Strategic Sales Management

B2B Consumer
Products Team
Óscar Salmeán
Estefany Tirado
Avi Heitler
Emmanuel Carletti
Diana Zetina
 Manufacture, distribute, and
market food, beverages, tobacco,
cosmetics/personal care, and

Consumer
detergents/home care.

Products Typically divided into 2

categories:
Industry Fast-Moving Consumer Goods: which are perishables.
Their rotation cycle is pretty fast, so they maintain
constant evolution.
Slow-Moving Consumer Goods: which have a large
lifespan (cars, household appliances, etc.) and their
sales cycle is pretty slow.
 Traditional Channel
Commercialization of different products
through sales points. These sales points
include corner shops, convenience stores,
mom and pop’s, etc.

Modern Channel

Distribution
The massive commercialization of products
through big retailers or supermarkets, such
as Costco, Walmart, and Sam’s Club.

Channels Proximity
Quick selling stores like, Oxxo, 7ELEVEN, Circle K

Traditional
retail stores like Walmart, La comer, Superama, etc

Away From Home

“Tienditas de la calle” and “changarros” that aren’t official stores.

Distributors
Clubs that sell at big amounts such as: Sam's Club or Costco.
 Sell In & Sell Out
Sell In: the amount of product that goes
from the factory to the distribution
channel.
Where the profit comes from.
Sell Out: the amount of product that the
distribution channel sells.
Customers sell to the final
consumer.
Key Account Manager
Works side by side with the brand manager

Weekly calls with brand manager to

see what are the things that have to
be reinforced.
Every brand has its own key account
manager, as well as for each
channel.
They align brand strategies with the
brand manager in order to get
profits.
 Sales Teams
The four channels are classified into 2 branches: The UTT (traditional and away from home) and DTT (proximity
and distributor).
Within the branches, there are different teams that handle different areas according to the channel. Some of the
teams that are within the branches are:

01 Shopper 03 Purchase Order

evaluates the different types of things that will place the orders needed from the retail store
be present in the retail or stores, from in order for them to be able to make the
promotionals all the way to combos. advertisements, or any type of activation.

02 E-commerce 04 Sales Team

work hand to hand with the retail stores and negotiate with the departments or stores how
their websites on how the company products many tons of product will be sold to them in
will be shown in their webpages. order to make the sale in process.
Organizational Structure Sales
Teams
 Marketing Teams

Every brand has its own marketing.

Weekly calls with the account
manager to figure out strategies
according to channels.
Once approved, materials are worked
on so to deliver them to the channels.
 Modern Channel: many materials
that are allowed to be in the selling
points.
Promotionals, danglers, banners,

Trade
demos, or even combos.

Marketing Traditional Channel: little efforts

can be made in traditional stores.
Most common are danglers or
posters.
KPI's

Sales volume and margin

Market share
Horizontal and vertical coverage of clients
Customer service
Operating expenses
 01
Agreements with big
distributors.
B2B
Selling 02
Distribution points.

Logistics of distribution and how the products go from the 03

factory to the distributor to the retailers. Sell the product to the
final customer or the
consumer.
 Outbound Sales
Companies must communicate with other companies,
or with suppliers, in order to sell their product more
efficiently and effectively giving discounts or special
offers, as it's difficult for businesses to come to you
unless you're a really big company.
Sales Based On
Orders
Receive an order - ask suppliers -
send to customers.
BENEFITS
Removing the part of
storing large quantities
Having the required of product
quantities of product,
and not only those Saves time, money,
that are expected to space and effort for
be sold. industries.
Strategies B2B Industry
In order to reach different distribution channels.

Distribution of a product. Offer some discounts.

33.3% 33.3%

But... the fundamental part:

NEGOTIATION.
Especially with the distributors.
- Making profits without any losses. Win-Win List of prices.
- Sales and marketing departments. 33.3%
 Sales Cycle
This cycle depends on the channel of distribution, product or sale strategy.
It also depends on how fast the product is consumed.
It can take hours, days, weeks or even months depenending on the product.
1) Prospecting
2) Pre-approach
3) Approach
4) Presenting
5) Overcoming objections
6) Closing
7) Follow-Up The selling cycles are different according to the product that is
being sold, the yogurt cycle is between 2 and 4 days. As for
the water, it tends to be faster, between 1 and 3 days tops
Restocking
Cycle They work according to
each product.
Yogurt: 7 and 10 days
Waters: 5 and 7 days.
 Compensations

There are different types of compensation within the B2B consumer product industry.

01 Salespeople 02 Sales Coordinator 03 Sales VP

Small base salary and big Good base salary and big Great salary
commissions commissions Usually no commissions
Bonuses for performance Bonuses for performance and/or Bonuses if branch reaches the
and/or goals goals goal
Some who work only on
commissions
 Strategic Sales Management

Thank You!
Óscar Salmeán
Estefany Tirado
Avi Heitler
Emmanuel Carletti
Diana Zetina