2014 WSCSC: Small Format Solution Selling
Small Format Sales Pitch
Sales District Leader (SDL) has 12 minutes to present a sales pitch utilizing small format
solution selling objectives and techniques to secure incremental location placement along
the golden path of the account. The objective is to sell a Customer Merchandising
Agreement and plan location placement. (CMA attached)
SDL Objective:
SDL is visiting Mom and Pop Shop to sell the 2014 Customer Merchandising Agreement (CMA
attached). The store conditions are as listed below:
Store Specifics:
 Store is currently running 96.5% PY
 Store receives 2 deliveries per week
 Frito Lay racks are completely empty and minimal credits are made to the account each
time the account is serviced (credits: out of code product)
 The store is located by a popular Lake
 Weekend sales exceed available product and all sales are highly impulsive
 The Cold Vault is the highest shopped area in the store selling record breaking sales in
single serve drinks and case packs soda and beer
Current Space to Sales
 Frito Lay currently has one Front End Merchandiser (FEM) by the automotive
 Frito Lay currently has one 2-foot set by the paper towels
 Frito Lay currently has one small basket of single-serve chips by the register
Buyer info
Potential Objections:
1) Owners of Mom and Pop Shop, Melinda and George, believe that their existing
Takis/Kettle Brand rack by the register turns fast and provides the appropriate salty snack
opportunities for their customers. This limits the amount of space available.
2) George and Melinda believe that there is more value provided by the margin given by
the Bimbo baked goods rack in first position by the register (see supplement for position
map. (Frito Lay will provide a blended margin of 38%)
3) George and Melinda believe their service is too infrequent and they are not receiving
quality service
4) George and Melinda enjoy buying competitive products in warehouse environments
(Cam’s Plus) and choosing what brands they sell to their customers. These brands
however, do not offer a variety based on consumer demand for that specific geographic
area.