) Wallcovering X X (7.4) 0.6 X X 3.2 Floorcovering - - ***.* - - - - Spray Equipment X x 25.9 4.1 X X (0.1) Associated Products X X 17.4 13.3 X X 3.2 Total Non-Paint X X 17.9 24.1 X X 1.0 Total Sales x x 23.9 100.0 x X 0.4 MARKET SEGMENT: DIY X x (3.0) 17.8 Comments: Comments: Residential Repaint X X 33.7 33.7 These market segment numbers may change. New Residential X x 61.4 23.3 We did a CAC code clean up late in 2008 to better track our accounts. Commercial X X (22.8) 8.7 Property Management X X 27.2 6.6 Chemical Coatings X X (21.5) 1.9 Industrial & Marine x X 42.1 2.6 Page 4
  5. 5. New Account Development Please list your cash and charge account development activity as requested below. An account is active if the customer has purchased products within the past year. To complete this section refer to Source Reports – A/R New Cash Accounts & A/R New Retail/Commercial Accounts.) Be prepared to discuss your new account results this year compared to last year. STORE Account Activity 2008 # of Accounts Sales $ New Wholesale Cash & Charge Accounts (A) 169 X New DIY Preferred Customer Accounts (B) 383 X Total 2008 New Cash & Charge Accounts (A + B) [1] 562 X Account Activity 2007 # of Accounts Sales $ New Wholesale Cash & Charge Accounts (A) 176 X New DIY Preferred Customer Accounts (B) 489 X Total 2007 New Cash & Charge Accounts (A + B) [2] 665 X Total Account Activity 2008-2007 # of Accounts Sales $ Increase/Decrease in New Account sales 2008 vs. 2007 [1-2] -103 x Active Accounts in 2008 883 Active Accounts in 2007 479 TERRITORY List Territory activity for the sum of all territories in your store. (Refer to Source A/R-New Cash Accounts & A/R New Retail/Commercial Accounts.) Total Territory New Wholesale Charge Accounts in 2008 21 X Describe how you achieved your new account results, and how you assisted the Territory Sales Rep to develop both charge and cash accounts: Page 5
  6. 6. We continued to be persistent in qualifying all new customers at the counter in 2008. This seems to be the best way of setting up new accounts, these people are already in front of you! We also effectively used the new commercial charge applications with the plank/light offer on the back of them. Also, any new cash account information was passed on to Brandon for further qualifying as well as potentially opening new charge accounts. Key Account Customer History  Rank your 10 largest customers in 2008 from High to Low in terms of sales (utilize the Audit 40 Report).  Complete all columns.  Review this list with all servicing store sales reps TY/LY Inc/dec Market Segment Est. MAIN S-W Main Account Name Territory # 2008 Sales as a % to (RR, PM, CM, NR, Competitor Share % Competitor? sales IM, CC) Share % 1. Ballantine Painting Inc 4268 $47,609 486% PM/CM 50% ICI 30% 2. BetterTone Decorators 4268 $43,978 325% CM 70% PPG 20% 3. Citadel Floor Finishing System 6773 $36,267 101% IM 40% Own floor coating 50% 4. Diversified Wall Systems 4782 $35,608 -66% NR 60% National contracts 20% 5. Premier Finishes Inc 4268 $32,062 37% CM/IM 80% PPG 20% 6. Custom Painting Inc 4268 $30,781 68% NR/RR 90% ICI 10% 7. Rotter*Joseph 6392 $27,868 1,594% RR 80% ICI 20% 8. Photo Finish Painting 4784 $24,732 -10% RR 80% Hirshfield’s 20% 9. Murphy Bros. Bldg/Remod 4268 $25,171 1% RR/CC 40% Hirshfield’s 50% 10. Tri-Star Homes 4268 $17,964 46% NR 80% ICI 20% Total Key Accounts $322,040 29% Total All Store Sales 1,486,020 23.9% Key Accounts as a % to Total Store Sales 22% Page 6
  7. 7. In the space below describe the performance increase/decrease of your Key Accounts, the competition and their share of the business with the account (specific products/services) and how you will work with the assigned representative to increase business in the New Year. Only 2 of our top 10 Key Accounts had sales declines in 2008. AAAAA is a New Res painting company that does a lot of work for the large national builders, enough said. BBBBB is a recent transfer from Elk River, so I can’t speak to the history of this account. I do know that this account did buy a few pieces of equipment in 2007 from Elk River, and this may be where the loss is. CCCCC did a large property management repaint this summer using Duration. DDDDD was identified immediately after opening Blaine (“Big 3”), and we have taken them completely away from PPG. EEEEE has seen their business grow leaps and bounds with a new floor coating they’ve been using. FFFFF was able to withstand the tough market by doing 4-5 large commercial exteriors, as well as a few commercial new res. Build-outs. GGGGG has been a long-time customer of mine that has weathered the new res. Market. HHHHH is an account that Sawicky slowly converted to S-W along with a lot of hard work from the Blaine staff. IIIII business for 2008 included a lot more CC business than in the past, with Architectural sales lagging. JJJJJ has also been able to withstand the stress of the new home market and increase their business. Many of these accounts exclusively use S-W. The account with the largest potential is IIIII After countless tries to get our lacquer in their hands, they have recently warmed to the idea. With accounts that are largely exclusive to S-W, I believe the most important thing to do is keep introducing new products to help them better their business, and continue to be a valuable partner in their business. Competitive Analysis - Top 3 Competitors Profile Competitor Information Competitor A Competitor B Competitor C Name and address of competitor Hirshfield’s ICI PPG/Iowa Radisson Rd and 35W 91st and 65 2863 84th Lane Competitor Personnel Info: Name: Dave Name: Dave Name: Pat Mgr. Name/Tenure Tenure: Tenure: Tenure: Name: Corbin Name: Name: Rep Name/Tenure Tenure: forever Tenure: Tenure: * Skalicky Painting * Hamilton Painting * Swanson Decorating * Slepica Painting * Payne Painting & Dec * Barton*Jeff List Competitor’s Top 5 Accounts * Murphy Brothers * Riad Painting * Niemann*Bob (in my market) * * Moriarty’s Decorating * * * * Top 3 Competitor Products & * Aura vs. Duration Home 11/07 * ICI Varnish vs. Mautz 6/07 * Lifetime vs. Duration Home SW Comparable Products (apply by * Impervo vs. ProClassic 3/07 * ICI Fortis vs. Duration 8/07 10/07 brush & roller to understand similarities & * Ben Moore Regal vs. Cashmere * Speedwall vs. 200 – 3/07 * Speedhide vs. 200 - 3/07 differences) 3/07 * List Date of in-store comparison Date of Store Visit: Date: Date: Date: Store Hours: Hours: Hours: Hours: Delivery – Yes/No Delivery – yes Delivery – yes Delivery – yes Number of Sales Reps: # -2 # -1 #-1 Hirshfield’s Glidden/ICI/Dulux Pittsburgh Brands Sold Benjamin Moore ICI 1 hour Varnish Iowa Products?? Page 7
  8. 8. M.L. Campbell Forklift Store Van Forklift Store Equipment Store Van Forklift Store Van Mechanic tinter 2 tinters What did you learn from the Aura covers great, but price vs. ICI varnish similar to Mautz. Lifetime is a nice product, covers product comparisons? List both Duration Home is huge. Impervo Mautz seems to have little thicker well, and touches up nice. positive and negative very similar to ProClassic. Regal feel. Duration AND Resilience Speedhide is similar to ProMar observations. similar to Cashmere, Cashmere better than Fortis. Speedwall not 400. covers better wet/dry as good as 200 Gap Analysis – Sales Gain Requirement 1. 2008 Total Sales $1,486,020 2. Estimate your 2009 Budgeted Sales Gain in % 4% 3. Budgeted Sales Improvement = Line 1 X Line 2 $59,441 Example: $1,000,000 X 12% = $120,000…...…........................................................................................... Total (A) 4. My Personal Budget Goal: (ex. Personal goal 15% - $1MM x 15% =150K minus $120K = $30,000)…………………………… Total (B) $222,903 5. Lost business and non-repeating Jobs: (list below) a. Ballantine Painting – Northgate Woods exterior Duration job 40,000 b. DJ’s Painting and Remodeling (out of business) 2,000 c. Mike’s Interior Painting (moved out of state) 6,400 d. Total Painting (Mark IV) 2,500 e. Paul Trevithick(moved) 2,500 f. U-Haul Blaine (exterior repaint) 8,300 g. City of Blaine (WWTP floor project) 4,800 h. KJ’s Const (Mark V) 4,800 Total 2008 lost business and non-repeating Jobs.........................................................................................…. Total (C) $71,300 6. Minimum sales gain required to meet budget…………………………………………………………………… Total (A+C) $130,741 7. Minimum sales gain required to meet my Personal Budget Goal ………………………………………… Total (A+B+C) $353,644 List where your new business will come from: Sales $$ DIY Customers (see page 10) $30,000 Manager Opportunity Accounts (see page 11) $ Rep Opportunity Accounts (see page 13) $ New Accounts (see page 18 – Store Manager goals) $ Page 8
  9. 9. TOTAL (this amount should equal or exceed line 7 above) $ DIY Sales Improvement Plan National Account Growth St Plan Description and Date Sales Goal $$ 1.Overall improvement of customer Get with all staff members to go over all customer service related $15,000 (approx. 5% service level at store initiatives. GUEST, trademark, Preferred Cust Program-all year increase in DIY sales) 2.Apply a few different floor coatings toConduct an in-store clinic on concrete floor finishing. Clinic $3,000 our warehouse, hopefully via clinic including prep thru application. May 2009 3.Sidewalk ladder sales on selectPick 4-5 specific ladders, create attractive signage, put ladders out $5,000 weekends on front sidewalk on weekends. 2nd & 3rd quarters 2009 4.Build a more in-depth Stone AccentsBuild a cabinet on wheels with a laminate counter top with Stone $3,000 display to push add-on sales Accents applied to it. May 2009 5.Quarterly faux/decorativeWork with Crystal to create a more focused, SELLING ORIENTED $4,000 clinics/Preferred Customer events event once per quarter. Comments: None of these ideas re-invent the wheel. What will make these ideas successful is effective planning. All details must be ironed out well in advance, and the proper calling and marketing must be done enough in advance. I really do believe that my staff can use a little refresher in customer service. There needs to be much importance put on providing our customers with the best experience possible when they come through our doors. Without these folks walking in our stores, none of us would have jobs. That is the easiest way to explain it to my employees, and also the most effective. Page 9
  10. 10. Store Opportunity Accounts Estimated 2008 Sales 2009 Sales Date of Current Primary Mkt. Nat. Acct Account Name Account # Annual $ Goal 1st Sales Supplier Segment Y/N Potential Call 4216-1245- 20,000 Big Box CM N 10,000 2/09 1.Alternative Methods 8 First Name Last Name Email Key Contact: 4217-6759- 2.Finer Effects 10,000 Hirshfield’s CM/RR N 5,000 2/09 1 First Name Last Name Email Key Contact: 6715-8813- 3.Glen’s Contracting 20,000 Big Box/D V CM/RR N 10,000 2/09 5 First Name Last Name Email Key Contact: 4215-7191- 4.Hick’s Painting & Remod 10,000 PPG RR N 5,000 2/09 0 First Name Last Name email Key Contact: l 6659-8381- 5.KJ’s Construction 30,000 Big Box CM/NR N 10,000 2/09 3 First Name Last Name Email Key Contact: 6.Maintenance Painting 9021-9110- 10,000 Diamond Vogel RR N 5,000 2/09 5 Page 10
  11. 11. First Name Last Name email Key Contact: STORE ASSIGNMENT# 3296 MANAGER NAME: Nick Piehl PHONE NUMBER: Store Opportunity Accounts Estimated 2008 Sales 2009 Sales Date of Current Primary Mkt. Nat. Acct Account Name Account # Annual $ Goal 1st Sales Supplier Segment Y/N Potential Call 7. Moriarty’s Decorating 4213-2015-1 10,000 ICI CM/RR N 1,395 $5,000 2/09 First Name Last Name Email Key Contact: 10,000 Hirshfield’s CM/RR N 306 $5,000 2/09 First Name Last Name Email Key Contact: 10,000 Hirshfield’s NR N 1,422 $5,000 2/09 First Name Last Name Email Key Contact: 24,000 IM N 29 18,000 1/09 First Name Last Name Email Key Contact: 60,000 NR N 889 9,000 2/09 First Name Last Name Email Key Contact: 30,000 Hirshfield’s RR/CM N 1,379 8,000 2/09 First Name Last Name Email Key Contact:l Page 11
  12. 12. 25,000 Hirshfield’s RR/CM N 5,431 16,000 1/09 First Name Last Name Email Key Contact: STORE ASSIGNMENT# 3296 MANAGER NAME: Nick Piehl PHONE NUMBER:763-783-1501 Store Opportunity Accounts Acct. name acct# potential Main competitor Market Nat’l? 08 sales 09 Goal 1st call 11. 15,000 PPG CM/RR N 1,284 8,000 2/09 First Name Last Name Email Key Contact: 12. 10,000 Hirshfield’s CC N 565 6,000 2/09 First Name Last Name Email Key Contact: 13. 15,000 Menards RR N 2,874 8,000 2/09 First Name Last Name Email Key Contact: 14. 200,000 Hirshfield’s NR/CM N 12,250 30,000 2/09 First Name Last Name Email Key Contact: 15. 100,000 Hirshfield’s NR/CM N 4,998 10,000 2/09 First Name Last Name Email Key Contact: 16. 75,000 Abbott/Hirshfields NR/CC N 1,924 15,000 1/09 First Name Last Name Email Key Contact: Total Opportunity Accounts 684,000 37,565 188,000  The Opportunity Accounts not assigned to a Sales Representative should be faxed to 216-515-4768. Remember to Page 12
  13. 13. list all call activity in SherCall.  Use report Target Account Playback (from your DM/CM) to track your results monthly. STORE ASSIGNMENT# 3296 MANAGER NAME: Nick Piehl PHONE NUMBER:763-783-1501 Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Once per month this account? Has this account purchased Yes. This company does commercial cleaning as its main source of business. However, as the from SW before? If Yes, business has evolved, Kelly (owner) realized the opportunity to parlay cleaning into painting. He describe the experience. did a dryfall job with S-W in 2007. List the date you opened a 2007 charge account for the account. Since Kelly’s jobs are spread out all over and he is not completely familiar with Sherwin-Williams, Who are they currently he ends up buying many supplies from the Big Box stores. buying from? 1. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) Has shown a lot of interest in purchasing spray equipment, possibly multiple units if jobs dictate. Also, Kelly has purchased from Grainger in the past on his sundry items, and seems to always compare our pricing with Grainger’s. 2. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) We need to get back in front of Kelly in 2009. We also need to help him understand that there is money to be had in painting, and that many of the jobs that he lands to clean, end up being painted. These jobs might as well get done by him! Page 13
  14. 14. Page 14
  15. 15. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Once per month this account? Has this account purchased Yes. Dave opened his charge account with me in 2008. He is primarily a Hirshfield’s user that I from SW before? If Yes, convinced at the counter to open an S-W charge account. Of the paint that he has purchased as of describe the experience. now, he has been very happy. List the date you opened a 2008 charge account for the account. Hirshfield’s Who are they currently buying from? 3. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) kkkkk runs a 1.5 man crew with his son helping out part-time. He is the type of painter that values product quality and ease of use more Dave than pricing. 4. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) We need to sit down with Dave in 2009 and see what products he uses from Hirshfield’s. Once we have that info, we can recommend specific products that are comparable. I have a good relationship so far with Dave, but need to get Brandon more involved in 2009. Page 15
  16. 16. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Once per month this account? Has this account purchased Yes. Glen has had an S-W account for quite a while, and has bought from me in the past, both at from SW before? If Yes, Blaine as well as at Columbia Heights. He has always been pleased with our products, but has had describe the experience. objections to our pricing. List the date you opened a charge account for the account. Big Box stores Who are they currently buying from? 5. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) Glen seems to get a fair amount of jobs that require niche type products, often in our IM line. He does some spraying, not sure of his sprayer situation. 6. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) Need to further develop our relationship with Glen to make us his first option when thinking paint. Having Brandon take over this house account would be a good idea, and some touches in the field would go a long way. Page 16
  17. 17. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Twice per month this account? Has this account purchased Yes. Bill had an S-W charge account, but had credit issues in the past. Once we figured out that from SW before? If Yes, they were cleared up, we contacted Bill to open a new charge account. Since then, we have seen describe the experience. very little of him. List the date you opened a 2008 charge account for the account. PPG Who are they currently buying from? 7. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) As stated above, we have had very little recent contact with Bill. The few times he has been in have seemed to go very well. Only one of these times did I have time to talk with Bill, and he said he was the slowest he’s been in a long time. Has purchased ProMar 200, SuperPaint exterior and Deckscapes. 8. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) This account was purged in 2008. I made a comment to Brandon that he has potential and would like to see some call activity on him, and Brandon is planning to do so. I can honestly say that I have called Bill more than 10 times and left messages that were not returned every time but once. Page 17
  18. 18. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Twice per month this account? Has this account purchased Yes. Jeff brought a sprayer in to get repaired early in 2008. We had the sprayer repaired, and from SW before? If Yes, when Jeff picked the sprayer up, I talked to him about using S-W paint and gave him Brandon’s describe the experience. card. He has since done a larger job in Wyoming. List the date you opened a 2008 charge account for the account. Big Boxes around the country Who are they currently buying from? 9. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) We sold Jeff a MarkV late in 2008. He has some larger texture jobs coming up, and will be using Litex. Also, Jeff will have needs for other interior paints. 10. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) Continue to offer technical information for his bidding. Jeff has been giving us shots at his project bidding. We are going to need quite a bit of help to come from Brandon since many of the things Jeff requests are not commonly stocked items. Page 18
  19. 19. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Once per month this account? Has this account purchased Yes. I have sold to Bob since I began with S-W. He is a big Diamond Vogel guy, but my stores from SW before? If Yes, have been a little more convenient for him on his smaller, incidental purchases. He has been describe the experience. pleased with the service he has gotten. List the date you opened a No charge account charge account for the account. Diamond Vogel Who are they currently buying from? 11. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) Likes using exterior SuperPaint and ProMar 200. Has sprayers, likes to do larger jobs that he can spray, and stays away from custom finishes and anything requiring detail. 12. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) We have not seen Bob for a long time. I do know that he has been working some with another one of my opportunity accounts, Glen’s Contracting, while things are slow. It seems like every summer Bob talks about a few larger commercial exteriors, but they either fall through, or he is getting that paint from another supplier. We need to sit down with Bob and figure out a few main products that he likes and would use, develop a pricing strategy and propose it. Page 19
  20. 20. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Once per month this account? Has this account purchased Yes. Pat was an account that I sold to in Columbia Heights a little before we opened in Blaine. from SW before? If Yes, After we opened in Blaine, Pat became more of a regular customer, and we no doubt took market describe the experience. share from ICI. Overall, he is very pleased with service and product quality. List the date you opened a 2007 charge account for the account. ICI Who are they currently buying from? 13. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) Pat does a fair amount of work for a company out of Chicago that coordinates trades people for larger retail chains. He has done work for Checker Auto, Verizon Wireless, J Crew. He seems to like ProMar 200, and has used both A-100 and SuperPaint exterior. 14. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) Again, we need to sit down with Pat and figure out if there are things he is buying elsewhere that we can supply for him. He has used Aura from Ben Moore, and prefers Duration Home over that, but is scared off of both products because of price. Mark Carlson purged this account this year, so there may be less touches outside of the store, but Pat is very willing to share information inside the store. Page 20
  21. 21. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Once per month this account? Has this account purchased Yes, but very little. from SW before? If Yes, describe the experience. List the date you opened a No charge account charge account for the account. unknown Who are they currently buying from? 15. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) I talked to Andy late in 2008 about purchasing a texture machine that could spray stucco type coatings. We have a used texture machine at the store, and I offered to let him demo the sprayer. He has not taken me up on this offer, but with some calls, may do so when spring rolls around. 16. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) I would like to get Brandon involved with this account to further develop our relationship. I think with constant call activity in person at their shop will go a long ways. Also, we need to get a texture machine answer for them via demo. We may need to bring in a spray vendor in order to find the right machine. Page 21
  22. 22. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Once per month this account? Has this account purchased Yes. Scott used to work for Plum Creek Co. Plum Creek did work for Rottlund Homes. So, Scott from SW before? If Yes, is familiar with ProGreen 200 and Builders Solution. describe the experience. List the date you opened a 2008 charge account for the account. National Builder contracts Who are they currently buying from? 17. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) Scott likes Intertape and Purdy roller covers. Also we have talked to Scott about an upcoming sprayer purchase. 18. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) As long as Scott continues to do Rottlund work, there won’t be much new we can offer him since he’s bound by contract. He has liked the change to ProGreen. We need to get Brandon involved to see if we are missing out on anything Scott does besides Rottlund work. Page 22
  23. 23. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Twice per month this account? Has this account purchased No. Brandon has used our demo fund to get some of our products into this customers hands. from SW before? If Yes, describe the experience. List the date you opened a charge account for the account. Who are they currently buying from? 19. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) They do spray the product that they are currently buying. There is definitely some opportunity there to sell both spray equipment, as well as accessories and tips. 20. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) Brandon has already committed to calling on this account regularly. There may need to be some spray equipment vendor contact in the future. Page 23
  24. 24. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Once per month this account? Has this account purchased Yes, but very limited. He did use ProMar S/G Block Filler for a job in 2008. from SW before? If Yes, describe the experience. List the date you opened a 2008 charge account for the account. USG product Who are they currently buying from? 21. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) Drywall Compound, tape, plastic, abrasives. May have interest in sprayer that can spray level 5 type finish, Mark V? 22. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) We need to meet with Bob and see if we can get an idea of what he is paying for his sundry items to get our foot in the door. He does a lot of priming along with his drywall jobs, so we need to find a cost effective product to sell him. Brandon has done a nice job getting the ball rolling with Bob initially, but we need to move him along in the sales process. Page 24
  25. 25. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Twice per month this account? Has this account purchased Yes. Bill has been in painting for a long time. from SW before? If Yes, describe the experience. List the date you opened a charge account for the account. Hirshfield’s Who are they currently buying from? 23. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) Used Woodscapes on a job in 2008. Has not purchased enough to judge what other supplies he likes. Has bought caulking, and deck product. 24. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) Bill was recently in a Hirshfield’s commercial. We knew Bill was out there, but didn’t realize he was such a large account. He has used ProMar 200 oil in the past. We need to get in front of Bill repeatedly to let him know we want to earn his business. He will definitely not be an easy sell, but the rewards in the end could be huge. Page 25
  26. 26. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Twice per month this account? Has this account purchased Yes. Steve bought from S-W in the late 90’s, but had some credit issues. from SW before? If Yes, describe the experience. List the date you opened a No charge account charge account for the account. Hirshfield’s Who are they currently buying from? 25. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) Steve likes Wooster products, and we have tried to keep his favorites in stock for him. We tried in the beginning to switch him over to Diversified Brands products, but he was reluctant to change. Steve does spray some, so spray equipment may come in the future. 26. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) Steve has been very receptive to my qualifying in the store, but will not call Brandon back. I have talked to Steve about this in the past, pushing the fact that Brandon is there to help, but he hasn’t changed. Brandon and I need to do a joint call with Steve in order for him to become more comfortable with Brandon. Page 26
  27. 27. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Once per month this account? Has this account purchased Yes. Bob has done some purchasing with S-W in the past, and has shown interest in using us from SW before? If Yes, more. describe the experience. List the date you opened a charge account for the account. PPG Who are they currently buying from? 27. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) Bob doesn’t seem to be too picky on what brands he uses. We do need to get a better idea of what sundry items he uses and come up with a price list. Bob does spray some, and has purchased spray equipment from S-W in the past. 28. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) We need to get out to Bob’s jobsites to see the work he is doing. He is always very willing to talk, but is reluctant to give us more of his business. This will take call frequency from both Nick and Brandon. Page 27
  28. 28. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Once per month this account? Has this account purchased Yes, but only recently, and only stains. from SW before? If Yes, describe the experience. List the date you opened a 2008 charge account for the account. Hirshfield’s Who are they currently buying from? 29. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) As stated above, we have only sold this account stain as of now. However, they are a cabinet shop, so they have to use thinners, rags, tape, etc. Also, we know they spray their finishes, so there may be potential for spray equipment purchases, and certainly spray accessories. 30. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) Brandon has been trying to set up a meeting with Matt to find out about his clear coat. Based on this, we can demo a specific product. I am thinking at this point it will either be our Precat T77F30 series or our hi-bild Precat T77F50 series. Page 28
  29. 29. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Once per month this account? Has this account purchased Yes. Scott gave us a shot on a church job in 2008. He used Harmony and was happy with it. from SW before? If Yes, describe the experience. List the date you opened a 2007 charge account for the account. Menards Who are they currently buying from? 31. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) Scott has not purchased many sundry items from us. He lives in Cambridge, and usually buys his supplies at Menards. 32. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) It will be important to take advantage of the times when Scott is in our store for furthering the sales process. S-W will never get Scott’s everyday items until we open an S-W closer to him, but we can certainly supply him on larger jobs. Brandon has done a nice job getting Scott familiar with our products and services. Scott would be a good candidate for a demo of the ProGreen line. Page 29
  30. 30. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Twice per month this account? Has this account purchased Yes. Kevin did a few exteriors in 2008 with Duration and was very pleased with the product. from SW before? If Yes, describe the experience. List the date you opened a charge account for the account. HIRSHFIELDS HIRSHFIELDS HIRSHFIELDS Who are they currently buying from? 33. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) Intertape, poly, rags. Kevin has responded a few times to bulk buys with decent sized orders. He obviously does have spray equipment, and will definitely be in need of sprayers in the future. 34. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) Brandon has done a nice job keeping in touch with Kevin. Kevin’s shop is in the same business park as Hirshfield’s, which makes converting him over extremely difficult. We have decided to go after some of these accounts with a product or two at a very low price point in order to get them in the store. Page 30
  31. 31. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Twice per month this account? Has this account purchased Yes. Jerry likes products uses from SW before? If Yes, describe the experience. List the date you opened a charge account for the account. HIRSHFIELDS HIRSHFIELDs HIRSHFIELDS Who are they currently buying from? 35. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) Jerry likes using Wooster applicators. Also, he has purchased HVLP accessories from us in the past. 36. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) Brandon has been persistent with Jerry with very little luck. I also have had very little luck with Jerry. As stated above with Skalicky, we need to find a product or two that we can offer at a very low price point to get Jerry in the store more. Page 31
  32. 32. Store Opportunity Account Action Plan Account Name, Key Contact (first & last name), Address, and phone number. How often will you call on Twice per month this account? Has this account purchased Yes, but very little/ from SW before? If Yes, describe the experience. List the date you opened a 2008 charge account for the account. Abbott/Hirshfields Who are they currently buying from? 37. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.) We have demo’d several products to Yerigan, they have taken the product, but either have not used them, or used them and don’t see a big reason to change. We have recently discovered they want to change systems when it comes to their wood finishing. They often purchase large quantities of 3M supplies, and buy wall primer in bulk. 38. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to demo, call frequency, joint calls, vendor involvement, customer training, etc.) Clear coats- WB or lacquer? Brandon has been persistent with this account as there is much opportunity. Their shop is in Cambridge, so they are a ways from our store. However, they seem very willing to buy in bulk. Page 32
  33. 33. Selling Events Planner • Please list the DIY and Wholesale selling events you have planned during the year. • Ensure this list meets and/or exceeds the goals your DM has set for store events this year. • Be prepared to discuss this calendar in greater detail. • As you prepare to conduct each event, utilize the EVENT RESPONSIBILITY CHECK LIST as found on the Forms Repository. • Establish and measure sales results with your District/City Manager. Event Date Scheduled Event Sales Goal Event Actual Sales January In=store color consult day 1/17/09 2,000 February Faux/Color Class 1,000 March ProShow ProShow April Concrete Epoxy seminar 3,000 May Faux/Color Class 1,000 June N2N Blitz 3,000 Summary of 1st Six Months Sales Results $10,000 $ July August September October November December Remember to consider what is next and when as you plan for each event. Page 33
  34. 34. Store Training Calendar • Please list the training sessions you will conduct with your staff during the year • Be prepared to discuss this calendar in greater detail Month Day Type of Training session Trainer(s) Supplies needed January Store SherPlan Review Nick Completed SherPlan February Plan-o-Gram/Marketing Jeromie Plan-o-Gram March Selling Skills for ProShow Nick ProShow list April Exterior Paint/Stain Recap Jeromie Data Pages May Substrate Specific Preparation Jeromie “Paint Answers” book June Advance wholesale selling skills Brandon V CAC Report July Masonry Coatings/Floor Coatings Nick Data Pages August New Account Development Brandon V New Acct reports September TradeMark Service/GUEST Crystal Preferred Cust info October Inventory Readiness Nick Inventory reports November Confidence in color Crystal Fan Decks December Spray Equipment Sales & Maintenance Nick Spray Co. Literature Suggested topics could include: New Products – Sales Meeting Review, Work Safe, Trademark Service, Selling Skills, various products (i.e. Exterior House Paint, brushes & rollers, spray equipment, faux finish techniques), new account development. Page 34
  35. 35. Store Staffing Plan • Use this sheet to develop an action plan to recruit and staff your current and future staff members • What are your sources for recruiting? Who are your contacts within each of these groups?  List your current productivity measurements YTD from your current P & L Statement. FTE: LY: 4.44 Sales/FTE % Change Gal/FTE % Change TY: 4.75 312,846 15.9% 10,317 9.17 Plan Potential Start Date Recruit/Hire: List any potential new positions needed including anticipated 2nd Quarter 3rd Quarter turnover: (Work with your District Manager to determine your Assistant Manager: allowed staffing, type Store Sales Associate Full-time: of positions, and when Store Sales Associate – Part-Time: May lose Brandon Kinney they can be filled, based on budget and Product Specialist – Decorative Products: sales trends). Other: Discuss with District * other stores that are overstaffed may have employees looking for more hours Management potential * local high school/colleges sources of candidates and recruitment * methods. * List the staff development training *selling skills you will conduct in the upcoming year. Unless conducted *new account development individually, training events should also be listed on page 15. *trademark customer service/GUEST * * Page 35

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