This document discusses strategies for growing sales and market share. It argues that high penetration of the right products is key to winning in the marketplace. A four-step strategy is outlined: selecting the right product assortment, implementing the right go-to-market strategy, using the right systems and tools to measure performance, and building the right sales team capabilities. The document provides insights and processes for optimizing each part of the strategy based on over 20 years of industry experience leading different product categories. The overall goal is to make brands easier to buy by more people in more situations at lower cost.

1. SALES GROWTH
MODEL
Sales Pros Academy
Nguyễn Lê Mạnh Tân

2. BOOK SALES PROS WINNING MODEL
FACTs
PENETRATION IS A KING FOR WINNING COMPANIES
PROVEN SUCCESSFULL STORIES

3. SPECIAL REPORT
FACTs
• COCA COLA with 100 mil USD question?
• Big Brand vs Small Brand: Big brand get bigger market
share, bigger customer based and more people to buy
with more often
• Loyalty doesn’t mean much
Big brand have much higher penetration than small and
they got bough slightly often by buyer – but not much
more.
• Penetration is a King.
WHAT MARKETER DON’T KNOW
* Oxford studies and becoming new marketing bible for Fortune 500

4. RIGHT ASSORTMENT
Less mean more
WINNING GO-TO- MARKET
STRATEGY
NO MEASUREMENT NO
IMPROVEMENT
(How)
SHOPPER IS DIFFERENT
FROM THE CONSUMER
(To whom)
LIVING AND WINNING IN STORES
WILL SECURE SHOPPER’S
SATISFACTION
( In More Situations)
KEY OPPORTUNITIES
1 2
SALES FORCE CAN MAKE A
DIFFERENCE THROUG
EXELLENT EXECUTION
3
4 5 6
 The result of 20+ years working for 3 MNCs leading 5 different categories.
 From hard learning, to tipping point, then easy to roll out.
( What) ( Where) ( Who)
R

5. ASSORTMENT
OPTIMIZATION WINNING GO-TO- MARKET
STRATEGY
NO MEASUREMENT NO
IMPROVEMENT
(How)
SHOPPER IS DIFFERENT
FROM THE CONSUMER
(To whom)
LIVING AND WINNING IN STORES
WILL SECURE SHOPPER’S
SATISFACTION
( In More Situations)
KEY OPPORTUNITIES
1 2
SALES FORCE CAN MAKE A
DIFFERENCE THROUG
EXELLENT EXECUTION
3
4 5 6
 The result of 20+ years working for 3 MNCs leading 5 different categories.
 From hard learning, to tipping point, then easy to roll out.
( What) ( Where) ( Who)
R

6. FRONT END KEY BELIEFS
SALES GROWTH MODEL
REACH MORE PEOPLE
Media reach
Copy
effectiveness
Distinctiveness
Place
More location
PACE
High impact visibility
Channel expertise
Living with channel
POP
Outstanding POSM
Assortment
(Less mean more)
Go-to-Market
strategy to win
Capability and
organization
System& Tool
Measure and
improvement
Sales Person
R

7. FOUR-STEP STRATEGY
RIGHT PRODUCT ASSORTMENT STRATEGY RIGHT GO-TO- MARKET STRATEGY
RIGHT SYSTEM & TOOL RIGHT TEAM WITH RIGHT CAPABILITY
Making your brand become easier to buy by more people in more
situations with less cost

8. FRONT END KEY BELIEFS
RIGHT PRODUCT ASSORMENT STRATEGY
INSIGHTS
• To maximize category sales need highest “Rate of Sales” SKU (
Blockbuster) with the highest “ Weighted Distribution”.
• Removing non-incremental “ Long tail “ SKUs to right size portfolio can
improve the margin.
• Multi-facing Blockbusters will drive efficiency and help minimize out-of-stocks.
• Optimize SKUs by channel: Products perform very differently across
channels as a result of the varying shopper profiles and shopping
missions
• Within a category, ‘Market Partitions’ exist that serve distinct needs.
Focusing on building penetration within each partition will drive overall
growth.
(More right products to more people- less mean more)
FIX
ENHANCE
TRANSFORM

9. FRONT END KEY BELIEFS
RIGHT PRODUCT ASSORMENT STRATEGY
PROCESS
PQA analysis
Senior
management
review
Account Planning
Activities and new
product launching
Portfolio decision SKPI & score card Execution
*PQA is a simple and powerful tool that helps take the right portfolio decisions hence driving net sales
and profit growth.
* Need Category Sales Data form Agency: Nielsen or tailor made research.
(More right products to more people- less mean more)

10. • 1,000,000 diversify and dynamic stores across the country ( Urban/rural,
tradition/modern).
• No ready one- fit-all solution to optimize the wide and deep penetration.
• Golden formula to grow sales revenue and gain more share
• Rural is the next engine growth of FMCG company
FRONT END KEY BELIEFS
RIGHT GO-TO-MARKET STRATEGY
INSIGHTS
71% population 61% stores 500 small towns 8,000 villages
• Different channel strategy to engage customer and creating breakthrough result (
MT/ Ws/ CVS/ Internet)…
• Building distributor partnership is crucial to leverage external resource for growing
efficiency
Follower/ challenger intentionally copy the market leader
More people to buy in more situations with less cost
More shoppers Shop more often In bigger shopping basketX X

11. FRONT END KEY BELIEFS
RIGHT GO-TO-MARKET STRATEGY

12. FRONT END KEY BELIEFS
RIGHT GO-TO-MARKET STRATEGY
PROCESS
FIX TRANSFORMINGENHANCING
6 Areas of Focus
RTM
More people to buy in more situations with less cost

13. RIGHT SYSTEM & TOOL
• Average cost for sales activity occupy around 15% ~20% company margin
including sales force salary, incentive, trade spend for promotion, display,
POSM which need a powerful system to measure the efficiency of sales
activities
• In any FMCG sales organization, we are facing with the challenging to
monitor the performance of the big sales force, wide customers net -work
across the country, control promotion program, on-time reliable market
information….
• We can’t improve if we can’t measure the performance.
• Strong System & Tool support can help:
INSIGHT
+ Improving sales efficiency: Clear setting KPI/ dashboard/score card to/ no paper word.
+ Boosting the Superior Customer Satisfaction.
+ Foster the good collaboration and connection among the team.
+ Building team capability ( seeing opportunities to provide coaching and feedback
No measurement - No improvement

14. RIGHT SYSTEM & TOOL

15. Functional highlights
15
Key
functions
WERA on
Android
WERA Lite Quofore WERA on
POS
WERA on
BYOD
Call Plan Y Y Y Y N
DAR Y Y Y Y Y
Mobile KPI
report
Y Y Y Y N
Photo
Taking
Y Y Y N depending
GPS tracking Y N* Y Y depending
Printing N N N Y N
Bar Code
Scan
N N N Y N
RIGHT SYSTEM & TOOL

16. RIGHT SYSTEM & TOOL

17. RIGHT SYSTEM & TOOL
PROCESS
DEM system ( Distribution Effectiveness Monitoring )- Pro Sales Version
DMS One ( Distribution Management System )- Viettel Version
(standard cost solution)
(premium cost solution)

18. RIGHT TEAM AND CAPABILITY
INSIGHT
• Sales force can make a different.
• Challenge to recruit since lacking of local sales talent.
• Challenge to retain when young talent has a trend to moving around.
• Training and engagement is critical recruit/retain and develop sales
talent.
• Sustainable sales result come from the right process: Think- Act-
Result.

19. RIGHT TEAM AND CAPABILITY
Pre
se
nta
tio
n
de
scri
pti
Leadership capability
Functional capability
EXECUTIVE COACH

20. HOW BRAND GROWTH TO GAIN BIGGER SHARE
Making your brand become easier to buy by more people in more situations with less cost
Right assortment
WINNING GO-TO-
MARKET
STRATEGY
RIGHT SYSTEM &
TOOL
Right team with
right capability

21. SALES PROS VALUE-ADDED SERVICES
Pre
se
nta
tio
n
de
scri
pti
Redefine winning assortment
Sharpening Go –To- Market strategy .
Distribution Efficiency Optimization System
Sales Pros Courses( Capability Building)
Channel Engagement and Transforming
In-store strategies and tactics.

22. SALES PROS ACADEMY
VISION
Create value- added sales solutions to build the best-in-class sales
organizations and develop next generation of sales professionals
MISSIONS
1. Develop tailor- made and efficient sales solutions
2. To reach more people.
3. In more winning situations
4. To gain more sales and ROI.
5. Enhancing sales capability.
6. To build the best-in-class sales organizations

23. HOW THE WORD CLASS SALES ORGRANIZATION LOOK LIKE
Building leading sales consultant center which deliver profitable growth
through excellence in value-added sales solutions

24. BUT WE ARE TRULY WORD CLASS?
RATE YOUR SCORE: 1 IS LOW AND 5 IS HIGHT

25. BUT WE ARE TRULY WORD CLASS?