* SELLINGT.TXT

                           SELLING  TACTICS

CURRENT SELLING METHODS

    * Activities to be used in selling your product or service
    * Methods to promote product or service: direct calling, telephone,
    advertising, mail, radio, television, or other
    * Sample brochure, advertisements, announcements, or other
    promotional literature should be placed in the Appendix.
    * Margins of safety allowed in sales forecasts.
    * Recommended reading: "How to Master the Art of Selling" by Tom
    Hopkins

SALES

    * It is important to demonstrate that the price and profitability of
    your product justifies the costs of sales (presentations,
    commissions, telephone, travel) and your distribution channels(s)
    are selected accordingly.

(Company)'s marketing strategy incorporates plans to sell our line of
products/services through several channels:

  Executive Selling
  Direct Sales Force
  Manufacturers' Representatives
  Distributors
  Retailers
      National Chains
      Regional Chains
      Independents
  Mail-Order/Direct Response
      Catalogs
  Telemarketing
  Joint Marketing Relationships
  OEM's (Original Equipment Manufacturers)
  International Distribution

    * See also Distribution for detailed description.
    * See also Business Relationships section for existing arrangements.
    * See also Advertising & Promotion section "Direct Mail" for
      specifics.

FEEDBACK LOOPS

    * Lead generation
    * Lead referral and follow-up systems
    * Information gathering and dissemination

EXECUTIVE SALES

    * This type of selling is usually most appropriate for very
      expensive products or services (executive jets, yachts, and
      large estates come to mind) where it is important to deal
      principal to principal when negotiating the sale.

Because our customers tend to be top corporate managers, it is
important that our company president and senior managers present our
product/service to our customers.

DIRECT SALES

The majority of sales will be through direct sales by the (Company)
sales staff.  (Company) anticipates hiring XXX additional sales
representatives to (cover additional territories, retailers,
distributors, markets, sell specific products /services).

    * See Organization Chart, page X.

We have chosen to use a direct sales force because our products/
services require considerable customer education and post sales support
-- directly from the company.  Our price point, pricing structure and
profits are such that our costs of sales warrants a sale to be handled
on an individual basis in this manner.

MANUFACTURERS' REPRESENTATIVES

Because manufacturers' representatives carry several product lines
compatible with ours, we feel that it would be appropriate to select
manufacturers' representatives carrying XXX, XXX, and XXX (complementary
& compatible products -- automotive products to parts stores, marine
supplies to boat dealerships...).

Also, manufacturers selling XXX (dissimilar products yet appropriate to
their customers' customer -- publishers selling computer software to
bookstores...)

    * Contact customers and retailers and ask them who they would
    recommend to represent your product.  (Firms and people they respect
    and do business with)
    * See also Advertising & Promotion section "Direct Mail" regarding
    locating appropriate representatives for your firm.

DISTRIBUTORS

One of the key elements designed into the (Company) marketing plan is
the targeting of our distributors.  It is important to select
distribution channels already in existence and staffed with
professionals possessing appropriate backgrounds and clientele.

(Company) products are pertinent to the nature of the distributor's
business and to the well-being of their customer base.  Also, it is
significantly less difficult for us to reach distributors and educate
them as to the benefits available in using XXX (product).

This strategic marketing approach takes full advantage of the tremendous
momentum inherent in the fact that these professionals are already
involved with parallel products and services.  They already have
expertise and have been practicing in their field for a length of time.

By operating within these distribution channels in this manner we feel
that we can maintain control of our market.  In addition, we can
generate growth at a reasonable pace and obtain excellent sales results.

    * Be sure to consider the additional reduction in sales revenue to
    allow distributors their profit margin -- they must mark up your
    prices 15 - 30% to their retailers.
    * See Distribution for detailed plan of action.
    * See also Advertising & Promotion section "Direct Mail" regarding
    appropriate distributors for your firm.

OEM'S

With Original Equipment Manufacturers we can incorporate our XXX
(product) into their product line by XXX (explain how your product can
be included within theirs -- they sell your outboards with their boats,
your windshield wipers with their cars).  For manufacturers of XXX
(their biggest system/product) we can sell XXX (product) as part of
their XXX

It is also possible to provide a private-label line as an additional
product for XXX distributors.

RETAILERS

    What Dealers Want From Manufacturers:

    * Price Point - Attractive and Reasonable
    * Profit Margin - Worthy of Sales Emphasis
    * Technical Support - Accurate and Immediate Response
    * Quality - Design, Construction and Packaging
    * Advertising and Public Relations - Customer Awareness and Demand
    * Effective Sales Materials - Ease and Expedite Sales Process
    * Competitive Advantages - Features and Benefits
    * Stocking and Delivery - Available When Needed
    * No Mass Merchandisers - Maintain Profit Margins & Market Position

TELEMARKETING

    * Look in your telephone directory under Direct Mail for mailing
    houses.  Some also handle inquiries, and others provide an 800#

Outside sales support
    * Literature mailing
    * Follow-up calls
    * Order entry

Inquiry Response
    * Order entry
    * Literature mailing
    * 800# Order/Support Hotline
    * Marketing research

New Business Development
    * Contact distributors, retailers, customers
    * Schedule appointments

    * Write a comprehensive telephone script that everyone can use when
    responding to inquiries.
    * Carefully address each issue (questions, objections, etc.)
    * Write out your responses AS YOU WOULD SAY THEM

See your BizPlanBuilder booklet for an example of an effective phone
script on page 52.

    * Practice with a tape recorder.  OR, call your answering machine
    and see if you would buy it -- keep adjusting it until you would!
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