RES REPAINT BUSINESS PLAN

Anthony William Filippi JR.

Sherwin-Williams Business Plan

Residential Repaint Sales Representative

Territory: Downtown Savannah

Downtown Savannah Territory

Executive Summary:

I have developed my plan and execution for the Residential Repaint territory in downtown Savannah. I’ve included my plan of attack on how to take away business from the competition, and how to grow and increase: new and existing accounts with Sherwin-Williams. This will all be done through teamwork, communication, sales excellence, effective execution, accountability, relentless hard work, and impeccable consistency.

Expectations:

- Take away market share from the competition.

- Push gallons and increase sales

- Grow margins effectively to reflect and stand behind our products, while remaining competitive with the customer’s business resources as well as outside contributing factors.

- Efficiently cover my territory while following market segment guidelines.

- Open new charge accounts > qualify, develop relationship, sell, and grow.

- Convert ALL cash accounts to charge accounts.

- Sell and grow: Key, Opportunity, New and Existing accounts.

- Manage controllable expense to sales.

- Execute zone selling.

- Grow existing behind accounts.

- Will have quick, effective follow-ups given to me by my team, and customers.

- Effectively utilize the Paint Percentage on the TCSR to drive all customers to utilize Sherwin-Williams as a one-stop-shop. (75%-85%)

- Build and grow relationships with current accounts, but also reach out to accounts that had previous history with Sherwin-Williams but no longer do. Research and learn the situation with the team, formulate

DRIVE GALLONS. DRIVE MARGINS. DRIVE SALES

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the plan to bring the customer back, and execute. Follow up on the results.

- Be very well versed in my competitor products. Educate team on those products and tendencies as well. The more myself and everyone knows, the better equip we will be when we meet that customer who uses the competitor.

- Stop at nothing to ensure that every one of my customers is using our products.

Properly use my Sher-plan calendar to effectively execute zone selling. At the end of every week, analyze and critique the results of my planning and make adjustments to be even more successful the following week. Fully utilize calendar.

- Complete 360’s with customers.

- Listen, learn, and execute beneficial ideas from others. Be coachable.

- Be a mentor to any MTP, assistant manager, and part timers/full timers.

- Join a business-networking club around the area to expand my network.

- Surpass my sales budget.

- Lead the district in new open charge accounts.

- Lead the district in new charge account sales.

- Walk the stage

- Be a great teammate, leader, mentor, rep, and person.

- Hold myself accountable for my goals set by myself and district manager team.


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10 Days:

- Meet my servicing stores and get to know them. (Expectations, goals, ideas, experiences)

- Reach out to all of my key accounts. Meet with them in person. Introduce myself as their new sales representative and reassure stability.

- Reach out to all my Opportunity accounts. Meet with them in person. Introduce myself as their new sales representative and reassure stability. Re-qualify if need be.

- Ensure all new and appropriate accounts have DX pricing attached to them.

- Reach out to my “Wild Card List” account sheet and get them into the store with a Red Carpet coupon. Re-qualify if need be. (Accounts that were opened last year but not done much business with us) (Red carpet treatment will include the coupon, as well as a tour of the store, introduction to the team members, example of custodians, sherspecs, sales slicks, and other examples of Sherwin-Wiliams trademark service features.

- Call every new account last year whom I met and re introduce myself as their new sales representative.

- Blitz my territory and open 3 new charge accounts. Qualify them; see what they are using, why they are using it, and how I can help grow their business. Put new customer in our products. Demo one gallon of paint to the new account. Red carpet treatment (as listed above)

- Become enrolled in competitor email, text, and other communicational services. I will know exactly what the competition is offering and when. This will allow me to stay on top of possible challenges.

- Conduct a training seminar/meeting that I am titling “Qualifying the Unknown” I will hold a 1 hour and 30 minute meeting / training seminar on how to effectively qualify contractors that walk in the store whom do not have an account with Sherwin-Williams, thus leading them to open a new charge account. Topics discussed will be, but not limited to: What questions to ask, how to ask them, how to interpret their answers, how to quote, what to quote, competitor products, key words


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that will peak the customers interests, credit terms, benefits of a charge account, how to build a relationship, rebuttals and much more. I currently already have started a power point with key terms and important points. I also made printouts and laminated them and I am constructing a store use folder that is easy accessible for employees to use as a guide. I feel this will be very beneficial and needs to happen the sooner the better. We will also be doing live role playing that will help the team get familiar with real qualifying questions and answers, following with rebuttals. Training will also include tactical strategies to convert cash to charge accounts and the team will become well versed on speaking of the benefits of a charge account, also DX pricing. This seminar will be held on a Sunday and I will personally provide lunch for Brittany, Shadith, and Jeffery.

- Self-evaluation of on my first ten days on my new territory. Success? Could I have done better? How will I improve?


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30 Days:

- All backwards existing accounts have had face to face calls. Re-qualify if need be. Learn their business and do the appropriate research to assist in growing their business. Use reports. Take feedback learned and share with team, develop plan, and attack. Learn patterns from previous year. Also assist accounts with some leads. Offer Red Carpet when deemed nessacary.

- Meet and gain relationship with those new accounts from last year. These will be face-to-face calls. Re qualify if need be. Things might have changed.

- Ride along with store manager.

- Competition stakeout (B&B) get business cards from their painters, call on them.

- Competition stakeout (Home Depot) get business from their painters, call on them.

- Become enrolled in a business-networking group in my city.

- Conduct an Angie’s List Blitz!

- Call on all accounts with 0 calls. Meet them.

- Organize a product demo (all accounts invited)

- Pocket meeting with stores, introduce/ discuss the use of “dot charts”, how to use them effectively and why they are important.

- I have introduced myself to every account and informed them I am their sales representative.

- Sign up 100 accounts to the text message program.


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60 Days:

- Take an MTP/Assistant Manager on a ride along with me. Blitz, competition stakeout, sales call.

- Conduct an exterior Emerald demo to 4 accounts who primarily use Exterior Duration.

- Spray equipment/correlation blitz: Research who purchased sprayers, and see how much paint that customer purchased after they purchased the sprayer. Just to ensure they are buying paint from us. (If the customer needs a sprayer, obviously they are doing quite a bit of painting) If the customer’s paint numbers are down after, formulate a plan of attack to seek out what is going on, and most importantly how we can change that. Formulate plan, requalify if I have to, and ATTACK!

- Execute a CASH-2-CHARGE blitz. (All cash accounts called on) Goal: Every cash account converted to a charge account. (Check price levels, introduce DX)

- SW VS Competition ‘’ROLL OUT’’ event. Have 10 customers that I know are using competitive products, and let them try our best vs. their best.

- Conduct 3 Customer 360’s.

- Call on over limit accounts, open new jobs if necessary, apply for higher credit if deemed appropriate and beneficial.

-NICHE’ BLITZ! This is it!!!!, let it all out! Look for niche opportunity: Electricians, plumbers, masonry companies, pressure washer companies, odd-man jobs, downtown service companies ETC. Whether it is paint, ladders, drop cloths, tape, spackle, drywall mud, bleach, or rags, find hidden opportunity in segments that have not been called upon. (Example: Electricians need ladders…..SELL THEM SOME LADDERS!!!!) Overall goal: open 10 new charge accounts with this NICHE BLITZ and sell $30,000 worth of product to those 10 accounts. Results will be documented and evaluated. LEAVE NO STONE UNTURNED! (Helpful tool for this blitz: Facility Maintenance catalog) Set up meetings with interested customers.


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90 Days:

-Gain feedback from sales manager as well as store. How am I doing? What can I do better? What worked? What did not work?

- Stay heavily active on selling accounts. Fill up the Customer Frequency Report.

- New product demo (demo new products to some new faces)

- Conduct an AP blitz. Utilize the PT% on the TCSR and formulate a plan to ensure all accounts are using SW as a 1 stop shop.

- Conduct a Pressure Washer blitz! Call on accounts who have previously rented pressure washers from our store. Show them the benefits of owning their own pressure washer (as far as an economical and convenience benefit) Qualify their needs, find the proper pressure washer for them.

(Every painter needs a pressure washer, the time is NOW to get them into one)

-Self evaluate the new accounts I opened. Are they consistently buying from us? How can I get 100% of their business if I do not currently?

-Self evaluate my sher-calander. Has it been effective? How can I plan better? What works? What does not? Evaluate, follow up and implement. Get ideas from veteran players.

- Red Carpet blitz! Offer red carpet to customers who have not shopped in 30 days.

- Secret shop at Home Depot and B&B once every few weeks for product information and leads.

-Conduct a store meeting with my findings from the competitor secret shopping. Discuss with team what possible opportunities are as well as possible challenges.


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Sher-weapons Sher-tools

Like a heavy weight fight, you need to be trained and have the proper tools to defeat your opponent. Having product knowledge, being a likable person, and a handworker is obviously a great advantage to have when it comes to this territory. However, there are some vices that I have very easy access to and will be using them to my benefit to help achieve my goals. They are as followed, but not limited to. I will note that I have also made professional copies of the Rep Playbook as well as the Sales Excellence Job Aids and they are located in a binder that is very accessible to my team and me.

- Red Carpet: No brainer, if you want a sure fire success at getting a MIA customer back into the store, offer them 50 dollars. This is one of my personal favorite weapons in my arsenal. GREAT for new accounts, behind MIA accounts, and prospects on the streets. (I keep a lamented copy in my truck just to show them and promise to give it to them when they enter the store) PROVEN TO BE EFFECTIVE!!!

- Sher-Calender: I will have a lot of accounts to call on, sell, and grow. This calendar will put me in the best position to do so. It will ensure zone selling, while utilizing my time and expenses. It will also ensure at least 8 face-to-face calls a day, and focusing on the 4 buckets. I will also have a contingency schedule incase a plan must change. Having a ‘’back up’’ plan, will ensure efficient time management and more effective territory coverage. This is a very powerful weapon to me because it will allow me to best use my time. The more effective time I have on the territory, the more hurtful it is for Home Depot and B&B. The more time I have, the more success I will bring. More time = I meet more people = I sell more people on Sherwin-Williams.

- Territory Customer Sales Report: Use this to gage which area needs improvement and also to grow even more. If a customer has a high PT%, I need to dive in and see where they are buying their other items at. We need to make sure Sherwin-Williams is a 1 stop shop.

- Lead Generation: The “The Lifeline” Communication is one of our biggest weapons. I need to be persistent on calling on accounts. This must be done aggressively. If we are all on the same page, it ensures smooth interactions and results. The more you call, the more they will


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buy. PROVEN. (Use the Dustin Ewald cording a potential girlfriend correlation-theory (if you do not call and make an effort, they will not have a relationship with you. One call every four months will get you no where) (and it makes sense, my top buyers, have the most calls on them. SPREAD IT OUT!!)

- Test Drive: Get the customer in an upgraded product. (However, before, discuss what the price will be if they end up choosing that product to be their go to product)

-Customer Weekly Sales Frequency Report: Aggressively attacking all accounts helps keep track of who called on the account and when. “No man left behind”.

- Custodians: (for the customer, homeowner, and the store) Keep examples on hand. Show these off! Customers LOVE them. Be proud of the custodian you made, because it’s a great selling tool and it makes life easier for the homeowner/customer.

- Dot Charts: Insures accuracy, accountability, and trademark service to the customer. Don’t forget to show the customer what a dot chart is while giving them the red carpet tour!

- Customer 360: Learn about customer, feed back, what can we do better.

- Sher-specs: GREAT tool to help customers spec a job. Makes their job easier and gives us credibility and loyalty.

-Product Guide Sheets/Sales slicks: GREAT for homeowners. Will give to customer to present to homeowner. Gives a pleasant visual and nice biography of the product and what it can do for them. (One of my personal favorite weapons)

-Formulating my Dashboard: Measures calls, planning, and executing.

- Target competition, stakeout, and mystery shop: Leads, painter info, and products.

- Target map: A map of downtown with houses that are being worked on. Punch pins indicating the state of the progress. Green= not quite ready for paint, Yellow= keep an eye out, the carpenter and masonry guy should be wrapping up soon, Red= painting is getting underway, BE READY. This will be updated everyday.

- Text message program, use it, ! (see goals in business plan)


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- Product Comparison Guides: (Sher-Cross) GREAT for blitzs and competitive takeover. Will also get store very familiar with guides so they can be used for walk in contractors as well when qualifying.

-PRC: The use of the PRC is a very effective weapon if used properly. It backs up my promise to a customer on a quote I gave them. It will be accurate with the type of product and their type of business, obviously keeping in mind the competition. Also (which I have heard on multiple occasions, that we are leading the way in this feature) CONSISTANIY. If a customer keeps paying different prices for the same product every time they are in the store, that does not look like we are standing behind our promises. The price needs to be the same every time they come into the store. This is a very valuable weapon that we have. Some negative feed back I have heard during blitzs downtown Savannah is that Sherwin-Williams for some reason can never keep the prices the same (without the exception of price increases) That to me, clearly states that the PRC was not properly being used. It’s a simple fix and it has a huge reward. When you quote a price, put the price in the PRC. (of course, have a smart business reason on why there needs to be a set price for that product) In my situation, I automatically set my accounts on DX pricing (which is very helpful and is pretty in line with competitors products and prices as well) However, be cautious of the MISC products. All Surface, I.E., those might need price exceptions at times.

- Travel War Chest: Kept in truck: Res Repaint playbook, Sales excellence aid binder, business cards, credit aps, addendums, laminated red carpet coupon, pro buy pages, sw text message cards, data pages, fan decks, product comparison guides, denatured alcohol, paint problems book, sales slicks, examples of custodian, examples of sher-specs.


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4 BUCKETS

Key Account: Continue to sell and grow. Maintain that growth.GOAL: Show them they are a valued Key Account by providing trademark service and take their business to the next level.

Opportunity Account: Aggressively attack account, utilize all reports, and assist in getting the customers business to the next level. This account has the potential to grow. Demo new products, upsell those products, which will increase margins. Shoot leads to this customer. Research what products they are using, Get them into our products. Test drive them if need be.GOAL: Push the sales needle to become a Key Account

Existing Account: Research past history, conduct a 360, get with team and find out what needs to be done to drive sales up. Learn more about the customers business. Re-qualify if need be (something might have changed) Make sure pricing is competitive.GOAL: Increase sales and margins.

New Account: Set the tone! Qualify the account. Utilize all the weapons and tools. First impression. Learn the comparable product. Demo a top of the line product. Shoot leads, help grow their business.GOAL: Drive the sales needle and take the market share away from the competition.


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LEAD GENERATION(the lifeline)

“YOU GET OUT, WHAT YOU PUT IN!”

Make the relationship building a focal point in every call.

Pre-Call planning > Relationship Building > Identify Needs

and Qualify the Account > Present Proposal > Obtain

Feedback & Resolve Objections > Close Sale & Gain

Commitment > Follow-Up & Build Relationship.

Self-evaluation of the call: “What could I have done better?” “What did I learn?” “How will I improve next time for even

MORE success!”

Tools for effective Lead Generation:

Customer Weekly Sales Frequency Report

TCSR and qualifying accounts

Hot leads

Communication within teammates

Sales history/patterns/trends

Effective, QUALITY calls with follow up

Detailed comments in the comment section

Sales Excellence

Qualifying accounts

Sher-Calender

FOLLOWING UP AND SELLING!


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NEW CHARGE ACCOUNTS

“New business, is the BEST business!”

I learned in my business class that a customer who has a line of credit with a company, is more likely using that company, rather than a

company without a line of credit. We must get market share, and with an aggressive, fearless approach, it can and will happen. In this

document I listed the weapons that I have used personally to open charge accounts. It’s proven and it works. With that, I with my

teammates will ensure that every customer that is on the street , or that walks in the door, will have a Sherwin-Williams charge account.

Customers with cash accounts will also be heavily pursued to open a charge account as well. I learned in the past 15 months that you need to

make the pitch to EVERYONE you meet, because you never know the opportunity that may be there. It’s my job to find, expose, and take

advantage of that opportunity. It takes a team effort, and with every new account that has been converted to a Sherwin-Williams user, that just bring us closer to the ultimate goal. I learned first hand this year

having opening 50 accounts for over $80,000 in NEW business (from Jan 1 2014 to July 17th 2014) that it truly is important. That is 80k that was not being spent at Sherwin-Williams previously. I will continue to work

closely with my Credit leader Sarah Engstrom. Her guidance and motivation has attributed much to my success this past 15 months. My original goal was 100 new charge accounts for the year with total sales being 100k, but I am going to destroy that number, so I have raised my

goal to 120 charge accounts with a total sales of $150,000 in new charge account money. I will find these accounts on the streets of downtown

Savannah and from leads that my team shoots me. I will introduce myself, qualify the customer, build the relationship, sell, and grow the

account. I will, as I have been doing, heavily perusing every person I see with any type of tool working outside in downtown Savannah. With the

mindset that I will get their business and I know my products and my store’s service can outshine their current supplier. Keeping in mind,

that with these new accounts, we have ONE chance. Everything must be executed perfectly as far as what we can do for the customer. They are

giving us a shot, we must follow through. Always be cautious and remember, we are one two strikes with them.


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LEADERSHIP

I am a leader. I will lead by example. My impeccable work ethic and tremendous hard work will rub off on my teammates and inspire them to achieve their goals as well. I will instill a positive and winning attitude into my work and their work. I will assist them in Lead Generation. Guide them on how to use the many weapons I discussed.

TEAMWORK

In our business, teamwork/communication is essential. From the district office all the way to the sales counter. We all must communicate, trust, respect, and motivate each other. We are all on the same team. Open lines of communication is a vast effective tool to drive business, and it’s a tool we have that is very accessible. Lead generation is one of our biggest weapons and with teamwork it can be used for many good things. I also believe in achieving goals as a team. If a sales manager, or district manager has a suggestion for me, I would welcome that suggestion and use it to its fullest because I know that they are only steering me towards success. I am very coachable and the only thing I care about is the result, not where the idea came from. I feel that is very important because I work with many people who can help and benefit me due to their successful experiences. I plan on using all resources necessary.


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FINAL THOUGHTS

I believe in the products that I am selling. I believe in the company I work for. It makes my job and achieving my goals easier when I am standing in front of a new prospect customer knowing in the back of my head that I have the FULL support from John, Dustin, Chris, Jill, Jim, and Sarah. With motivators and leaders like that in my corner, it will only drive my success. As an assistant manager, I was mentored by Kyle Armstrong. He trained me on how to not only be a sales rep, but how to be a successful difference maker sales rep. From his vast array of product knowledge, his takes on situational occurrences, his strong relationship with customers, to his strong work ethic, I was very fortunate to learn and work with him. Going out on weekly sales calls with him really showed me first hand how to win your customers over and that experience is something that I have been using for myself and the numbers speak for themselves. He has prepped me well and equipped me with any situation that may arise and how to properly handle it. I will not sell on price, but by customer needs and product value. It is my job to get the customer to see the value in using certain products and certain prices. (Example, higher end products may cost more but they are more effective as far as paying out, labor, etc.) However, I will keep in mind the competition and I will NOT let a customer walk away because of price. I’ve learned from John’s emails

that I MUSTdo whatever it takes to make the sale and get every dollar I can, and NEVER take your foot off the gas pedal. As stated earlier, new business is the best business. I will blitz, stake out, seek, follow up on leads, and find those customers, and open them up charge accounts. I will qualify them and build the relationship. Then I will sell and grow the account. However, we all must keep in mind, never be content. Always be on the lookout and aware of what your customers are buying and aren’t buying. As Dustin told me “things change” Never assume everything is the same with their business. Always stay on top of all accounts and do not miss out on any opportunity.

People buy paint from people. I would imagine it would be hard to sell paint if you were not a likable person. I have a great relationship with my customers, they love me and honestly that is a great feeling. They trust and respect me. It starts with that first impression firm


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handshake, and it goes all the way to the sales counter. It’s easy to sell great products with lifetime warranties and moisture guards, but selling those great products WITH the strong trusting relationship is what separates Sherwin-Williams from everyone else. I have proven I can open charge accounts(72 last year, 50 this year), qualify those accounts, build and maintain the relationship, sell, but most importantly, stop at nothing to take away from the competition. All I need is a territory of my own. I know what this new territory entails. I know the huge expectations for this new territory. It will take a tremendous amount of hard work and effort to get the territory where it needs to be and has the potential/expectation to be. The push to drive new business on this territory will be nothing short of relentless. This new downtown territory is not opening just to “do okay” and be “managed”, it is being opened up to take away every bit of competition in the downtown area and with the growth that is occurring. It all starts with the one simple question: “How can Sherwin-Williams help your business”


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SHER-WINS

Total of 112 New Charge Accounts open from May 2013 – July 2014

27 New Charge Accounts obtained from outside downtown blitzing.

85 New Charge Accounts obtained from store walk-ins.

45 New Charge Accounts opened from Cash Accounts.

September 2013 New Account Champion (Winner of Omaha Steaks)

December 2013 Red Carpet Champion (Winner of Omaha Steaks)

April 2014 CS Brush Challenge 119 sold total (Winner of Omaha Steaks)

Total New Account Sales in 2014: Over $80,000

10 Titan 440’s sold

1 Titan 400 sold

SHER-WINS in process….

SuperDeck Challenge (Sell $1,500 in SD) by August 31st. 67% complete.


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Documents

RES REPAINT BUSINESS PLAN