How To Develop Persuasive Presentations
Transcription
How To Develop Persuasive Presentations
How To Develop Persuasive Presentations Russell Baker – VP, Sales Capability COE, Small Store Channel Strategy & Marketing [email protected] The Way of Shopper Marketing Classified - Internal use COLLABORATING FOR VALUE A collaborative approach for creating value with customers. STATEMENT OF RIGHTS The contents of this book, including without limitation, associated tools, are the properties of The Coca-Cola Company (the “Company”) and/ or other proprietary owners and made for use by employees of the Company and its Bottlers (the “Coca-Cola system”) only. These materials contain proprietary and confidential information and may not be disclosed to any party outside the Coca-Cola system without the express prior written permission of the Company. By accepting these materials, the user agrees not to copy, duplicate, or otherwise reproduce such materials without the Company’s prior written consent. The user also agrees to safeguard these materials and return them to the Company upon its request. Copyright owned by The Coca-Cola Company, unless otherwise indicated in the individual section. COLLABORATING FOR VALUE W orking in partnership with our customers is part of our heritage. We know something about what it takes to establish and maintain effective customer partnerships — and we know customer collaboration is never a simple process. The customer landscape is changing every day. Our customers are becoming more complex and raising the bar for performance. We must expect more of ourselves to meet these growing demands. When we achieve our goals for customer leadership, it will be because we were not content with the status quo — because we refuse to simply accept the opportunities that come our way. Genuine customer collaboration means aiming beyond what is comfortable — to plan more boldly, to move more nimbly, to innovate more quickly and to execute more vigorously. We have met similar challenges in the past, and we have learned from our successes. We have developed methods and tools that will help us become more disciplined and comprehensive in our approach. Now we can take our performance to a new level by sharing and leveraging our knowledge. Collaborating for Value is a collection of global best practices that provides a roadmap and a common vocabulary that can help you create measurable value with our customers and our System. By committing to building value with our customers and being disciplined with our leadership activities — we can build on our heritage and move into an exciting new era with our customers. Together we can build a platform for world class customer leadership that will drive results AND win the respect, trust and loyalty of our customers. Please take time to familiarize yourself with this customer leadership approach so you can put this into action locally. Thank you for all you do, and... Continued Success! Jerry S. Wilson Senior Vice President, The Coca-Cola Company Chief Customer and Commercial Officer © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 3 WHY Collaborate for Value? VISION 2020 is our system’s roadmap for winning together. “Being Collaborative Customer Relationship Model Vision the most preferred and trusted beverage partner” is one of the key goals in our plan. While customers are unique in their approach, at the most basic level, all of our customers need to accelerate profitable growth, to improve the efficiency and effectiveness of their supply chain, and to differentiate their offering in the marketplace. The objectives of the Coca-Cola system are to expand the size and value of the beverage category and capture the growth. Our system-wide ability to collaborate, or “work together toward common objectives,” is key to our success. When you put these agendas side by side, you can see that the common intersection is our effort to work together to maximize shopper value, one store at a time. Collaborating For Value provides a roadmap for our system approach to work effectively with customers to create the most impactful engagement with the shopper in their outlet. Together, we can leverage this approach to accelerate our growth and differentiate this great Coca-Cola system from any competitor in the world. © 2009 The Coca-Cola Company | INTERNAL USE Collaborating for Value brings CCRM to life in the marketplace. COLLABORATING FOR VALUE | 4 WHY Collaborate for Value | CONTINUED | STEPS OF COMMITMENT STRATEGIC PARTNERSHIP T he intensity and level of resources we apply to this collaborative effort will depend on the willingness and ability of our system and the customer to collaborate effectively together. As we practice Collaborating For Value we will see more and more customer relationships progressing from a foundation level, to a collaborative level, and ultimately to a strategic partnership. Our goal is to advance the quality of our relationship with each customer. Collaborating For Value AVO`SR/US\RO ;cZbWTc\QbW]\OZ1]ZZOP]`ObW]\ 1]RSdSZ]^SR7\WbWObWdSa COLLABORATION 1]\\SQbaeWbV[gPcaW\SaaO\R\SSRa 1`SObSa^]eS`TcZDOZcS>`]^]aWbW]\a /ZWU\aabOYSV]ZRS`aT]`OQbW]\ 3fSQcbSaSTTSQbWdSZgb]R`WdS`SacZba FOUNDATION >`]RcQbO\RaS`dWQSY\]eZSRUS 4OW`\SaaO\RW\bSU`Wbg @Sa^]\aWdS\Saa OBJECTIVES 6SZ^Qcab][S`c\RS`abO\R^`]PZS[a O\R]^^]`bc\WbWSa³in new and different ways. >`]dWRSPSbbS`a]ZcbW]\a³ than the customer would have discovered independently or with competitor. /aQ`WPSbO\UWPZSdOZcSa³ values shared equitably by both partners. /RdO\QSg]c``SZObW]\aVW^³ demonstrate the value of partnership. © 2009 The Coca-Cola Company | INTERNAL USE :WabS\W\U @SZWOPWZWbg /^^`SQWObW]\ WHY This process is important… Focuses on customer’s needs or objectives Increases chance of sales success Based on best practices Utilizes field-proven tools Enables high-performers COLLABORATING FOR VALUE | 5 Collaborating for Value AN OVERVIEW The Coca-Cola approach to Creating Value with customers CONNECT CREATE THE VALUE PROPOSITION ALIGN THE STAKEHOLDERS EXECUTE > > > K EY PR AC T I CE S < < < > > > KEY P R ACTICES < < < > > > KEY PR ACTIC E S < < < > > > KEY PR ACT ICES < < < 1]ZZOP]`ObWdS1]\dS`aObW]\a 4`O[W\UbVS1cab][S`¸a =^^]`bc\Wbg 2SdSZ]^W\UO\7\ÀcS\QW\U>ZO\ 3fSQcbW]\>ZO\\W\U >S`acOaWdS>`SaS\bObW]\a AgabS[1][[c\WQObW]\ WITH THE CUSTOMER 0cWZRW\U1cab][S`9\]eZSRUS AbSeO`RaVW^O\R@SZObW]\aVW^ 0cWZRW\U@]cbW\Sa FOR RESULTS 5S\S`ObW\UA]ZcbW]\a 3fSQcbW]\/cRWba /aaSaaW\UA]ZcbW]\a 3dOZcbW]\]T@SacZba > > > TOO LS < < < > > > TO OLS < < < > > > TO OL S < < < > > > TOO L S < < < Meeting Plan Meeting Report Customer Connection Bank Value Proposition Negotiating Blueprint Influencing Plan Team Input Worksheet Execution Plan Program Evaluation The key to beginning an effective collaboration is understanding the customer’s business and identifying objectives that we can pursue together. A strong Value Proposition defines a specific opportunity from the perspective of the customer and positions a solution in terms that are most relevant and meaningful to their business. Influencing, and even negotiating, are important parts of the collaborative process to move from ideas to actions that create results. Execution is where real, tangible value is created. Our credibility is either enhanced or diminished by the quality of our execution. When customers perceive that you are aware of and sensitive to their purposes, concerns, and circumstances you are on the road to an effective collaboration. © 2009 The Coca-Cola Company | INTERNAL USE The strength of your Value Proposition will usually determine the success of your collaborative effort. Getting “buy-in” from the stakeholders in a particular decision is key to secure adoption and alignment of resources for execution. COLLABORATING FOR VALUE | 6 TABLE OF CONTENTS 1 CONNECT with the Customer 2 CREATE the Value Proposition 3 ALIGN the Stakeholders 1]ZZOP]`ObWdS1]\dS`aObW]\a Listening, Questioning, and Sharing . . . . . . . . . . . . . . . . . . . . 10 4`O[W\UbVS1cab][S`¸a =^^]`bc\Wbg Dimensionalizing the Gap . . . 28 2SdSZ]^W\UO\7\ÀcS\QW\U>ZO\ Key Elements of an Influencing Plan . . . . . . . . . . . .37 Adapting to Different Thinking Styles . . . . . . . . . . . . . 12 Motivation and Criteria for Success . . . . . . . . . . . . . . . 29 Team Input Sessions . . . . . . . . 41 Effective Meeting Preparation and Follow-Up . . . . . . . . . . . . . . 14 0cWZRW\U1cab][S`9\]eZSRUS Operating Business Model . . . 17 5S\S`ObW\UA]ZcbW]\a . . . . . . . 30 Stakeholder Roles and Decision Making . . . . . . . . . . . . . . . . . . 20 The Personal Profile . . . . . . . . 21 AbSeO`RaVW^O\R@SZObW]\aVW^ 0cWZRW\U@]cbW\Sa Stewardship Routines . . . . . . 23 -Routine Stewardship Communication >S`acOaWdS>`SaS\bObW]\a Presentation Structure. . . . . . 42 -Generating Alternative Options and Trades Storyboarding . . . . . . . . . . . . . 44 /aaSaaW\UbVSDOZcS >`]^]aWbW]\ . . . . . . . . . . . . . . . 34 -Elements of a Strong Value Proposition B]]ZaT]`1`SObW\U Value Proposition. . . . . . . . 63-64 Negotiating Blueprint . . . . 65-66 EXECUTE for Results 3fSQcbW]\>ZO\\W\U . . . . . . . . . 49 AgabS[1][[c\WQObW]\ . . . . . 50 3fSQcbW]\/cRWba . . . . . . . . . . . . 51 3dOZcObW]\]T@SacZba . . . . . . . 52 -Brainstorming -Generating Solutions Customer Strategies. . . . . . . . . 19 4 B]]ZaT]`3fSQcbW\U Execution Plan . . . . . . . . . . . . . 70 Program Evaluation . . . . . . . . . . 71 Pre-Selling . . . . . . . . . . . . . . . . 45 Closing . . . . . . . . . . . . . . . . . . . 47 Handling Objections . . . . . . . 47 B]]ZaT]`/ZWU\W\U Influencing Plan . . . . . . . . . 67-68 Team Input Worksheet. . . . . . . 69 -Senior Management Engagements Developing A Coverage Plan . . . . . . . . . . . . . . . . . . . . . 25 -Account Manager Coverage Plans -Senior Management Coverage Plans -Key Events B]]ZaT]`1]\\SQbW\U Meeting Plan . . . . . . . . . . . 59-60 Meeting Report . . . . . . . . . . . . . 61 Customer Connection Bank . . . 62 © 2009 The Coca-Cola Company | INTERNAL USE TOOLS & TRAINING Collaborating for Value B`OW\W\U@Sa]c`QSa Customer Portal . . . . . . . . . 54 Training Options . . . . . . . . 55 Recommended Reading . . 57 Tools . . . . . . . . . . . . . . . . . 59-71 COLLABORATING FOR VALUE | 7 CONNECT with the Customer T VSYSgb]PSUW\\W\USTTSQbWdSQ]ZZOP]`ObW]\ Wac\RS`abO\RW\UbVSQcab][S`¸aPcaW\Saa O\RWRS\bWTgW\U]PXSQbWdSabVObQO\PS ^c`acSRb]USbVS` µEVS\Qcab][S`a^S`QSWdSbVObg]cO`SOeO`S ]TO\RaS\aWbWdSb]bVSW`^c`^]aSaQ]\QS`\a O\RQW`Qc[abO\QSabVS\g]cO`S]\bVS`]OR b]O\STTSQbWdSQ]ZZOP]`ObW]\¶ 1 93G>@/1B713A 1]ZZOP]`ObWdS1]\dS`aObW]\a 0cWZRW\U1cab][S`9\]eZSRUS AbSeO`RaVW^O\R@SZObW]\aVW^ 0cWZRW\U@]cbW\Sa TOOLS Meeting Plan Meeting Report Customer Connection Bank 1]ZZOP]`ObWdSRWOZ]UcSSTTSQbWdS[SSbW\Ua O\RabSeO`RaVW^O`S^`OQbWQSabVObeWZZPcWZR bVST]c\RObW]\T]`Q]ZZOP]`ObW]\ C o l l a b o r a t i n g f o r Va l u e CONNECT WITH THE CUSTOMER © 2009 The Coca-Cola Company | INTERNAL USE 1: Quote: Mickey Connelly, Conversant Solutions, LLC. COLLABORATING FOR VALUE | 8 COLLABORATIVE CONVERSATIONS C ]ZZOP]`ObWdSQ]\dS`aObW]\Wa\]bµaSZZW\U¶g]c`WRSOaPcbc\Q]dS` W\U g]c` Qcab][S`¸a ^c`^]aSa Q]\QS`\a O\R QW`Qc[abO\QSa O\R aVO`W\Ug]c`]e\b]¿\RbVSW\bS`aSQbW]\aeVS`SdOZcSQO\PSQ`SObSR 3TTSQbWdS_cSabW]\W\UO\RORXcabW\Ub]bVSabgZS]Tg]c`Qcab][S`eWZZ VSZ^ g]c Q]\\SQb STTSQbWdSZg Meeting Plans O\R Reports Oaac`S bVOb g]cT]abS`Q]ZZOP]`ObW]\eWbVSOQVRWaQcaaW]\ Intersection model © Conversant Solutions, LLC — adapted with permission © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 9 PRACTICE COLLABORATIVE CONVERSATIONS Listening, Questioning and Sharing TOP 10 Listening Watch-Outs 6 BVSYSgb][OYW\U POWERFUL CONNECTIONS WabVSOPWZWbgb]ZWabS\ caS_cSabW]\aO\RaVO`S W\T]`[ObW]\STTSQbWdSZg eWbVbVSQcab][S` 1 EVALUATION FEAR This is the tendency to evaluate what a speaker is saying and decide if they are right or wrong before they have completed the statement. 2 7 3 8 THE CLOSED MIND The listener’s refusal to hear things that contradict with long held beliefs. LACK OF ATTENTION 4 EXCESSIVE TALKING To be in “love” with the sound of one’s own voice! 5 LACK OF HUMILITY The belief that a person can’t have anything to say that makes listening worthwhile! ACTIVE LISTENING TIPS JUMPING TO CONCLUSIONS Where the listener fills in the blanks and draws the incorrect conclusions. OTHERS THINK LIKE ME Many people think three or four times faster than they speak — sometimes their attention wanders. /U]]R`cZS]TbVc[PWab]a^S\R ]\SbVW`R]TO\gRWaQcaaW]\ZWabS\W\U ]\SbVW`R_cSabW]\W\U O\R]\SbVW`RaVO`W\U g]c`W\T]`[ObW]\ The fear that by listening to another view you may have to change your own. The belief that others have the same convictions! 9 WISHFUL THINKING Often after a meeting, there are different versions of what was agreed at the meeting from people who attended – obviously the listeners heard what they want to hear. 10 SEMANTICS The words and inflexions may have different meanings to the listener. Take note (or notes) of what is said — Do not ignore or disregard it. Check your understanding by playing back what you think you heard! Listen to understand, not to contradict. © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 10 PRACTICE COLLABORATIVE CONVERSATIONS Listening, Questioning and Sharing | CONTINUED | The art of QUESTIONING WHY EXAMPLES TYPE OF QUESTION USE SPECIFIC TYPE OF QUESTIONS OF QUESTIONING TECHNIQUES OPEN QUESTIONS 3\Q]c`OUSaQcab][S` b]bOZY CLOSED QUESTIONS EV]- EVOb- EVS`S- EVS\- >`]dWRSaP`]ORRWOU\]abWQ W\T]`[ObW]\ EVg- 6]e- CaSb]QVSQYTOQba 2WRg]c- =PbOW\·gSa¸]`·\]¸O\aeS` 1]cZReS- =PbOW\Oa^SQW¿QO\aeS`]` Q]\T]`[ObW]\ EOaWb- 7abVS`S- EWZZg]c- PROBING QUESTIONS CaSb]Sf^Z]`SO^]W\b EVOb[OYSag]caOgbVOb7\eVObeOgR]g]cbVW\YMMMMMM5WdS[SO\SfO[^ZS]TMMMMMM- LEADING & RHETORICAL QUESTIONS CaSRb]ac[[O`WhS A]eVObg]c¸`SaOgW\U WaMMMMMM7T7c\RS`abO\RQ]``SQbZg bVS\MMMMMMA]eSVOdSOU`SSRb]O ^ZO\T]`MMMMMM- © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 11 PRACTICE COLLABORATIVE CONVERSATIONS Adapting to Different Thinking Styles TO BETTER CONNECT with a customer or colleague… WHO PREFERS BLUE… BVS6S``[O\\ 0`OW\2][W\O\QS 7\ab`c[S\b® (HBDI®) WHO PREFERS GREEN… REMEMBER… use Whole Brain® Thinking. Everyone has a vocabulary in ALL FOUR Quadrants We just use them differently, in varying frequencies and intensities. No quadrant is better than another. You need all four quadrants involved to get the best thinking and solutions. You can learn more about your own thinking styles by completing the HBDI® online survey and e-learning simulation module (see page 56). © 2009 The Coca-Cola Company | INTERNAL USE >`]dWRSR]Qc[S\bObW]\`Sa]c`QS materials and references >`]dWRSOQ]^g]Tg]c`^`SaS\bObW]\ or notes (they may take notes) C\T]ZRWRSOaW\OabS^PgabS^T]`[Ob 5WdSSfO[^ZSa 0SQ]\aWabS\b AbOg]\b`OQY BOYSbVSbW[Sb]Sf^ZOW\W\RSbOWZ 0S^`OQbWQOZ 0S^`S^O`SRb]O\aeS`eV] what, where, when, how BVW\YbV`]cUVg]c`^ZO\ and communication WHO PREFERS YELLOW… :SbbVS^S`a]\Y\]eeVS`Sg]cO`S going in your communication >`]dWRSO\]dS`dWSe BVW\YPWU^WQbc`S 1ZcabS`g]c`bVW\YW\U 7\b`]RcQS\SeWRSOaO\RQ]\QS^ba 9\]ebVObO[PWUcWbgaV]cZR\¸b be a problem /ZZ]eT]`a^]\bO\S]caP`OW\ab]`[W\U or discussion BVW\YOP]cbTcbc`SW[^ZWQObW]\a EObQVg]c`^OQSYSS^Wb[]dW\U CaS[SbO^V]`aO\R^WQbc`Sa as examples © 2001-2009 Herrmann International; The 4-color 4-quadrant symbol is a trademark of Herrmann International. For a minimal fee you can complete the 120 question HBDI® online survey and receive your own HBDI Profile Report. Herrmann International can also provide you feedback via an e-learning simulation experience to help you better understand your own thinking styles and how it affects your interactions with others. See page 56 for additional Herrmann resources that are available. Each person sees and approaches things in a unique way. The Herrmann Brain Dominance Instrument (HBDI®) research in Whole Brain® Thinking has proven that when we understand our own thinking styles, we see how they influence the way we perceive things around us, what we decide to pay attention to, how to respond, and the way we communicate with others. Likewise, others have their own unique thinking styles too. Understanding and adjusting for the differences in thinking styles of others can have a dramatic influence on how effectively we connect to collaborate. 0SP`WSTQZSO`O\R^`SQWaS /`bWQcZObSWRSOaW\OZ]UWQOZT]`[Ob CaSRObOO\RTOQbPOaSRQVO`ba 0SOQQc`ObSO\Ra^SQW¿Q 0S^`S^O`SRb]acPabO\bWObS your position BVW\YbV`]cUVg]c`O\OZgaWa BEFORE you communicate 6OdSg]c`\c[PS`a`SORg and know them 2]\]bbOYSQVOZZS\US]`O\SSRb] debate personally — plan for it 2]g]c`V][Se]`YO\RaV]e that you have done it CaSbSQV\]Z]Ugb] your advantage WHO PREFERS RED… 3abOPZWaV`O^^]`b¿`ab :]]aS\c^R]\¸bPSb]]T]`[OZ or direct 2]\¸bT]`USbbVS^S`a]\OZb]cQV taking note of personal aspects 0SbV]cUVbTcZO\RQ]\aWRS`]bVS` people involved 2]\¸bPSOT`OWRb]aVO`STSSZW\Ua 6OdSOµ^S]^ZST]QcaSR¶ObbWbcRS >OgObbS\bW]\b]g]c`\]\dS`POZa ;OYSg]c`W\bS`OQbW]\µcaS`T`WS\RZg¶ 0Sac`Sb]`Sa^SQbTSSZW\Ua ;OYSSgSb]SgSQ]\bOQb COLLABORATING FOR VALUE | 12 PRACTICE COLLABORATIVE CONVERSATIONS Adapting to Different Thinking Styles | CONTINUED | TRY TO AVOID with a customer or colleague… © 2001-2009 Herrmann International; The 4-color 4-quadrant symbol is a trademark of Herrmann International. WHO PREFERS BLUE… 7\O`bWQcZObSQ][[c\WQObW]\ 3fQSaaWdSa[OZZbOZY]`QVWbQVOb DOUcS]`O[PWUc]ca]cbQ][Sa or goals 7ZZ]UWQOZQ][[S\ba 7\ST¿QWS\bcaS]TbW[S :OQY]TTOQba]`RObO 7\O^^`]^`WObSW\T]`[OZWbg =dS`baVO`W\U]T^S`a]\OZTSSZW\Ua :]]YW\UTSO`TcZ]TOQVOZZS\US or debate 3fQSaaWdScaS]TVO\Ra]`USabc`Sa :OQY]T_cO\bWbObWdSµ^`]]T¶ :OQY]TT]Qca]`QZO`Wbg WHO PREFERS YELLOW… @S^SbWbW]\ B]]aZ]e^OQSR µ>ZOgW\UWbaOTS¶]`µ0gbVSP]]Y¶ =dS`Zgab`cQbc`SR^`SRWQbOPZS methods :OQY]TÀSfWPWZWbgb]]`WUWR 2`]e\W\UW\RSbOWZ B]][O\g\c[PS`a 4]QcaW\U]\Zg]\bOQbWQaT]`USbbW\U the big picture >`]^]aW\U]\Zg]\S^ObV]`]^bW]\ 0SW\URObSR]`]cb]Tb]cQV with current trends To gain insight to a person’s thinking styles, listen for PHRASES OR SPEECH PATTERNS in each quadrant… P re f e WHO PREFERS RED… :OQY]TQ][[c\WQObW]\]`W\bS`OQbW]\ <]SgSQ]\bOQb 6OdW\UO\W[^S`a]\OZabgZS]`SfO[ples that do not “connect” personally 7\bS``c^bW\U]`W\aS\aWbWdSQ][[S\ba <]bOZZ]eW\UbW[ST]`^S`a]\OZaVO`W\U :]e`SQ]U\WbW]\]`^`OWaS :OQY]T`Sa^SQbT]`TSSZW\Ua =dS`ZgRW`SQb]`P`ca_cSRWOZ]UcS 1`WbWQOZQ][[S\ba 0SW\UQcb]TT]`WU\]`SR :OQY]TS[^ObVgT]`bVS individual or others s s to il s fact - Use s n, point l jargo hnica words c e t s z t - Use yms, buz abou acron stions e u q ct n s dire - Ask and retur e lu va GREEN WHO PREFERS GREEN… /\c\QZSO`]`\]\SfWabW\UOUS\RO 2Wa]`UO\WhSRW\T]`[ObW]\]` presentation 6]^^W\UO`]c\RT`][acPXSQb to subject @c\\W\U]\O\R]\O\R]\ C\^`SRWQbOPWZWbg B]]TOab^OQSR DOUcSW\ab`cQbW]\a]`ZO\UcOUS µ0SObW\UO`]c\RbVSPcaV¶ 7\Q][^ZSbSaS\bS\QSa :OQY]TQZ]ac`S]`\]OQbW]\^ZO\ <]bZSbbW\U]\S¿\WaVbV]cUVba B]][O\g\SeWRSOa]`Q]\QS^ba all at once re n ce line.” bottom e h t e he “Give m nt to heartta.” a a d w “I onolyst relevant e t m t s lu ra B LU E P re fe re n ce n using prove “I believs ethinat have passed methode test of time.” th abit, ature ofchhange ly “I am adcore si ea and I own’tI do things. h uestions ity il recise q - Asks p ality and reliab u about q nd ticism a es skep s s” s s e re c p x ro -E for the “p concern Y E L LO W P re fe re n c e “I’m intere st e d in the latest in the caadtvances egory.” “Just give m e t – not all thhe big picture e details.” - Uses a bs tr metaph act speech wit ors h - Uses v isual lan gu “imagin e,” “pictu age: “see,” re” etc. R E D P re fe re n c e “The comfo rt o f utmost impo others is the rtance to m e.” “I encourag e the entirteeamwork with team.” - Uses stori to illustr es about peop le ate poin ts - Asks fr equent questio about th ns e product way the or servic will ben efit othe e rs © 2001-2009 Herrmann International © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 13 PRACTICE COLLABORATIVE CONVERSATIONS Effective Meeting Preparation and Follow-Up T VS Meeting Plan Wa O b]]Z b] VSZ^ g]c ^ZO\O^`]RcQbWdS[SSbW\UO\RSTTSQbWdS Q][[c\WQObW]\eWbVg]c`Qcab][S`7beWZZ VSZ^ g]c WRS\bWTg V]e g]c QO\ ORdO\QS g]c` Q]ZZOP]`ObW]\ W\ O eOg bVOb Wa []ab `SZSdO\b O\R STTSQbWdS T]` bVS a^SQW¿Q ^S]^ZSg]cO`S[SSbW\UeWbV A Meeting Plan eWZZ OZa] VSZ^ g]c Q]]`RW \ObS`]ZSaeVS\bVS`SO`S]bVS`1]QO1]ZO Oaa]QWObSaObbS\RW\UeWbVg]c What is the purpose of this meeting? ? What agreements and action steps are desired? ? Why will the customer want to attend? ? What are the things you want to learn more about? ? What are the customer’s current assumptions about the agreements & actions you hope to achieve? ? What are the key points you need to communicate to achieve the agreements and actions you desire? ? What issues or objections do you expect the customer may raise? How will you respond to these issues or barriers? Find out more about the Meeting Plan Tool on pages 59-60 . You can also download a Meeting Plan template from the… © 2009 The Coca-Cola Company | INTERNAL USE ? tter ing Le eet Pre-M er stom he cu meett o t e er A lett ance of th ctive, je v in ad ith the ob attendd w e t g c in ill pe lace w da, ex agen ime, and p mer be ees, t our custo ed y r help prepa more e secure in r or s fo and m pectation x . e g ir in e th eet the m COLLABORATING FOR VALUE | 14 PRACTICE COLLABORATIVE CONVERSATIONS Effective Meeting Preparation and Follow-Up | CONTINUED | T he Meeting Report allows you to communicate with the customer and Coca-Cola system associates to confirm the progress you have made with each discussion. This can be one of the most important tools to build your relationship and success with your customer over time. Constructing a rough draft of the Meeting Report with the customer at the end of the meeting can be an effective way to summarize and confirm your progress. /Meeting Report should include a very brief recap of the key items — not a repetition of everything presented and discussed on a call. BVST]`[ObQO\PSORO^bSRb]Q`SObSO\S[OWZ]`ZSbbS`b]bVSQcab][S`OaO^^`]^`WObS BVSaSQbW]\a]TOMeeting Report include: ³>c`^]aS]TbVS;SSbW\U ³/bbS\RSSa ³/`SOa]T/U`SS[S\b ³/QbW]\7bS[a ³7aacSab]/RR`Saa BVSQcab][S`O\ROaa]QWObSaObbS\RW\UbVS[SSbW\UO\R]bVS`YSgabOYSV]ZRS`aaV]cZR receive a copy of the meeting report. A Pos t-M A Meeting Report… Confirms the areas where you and the customer are aligned and in agreement. Demonstrates that you have listened to the customer’s issues and concerns. Find out more about the Meeting Report Tool on page 61 You . can also download a Meeting Plan template from the… © 2009 The Coca-Cola Company | INTERNAL USE Communicates your commitment to implementing the action items needed to move forward. eeting A bri Revie e meet f discussi w o i n n g f w o ticipa llowin ith th n of the ts will ens e Coca-Co g the la pa ure u prog impro ress we h nderstand rave m in ve ou r futu ade a g This w r nd e effort o s. of wh uld includ a and w t worked e discussi , wha o hat c t did n oul using the M d be impr n’t, oved ee a poi , nt of ting Plan It is a r e f e rence as lso he . the M lpful to ga eetin ther i g np the o ther p Report fro ut for m artici pants . COLLABORATING FOR VALUE | 15 BUILDING CUSTOMER KNOWLEDGE C ]\\SQbW\U STTSQbWdSZg `S_cW`Sa bVOb eS c\RS`abO\R ]c` Qcab][S`a Ob bVS ab`ObSUWQ ZSdSZ bVS ]^S`ObW\U ZSdSZ O\R bVS ^S`a]\OZ ZSdSZ G]c` STT]`ba b] c\RS`abO\R bVS Qcab][S`¸a PcaW\Saa PcWZRa g]c` Q`SR WPWZWbg RS[]\ab`ObSa W\bS`Sab O\R Q]\QS`\ T]` bVS PcaW\Saa O\R W\ Q`SOaSabVSQcab][S`¸aW\bS`SabO\ReWZZW\U\Saab]S\UOUSW\RWOZ]UcS EVS\eSRSZWdS`dOZcSOZWU\SReWbVOZZbV`SSO`SOa]TQcab][S`\SSRa eSPcWZR]c`[]abSTTSQbWdSO\Rab`ObSUWQ^O`b\S`aVW^a © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 16 PRACTICE 0C7:27<51CAB=;3@9<=E:3253 Operating Business Model U \RS`abO\RW\UV]eg]c`Qcab][S`[OYSa []\SgWaSaaS\bWOZb]Q`SObW\UdOZcST]`bVS Qcab][S`BVS^g`O[WRPSZ]eWa]\SSfO[^ZS]T O\]^S`ObW\U[]RSZ © 2009 The Coca-Cola Company | INTERNAL USE 7RS\bWTgW\UbVSa^SQW¿QPcaW\SaaR`WdS`abVObbVS Qcab][S`caSab]U`]ebVSW`^`]¿beWZZPSO`WQV a]c`QS]T]^^]`bc\WbWSaT]`Q]ZZOP]`ObW]\ G]cQO\Q`SObSO\]^S`ObW\UPcaW\Saa[]RSZ T]`g]c`Qcab][S`bVObWRS\bW¿SabVSW`[]RSZ T]`U`]eW\UbVSW`PcaW\Saa COLLABORATING FOR VALUE | 17 PRACTICE 0C7:27<51CAB=;3@9<=E:3253 Operating Business Model | CONTINUED | 3 WAYS a retailer can increase profitability 1 7\Q`SOaSAOZSa 27[^`]dSBVS;Wf ! Develop new shoppers – increase traffic and build loyalty by targeting shoppers and meeting their needs. 37[^`]dS5`]aa;O`UW\a ! Plan and monitor the promotional mix ! Identify your target shoppers ! Focus on high-turn / high-profit items ! Increase the basket size - encourage existing shoppers to spend more! 3T¿QWS\bO\R^`]RcQbWdS`O\US AbW[cZObS`SZObSRWbS[^c`QVOaSa B`ORSaV]^^S`ac^b]µVWUVS`bWQYSb¶WbS[a 3f^O\RQ]\ac[^bW]\]TSfWabW\U^`]RcQba( - Promote items that expand consumption - Increase quantity of each use.... sell bigger sizes - Increase frequency of use - Add uses for additional occasions - Find new uses (cooking, flavoring, desserts, etc.) ! Don’t compete on price only... Look for opportunities to add value ! Monitor sub-categories and items to ensure they contribute the average margin of the category ! Be aware of trends... Be first ! Support new items ! Don’t force a shopper to buy the on-sale item by not having other brands available ! Re-examine all items that are selling at destructively low margins ! Take advantage of buy-ins, deals, etc. ! Use technology to constantly monitor sales performance — watch the “contribution to margin” ! Increase the loyalty of your shoppers — loyal shoppers offer higher margins ! Be aware of break-even points and variable costs ! Remember, it’s dollars that run the business, not percentages —RETAIL MATH 101— Retailers tend to be very focused on the Gross Margin achieved by selling a product. Gross Margin ((Price-Cost) / Price) X 100/1 Gross margin is always expressed as a percentage % © 2009 The Coca-Cola Company | INTERNAL USE Gross Margin does not have a real meaning to the retailer until the product is sold, and then it becomes PRICE - COST expressed in currency $€£¥ You can find e-learning modules to help improve your knowledge of how customers make money on the customer portal. COLLABORATING FOR VALUE | 18 PRACTICE 0C7:27<51CAB=;3@9<=E:3253 Customer Strategies Customers often have clearly defined strategies for growth at the corporate, brand, and category levels, with specific strategies for beverage merchandising and marketing. Understanding your customer’s strategies will help you identify opportunities to use Coca-Cola capabilities to create value in the most meaningful ways. STRATEGIES E xa m p l e s o f… CORPORATE STRATEGIES - Grow store count (Domestic and International) - Re-build/Protect/Market the XX Brand - Re-energize the XX private brands - Fill in the distribution gaps - Communicate more effectively and efficiently - Work more closely with our partners to grow sales - Leverage the Institute to educate our stores © 2009 The Coca-Cola Company | INTERNAL USE E xa m p l e s o f… BRAND STRATEGIES Brand Vision — our goal is to build a recognized brand that consumers trust. XX Brand Personality — Local community/ home town, folksy, friendly, been around forever and reliable, seen as an integral part of the community XX is the preferred grocery shopping experience, better than any chain store E xa m p l e s o f… BEVERAGE STRATEGIES 2SZWdS`O`SZSdO\baV]^^W\USf^S`WS\QS and the right beverage solutions =TTS`bVSPSdS`OUSdO`WSbg shoppers seek 1]\\SQbeWbVbVS`WUVb]QQOaW]\a 2SZWdS`aV]^OPWZWbgeWbVµ^]W\ba of inspiration” in store 2`WdSW\Q`S[S\bOZ^c`QVOaSa sales and retail profits COLLABORATING FOR VALUE | 19 PRACTICE 0C7:27<51CAB=;3@9<=E:3253 Stakeholder Roles and Decision Making F or any given decision your customer will make, it is likely that there are established roles that different members of the organization will play in that decision. Understanding who plays what role in each key decision will help you know who to engage in your collaborative effort. Decision Maker 3dOZcOb]` Individual who weighs all information and options and makes the final decision. 3abOPZWaVSa^`W]`WbWSa Individual(s) or group that the decision maker may involve to evaluate a proposal. 7aQ]\QS`\SROP]cb^`]RcQba^SQW¿QObW]\aO\R¿\O\QWOZa 1O\aOgµgSa¶SdS\WT]bVS`aO`SaOgW\Uµ\]¶ 1O\aOgµ\]¶SdS\WT]bVS`aO`SaOgW\UµgSa¶ 1O\[OYS`SQ][[S\RObW]\a ;OgPSOPZSb]aOgµ\]¶b]g]cPcbQO\\]baOgµgSa¶ without approval ;OgPSW\d]ZdSROb`S_cSab]TRSQWaW]\[OYS`³ “what do you think?” User Individual(s) who “use” or implement the “yes” decision. CacOZZgbOYSaObOQbWQOZdWSedS`acaOab`ObSUWQ]\S 7aQ]\QS`\SRV]e^`]RcQbaO\RaS`dWQSaOTTSQbbVS[ ;OgPS[]`SW[^ZS[S\bObW]\]`WS\bSR 1]OQV Gatekeeper Individual(s) with high knowledge and credibility in the customer organization that is motivated to help you align the stakeholders. 7aOPZSO\ReWZZW\Ub]aVO`SW[^]`bO\bW\T]`[ObW]\O\RW\aWUVba with you Restricts access to other key players. 1O\PZ]QYg]c`ab`ObSUgO\RZW[Wbg]c`STTSQbWdS\Saa © 2009 The Coca-Cola Company | INTERNAL USE EO\bag]cb]acQQSSR 1O\PSSWbVS`acPbZS]`]dS`bO\RO\bOU]\WabWQ]`T`WS\RZg COLLABORATING FOR VALUE | 20 PRACTICE 0C7:27<51CAB=;3@9<=E:3253 The Personal Profile PERS ONA B cWZRW\U^S`a]\OZ^`]¿ZSaT]`SOQV]TbVS ^S]^ZSW\g]c`Qcab][S`¸a]`UO\WhObW]\ eWZZQO^bc`SdS`gdOZcOPZSW\T]`[ObW]\T]` g]cO\Rg]c`Oaa]QWObSa L PR OFIL ES BVSaS^`]¿ZSaQO\PSc^RObSRO\R S\VO\QSR]dS`bW[Sb]VSZ^caRSdSZ]^ OYSS\c\RS`abO\RW\U]TSOQVW\RWdWRcOZ What r esult Wha t are s and some initia tives of th HBD eir p are t hey h I® erson eld a al int © 2009 The Coca-Cola Company | INTERNAL USE a str ong p erson al re lation ship with t- erest Are t hey g ener pract ally c ical, once or re ptual lation , ana ship lytica orien l, ted i n the ir with ccoun this s and You can download a Personal Profile template from the… COLLABORATING FOR VALUE | 21 STEWARDSHIP AND RELATIONSHIP BUILDING ROUTINES abSeO`RaVW^(stü-әrd-ship) noun µBVSQ]\RcQbW\Uac^S`dWaW\U]`bOYW\UQO`S]Ta][SbVW\U)especially: bVSQO`STcZO\R`Sa^]\aWPZS]dS`aWUVb]Ta][SbVW\US\b`cabSRb]]\S¸aQO`S¶ © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 22 PRACTICE STEWARDSHIP AND RELATIONSHIP BUILDING ROUTINES Y ]cY\]ebVObg]ce]`YVO`RT]` bVSacQQSaa]Tg]c`Qcab][S`¸a PcaW\Saa0cbbVS[O\gW\RWdWRcOZa eV]b]cQV]c`PcaW\SaaW\bVSQca b][S`¸a]`UO\WhObW]\O`S\¸bOeO`S ]\OROgb]ROgPOaWa]TbVSOQbW]\a bOYS\O\R`SacZbaQ`SObSR]\bVSW` PSVOZT7bbOYSaO\]\U]W\UO\R O`bTcZSTT]`bb]`S[W\Rg]c` Qcab][S`]TbVSW[^OQbg]c O`SVOdW\U]\bVSPcaW\Saa Regular stewardship communication can be as simple as starting each meeting with a brief discussion of actions taken on items discussed at the last meeting. It could be a review of the results of a program that was implemented recently. Or it could be a formal meeting between senior management to review our progress and relationship. In each of these cases we demonstrate to the customer that we have listened and understand their purposes, concerns, and circumstances; we make and meet commitments; and we implement solutions that create value for their business. We also uncover issues and can address them before they damage the relationship. Stewardship builds trust with each individual in the customer’s organization over time and is a powerful driver of enduring relationships and competitive advantage. Stewardship is ongoing — at every opportunity, formal to informal. It occurs at multiple levels and involves cross-functional team members. Stewardship should occur with every relationship, but, be unique to the needs of each. C ustomers may be unaware of the things we do for them that impact their business. Just as a little tag on your dry cleaning may point out a “free service” provided of replacing a button — we should let our clients know how we have listened and supported their business goals. © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 23 PRACTICE STEWARDSHIP AND RELATIONSHIP BUILDING ROUTINES Stewardship Routines @]cbW\SAbSeO`RaVW^1][[c\WQObW]\ AS\W]`;O\OUS[S\b3\UOUS[S\b Most customers appreciate starting a meeting with a recap of the progress that has been made on the topics discussed on your last contact. These could include resolution of important issues, results of a program we have just implemented, or follow-up on a personal item. This is an important step in building credibility and trust in our commitments. Meetings between senior management of the customer and Coca-Cola are important opportunities for stewardship. A review of the recent progress and results, followed by discussion of initiatives going forward, gives you an opportunity to demonstrate the value we have created together and to surface questions and concerns about our performance and future actions. Good questions are essential to a successful stewardship effort at any level. This is an opportunity to “sell” the value we have delivered. But, most important, it is an opportunity for us to hear how the customer feels about the relationship and where they see opportunities for improvement. © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 24 PRACTICE STEWARDSHIP AND RELATIONSHIP BUILDING ROUTINES Developing A Coverage Plan T VSQ]dS`OUS^ZO\VSZ^acac\RS`abO\ReV]eSaV]cZRPSQ]\\SQbW\UeWbVW\bVSQcab][S`¸a]`UO\WhObW]\O\RV]eb]OZZ]QObS]c`bW[SO\R ]bVS``Sa]c`QSaOUOW\abbVOb^ZO\ /QQ]c\b;O\OUS` 1]dS`OUS>ZO\ AS\W]`;O\OUS[S\b 1]dS`OUS>ZO\ This identifies the call points (locations) and people the account manager needs to interact with on a regular basis to influence key decisions regarding our business with the customer. This identifies how we can best connect the senior management of the customer and our system to enhance communication, demonstrate the importance of the customer to our overall business, and demonstrate the focus and resources we are applying to ensure their success. An important part of this plan is assignment of a “Peer Executive” in your management team for each of the customer’s key senior managers. This is the person in our system who will take responsibility to connect personally with that customer so they feel that they have a senior level contact who is easily accessible and understands and cares for their business. This powerful connection between senior managers is invaluable in times when major decisions or issues arise. You can download Coverage Plan templates from the… © 2009 The Coca-Cola Company | INTERNAL USE 9Sg3dS\ba These are the events through the course of the year where our system engages with the customer and provides a plan to activate key relationships. These may include business reviews, senior management meetings, support of key customer events, and relationship building activities. You can download a Key Events template from the… COLLABORATING FOR VALUE | 25 CREATE the Value Proposition T VSDOZcS>`]^]aWbW]\RS¿\SaOa^SQW¿Q]^ ^]`bc\WbgT`][bVS^S`a^SQbWdS]TbVSQca b][S`O\R^]aWbW]\aOa]ZcbW]\W\bS`[abVObO`S []ab`SZSdO\bO\R[SO\W\UTcZb] VWaPcaW\Saa /ab`]\UDOZcS>`]^]aWbW]\WaSaaS\bWOZ T]`OacQQSaaTcZQ]ZZOP]`ObW]\ 93G>@/1B713A 4`O[W\UbVS1cab][S`¸a=^^]`bc\Wbg 5S\S`ObW\UA]ZcbW]\a /aaSaaW\UA]ZcbW]\a TOOLS Value Proposition Negotiating Blueprint C o l l a b o r a t i n g f o r Va l u e CREATE THE VALUE PROPOSITION © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 26 FRAMING THE CUSTOMER’S OPPORTUNITY F `O[W\UbVS]^^]`bc\WbgPSUW\abVSRSdSZ]^[S\b]TOa^SQW¿Q ^ZO\^`]U`O[]`^`]^]aOZeWbVbVSQcab][S`EVWZSbVS1]\\SQb abS^]TbVS^`]QSaaWaOZZOP]cbPcWZRW\U]c`US\S`OZY\]eZSRUS]T bVSQcab][S`O\RVWaPcaW\SaaVS`SeSO`SWRS\bWTgW\UOa^SQW¿Q ]^^]`bc\Wbgb]^c`acS=\S]TbVS[]abRWT¿QcZbbVW\Uab]R]Wab]Z]]Y ObbVSaS]^^]`bc\WbWSabV`]cUVbVS^S`a^SQbWdS]TbVSQcab][S`0cbWb WaW[^]`bO\bbVObeSc\RS`abO\RSOQV]^^]`bc\WbgbV`]cUVbVSSgSa]T bVSQcab][S`b]ORR`SaaWbSTTSQbWdSZg © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 27 PRACTICE 4@/;7<5B631CAB=;3@¸A=>>=@BC<7BG Dimensionalizing the Gap 1`SObS5O^AbObS[S\ba /\SSRWaOUO^PSbeSS\bVSQcab][S`¸a^`SaS\b state and the desired state. G]c^ZOgO\W[^]`bO\b`]ZSW\VSZ^W\UQcab][S`a clearly identify their gaps — the more you know, the more value you can add. 1cab][S`a;Og<SSRb]¬ 7\Q`SOaS(Revenues, Traffic, Return on Investment, Productivity 2SQ`SOaS(Costs, Employee Turnover, Waste, Complaints 1`SObW\U1ZSO`5O^AbObS[S\ba DOUcS>`]PZS[( Need to improve sales 1ZSO`5O^AbObS[S\b( Need to increase sales per square foot by 25% 3f^Z]`W\U7[^ZWQObW]\a]T 1Z]aW\UO5O^ 1V]]aSOUO^b]Sf^Z]`S 3f^Z]`SbVS\SUObWdSW[^ZWQObW]\a]T\]bQZ]aW\U the gap 3f^Z]`SbVS^]aWbWdSW[^ZWQObW]\a]TQZ]aW\U the gap © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 28 PRACTICE 4@/;7<5B631CAB=;3@¸A=>>=@BC<7BG Motivation and Criteria for Success How important is this opportunity to the customer? What will it take to motivate the customer’s organization to take action against this opportunity? What criteria would the customers use to judge the success of a solution that addresses this opportunity? © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 29 GENERATING SOLUTIONS T VS`SO`S[O\gOa^SQba]T]c`^`]RcQbaO\R aS`dWQSabVObeSQO\ZSdS`OUSb]US\S` ObSa]ZcbW]\aOUOW\abOQcab][S`]^^]`bc\Wbg G]c`P`O\RO\RQVO\\SZW\WbWObWdSaQO\OR R`Saa[O\g]TbVS]^^]`bc\WbWSaT]`U`]ebV 2S^S\RW\U]\bVSÀSfWPWZWbg]TbVS^`]U`O[ a][SSZS[S\ba[WUVbPSbOWZ]`SRb][SSbbVS a^SQW¿Q\SSRa]Tg]c`Qcab][S` Collaborative Customer Relationship Model Product and Services Framework More information about the Collaborative Customer Relationship model is available on the… © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 30 PRACTICE GENERATING SOLUTIONS Generating Solutions SO M E O F THE CAPABILIT IES YO U C A N L E V E R AG E F O R G E N E R AT I N G S O L U T I O N S r e p p o h S s t h g i s In Supply Chain, Merchandising, and Distribution © 2009 The Coca-Cola Company | INTERNAL USE Shopper Marketing a Revenue G nd Managemreowth nt and Pricing ance m r o f r Pe lytics a n A d Spen Retailer and Competitive Knowledge Category Analytics and Planning n o i t a v Inno COLLABORATING FOR VALUE | 31 PRACTICE 4@/;7<5B631CAB=;3@¸A=>>=@BC<7BG Generating Alternative Options and Trades 0`W\UW\U]\S¿fSRa]ZcbW]\b]ORR`SaaO\]^^]`bc\WbgWa`O`SZgbVSPSabO^^`]OQV 3f^Z]`W\UOZbS`\ObWdSa]ZcbW]\a]`SZS[S\ba]TbVSa]ZcbW]\UWdSag]cOPSbbS` QVO\QS]T¿\RW\UOU]]R¿bT]`bVSQcab][S`¸aPcaW\Saa BVWaUWdSag]cbVSÀSfWPWZWbgb]`SOQbO\RORXcabb]WaacSaO\RQ]\QS`\a`OWaSRPg bVSQcab][S` BVSStrategic Negotiationsb]]Z^`]dWRSaOU]]R T`O[Se]`YT]`bVW\YW\UbV`]cUVbVSaS]^bW]\a O\RV]ebVSge]cZRPSdOZcSRPgbVSQcab][S` O\R]c`agabS[ Find out more about the Strategic Negotiations Tool on pages 65-66. You can also download a Negotiating for Value template from the… © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 32 ASSESSING THE VALUE PROPOSITION C `OTbW\UOQ][^SZZW\UDOZcS>`]^]aWbW]\WaOQ`WbWQOZabS^b]VSZ^Qcab][S`a c\RS`abO\Rg]c`a]ZcbW]\O\RV]eWbeWZZRSZWdS`dOZcSW\bS`[abVObO`S W[^]`bO\bb]bVS[O\RbVSW`PcaW\SaaBVWa`S_cW`SaOU]]Rc\RS`abO\RW\U]T V]ebVSa]ZcbW]\W[^OQbaaV]^^S`PSVOdW]`O\RQ]abaObbVS]cbZSbZSdSZb] R`WdS`SacZbaT]`bVSQcab][S`O\R]c`agabS[ © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 33 PRACTICE ASSESSING THE VALUE PROPOSITION Elements of a Strong Value Proposition TS BENEFIive (hard) ES R FEATU our ts of y elemen solution — ed propos e customer t t wha h l get. wil tc. brand, e FIT r as h t © 2009 The Coca-Cola Company | INTERNAL USE s.. hei E ALU V his m. T yste la s o ca-C o he C Find out more about the Value Proposition Tool on pages 63-64. You can also download a Value Proposition template from the… fh r you ed r ne et t m ave ell ow w nt o me sess You titat The quan e (soft) values t a t iv and quali entation m implem o r f e z li rea that are factors s s e r d d a S the bEnEfIT S and fEATuRE al of your propos with your incl ud he es t n reve e, lum vo ue, em. yst ur s l osa rop tomer p r s you uc e cu to s d by le to th on. e t r a siti you cre ilab lue es ava e Propo yes of osal a v e tiv lu op he of t alterna ning Va gh the your pr s. n o u s n ell wi tive ari hro tive omp ompeti have a this t how w alterna c e A you view min he c ese to t nsure ant to deter to th e e o t will impor omer t ompar c s t will cus It i or o sf ces COLLABORATING FOR VALUE | 34 ALIGN the Stakeholders S bOYSV]ZRS`aO`SbVSPcgS`a]`]bVS`a W\d]ZdSRW\bVSRSQWaW]\[OYW\UT]` O^O`bWQcZO`^ZO\^`]U`O[]`^`]^]aOZ =\QSg]cVOdSRSdSZ]^SRO^]eS`TcZ DOZcS>`]^]aWbW]\WbWaQ`WbWQOZb]OZWU\ bVSaSabOYSV]ZRS`ab]OR]^bbVS^`]^]aOZO\R OZZ]QObS`Sa]c`QSaT]`SfSQcbW]\ 93G>@/1B713A 2SdSZ]^W\UO\Influencing Plan >S`acOaWdS>`SaS\bObW]\a TOOLS Influencing Plan Team Input Worksheet C o l l a b o r a t i n g f o r Va l u e ALIGN THE STAKEHOLDERS © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 35 DEVELOPING AN INFLUENCING PLAN 7\ÀcS\QSWaO\W[^]`bO\b^O`b]TbVSQ]ZZOP]`ObWdS^`]QSaa @SaSO`QVaV]eabVObSTTSQbWdSW\ÀcS\QS`aOQbWdSZgZ]]YT]`[cbcOZPS\S¿ba O\Rb`gb]Q][[c\WQObSV]ebVSW`^]aWbW]\eWZZQ`SObSOeW\T]`SdS`g]\S W\d]ZdSRAcQQSaaTcZW\ÀcS\QW\Ub]ROgWa\]bOP]cbbOZYW\U^S]^ZSW\b] R]W\Ua][SbVW\UbVObWa\]bU]]RT]`bVS[7bWa O^`]QSaa]TS\UOUW\U]bVS`aW\O\SfQVO\US ]TWRSOaVSO`W\UeVObbVSgVOdSb]aOg ZWabS\W\UO\RaVO`W\Ug]c`]e\WRSOa © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 36 PRACTICE DEVELOPING AN INFLUENCING PLAN Key Elements of an Influencing Plan T VSInfluencing Plan eWZZVSZ^g]cWRS\bWTg^S]^ZS eV]\SSRb]PSW\ÀcS\QSRT]`O^O`bWQcZO`RSQWaW]\ O^^`]OQVSag]cQO\bOYSb]W\ÀcS\QSbVS[]`V]eg]c QO\[]RWTgg]c`^`]^]aOZb][OYSWb[]`SOQQS^bOPZS b]bVS[ %93G3:3;3<BA of an Influencing Plan A;/@B=PXSQbWdS An objective that is Specific, Measureable, Actionable, Realistic, and Time bound will help direct your influencing effort. Specific Measurable Actionable Realistic Timed 7\ÀcS\QS;O^ An Influence Map will help you identify the people who will be most influential in shaping the thinking of the decision maker. The strength of each relationship and the relative power of each individual will guide your efforts to influence. © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 37 PRACTICE DEVELOPING AN INFLUENCING PLAN Key Elements of an Influencing Plan | CONTINUED | %93G3:3;3<BA of an Influencing Plan 4]Qca The focus of each individual should help you identify their motivation to support the initiative. If these individuals are not significantly motivated to act, you will need to work with them to position the gap or opportunity in a more compelling way. © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 38 PRACTICE DEVELOPING AN INFLUENCING PLAN Key Elements of an Influencing Plan | CONTINUED | %93G3:3;3<BA of an Influencing Plan /aac[SR6027® BVW\YW\UAbgZS Understanding your customers’ thinking styles will help you identify the best way to communicate and position your proposal with each person. (For more information about The HBDI® Whole Brain® Thinking see pages 12-13.) 2`WdW\U4]`QSaO\R@Sab`OW\W\U4]`QSa Identifies features, benefits, or other consequences of your proposal that are perceived by this person as favorable and “driving” them to support it or “restraining” them from accepting it. Consider each person’s strategic, operating and personal objectives and interests and how they might perceive them to be affected by this proposal. @SZObW]\aVW^]`3f^S`bWaS5O^a Identifies where you need to secure assistance from someone with a stronger relationship or to provide expertise or information in a particular area to assist in gaining agreement. Find out more about the Influencing Plan Tool on pages 67-68. You can also download an Influencing Plan template from the… © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 39 PRACTICE DEVELOPING AN INFLUENCING PLAN Key Elements of an Influencing Plan | CONTINUED | %93G3:3;3<BA of an Influencing Plan 1][[]\5`]c\RBOQbWQa The following are approaches you can use to leverage the driving forces, minimize the restraining forces, or increase the customer’s motivation to take action on a proposal. ✔ 7[^`]dSg]c`DOZcS >`]^]aWbW]\(Your Influencing Plan will often help you identify opportunities to improve your Value Proposition to better match the needs of the individuals you are influencing. ✔ Ab`Saa[cbcOZPS\S¿ba( Focus on mutual benefits and gains of your proposal. ✔ /^^SOZb]RSS^dOZcSa( Attach your proposal to the deeply held values of those you are trying to influence. ✔ 4]Qca]\bVSQ]aba]T \]bOQbW\U( Emphasize the potential costs of not adopting your proposal. ✔ <Scb`OZWhS`SXSQbW]\a( Ask for more than you’re likely to get and, then, if a rejection comes, settle for what you really want. Doing this helps clarify for the person you’re influencing what he or she should really want as well (if you’ve identified this in a genuinely mutual way). ✔ 4`O[Sg]c`^]aWbW]\( Downplay the weakest parts of your position by framing your proposal as a stand-alone decision that is not dependent on other decisions. Play up the strongest parts of your position by connecting to other, important decisions. ✔ 7\Q`SOaSbVSaQ]^S( Broaden the range of issues by including ones that matter to the individual. © 2009 The Coca-Cola Company | INTERNAL USE ✔ 2SÀSQbRO\US`]caWaacSa c^T`]\b( Straight off, set aside for later consideration issues that can derail your influencing effort, or ease anxieties around these issues by being explicit about how you intend to deal with them. ✔ 6SOR]TTZWYSZgQ]c\bS` O`Uc[S\ba( Offer the arguments you expect to hear and refute them before they are raised by the customer. ✔ :SdS`OUSg]c`W\ÀcS\QS( Formulate your position so that it not only convinces those you are currently trying to influence, but can also be used by them to convince others. COLLABORATING FOR VALUE | 40 PRACTICE DEVELOPING AN INFLUENCING PLAN Team Input Sessions Y ]c`Oaa]QWObSaQO\caSbVSW`Y\]eZSRUSO\RSf^S`WS\QS b]VSZ^g]cW[^`]dSbVS_cOZWbg]Tg]c`DOZcS>`]^] aWbW]\Influencing Plan]`Qcab][S`^`SaS\bObW]\SdS\ bV]cUVbVSg[OgVOdSdS`gZWbbZSRS^bV]TW\T]`[ObW]\]\ g]c`a^SQW¿QQcab][S`]`aWbcObW]\BVWaWaOQQ][^ZWaVSR bV`]cUVOab`cQbc`SRP`OW\ab]`[W\UaSaaW]\ZSRPgbVSOQ Q]c\b[O\OUS`BVS]cb^cbW\QZcRSaWRS\bW¿QObW]\]T\Sfb abS^aO\RW\T]`[ObW]\\SSRSRb]VSZ^g]cT]Qcag]c` W[[SRWObSSTT]`ba[]ab^`]RcQbWdSZg 55 MINUTE Team Input Sessions PROCESS /aaS[PZSObSO[]T $Oaa]QWObSab]OaaWabg]cW\ a structured input session. >`]dWRS^`S`SORW\U[ObS`WOZab]PSRWaQcaaSRW\bVS session (i.e. the Value Proposition, the Influencing Plan and/or the presentation). >]abOÀW^QVO`baWhSQ]^g]TbVSTeam Input Worksheet to capture input during the discussion. ASZSQbO[]RS`Ob]`b]VSZ^bVSU`]c^ORVS`Sb] the process and timing. AGENDA Find out more about the Team Imput Tool on page 69. You can also download a Team Input template from the… 5 minutes: Brief the team on the agenda and ground rules for the session 5 minutes: Highlight key points of the work to be discussed. (i.e. the Value Proposition or Influencing Plan) 10 minutes: Answer questions from team members 15 minutes: Brainstorm possible strengths, weaknesses, and additional information needed (5 minutes each) 10 minutes: Brainstorm ideas for solutions and action steps 10 minutes: Account manager identifies the ideas and action steps that they believe will be most valuable in advancing their work on this proposal. B7>(During brainstorming the key “rules” are: No questions, no explanations. This will ensure the session doesn’t drift into “problem solving” mode. <=B3(Brainstorming is NOT a time for questions or discussion regardless of how tempting it is to discuss each idea or get more background information to assess if your idea is useful. This will dramatically reduce the success of this process! The quality of the ideas is not important at this stage. We are trying to get as much divergent thinking as possible. The moderator should capture each idea as quickly as possible and move to the next idea. Trust the process and you will be rewarded with a very effective way to tap the expertise of your associates. B]bOZ( ##[W\cbSa © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 41 PERSUASIVE PRESENTATIONS T VSO`b]T^S`acOaW]\VOaPSS\abcRWSRT]`QS\bc`WSaO\ReVWZSSdS`gaWbcObW]\Wa c\W_cSbVS`SWaOeSZZ^`]dS\O^^`]OQVbVObg]cQO\caSW\[O\g^`SaS\bObW]\ aWbcObW]\ab][]dSg]c`OcRWS\QSb]eO`RaOQQS^bO\QS]TO^`]^]aOZBVS^ObVg]c b]]Yb]O\OZghSO\Ra]ZdST]`OUO^]`]^^]`bc\WbgWa\SdS`bVSaO[S^ObVg]ceO\b b]bOYSb]Q][[c\WQObSO\RPcWZRac^^]`bT]`g]c`a]ZcbW]\ G]ceO\bb]Q`SObSS\S`UgO`]c\ROUO^]`]^^]`bc\Wbg eWbVOQ][^SZZW\UQOaST]`bOYW\UOQbW]\OUOW\abWb G]c`WRSOaV]cZRPSQZSO`ZgO\RaW[^ZgabObSR T]ZZ]eSRPgbVSYSgSZS[S\ba]TV]eWbe]`Ya 4W\OZZgg]cac[[O`WhSbVSPS\S¿baO\RWRS\bWTgbVS OQbW]\abVObeWZZ[]dSbVSWRSOb]W[^ZS[S\bObW]\ 1cab][S`a^`STS`cab]PSQ`Wa^QZSO`O\Rb]bVS ^]W\bW\]c`Q][[c\WQObW]\:Sb¸aPSY\]e\T]` P`WSTVWUVW[^OQb^`SaS\bObW]\abVOb[]bWdObS ]c`Qcab][S`ab]bOYSOQbW]\ © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 42 PRACTICE PERSUASIVE PRESENTATIONS Persuasive Presentation Structure BVWaWabVSQ`WbWQOZaSQbW]\bVObQ`SObSaOQ][^SZZW\U QOaST]`OQbW]\ Ab`S\UbVaeSOY\SaaPO``WS`a 1c``S\bQ]\RWbW]\adaRSaW`SRabObS CaSabVSQcab][S`¸a]e\ZO\UcOUSO\RTOQba AW[^ZSQZSO`Q]\QWaS2]SaWb[SSbbVS\SSRa2]SaWbacUUSabOQbW]\2]SaWbQ][[c\WQObSbVSQ][^SZZW\UPS\S¿bEV]R]SaeVObeVS\eVS`S 5WdSOaac`O\QSbVObWb¸a^`OQbWQOZ /\bWQW^ObS_cSabW]\aO\R]PXSQbW]\a 3\ac`Sc\RS`abO\RW\U EVObWaRWTTS`S\b]`PSbbS`OP]cbWb>OQY^`WQSac^^]`b @SW\T]`QSbVObbVSWRSOUWdSabVS[eVObbVSg\SSR =TTS`OQV]WQS 5SbORSQWaW]\ AcUUSaba][SbVW\UeSQO\R] CaSaWZS\QS © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 43 PRACTICE PERSUASIVE PRESENTATIONS Storyboarding Ab]`gP]O`RW\UWaO^]e S`TcZbSQV\W_cSb]PcWZR O^S`acOaWdS^`SaS\bO bW]\ © 2009 The Coca-Cola Company | INTERNAL USE STEP ONE is writing headlines that tell your story. Post your slides on a wall to see how the story flows. You should be able to scan your headlines and walk away with the key ideas in the presentation. AB3>BE=is to select the details to support each headline: proof points, facts, illustration, or examples. AB3>B6@33is to develop a simple and clear visual that supports your headline and the points you are making. COLLABORATING FOR VALUE | 44 PRACTICE PERSUASIVE PRESENTATIONS Pre-Selling T hroughout your engagement with the customer, you want to be testing your ideas and communication to get feedback on what best fits the situation and what resonates most with each person. This is often an informal one-on-one discussion so ideas can be exchanged freely without the pressure of a big audience. You will often get insights that will dramatically improve your Value Proposition and communication. 7b QO\ PS bVS []ab W[^]`bO\b ^VOaS ]T g]c` Q]ZZOP]`ObW]\ In the best cases, you will walk into a group presentation with 100% confidence that each of the attendees is ready to support your proposal. Your final presentation will confirm the consensus you have built with the audience members and move you quickly to the implementation phase. © 2009 The Coca-Cola Company | INTERNAL USE >@3A3::>:/<A Pre-Sell Plans identify the next steps to advance your proposal. Consider… Information you need to obtain. Barriers you need to address or resolve. Coaching sessions you need to schedule with customer or Coca-Cola associates to improve your position. Contacts you need to make to advance your initiative. Associates or other people in the customer’s organization you can leverage to advance your position. Actions you can take to improve your Value Proposition. COLLABORATING FOR VALUE | 45 PRACTICE PERSUASIVE PRESENTATIONS Closing CLOSE TYPES TRIAL CLOSE Check if customer is ready to buy: “If we can agree on delivery dates today, we should be able to meet your deadlines for your…” SUMMARY CLOSE Summarize the key points and recommend action: “So to summarize the Key Points from this proposal…” “Have I missed anything? Well, in which case, I suggest…” ASSUMED CLOSE After the presentation, close (confident) straight away: “In view of our discussions, I’ll arrange for two pallets to be delivered...” ALTERNATIVE CLOSE Give the customer a choice: “…will it be implemented this month or next?” SPECIAL “If you order today, it will be at pre-increase prices.” PRESSURE “If you do not order today, I cannot guarantee delivery.” THIRD PARTY Remember… Reference the competition: “Redz on High Street have listed it.” Offer a choice CONCESSION Get a decision “Instead of four displays, I’ll order two per store.” SILENCE Need we say more? © 2009 The Coca-Cola Company | INTERNAL USE Suggest something we can do Use silence COLLABORATING FOR VALUE | 46 PRACTICE PERSUASIVE PRESENTATIONS Handling Objections /\]PXSQbW]\WaOQbcOZZgO\ ]^^]`bc\Wbgb][]dSbVS aOZST]`eO`R TECHNIQUES for handling objections… LISTEN CaSOQbWdSZWabS\W\UaYWZZa /19<=E:3253 2]\¸bOU`SS AV]eS[^ObVg\]bag[^ObVg \a SQbW] `=PX ] ]\aT a O S @ ns o i t p e c Misconicism Skept rawback Real d omplaint Real c PROBE CaSTc\\SZW\U_cSabW]\ab]c\RS`abO\RbVSWaacS and determine others RESTATE @SabObSbVS]PXSQbW]\( “So what you are saying is...” OVERCOME ;Wac\RS`abO\RW\U! overcome @SOZ]PXSQbW]\! outweigh CLOSE CaSbVSQZ]aW\UbSQV\W_cSa /:E/GA933>1/:; © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 47 EXECUTE for Results W VWZS[O\g^S]^ZSO`SW\d]ZdSRW\ bVSSfSQcbW]\]TO^ZO\^`]U`O[ ]`^`]^]aOZg]cVOdSOYSg`]ZSW\SfSQcbW]\ ZSORS`aVW^O\ROQQ]c\bOPWZWbg3fSQcbW\UT]` @SacZbaQO\\SdS`PSbOYS\T]`U`O\bSRW\bVWa PcaW\SaaeVS`S]^S`ObW]\aO`Sa]Q`WbWQOZT]` P]bVbVSQcab][S`O\R]c`agabS[ 93G>@/1B713A 3fSQcbW]\>ZO\\W\U AgabS[1][[c\WQObW]\ 3fSQcbW]\/cRWba 3dOZcObW]\]T@SacZba TOOLS Execution Plan Program Evaluation C o l l a b o r a t i n g f o r Va l u e EXECUTE FOR RESULTS © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 48 PRACTICE EXECUTE FOR RESULTS Execution Planning S ome programs require very little attention from you for execution planning because they are standard programs with well developed systems in place for execution. Place the order, and the system takes care of the rest! Many programs do require careful attention to planning and communicating the details for execution. Point of sale materials need to be developed, approved, produced, distributed, and installed. Merchandising equipment needs to be customized, purchased, and delivered. Special displays need to be designed and built. This will require careful attention to project management. >`]U`O[RSaQ`W^bW]\(Everyone who touches a part of the program will need to have an understanding of how their component fits into the overall program. AcQQSaaTOQb]`a(What will success look like for the system and the customer? What is our sales target? What timing considerations are important? What are the cost and quality expectations? 2SZWdS`OPZSa(What are the key elements that need to be developed to execute this program? ;WZSab]\Sa(What are the key steps to create each deliverable? Who is responsible for each step? What is the expected timing? Remember… Good communication of your execution plan to those involved in delivering the program will improve your productivity as a team and make it easier to deliver a successful result for the customer and the system. © 2009 The Coca-Cola Company | INTERNAL USE Find out more about the Execution Plan Tool on page 70. You can also download a Execution Plan template from the… COLLABORATING FOR VALUE | 49 PRACTICE EXECUTE FOR RESULTS System Communication G reat execution requires timely and thorough communication to everyone involved in getting it right at the point of sale. This is the moment of truth for creating value with the shopper and for the customer. THE BEST COMMUNICATION INCLUDES THREE KEY ELEMENTS: The message to the right people Answers the key questions A “picture of success” It is critical to understand how your program will be executed in the system. Who will be involved? What task are they responsible for? What is the best channel of communication to reach them? How does this communication need to be coordinated with other execution communication they are receiving? What role is the customer committed to play in completing the execution? What is the customer’s process for execution communication? How can you use that process to help you be more effective? People want to know Who, What, How, When, Where, and Why. Making sure your communication covers all of these details will improve their understanding of what needs to be done and how it will impact the business. That will help them give it the attention it deserves in the face of the many things they need to accomplish on an outlet visit. A visual gives the person responsible for execution a clear picture of what successful execution looks like. Great execution is all about attention to detail, and a good visual can communicate the details in a quick and efficient way. It also helps associates understand how the program fits in with the other elements in the outlet. © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 50 PRACTICE EXECUTE FOR RESULTS Execution Audits T he age old maxim is “Inspect what you Expect”. Execution audits can be as simple as a store visit to observe how the execution of your program looks under normal market conditions. You can learn a lot from talking to shoppers, customers, and system personnel about how it is working, how shoppers are responding, and what ideas they have to improve future efforts. Many markets have implemented our global process, RED or Right Execution Daily. In those markets, the execution audit is a formal part of everyday business and provides invaluable data on the level of execution for key initiatives or execution elements across the markets. Reports generated from the RED process can be used to identify gaps and make immediate corrections in the market. When the execution results are combined with business results, the value of each execution element can be clearly demonstrated. RED is a powerful tool to improve execution in a systematic approach. Your time in the market is an important opportunity to look beyond execution of your specific program and scan the environment for new opportunities for your customer or our system in the marketplace. Some questions to consider: What opportunities can you see from a shopper or consumer perspective? What strategies and tactics appear to be working or not working? What are the threats or risks to our business? How effective is our route to market in supporting our execution goals? Remember… The insights you will get from those on the front lines will be invaluable in building your understanding of what worked and what could be improved. © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 51 PRACTICE EXECUTE FOR RESULTS Evaluation of Results W e often miss one of our most important opportunities to build trust and elevate our relationship with our customers! That is the opportunity to make them aware of the results of our programs and the value created for their business. Evaluating results, and sharing those results with the customer, is one of the highest leverage activities in Collaborating for Value. This is how we demonstrate that we meet our commitments and bring meaningful value to their business. How did our execution measure up against the criteria for success that we established at the beginning of our program? What results were created, both in “hard” metrics and the “soft” benefits, against the operating and strategic needs? What did we learn in the process? What would we do differently to improve execution and results? Find out more about the Program Evaluation Tool on page 71. You can also download a Program Evaluation template from the… © 2009 The Coca-Cola Company | INTERNAL USE Remember… If this sounds like “Stewardship,” that’s because it is. This is one of the most important stewardship responsibilities we have. And it will separate you from your competition in a very meaningful way. COLLABORATING FOR VALUE | 52 TOOLS AND TRAINING for Collaborating for Value /dO`WSbg]Tb]]ZaO\Rb`OW\W\UO`SOdOWZOPZSb]VSZ^g]cW[^ZS[S\bCollaborating For Value eWbVg]c` Qcab][S`aBVS[]abacQQSaaTcZW[^ZS[S\bObW]\T]ZZ]eaO^`]dS\O^^`]OQV( 1 4 2 5 Implementation is by team or operating units so that the customer managers in these groups are all operating on the same system. Customer Management Leaders become subject matter experts on Collaborating for Value and are active in teaching, leading, and reinforcing implementation. A variety of training resources — including classroom training, on-line resources, and books — are used by each associate to master each of the practices in Collaborating For Value. Teams set aside time periodically to practice key skills to maintain a high level of proficiency. 3 The tools are integrated into the regular operating processes and management routines for each customer team so they become part of how your group does business on a day in and day out basis. © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 53 SECTION TOOLS & TRAINING RESOURCE Customer Portal Find more information online at ko.com/customerportal © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 54 SECTION TOOLS & TRAINING RESOURCE Comprehensive and Flexible Training Options T he comprehensive training curriculum follows the Collaborating for Value four-step process and is organized into nine modules. Training modules have been built from best practice sources, including existing and new material, which will be tailored to meet different market needs and customer situations. CONNECT CREATE the Value Proposition the Stakeholders ALIGN EXECUTE 1]ZZOP]`ObWdS1]\dS`aObW]\a "4`O[W\UbVS1cab][S`¸a =^^]`bc\Wbg %2SdSZ]^W\UO\ 7\ÀcS\QW\U>ZO\ '3fSQcbW]\:SORS`aVW^ O\R/QQ]c\bOPWZWbg #5S\S`ObW\UA]ZcbW]\a &>S`acOaWdS>`SaS\bObW]\a with the Customer 0cWZRW\U1cab][S` 9\]eZSRUS !AbSeO`RaVW^@SZObW]\aVW^ 0cWZRW\U@]cbW\Sa $/aaSaaW\UbVSDOZcS >`]^]aWbW]\ TOOLS COVERED TOOLS COVERED Meeting Plan Meeting Report Connection Bank Value Proposition Negotiation Worksheet TOOLS COVERED Influencing Plan Team Input Worksheet for Results TOOLS COVERED Execution Plan Program Evaluation Each training event will cover the fundamental Collaborating for Value process and teach the suite of tools outlined in this book. Training events are two-to-four days, depending on content selected. © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 55 SECTION TOOLS & TRAINING RESOURCE Additional Training and Resources 3f^S`bB`OW\W\U=^bW]\a Ac^^]`bW\UCollaborating for Value 6S``[O\\0`OW\2][W\O\QS7\ab`c[S\b® (HBDI®O\REV]ZS0`OW\®BVW\YW\UAbgZSa Learn more about your own Thinking Style by completing the 120 question HBDI® online survey. Herrmann International will provide a quick on-line diagnostic and e-learning simulation experience to help you better understand your own thinking styles and how they affect our interactions with others. Certified consultant-led workshops are available to give you and your team in-depth experience in applying Whole Brain® thinking to working with your customers and within your own group. 1]QO1]ZOC\WdS`aWbg Training for Account Managers 3:SO`\W\U E]`YaV]^a =dS`dWSeb]1]ZZOP]`ObW\UeWbV1cab][S`a 1cab][S`0caW\Saa>ZO\\W\U 0OaWQ1cab][S`;ObV AV]^^S`2`WdS\1ObSU]`g;O\OUS[S\b /RdO\QSR1cab][S`;ObV >`]TSaaW]\OZAOZSa1OZZ @SbOWZS`3Q]\][WQa 7\=cbZSb/QbWdObW]\ /RdO\QSR@SbOWZS`3Q]\][WQa 1][[S`QWOZ@5;AW[cZObW]\ ;D71cab][S`1OaSAbcRWSa 4]c\RObW]\a]T<SU]bWObW]\a Ab`ObSUWQ<SU]bWObW]\a /RRWbW]\OZW\T]`[ObW]\]\bVSe]`YaV]^a O\R3:SO`\W\UWaOdOWZOPZS]\bVS¬ 1]ZZOP]`ObW]\AYWZZaeWbV 1]\dS`aO\bA]ZcbW]\a::1 Conversant Solutions, LLC. is a world class resource in effective collaboration and negotiations. Customized workshops can help you learn how to engage your customer effectively to learn about their purposes, concerns, and interests and to optimize your capability to handle a variety of negotiating situations effectively. Contact your human resources or Coca-Cola University representative for assistance in accessing these resources. © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 56 SECTION TOOLS & TRAINING RESOURCE Recommended Reading CONNECT with the Customer BVS1][[c\WQObW]\ Catalyst by Mickey Connolly and Richard Rianoshek, Ph.D. 1]\QS^bcOZASZZW\U by Stephen Heinman and Diane Sanchez BVSEV]ZS0`OW\ Business Book by Ned Herrmann CREATE the Value Proposition Ab`ObSUWQ<SU]bWObW]\ by Brian J. Dietmeyer ALIGN the Stakeholders Ab`ObSUWQASZZW\U by Stephen Heiman and Tad Tuleja EXECUTE for Results 3fSQcbW]\BVS2WaQW^ZW\S ]T5SbbW\UBVW\Ua2]\S by Larry Bossidy and Ram Charan A^SOYO\R5Sb@SacZba by Sandy Linver ;ORSb]AbWQY by Chip Heath and Dan Heath 0Sg]\R0cZZSb>]W\ba by Cliff Atkinson © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 57 TOOLS FOR Collaborating for Value BVSCollaborating For Value b]]ZaO`SRSaWU\SRb]( Help you learn and apply the key concepts in each step. Provide a reminder of things to consider in working on specific customer situations. Help you plan and communicate with other system associates and your manager. Use your judgement to apply each tool where and when needed to get the job done. © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 58 SECTION TOOLS & TRAINING TOOL Meeting Plan E6G7B¸A7;>=@B/<B The Meeting Plan will help you plan a productive meeting and effective communication with your customer. It will also help you coordinate the meeting plans when there are other Coca-Cola associates with you. It will help you identify how you can advance your collaboration in a way that is most relevant and effective with the specific people you are meeting. WHEN TO USE IT You should use the Meeting Plan for any customer meeting to prepare you and your associates for a productive discussion. MORE INFORMATION See page 14 for more information about preparing and using a Meeting Plan. Download a Meeting Plan template from the… © 2009 The Coca-Cola Company | INTERNAL USE MEETING PLAN B==:7<1:C23A( A31B7=<(>c`^]aS]T;SSbW\U A B A B C D E F EVObWabVS^c`^]aST]`bVWa[SSbW\U- How does it help you advance our business and relationship with this customer? EVgeWZZbVSQcab][S`eO\bb]ObbS\RbVWa[SSbW\U- It is important to plan our meetings to address issues that are important and of interest to our customers. This will ensure that they look forward to your meeting and commit the time needed to make it successful. C EVObOU`SS[S\baO\ROQbW]\abS^aO`SRSaW`SR- What is a realistic expectation for agreements or commitments you plan to secure from the customer at this meeting? Are you looking for agreement about a need or opportunity? The results of a program that was implemented? Input to a proposal for a new program? What actions do you want them to agree to take at the end of the meeting? This will focus your meeting on making reasonable progress toward advancing the collaboration with the customer. D EVObR]g]ceO\bb]ZSO`\- G Every call is an opportunity to learn more about the customer’s business, needs and opportunities, attitudes toward our support for their business, and other items. This is where you identify the things you need to know more about to advance your objective with the customer. SECTION (1cab][S`/bbS\RSSa E 0cgS`@]ZS@SZObWdSb]bVSOU`SS[S\bag]c RSaW`ST`][bVWa[SSbW\U Identify the role of each attendee relative to the specific initiative you are advancing at this meeting. This can be decision maker, user, evaluator, gate keeper, or coach. This will influence the kind of discussion you want to have in the meeting. (See page 21 for more information.) F 1cab][S`¸a1c``S\b/aac[^bW]\aT]`;SSbW\U What are the customer’s current assumptions about the discussion topic or agreements you will be seeking from this meeting? SECTION !(1]QO1]ZO/bbS\RSSaO\R@]ZSa G /bbS\RSS¸a@]ZSa For calls with multiple attendees, it is helpful to coordinate the role each will play in the meeting. What topics will each person lead in the presentation and discussion? Who will be responsible to probe for each of the things you hope to learn? Who will be responsible for reinforcing key points with further examples, experiences, etc.? This gives each attendee a clear role in making the meeting a success. Use a number (from Customer Attendee section) to indicate the customer that each Coca-Cola attendee should have primary responsibility for covering during the meeting. COLLABORATING FOR VALUE | 59 SECTION TOOLS & TRAINING TOOL Meeting Plan | CONTINUED | SECTION "(9Sg1][[c\WQObW]\>]W\ba O\R;SSbW\U4Z]e H This is your outline of the key topics and communication points you want to make in the meeting. What do you need to communicate to reach consensus on the agreements and action steps you desire from this meeting? SECTION #(>]aaWPZS1cab][S`=PXSQbW]\a I 1cab][S`\SSR]`^]W\b]TdWSe J >]aaWPZS`Sa^]\aSa H What issues or objections do you expect your customer may raise during the discussion about your proposal? How will you respond to these issues or barriers? SECTION $(7bW\S`O`g:]UWabWQa 9 This is a place to capture the logistical details to make sure that everyone understands where to be to support the meeting. I J 9 © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 60 SECTION TOOLS & TRAINING TOOL Meeting Report E6G7B¸A7;>=@B/<B The Meeting Report allows you to communicate with the customer and the Coca-Cola system associates to confirm the progress you have made with each discussion. It communicates that you have listened to the customer’s issues and concerns. It confirms the areas where you and the customer are aligned and in agreement. And it communicates your commitment to implementing the steps needed to move forward. This can be one of the most important tools to build your relationship and success with your customer over time. Your customer and your associates will appreciate the clear communication of responsibilities and timing for action items. WHEN TO USE IT The Meeting Report should be used after every discussion with the customer. It should be a very brief recap of the key items and not a repetition of everything presented and discussed on a call. The format of the report can be adapted to create an email or letter to the customer as appropriate. MORE INFORMATION See page 15 for more information about preparing and using a Meeting Report. Download a Meeting Report template from the… © 2009 The Coca-Cola Company | INTERNAL USE MEETING REPORT 7<1:C23A( /`SOa]T/U`SS[S\b This section captures the key points of agreement from your discussion with the customer. This could include key points from your presentation or points the customer raised that you support. This is important to capture the progress in your collaboration. Of course, key customer or Coca-Cola commitments (i.e acceptance of a proposal or agreement to provide specific levels of support) are also captured here. A A B C B 7aacSab]/RR`Saa This is a place to capture issues related to the disIdea... Use the Meeting Report format to create a letter or email to your customer for a more personal communication. cussion where additional work or investigation is required. Usually, these issues will have some immediate actions identified to address them in the action items. C /QbW]\7bS[a This section identifies the actions (what, who,and by when) that will begin implementation behind agreements or resolution of issues. This is not a repetition of the prior sections, but the specific actions required to advance. COLLABORATING FOR VALUE | 61 SECTION TOOLS & TRAINING TOOL Customer Connection Bank E6G7B¸A7;>=@B/<B The Customer Connection Bank helps us gather information about the customer’s business and organization to better understand their strategies, how they make money, and who we need to connect with to work effectively with that organization. WHEN TO USE IT Update the Customer Connection Bank regularly as your customer’s business or organization evolves. This is especially helpful as a first step in the development of business plans. CUSTOMER CONNECTION BANK 7<1:C23A( Executive Briefing Customer Snapshot 9Sg4OQba =^S`ObW]\a 9SgAV]^^S`7\aWUVba AOZSa Overview of Business Model Financial Model Customer Strategy 1]`^]`ObSAb`ObSUWSa 0`O\RAb`ObSUWSa ;O`YSbW\UO\R;S`QVO\RWaW\UAb`ObSUWSa Customer’s View of Coca-Cola 1cab][S`¸a3f^SQbObW]\a 9=Ab`S\UbVa 9=ESOY\SaaSa 9Sg7aacSa Customer Organization =`UO\WhObW]\1VO`b 1OZZ>]W\ba Buyers and Roles Account Manager Coverage Plan Senior Manager Coverage Plan Key Meetings & Events Download a Customer Connection Bank template from the… © 2009 The Coca-Cola Company | INTERNAL USE Customer Contacts Personal Profile Sheets COLLABORATING FOR VALUE | 62 SECTION TOOLS & TRAINING TOOL Value Proposition E6G7B¸A7;>=@B/<B The Value Proposition worksheet is designed to help you identify and analyze actual customer needs and evaluate your proposed solution. WHEN TO USE IT This worksheet should be used as you are developing a proposal to address a specific customer need or when you are reviewing a proposed program for system alignment. VALUE PROPOSITION B==:7<1:C23A( A 1cab][S`\SSR]^^]`bc\Wbg]`UO^ What need or opportunity have you identified with the customer or through your assessment? (Page 29) B EVObeWZZ[]bWdObSbVSQcab][S` b]bOYSOQbW]\OUOW\abbVWa\SSR- C /ZbS`\ObWdS]`Q][^SbWbWdS a]ZcbW]\aPSW\UQ]\aWRS`SR This information helps us determine what conditions have to be met to get the customer to make a decision on a proposal related to this need or opportunity. (Page 30) What other solutions is the customer considering related to this opportunity? Is there likely to be a competitive offer? D C`US\Qgb]¿ZZbVWa\SSR- E 1cab][S`Q`WbS`WOT]`O acQQSaaTcZa]ZcbW]\ F 7aacSa]``WaYab]Q]\aWRS` How important is this particular need or opportunity to the customer? This will be important to help understand how motivated the customer will be to act on a solution. How does the customer define the success of the proposal in meeting this need? Are there specific measures and values (e.g., X% margin) that will be considered? What will the customer gain by implementing this solution? What are the hard costs and benefits? The soft costs and benefits? Download a Value Proposition Worksheet from the… © 2009 The Coca-Cola Company | INTERNAL USE A G 3f^SQbSR[WZSab]\SaT]`Qcab][S`¸a RSQWaW]\[OYW\UO\RW[^ZS[S\bObW]\ B C E F D G Note any time requirements or specific steps that the customer has identified for developing and finalizing agreement to a solution (e.g., executive committee meeting, request for proposal, sales meeting). COLLABORATING FOR VALUE | 63 SECTION TOOLS & TRAINING TOOL Value Proposition | CONTINUED | MORE INFORMATION See page 41 for more information about solution assessments. H 2SaQ`W^bW]\]Ta]ZcbW]\ Write a brief, specific summary of the solution you are proposing. This follows the same guidelines as “the big idea” found in the persuasive presentation outline. (Page 45) I J H 4SObc`Sa These are the specific elements of your proposed solution – what the customer will get. 0S\S¿ba Describe the quantitative (hard) and qualitative (soft) benefits the customer is likely to realize from implementing your solution. These should address factors that are important to the customer like profitability, value of their brand, etc. 9 6]eR]SabVWaa]ZcbW]\[ObQVbVS Qcab][S`¸aQ`WbS`WOT]`acQQSaa- L DOZcSb]1]QO1]ZO This is your assessment of how well your proposal fits with the criteria that your customer has for a successful solution. Strengths are areas where your solution meets or exceeds these criteria. Weaknesses are areas that fall short. I J 9 L These are the hard and soft benefits of this proposal for the Coca-Cola system. This includes the revenue, volume, profit, market share, or other variables that are important to success for our system. M 6]eR]SabVWaa]ZcbW]\Q][^O`Sb] Q][^SbWbWdSOZbS`\ObWdSa- M This is a comparison of the value created by your proposal to the competitive alternatives the customer may be considering. It is important to view this through the eyes of your customer to determine how well your proposal will compare to these alternatives. © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 64 SECTION TOOLS & TRAINING TOOL Negotiating Blueprint A E6G7B¸A7;>=@B/<B Understanding the options you have to create a successful solution for your customer enhances your chances for success. WHEN TO USE IT Use this blueprint to help you develop alternative value propositions that will align stakeholders on the best fit for their needs. B NEGOTIATING BLUEPRINT B==:7<1:C23A( A 1]\aS_cS\QSa]T\]OU`SS[S\b T]`ca If we don’t reach agreement with the customer, what consequences will we face? 6O`RQ]abaO\RPS\S¿ba What is the dollar value of the “hard costs and benefits” to us of losing this deal? A]TbQ]abaO\RPS\S¿ba What is the value of the “soft costs and benefits” to us of losing this deal (for example, risk, relationships, politics, quality)? B B`ORSa³]c`aWRS List items, in order by priority that we would like to gain from this negotiation, or that we can use as trades. Indicate why we want these items, including any underlying interests we have. Indicate the range in value of these items. Title each MEO to be meaningful to the customer. Consider all terms, conditions, products, and services that could be elements of a solution? C ;cZbW^ZSS_cOZ]TTS`a;3= Identify multiple equal offers that create value for both sides. Multiple equal offers are offers that are of approximately equal value to you, but provide varying value to the other side. Title each offer and list the items included. Attach a separate sheet if you need space for more than three offers. Be sure your offers exceed each side’s consequences of no agreement. Download a Negotiating Blueprint from the… © 2009 The Coca-Cola Company | INTERNAL USE C THE NEGOTIATING BLUEPRINT TOOL CONTINUES ON THE NEXT PAGE <=B3(The Negotiating BlueprintQ]\bS\bO\RZOg]cbWa^`]^S`bg]TBVW\Y7\Q &BVW\Y7\Q Making copies without written permission of the copyright owner is prohibited. COLLABORATING FOR VALUE | 65 SECTION TOOLS & TRAINING TOOL Negotiating Blueprint | CONTINUED | D D >`W]`WbWhSR7bS[ab`ORSa T]`bVS[ E ;cZbW^ZSS_cOZ]TTS`a;3= E List items, in order by priority that the customer would like to gain from this negotiation, or that might be used as trades. Indicate why the customer wants these items, including any underlying interests you believe exist. Indicate the range in value of these items. Identify multiple equal offers that create value for both sides. Multiple equal offers are offers that are of approximately equal value to you, but provide varying value to the other side. Title each offer and list the items included. Attach a separate sheet if you need space for more than three offers. Be sure your offers exceed each side’s consequences of no agreement. <=B3(The Negotiating BlueprintQ]\bS\bO\RZOg]cbWa^`]^S`bg]TBVW\Y7\Q &BVW\Y7\Q Making copies without written permission of the copyright owner is prohibited. © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 66 SECTION TOOLS & TRAINING TOOL Influencing Plan E6G7B¸A7;>=@B/<B This will help you identify people who can be influential in a particular decision and approaches you can take to influence them. WHEN TO USE IT The Influencing Plan can be used for any situation where you are trying to align one or more stakeholders to a specific proposal. INFLUENCING PLAN TOOL 7<1:C23A( SECTION 1(7\ÀcS\QS;O^ A A A;/@B=PXSQbWdS(Page 37) What specific objective do you want to accomplish with this sale to the customer? S: Specific M: Measurable A: Actionable R: Realistic T: Time bound B B 7\ÀcS\QS;O^ (Page 37) Identify the people in the customer’s organization who are involved in evaluating, approving, and using this solution, as well as other individuals who are likely to influence thinking on this proposal. Add/ delete boxes for names as needed. Draw solid or dotted lines between each of these individuals to describe the degree or level of influence between each of these individuals. Position individuals higher or lower on the page to illustrate their relative power in this decision. A31B7=< (AbOYSV]ZRS` /aaSaa[S\bO\R/QbW]\>ZO\ C <O[Sa List the customer contacts who are most involved in the decision making process for your proposed solution. C D D Download an Influence Plan template from the… © 2009 The Coca-Cola Company | INTERNAL USE @]ZSa (Page 20) Specify each buyer’s role in making this decision: 2SQWaW]\[OYS` 3dOZcOb]` CaS` 1]OQV 5ObSYSS^S` COLLABORATING FOR VALUE | 67 SECTION TOOLS & TRAINING TOOL Influencing Plan | CONTINUED | E E 4]Qca (Page 38) How does each person perceive the gap or opportunity you are addressing? (Note: An individual takes action when a perceived performance gap exists, your solution closes or eliminates this gap, and the individual benefits by taking this action to close the gap.) F G Growth: Your solution is perceived to accelerate business results. Comments with action verbs like better, faster, or increasing often indicate an individual with a Growth focus. H Trouble: Your solution is perceived to fix a problem or eliminate a barrier. An individual reaching this conclusion is generally most receptive to taking immediate action to eliminate the trouble source. I J Stay the Course: Your solution is not perceived to be compelling enough for the key player maker to take action at this time. An individual in Stay the Course is resistant to change and unless a gap is identified, no action will be taken. 9 Over Confident: Your solution is perceived as a deterrent and could impede progress or create problems. This may be a defense posture taken by an individual to avoid taking action and requires effective listening. F G H I /aac[SRBVW\YW\UAbgZS(Pages 12-13) Specify the predominant thinking style of each buyer: 1]\QS^bcOZ(Idea oriented >`OQbWQOZ(Action oriented /\OZgbWQOZ(Fact oriented @SZObW]\OZ(People oriented 2`WdW\UT]`QSa(Page 39) What forces will influence this buyer to favor your proposal? Consider the strategic, operating, and personal objectives and interests. @Sab`OW\W\UT]`QSa What forces will influence this buyer to resist accepting your proposal? @SZObW]\aVW^]`3f^S`bWaS5O^a What experts or credible sources of information are needed to add credibility to your proposal for this buyer? Do you need to develop a stronger relationship or engage someone with a stronger relationship with this buyer to assist in influencing him or her? J 1][[]\5`]c\RBOQbWQa(Page 40) Which common ground tactics will be most relevant to influencing this buyer? 7[^`]dSg]c`DOZcS>`]^]aWbW]\ 4`O[Sg]c`^]aWbW]\ Ab`Saa[cbcOZPS\S¿ba 7\Q`SOaSbVSaQ]^S /^^SOZb]RSS^dOZcSa 2SÀSQbRO\US`]caWaacSac^T`]\b 4]Qca]\Q]aba]T\]bR]W\U 6SOR]TTZWYSZgQ]c\bS`O`Uc[S\ba <Scb`OZWhS`SXSQbW]\a :SdS`OUSg]c`W\ÀcS\QS 9 /QbW]\O\R>`SASZZ>ZO\a What are the next steps to advance your proposal with the customer? Consider: 7\T]`[ObW]\g]c\SSRb]]PbOW\ 0O``WS`ag]c\SSRb]ORR`Saa]``Sa]ZdS 1]OQVW\UaSaaW]\ag]c\SSRb]aQVSRcZSeWbVSWbVS`bVSQcab][S`]`1]QO1]ZO associates to improve your position. ;SSbW\UaO\R^`SaS\bObW]\ab]PcgS`abVObeWZZORdO\QSg]c`W\WbWObWdS /aa]QWObSa]`]bVS`^S]^ZSW\bVSQcab][S`¸a]`UO\WhObW]\g]cQO\ZSdS`OUS to advance your position. © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 68 SECTION TOOLS & TRAINING TOOL Team Input Worksheet E6G7B¸A7;>=@B/<B Your associates can use their knowledge and experience to help you improve the quality of your Value Proposition, Influencing Plan, or customer presentation, even though they may have very little depth of information on your specific customer or situation. This is accomplished through a structured brainstorming session led by the account manager. The output includes identification of next steps and information needed to help you focus your immediate efforts most productively. MORE INFORMATION See page 41 for more information about Team Input Worksessions. WHEN TO USE IT Use it with a team of associates at any point in the development of a Value Proposition, Influencing Plan, or presentation to help you get ideas to improve your chances for success. Download a Team Input template from the… © 2009 The Coca-Cola Company | INTERNAL USE COLLABORATING FOR VALUE | 69 SECTION TOOLS & TRAINING TOOL Execution Plan E6G7B¸A7;>=@B/<B A written plan will ensure that your solution is implemented and executed according to plan and as smoothly as possible. It is in execution where credibility is either enhanced or destroyed. A B WHEN TO USE IT Use the Execution Plan when you are planning the key steps for successful execution and for communicating to other associates working on the program. C MORE INFORMATION See page 49 for more information about Execution Plans. EXECUTION PLAN TOOL INCLUDES Download an Execution Plan template from the… © 2009 The Coca-Cola Company | INTERNAL USE A B 7\WbWObWdS2SaQ`W^bW]\ Brief description of the initiative and key execution elements. 9SgAcQQSaa4OQb]`a What measures will be used to judge the success of the execution of this initiative? Be sure to consider both the customer and system points of view. C >ZO\2SZWdS`OPZSa List the key deliverables and/or work streams that need to be managed to execute the project. One might be sales center communication. Another could be point of sale material development. For each deliverable or work stream, indicate the key steps or milestones leading to completion, the person responsible, budget, and completion date. COLLABORATING FOR VALUE | 70 SECTION TOOLS & TRAINING TOOL Program Evaluation E6G7B¸A7;>=@B/<B The Program Evaluation is important to understand the effectiveness of the program in creating value and providing stewardship to the customer and others involved in the execution. A WHEN TO USE IT Use it after every key program execution. B MORE INFORMATION See page 52 for additional information about the Program Evaluations. C D PROGAM EVALUATION TOOL INCLUDES Download a Program Evaluation template from the… © 2009 The Coca-Cola Company | INTERNAL USE A AcQQSaa1`WbS`WO/QbcOZ@SacZba B EVObE]`YSR List the customer and Coca-Cola System success criteria for this initiative and the actual performance achieved through implementation. List the elements of the program or actions taken that were important in the success of the program. C D EVObe]cZRg]cW[^`]dS- List areas you would change in future programs of this type to improve performance and customer satisfaction. AbSeO`RaVW^/QbW]\>ZO\a What actions will you take to communicate the value created for the customer and the system from this program? Are there best practices to be shared with our system? Is feedback to a functional support group appropriate? COLLABORATING FOR VALUE | 71 C O L L A B O R AT I N G F O R VA L U E © 2008 The Coc a -Cola Com pa ny | Co py ri g ht ow ned by The Co c a - Co l a Co mp a ny, unl ess o t herw i s e i n di cate d i n t h e i n di vi du al se ct i o n . 1=< 4 72 3 < B 7/ : 4 =@7< B 3 @< / : C A 3 This collection contains certain contents that are subject to third parties’ copyright or other intellectual property rights restrictions. If you intend to use the contents for purposes other than internal use, please contact the author for approval. THANK YOU For additional information please visit the Shopper/Customer Marketing Community at www.KOSCMarketing.com The Way of Shopper Marketing Classified - Internal use