Rockcote Sales Guide

STRATEGIC SALES GUIDE

rockcote.com.au

Our Vision To help people create naturally beautiful buildings

Our Mission The leading Australian owned brand in the High Build Decorative Coatings Market

Where are we going?

Rockcote’s Moon Shot # 1

in every state by 2025

Purpose

WHY

HOW

Process

How: By being the trusted brand built around innovation, quality, availability, and service supported by a culture of inclusion and aspiration.

WHAT

Outcome

Sales Team Easy to do business with

Voice of the customer to the business, face of the business to the customer

Internal Sales - HQ

External Sales - BDMs

Sales Team Easy to do business with

INTERNAL SALES - HQ Dedicated to customer response time by directly supporting customers as well as the external team to provide best possible customer experience. • Specification • Order processing • Inbound/outbound calls • Customer Service • Customer Response • Admin Support to External Team

Sales Team Easy to do business with

EXTERNAL SALES - BDMs

Dedicated to growing Rockcote business through influencing the market, securing specifications, building relationships, while creating opportunities to drive revenue.

A day in the life of a BDM

60% CUSTOMER FACING – made up of: 10% Keep / 25% Maintain / 25% Grow

Sell in new Product

Supply agreements

BREAKDOWN

Between meetings and sites

Substrate companies

Grow – 25% Sell in new product Supply agreements Substrate companies New Rockcote presentations Win specifications Win new applicators Maintain – 25% Regular contact with distributors Regular contact with applicators Keep – 10% Resolve site issues Plan – 25% Admin Follow ups Prebooking appointments CRM Travel – 15% Between meetings and sites

New Rockcote presentations

CRM Management

Travel

Win specifications

Grow

Win new applicators

Pre booking appointments

Plan

Maintain

Regular contact with distributers

Follow up

Keep

Administration

Regular contact with applicators

Resolve site issues

Setting your sales objective

1 Next Action Identify Needs

8 Resolve Site Issues: This may be a PI or a request to attend site to help manage a problem. Could also be offering general technical assistance from application/product point of view 9 Convert new applicator to Rockcote Visiting applicator who doesn’t currently use Rockcote, looking to convert them from competitor product (usually an applicator) 10 Customer Relationships: Customer whose business we already have though may decline if we do not keep regular contact 11 Increase wallet share of customer Current customer that splits their purchases across multiple brands, objective is to secure more of their business 12 Market intelligence: Gain, gather information regarding competitor products or info that is valuable to Rockcote business 13 Secure a supply agreement: This would include builder supply agreements

Better understand existing opportunity

2 Next Action Manage Objections Understand concerns 3 Next Action Propose Solution Put forward benefits to overcome objections 4 Next Action Close Deliver on promise 5 New Rockcote Brand/ Product presentation: Presenting product range to new applicator, brand to architect/ influencer – new business development meetings 6 Win specification – Project Specific: Through applicator, architect, builder, also winning substrate company

This may also include cold calling

Also technical support/product information to win project

7 Sell in new Rockcote product: Adding additional line in distributor or stockist

This may also include substrate companies in some situations to become a preferred product and system

Every meeting must have an Objective, Outcome, and Planned Next Action

ROCKCOTE’s channel to market Rockcote’s primary way to market is through its channel partners, which consist of both heavy and light hardware stores, specialty render centres, and paint chains who are suitably equipped to service the high build coatings market.

Product Range

Distributor Type

Segment

% Revenue

50%

35%

Q Render Range

Heavy Hardware

Solid Plaster

80%

22%

Coloured Render

Specialty Render Centre

Texture Coater

32%

20%

18%

Textures

Light Hardware

Painter

12%

15%

Membrane

Paint Store Channel

Installer

Natural Materials

Direct

DIY

Interior Paint

Toll

Handyman

Other

80% of core business through this area

Call types

Incoming calls, where customers reach out to you for specifications or assistance on site

Cold calls, where you execute your plan

Leads - growth

Relationship management, time spent with your regulars

Site visits, ensuring product is being applied as per spec

Product investigations, issues

GROWTH Cold Calls

These could be proactive or reactive, face-to-face or over the phone. Sourced from lead generation tools or unplanned drive-bys.

During your allocated planning time, cold calling on the phone to book site visits and identify opportunities. Unplanned calls to people, sites or offices that you come across during the course of your day. Do not drive past any site without stopping by or at least gathering details for future planning. This will take discipline and motivation but they can be the best calls we make. When visiting the site talk to more than the first person you see. Walk from one end of the site to the other and talk to all trades. Ask questions and listen.

Workers on site can be the best way to get names and contacts of the key personnel within businesses. Most importantly use the information we are given and enter details into the CRM to book your follow up.

GROWTH Leads

You can source leads from a variety of sources, including;

• Project Leads/Cordell • BDM Intell; Qualified leads from existing customers, distributors • Word of mouth • Web enquires, reception calls

Lead quality is better than lead quantity. It is important to prioritise leads into your sales plans to best identify what leads will have the highest opportunity for success. This may be the dollar value, start date, and potential products, this would greatly help you determine which leads you should prioritise.

GROWTH / MAINTAIN / KEEP Incoming Customer Calls

Customers will often contact you directly requesting you to see them.

Do not take the easy option of dropping everything and doing this at the expense of your plan. You may be able to fit it into your schedule later in the day or for the next day or solve it over the phone. It can be tempting to prioritise a customer request after doing calls all day on people who don’t particularly need to see you, but your call numbers will suffer. If you must do it now, do it, then get back to your planned day.

These calls will need to be qualified to determine if they are a Maintain, Grow, or Keep situation, and you will need to schedule them accordingly.

MAINTAIN Relationship Management

These are customers who we believe are actively using/selling/specifying Rockcote render on a continual basis or have the potential to.

We want to be involved in every opportunity to provide product for their business and strategically grow their wallet share, while ensuring we foster that strong relationship and avoid any problems that may arise. We want to gain valuable information on what our major growth customers are quoting on: current project lists, best contacts, etc.

It’s important to find out who they are; what do they do; what their needs are; and how our products and services are applicable to their projects. By doing this we can find out if their needs are compliance driven, service driven, or quality of product. We should always aim to find out their specific needs and tailor our conversation to them. It’s not always price driven. Sell them our solutions not just individual products at individual rates and focus on fostering a long-term relationship. These calls are made to the decision makers.

GROWTH / MAINTAIN Site Visits

These are calls to known sites where we have specified and/or product is currently being applied.

Site visits are projects that need revisiting to prevent potential issues, provide

Our primary objective is to identify future opportunities, and to be invited onto the next site. Remember to update CRM with project closed as won/lost.

proactive support, and increase customer confidence in our brand.

KEEP Resolving Site Issues, PI’s

Assist customers on site to identify solutions. Respond don’t react.

Responding to customer complaint and carrying our Product Investigations. These may come from Tech Sales or directly from applicator or distributor. While these are very important because we strive to be easy to business with who stands behind their brand, we need to respond, not react. You may be able to fit it into your schedule later in the day or for the next day or solve it over the phone.

Acknowledge, prioritise, and schedule into your calendar. Ensure all details are captured into CRM to allow for quick response from Technical Team. Nothing should be committed to during fact finding discussions.

Owning your Region Clearly understand the geography you are accountable for and which accounts fall within this region, with an understanding that Rockcote operates as ONE TEAM.

Clearly understand the geography you are accountable for and which accounts fall within this region, with an understanding that Rockcote operates as ONE TEAM. Take ownership and responsibility of your region to ensure we hit our growth targets and build/ maintain key relationships. Regional Areas -You will be allocated a regional area/s in addition to your core region, and you are expected to take regional trips to your area/s. Work with your manager to identify how best to service the region (face-to-face, virtual, etc.).

Planning is crucial. Contact the people (builders, architects, and applicators) and sites you plan to visit one week prior to your trip. Make an appointment and get to see contractors; they will know what’s happening in town. Research local contractors in town before you go. If they are not in the CRM enter the information. Visit local Stockists, be sure to restock brochures, samples, etc. before you go. We spend a lot of time and money undertaking regional trips. Without proper planning, we won’t achieve maximum benefit.

Sales Process Journey

IDENTIFY NEEDS

PRESENT SOLUTION

PROSPECT

QUALITY

CONTACT

UPSELL, CROSS SELL

MANAGE OBJECTIONS

PROVIDE PROPOSAL

CLOSE DEAL

DELIVER ON PROMISE

The Big Picture Easy to do business with

Take ownership, be accountable

Drive revenue growth

Integrity and honesty

One Team

The Golden Rules

Talk less – listen more

1

Never mislead clients or colleagues

2 3 4 5 6 7 8

Sell yourself

Sell on value and benefits, not price Sell the benefit, not the feature

Know your client Know your product Know your competitor

9 Never treat your client as a single sale customer 10 Never give up 11 Do not drive past a site 12 Ask for the order

13 Do not ask “yes/no” questions 14 Take ownership of your area 15 Under promise and over deliver 16 Plan

rockcote.com.au