SALES SYSTEMS
DEVELOPMENT, INC.
Professional Selling &
Merchandising Strategies
Trainer’s Guide
Module Five
“Merchandising Fundamentals”
Copyright Sales Systems Development, Inc. 2004
All rights reserved, including the right or reproduction in whole or in part in any form without the prior
permission of Sales Systems Development, Inc
Module V – “Merchandising Fundamentals”
SEGMENT OVERVIEW
During this first segment we will present and discuss
with you the following key ideas…
SHOW SLIDE #4.
We will discuss how merchandising helps customers
achieve their goals and why our merchandising efforts
are important to building sales.
Q
WHAT ARE THE FACTORS THAT DRIVE AND
DETERMINE SALES VOLUME FOR OUR BRANDS?
RECORD RESPONSES ON FLIP CHART BEFORE REVEALING SLIDE.
FACTORS THAT DRIVE VOLUME
Copyright, Sales Systems Development, Inc., 2004, All rights reserved to include the right of reproduction in whole or in part
in any form without the prior permission of Sales Systems Development, Inc.
Notes
9
Module V – “Merchandising Fundamentals”
SHOW SLIDE #16. WHEN YOU GET TO THE LAST POINT, “V.S.A.”, ON THE
SLIDE, INSTRUCT GROUP TO WRITE DOWN THE INFORMATION IN THE
SPACE PROVIDED.
Copyright, Sales Systems Development, Inc., 2004, All rights reserved to include the right of reproduction in whole or in part
in any form without the prior permission of Sales Systems Development, Inc.
Notes
23
Module V – “Merchandising Fundamentals”
SHOW SLIDE #17.
ASK THE FOLLOWING DISCUSSION QUESTION AND SOLICIT RESPONSES.
Q
WHAT CHOICES DO CONSUMERS HAVE WHEN
SHOPPING IN A STORE OR EVEN WHEN IN AN ONPREMISE ACCOUNT?
Copyright, Sales Systems Development, Inc., 2004, All rights reserved to include the right of reproduction in whole or in part
in any form without the prior permission of Sales Systems Development, Inc.
Notes
24
Module V – “Merchandising Fundamentals”
Now we will review the seven primary display standards
that determine the effectiveness of the display for us and
our suppliers, as well as in most cases the value to the
customer. These standards are the criteria by which
your display merchandising efforts will be evaluated.
SHOW SLIDE #57. USE THE INFORMATION THAT FOLLOWS TO
ELABORATE ON EACH POINT.
The First and possibly most important Display
Standard is “Dominant Share”.
Copyright, Sales Systems Development, Inc., 2004, All rights reserved to include the right of reproduction in whole or in part
in any form without the prior permission of Sales Systems Development, Inc.
Notes
67
Module V – “Merchandising Fundamentals”
SHOW SLIDE #59.
Some sample signs to consider using are: “Store
Special”, “Manager’s Special”, “New Low Price”,
“Entertaining Value”, “Special Purchase”,
“Limited Quantity Special”, or “Season Special”.
Remember
Guidelines:
These
Simple
Buying
Message
 The message should give the consumer a reason
to buy. Buying messages should suggest to the
consumer a potential use – an occasion or food tie-in.
 When one of your retailers is running a feature ad
supported by a display, don’t overlook the impact of
simple, ‘As Advertised’, signs. Such signs have
proven to generate sale increases over 100%.
Copyright, Sales Systems Development, Inc., 2004, All rights reserved to include the right of reproduction in whole or in part
in any form without the prior permission of Sales Systems Development, Inc.
Notes
70