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Bauer Vapor APX 2 Selling plan 2014

Bauer Performance Sports Ltd. Selling Principles
www.bauerperformancesports.com Nick Anderson


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Table of Content
Introduction ................................................................................. Page 3
Company Description ....................................................................... Page 4
Featured Product ........................................................................... Page 5
Industry Analysis ............................................................................. Page6
Competitive analysis CCM ............................................................... Page7, 8
Easton ....................................................................................Page 9, 10
Buyer Profile Description ............................................................ Page 11, 12
Memo ........................................................................................ Page13
Demonstration Worksheet ........................................................... Page 14, 15
Negation Worksheet .................................................................. Page 16, 17
Closing Worksheet ......................................................................... Page 18
Servicing-the-sale Worksheet .................................................. Page 20, 21, 22
References ............................................................................. Page 23, 24




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Introduction
This selling plan was created to prepare and support the Bauer Performance Sports
sales associate in representing and selling the Bauer Vapor APX 2 hockey sticks. The
following sales plan contains an overview of the company, industry and a few of the
features and benefits of the Bauer Vapor APX 2 hockey stick. Also within this sales
plan, you will find a range of different tools to assist in the sales process, including: a
competitive analysis, retailer and buyer information, worksheets used for
demonstrations, negotiation, closing and the servicing of the sale as well as an outline
that can be followed during the meeting to ensure proper flow through the
presentation.




















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Company Description
Bauer Performance Sports Designs, manufactures and markets performance sports
equipment, and related apparel, under the BAUER, MISSION, MAVERIK, CASCADE,
INARID, and COMBAT brand names. The innovators of sporting equipment and apparel
in their industry since 1927. The started in Kitchener, Ontario and now ship to their
customers in over 40 countries around the world. The Bauer family started this
company and has grown it to be the largest company in the industry, with over 3,700
distributors. The Bauer Company has been around for years, I grew up using their
products in the mid-80s and still buy and use them today with my 2 sons that play the
game of ice hockey. From the late 70s, early 80s until currently today have been # 1
in the industry for ice and roller hockey equipment and accessories, that started with
their still popular today the tuuk blade.

Ownership/ Related Products
Bauer Performance Sports Ltd. is a publically traded company on the Canadian Stock
Market in Toronto. The company has several other products that relate to their ice
hockey products for sports like lacrosse, roller hockey, and baseball and softball.
Bauer has been the innovators and leaders in the industry from the beginning and is
still growing globally today. Bauer is signing contracts with big schools, teams at both
the college and pro levels. They use this as a part of their advertising and marketing
campaign. Bauer also manufactures other products under different names like,
Mission, and Combat for other sports like baseball and softball, Lacrosse, and roller
hockey.










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Featured Product Description

Bauer Vapor APX 2
Composite Hockey Stick

The Vapor APX2 hockey stick is at the top of their game when it comes to the new
technology that the engineers at Bauer create and design. Areo-Sense core, and Areo-
Foam are blade technology that enhance playability and performance. Made by our
industry-leading single molding process. Lightweight for maximized performance
benefits. Flex and kick point technology for the powerful release that players expect.
This product is available in many different patterns and flexes and the style (gray,
red, and white) is the same for whichever pattern is purchased. The retail price of
the Bauer Vapor APX2 hockey stick is $269.00. This is a top of the line hockey stick
made with the latest and greatest design and technology in the industry.

Features Benefits
Vapor technologies Allows you to get the puck to your target
faster.
Monocomp Construction Consistent power transfer from handle to
blade.
Elastech Resin Extends the pop life, Keeping the stick
feeling newer, longer.
Intelli-sense Flex Profile Dual kick points, react to hand
positioning to maximize any type of
shot.
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Industry Analysis
The industry that Bauer is in, they control or have 62% of the market share in the ice
hockey and roller hockey equipment and gear. The industry is made up of the
manufactures and the sporting goods retailers. They are #1 in every product category
for ice hockey and roller hockey. The industry of sporting goods is a very consumer
driven business with the health conscious and growth in recreational sports over the
last several years. Bauer is continuously innovating and developing new technology
that will keep them at the top in their industry for years to come, like they have for
the last 85 years.
The trends for the industry and Bauer are lighter skates, composite sticks, and
conforming goalie equipment with the sizing of the pads. Bauer went to a publicly
traded company last year and had a very successful year expanding in markets and
growing and gaining also.
















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Competitive Analysis
The competition for composite one piece hockey sticks is fierce between several
different hockey stick and equipment manufacturers in todays marketplace. Almost
every manufacturer of hockey sticks and equipment these days, claims that they
make the best or most used by professional and players of all ages and skill levels.
The fact is and what it all really comes down to be that every hockey player has their
own opinion and preference on which hockey stick is the best one out there in the
marketplace, however the sales and numbers tell the real facts.


It is debatable where CCM started, however they have been around since 1899.
However CCM went bankrupt in 1983 and the company that purchased them was
Procycle Group Inc. of Quebec who kept the bicycle division, but sold the hockey
division to a Montreal business GC Knitting, a manufacturer of hockey jerseys who
kept the CCM brand when producing hockey equipment. Then in June of 2004 they
were bought by Reebok and they introduced their own RBZ/CCM hockey gear and
changed the logo to the current CCM logo and uses it along with the RBZ on all of
their hockey gear. The old logo looked like this . RBZ/CCMs take on
Innovation = Great teams, athletes and individuals stay ahead by constantly seeking
out imperfections and innovating. Our determination to create the next revolution
will make the real difference. By imagining the future, we will own it. The actual cost
of the CCM RBZ hockey is $299.99.
CCM RBZ Hockey Stick




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Product Strengths/ Weaknesses

CCM RBZ

Strengths Weaknesses
Aerial-grade carbon Too Light
Speed-blade technology Taylor Made is too new to hockey stick
industry
Partnered with Taylor made golf Players preference





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Easton has been around since 1922. The company was started by Doug Easton of
Watsonville, California and he only made bows and arrows part-time for 10 years as
he was a truck driver on a full-time basis. He moved to Los Angeles in 1932 and
opened an archery shop called Eastons Archery Shop. He was quickly recognized and
started making his arrows out of aluminum. He died in 1972 but his son Jim Easton
took over the business in 1971.Easton hockey hit the scene in 1981 when they started
to manufacture aluminum hockey stick shafts with replaceable blades.
Easton also became involved in other ice hockey and roller hockey products in the
late 1990s. Roller hockey was very popular in the late 80s to the late 90s and is not
as popular as it used to be anymore. Although Easton enjoyed tremendous growth
with its hockey products they also are very big in the baseball and softball bats and
equipment. In the late 90s they started manufacturing apparel and sporting bags as
well and our now today one of the biggest sporting equipment manufacturers in the
industry. The actual cost of the Easton V9 hockey stick is $259.99.
Easton V9 Hockey Stick


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Product/Strengths/Weaknesses
Easton V9


Strengths Weaknesses
Dual lie blade Break easily
Load for Faster release Too much vibration
Quality Brand Reputation Very light ( hard to adjust)




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Buyer Profile Description
I am going to pitch and sell the Bauer APX2 hockey stick to Dicks Sporting Goods
because every season starts at Dicks and hockey players of all ages are out to use the
best stick around with the Bauer APX and Dicks Sporting Goods is where it starts!




Company Description

Dicks Sporting Goods is an industry leading company that has been around since 1948.
Dicks family continues to offer the finest quality products at competitive prices,
backed by the best service anywhere. Like you, we have a real passion for sports.
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Ed Stack, Dicks son, is the current CEO and Chairman of DICKS Sporting Goods. He
and his siblings bought the store from their father and are responsible for taking two
stores and growing the chain to over 500 stores.
With over 500 stores and several thousand employees Dicks Sporting goods has been
serving communities around the U.S. for over 60 years!
Questions Asked:
1. What is your total sales of hockey sticks each month and top brand sold?
2. What are the demographics of your customers?
3. We are the innovators in one-piece hockey sticks, do you think your customers
want to be able to purchase our brand of hockey sticks?
















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Memo
To: Mary Tripp
From: Nick Anderson
Subject: Sales Presentation Tools
Date: April 8, 2014


Per your request, I have put together a list of the presentation tools that I will be
using during my sales presentation of the Bauer APX2 hockey stick to Tina Nygren,
buyer representative for Dicks Sporting Goods in Woodbury, MN.
The demonstration tools that I will use during my sales presentation include the
product itself which is the Bauer Vapor APX2 hockey stick as well as a stick from one
of our competitors to show Mr. Doe the differences in our industry leading technology
at Bauer Performance Sports Ltd. I will also be showing Mrs. Nygren, a video from our
website with my laptop on how the hockey stick performs on the ice with players of
all ages and skill levels. The last demonstration tool that I will use during the sales
presentation will be a portfolio of our company, industry, and information about are
hockey sticks and company as a whole.
The appointment with Mrs. Tina Nygren is scheduled for May 6, 2014 at 9:00 a.m. at
Dicks Sporting Goods in Woodbury, MN. If you have any suggestions, questions, or
concerns, please contact me; this is a very big opportunity and I would like to perform
in the most professional manner and build a long relationship with this prospective
client.






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Demonstration Worksheet
Feature to be
Demonstrated
Proof Device to
Be Used
What I Will Say
About the Benefit
What I or the
Customer Will Do
Vapor Technologies
(Lightweight)
Bauer Vapor APX2
Hockey Stick
The stick is
lightweight for
maximized
performance. It
allows you to get
the puck to your
target faster.
The customer can
touch and hold the
stick to feel the
lightness of our
vapor technologies.
Elastech Resin Bauer Vapor APX2
Hockey Stick
And a CCM
Hockey Stick
(Our Competitors)
What our elastech
resin does is it
extends the pop
life, and keeps the
stick looking and
feeling new
longer.
I will show the
customer a CCM
stick that has only
been used for 30
days and guarantee
them that are
product will still
look like its new
after 30 days.
Playability and
Performance
Laptop Computer
(Videos)
I will explain
some of the
performance and
playability benefits
and then show
them a few short
videos from
younger players as
well as NHL players
and their reviews
on the APX 2
hockey stick from
Bauer.
I will then tell the
customer that
there are hundreds
of videos on
YouTube form
hockey players of
all ages and skill
levels, giving their
opinions and
demonstrating the
performance and
playability with the
APX 2 stick.
Our Company
(Brand)
Portfolio/Laptop
(Adobe Acrobat
Pro)
When people hear
or think about
hockey, Bauer is
one of the first
thoughts that
comes to their
minds because we
are industry
leaders and
innovators at
I believe that
after I present the
buyer with our
company portfolio,
they may have
questions about
Bauer, which I will
answer for them,
however at this
point in my
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Bauer, here is an
example and I will
leave a copy with
you as well.
presentation I feel
that I will have set
the stage for
negotiation
process.





















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Negotiations Worksheet
Customers Concern Type of Concern Possible Response
The hockey season is
over why I should buy your
hockey sticks now.
Need Yes you are right.
However hockey is
different now then it was
when I played. Players of
all ages and skill levels are
playing in spring and
summer leagues as well as
hockey camps and clinics.
So you wont have any
problems selling our top of
the line sticks in your
store.
Its almost summer time,
nice weather people are
going to want be outside,
not in a cold hockey rink
playing hockey.
Time I totally agree with you,
however most coaches are
requiring players of all
levels to train during the
off season by playing in
spring and summer
leagues as well as camps
and clinics and with the
customers knowing that
they can get our hockey
sticks at your store now
instead of driving across
town to your competitors
store, our sticks will sell
themselves.
I have to stay within my
budget, especially this
time of the year.
Price As you know, hockey is a
very expensive sport. Our
hockey sticks will bring
you a great return on your
investment with a 25 to 30
percent margin.
We here at Dicks
Sporting Goods are very
happy with our current
suppliers.
Source I understand that, but
they cant supply you with
our hockey sticks. Will you
try a trial order and we
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will go from there. Im
confident that with our
company you will be very
satisfied with our product
and I look forward to
building a relationship
with you into the future.




















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Closing Worksheet
Closing Clue (Prospect) Closing Method Closing Statement
Ok people are always
asking if we carry your
brand.
(Verbal)
Direct Appeal Close Super just sign this order
form and ill get the sticks
here Monday or Tuesday
next week.
Prospect looked very
impressed and surprised at
how light the hockey stick
was when shown the
physical product. (Non-
verbal)
Assumptive Close Your companys slogan is
Every Season Starts at
Dicks right, so lets fill
out this order form and
get our industry leading
hockey sticks in here for
your customers.
Wow there are a lot of
benefits with your hockey
sticks, but they are very
expensive. (Verbal)
Summary-of-Benefits Close Let me go over the key
benefits that every player
is after in a hockey stick
again, then we will fill out
the order form and get
those sticks in here for
your customers ok?
Are there any other
Bauer products that are
highly sought after by
hockey players that would
be in our best interest to
carry?
Multiple Options Close Absolutely there is but
lets focus on getting your
stick order in first and
then we can talk about
are other products. How
many sticks would you like
to order at this time?






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Servicing-the-Sale Worksheet
Method of Adding Value What I Will DO
Follow-Through
From the moment I get signed contract
for an order I will be in contact with the
Distribution Coordinator, Supply Planner,
and Purchasing Coordinator in Toronto
either in person or by phone and no
matter which situation by an email
conformation to know all the specifics
and details about the order that I just
placed for my customer.
I will call the customer to let them know
when the order is scheduled to ship and
the arrival date, as well as I will send
them an email confirming the shipment
and arrival date after I talk to them. I
will also let them know that I threw in a
couple life-sized cutouts of superstar
NHL players Alex Ovechkin and Patrick
Kane to display in their store to help in
promoting their new line of hockey sticks
from Bauer.
Follow-Up
Thank-you letter to customer on the
decision to purchase and carry Bauer
hockey sticks.






Contact buyer to see if they need any
assistance from myself or Bauer, and
also if they are pleased with their order
and decision.

In my thank-you letter, I will tell the
buyer that it was a pleasure working
with them and how much I appreciate
their business. I will also let them know
how Im looking forward to working with
them, and assisting their company in
achieving their goals in the near future.

I will contact the buyer one week after
the order has been received to see if
they have any questions that I can help
them with or if there is anything they
need or would like myself or Bauer to do
for them.
Expansion Selling
Suggest now to go along with addition of
caring the #1 industry leading hockey
stick, purchasing some other industry
leading Bauer equipment and gear to
satisfy the needs and wants of your
customer base.

I will schedule a meeting with the buyer
and bring some samples and information
with for them to look at and let them
know how carrying more of the Bauer
brand products will increase their sales
because they will be able to meet the
needs and wants of their customer base.




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Presentation Outline
Step One: Approach
Tools being used:
Telephone Contact
Email Contact
Key points to Share:
Introduce Myself and Company
What I can offer and get Buyers Needs
Research and learn about the company
Tell Buyer a little information about your product
Schedule meeting to discuss your product in detail and to go over price and
financing options
Step Two: Presentation
Tools being used:
Small talk
Additional information on Buyers needs
Give an overview of Bauer
Product Features
Key points to share:
Discuss personal history and experience with Bauer
Ask Buyer Questions that will lead into my presentation (open-ended)
History of Bauer, industry information, and when it was established and where
its headquarters are located
Discuss product features, innovation, and technology







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Step Three: Demonstration
Tools being used:
Bauer APX 2 hockey stick
CCM RBZ hockey stick
Laptop to show videos and reviews from players of all skill levels
Company portfolio
Key points to share:
Vapor Technologies
Elastech Resin
Playability and Performance
Bauer Industry Leaders (Brand)
Step Four: Negotiations
Tools being used:
Discussion with Buyer
Key points to share:
Yes your right, but the hockey season is a lot different now then it was when
we were kids
I understand you have a supplier, but they cant supply you with our industry
leading sticks
Worksheet reminders:
Industry Leaders
Every season starts at Dicks
Step Five: Closing
Tools to be used:
Price sheet
Order forms
Incentives
Worksheet reminders:
Direct appeal close
Assumptive close
Multiple close
Summary close

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Step Six: Servicing the Sale
Tools being used:
Thank-you letter
Phone call
Key Points to share:
Appreciate their business
Questions, needs
Worksheet reminders:
Stay in contact
Track orders















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References
Bauer - Bauer.com Home. Web. 15 May 2011. <http://www.bauer.com/>.
http://anthonygreco16.blogspot.com/
Matt. (October17, 2013) Bauer Vapor APX 2 Stick review. Retrieved from: Http://
www.hockeyworldblog.com/2013/10/17/bauer-vapor-apx-2-stick-review/
Hockey Supremacy. (2011). CCM RBZ Hockey Stick. Retrieved from:
http://hockeysupremacy.com/en/shop/product/ccm-rbz-hockey-stick/
Icewarehouse.com. (2014). Easton V9 Hockey Stick SR. Retrieved from:
http://www.icewarehouse.com/descpage.html?pcode=V9N
Totalhockey.com. (2014). Easton V9 Composite Stick. Retrieved from:
http://www.totalhockey.com/product/V9_Composite_Stick/itm/13642-
41/?mtx_id=0
Hockeymonkey.com. (2014). Easton V9. Retrieved from:
http://www.hockeymonkey.com/ccm-hockey-stick-rbz-grip-sr.html
Easton.com. (2014). Easton 2014. Retrieved from: http://www.easton.com/
Dicksportinggoods.com. (2014). Buy Online. Retrieved from:
http://www.dickssportinggoods.com/category/index.jsp;jsessionid=wZmhTs8Jn6y