The document describes the sales strategy and tactics of a body care products retailer founded in Ohio in 1990 with over 1600 stores in the US and Canada. Their added value sales model focuses on personal selling, building relationships with customers, and providing value-added solutions through an expert sales staff. They monitor sales goals and customer feedback closely and incentivize associates through non-commission benefits and extra sales incentives.

1. LUIS LOPEZ
LUISA ROSAS
KETAKI BAHADUR
AMANPREET KAUR
MANPREET MATHARU

2. Company Overview
 Founded in 1990, Ohio
 More than 1600 stores in U.S. and Canada
 80 stores in other 23 countries
 Product lines
 Body Care
 Hand soaps and sanitizers
 Home fragrance

3. Sales Strategy
Personal
selling
Philosophy
Relationship
Strategy
Product
Strategy
Customer
Strategy
Presentation
Strategy

4. Added Value Sales Model
 Personal Selling Philosophy:
 Associates problem solvers
 Decisions based on customer choice
 Relationship Strategy
 Win-Win situations
 Connecting with customers emotionally
 Deliver experiences

5. Added Value Sales Model
 Product Strategy
 Expertise salesperson
 Value added solutions
 Changing store decoration every 3 weeks
 Customer Strategy
 Customer Oriented
 Presentation Strategy
 In-store demonstrations

6. Sales Tactics
 Emotive approach through trained associates
 Provide shopping bags
 Lower cost products at the checking point

7. Sales Tactics
 Deal with buyers:
 Demonstration
 Questions
 Feel-felt-found
 Closing Tactics
 Trial Closing
 Assumptive Close
 Direct appeal close
 Transactional Pricing
 Quantity Discounts
 Seasonal Discounts

8. Sales Monitoring
 Sales Goals
 Sales Success Rates
 Customer Review’s
 Customer feedback

9. Sales Reward Program
 Associate benefits
 Extra Sales Incentives
 Salary: not commission based
 Not personal growth, promotes growth of the store as a
whole

10. Rating Vs. Peers
 No direct Competition
 No celebrity endorsement or validation for their
product
 Focus on emotional connection with customer

11. Tactics to Promote Sales
 Target customers
 Higher quality as compared to drugstore
products
 Affordable prices
 Seasonal appeal leads to better turnover
 Taking contact information of customer to offer
promotional deals
 Emotional connectivity with customer
 Return policy
 Special combination packages

12. Strategy Vs. Reality
 Matches with the course material
 Added value sales model
 Personal selling philosophy
 Relationship strategy
 Product strategy
 Consumer strategy
 Presentation strategy
 Strong Demonstration Techniques
 Dealing with buyer concerns
 Closing tactics
 Pricing strategies
 Selling tactics

13. Suggestions
 Use flexing communication styles
 Make customers more comfortable
 Don’t push customers for purchases

15. Questions?