This document provides an overview of a presentation on fact-based selling by Sydney Thomas and Marcus Allen. It discusses using business intelligence and data to communicate benefits to store managers and gain more product displays. Examples of Nabisco outselling competitors are presented. Store manager interviews indicate a preference for informal sales pitches over formal presentations. Feedback from sales reps suggests focusing on preparation, simplifying information, and providing it earlier. The top 3 recommended tools are a sales comparison calculator, profit feedback report, and top 100 report. The goal is for sales reps to effectively present fact-based selling to store managers.

1. FACT BASE SELLING
Presentation by Sydney Thomas & Marcus Allen

2. Sydney Thomas (Intern Summer 2015)
Junior/Kennesaw State University
• About me 
• Major/Minor
• Campus Involvement
• Intern for 2 months (June 1st – July 31st)
• RMS (Whitney Parsons)
• DM (Tyrone Davis)
• Sales Reps (Ian Scott, Rashan Noble, Mark Roberts)
• SSR (Richard Cox)
• Merchandisers (Sonata Chester, Ken Cook, Mario Gresham)
• Logistics (Mark Harper)
• HR (Joanne Anderson, John Bambusch)
• CRM (Angela Haertal, Lyhn Whitfield)
• Experience Overview & Thank You

3. Marcus Allen
Rising Senior, KSU
About Me
 Augusta, GA
 Integrative Studies Major – Business Mgmt. & Political Science
 Campus Involvement : Enactus, Delta Sigma Phi founding father
Summer Experiences
 Tablet Training, Territory Work-with D. Ragsdale
 Managing Territories : Ragsdale, Swett
 Training Merchandisers

4. FACT BASE SELLING
IN KROGER AND PUBLIX

5. Problems we see …

6. What is Fact Base Selling?
 Fact-based selling is the use of business
intelligence to interpret data and communicate
benefits to store managers and GM’s.
 We should implement Fact Base Selling to get
MORE DISPLAYS in the store.
 KEEP IT SIMPLE !!!

7. Nabisco wins !
 Nabisco outsells Keebler cookies
6-1
 Oreo Outsells Keeblers entire
Cookie line 4-1
 Chips Ahoy Outsells Keeblers
Chips Deluxe 11-1
 Chips Ahoy sells as much as
Keeblers entire cookie line
 Newtons & Nilla both sell more
than Fudge Shoppe or Chips
Deluxe
 Nabisco Outsells Keebler
Crackers almost 2-1
 Nabisco & Great Value Crackers
Are driving the growth up 1.6 &
.3 share pts
 Nabisco has 4 out of 5 of the top
selling brands
 Ritz outsells Club & Townhouse
combined 2-1
 Wheat thins/Triscuit outsells
Special K 4-1
Nielson Data through Sept 2013

8. Store Manager
Interviews
(Marcus Allen)
3
2
1
2
3
4
2
K 390 P 556 P 469 K 344 P 1019 P 721 P 280
On a scale of 1-5, how effective are
formal presentations compared to
informal sales pitches?
Names, Store & Store #
1. Kroger 3903
2. Publix 556
3. Publix 469
4. Kroger 344
5. Publix 1019
6. Publix 721
7. Publix 280

9. How do you determine
display share with vendors?
What can our SR’s do
differently?
70%
15%
15%
Manager Survey
Better Service
OOS Mgmt
Communication
to GM's
Display Share
Quality of Service
Based on Profit
Relieve Pressure from Store Clerks

10. Feedback from Sales Reps
3
1
1
0 1 2 3 4
SOMETIMES I WILL
ALWAYS PRESENT TO GM'S
USING FBS
N/A
On a scale from 1-5 how
likely are you to present
to GM’s using FBS
2
1
0
1
1
0
1
1
3
0 0.5 1 1.5 2 2.5 3 3.5
PUBLIX
KROGER
WALMART
Publix Kroger Walmart
Very Often 1 1 3
Sometimes 1 1 0
Not Often 2 1 0
In your stores, how often are you able to
gain display share not supported in the
ad?
Very Often Sometimes Not Often

11. Feedback from Sales Reps
What do you think will help you most
as a sales rep in order to execute
plan more effectively?
 Plan in advance and know
what you want to sell before
you walk in the store.
 Being more prepared and
knowing the facts well
before I present.
 More time to sell
If you can change anything about
how information is passed down to
you what would it be? i.e better
clarity, better organization of
information etc.
 Easier ways to show managers
 The way information is
organized and filtered
 Getting info earlier. The middle
of the month sometimes causes
questions when it comes to
timing of beginning of next
month events and what items
are planned

12. Feedback from Sales Reps
What actions can DM's take
to "Keep it Simple" in order
to provide effective selling
information?
 Stay organized
 Sean does a good job with this
in my Opinion. (Sean, what
exactly do you do? Lol)
 Forecasts, timely
communication.
 Top 5 or 10 facts taken from
the information

13. TOP 3
Tools we can focus on & Why
1. Sales comparison
calculator
• The Profit Margin is the only
section on the form that the
reps have to input
themselves… average
weekly sales and units can
be pulled from the telxon.
• Great tool to use if they
want to take space away
from the competition!
• We just need to see if we
can get this information in
Kroger and Publix
2. Profit Feed Back
Report
• One of the tools used in the
“action plan”
3. Top 100 Report

14. Our Learning Outcomes