Page 87 - brand_book_donna_italia

03 MARKETING & SALES 1. USPs & General Marketing & Sales Commandments 61 // 98

2. Distribution Channels (Segments)
3.KPI’s

03/1 THE GENERAL MARKETING &

SALES COMMANDMENTS

1. We PRESENT, we do not SELL. 6. VISIBILITY in the outlet is a must. NO

VISIBILITY, NO SALES.

2. The cost of a pilot will alway be at
catalogue prices. 7. Baking instruction to outlet’s staff is

the most important part of the selling

3. We invest a great deal in every new client process.

(oven, training etc.).

8. Element kit - oven cover, TA boxes, slicer,

4. During the first two months of activity, pallet etc. - is added value to the client

visit your clients twice a month and strengthens your selling proposition.

(minimum). Run a service, train, guide Start with it day one.

and improve.

9. NO SHORTCUTS. No opportunism. NO

5. A problem with a new client will be risks. Following your plans step by step

discovered during the first three weeks with deep understanding of the client’s

of work. Take steps to discover it. If you service will help you reach real and

don’t take care of the problem - WE healthy growth.

LOSE THE CLIENT.