2009 Sher Plan Web Version

2009
Sherwin-Williams
Store
SherPlan

Manager Name: Nick Piehl
Store Location: 3296 BLAINE
District: Minneapolis

Date: 01-08-09

Page 1

Store Financial Overview
 Locate current store P&L, Classified Sales Analysis, Store Audit, Inventory Analysis Report, Customer Analysis Report, and
New Account Report. Understand where each number is found on the corresponding report and the impact to the stores
overall financial performance. Be prepared to discuss how your actions affected the results shown.
Year YTD 2008 YTD 2007 % Increase YTD 2008 Budget YTD % Budgeted Inc.
Gallons X x 16.8 X 4.2

X X 23.9 X 8.5
Sales
X X (1.4) X (1.2)
GM %
X X 19.7 X 5.3
GM $$
X X 10.9 X 5.2
Basic Pay
Total Service X X 14.6 X 3.0

Controllable Expense X X 14.6 X (7.1)

Non Controllable Exp X X 10.4 X 9.5

X X 94.0 x (26.4)
Operating Profit
Flow Through 13.6
 Describe/list factors contributing to your stores financial and gallon results:
We were able to grow both gallons and sales at a great pace through continued account qualification and sales call dedication. Although
we were somewhat inconsistent in our sales call activity, I can honestly say that we have made more sales calls in 2008 than we did the
first 15 months we were open. I know that moving forward this will be even more important to the success of the Blaine S-W. A few
specific examples of where our growth came from would be XXXXX Painting, YYYYY Painting, and ZZZZZ Painting. XXXXX was a
customer who I qualified at the counter when we first opened. With the help of Brandon, we were able to start a good relationship with
XXXXX, and that turned into a $40k Duration exterior this summer. XXXXX is very connected with Dominium Properties, and he has
already bid on two exteriors for the summer of 2009. YYYYY was also an account qualified at the counter. YYYYY used to work for an
account out of St. Cloud, but decided to go on his own for 2008. We saw him almost every day in the summer, and he spent about $15k
ytd. ZZZZZ Painting is a Sawicky account that was stolen from ICI. Both Jeromie and myself have developed a very good relationship
with Joe and Eric (twin brothers). All year we have continued to dig deeper with these two to get more and more of their business, and it
has paid off to the tune of $27k.

Page 2

Store Working Capital Overview
 Working Capital represents working assets (inventory, accounts receivables) that impact store profitability.
 Be prepared to explain how your actions caused the results shown relative to your plan/budget.
 Input your individual Audit Scores
Topic YTD 2009 % Sales YTD 2008 % Sales
Final Inventory Shrink/PU
(4,064) (0.25) (6,488) (0.53)

26 0.00 21 0.00
Final November Obsolescence

Inventory Turns 6.7 N/A 6.0 N/A

Days Sales Outstanding (DSO) 45.0 N/A 43.0 N/A

7,933 0.5 16,163 1.3
Net Bad Debt

2008 2007 2006 2005

Audit Score 30 135

Review the above and be prepared to discuss:
1. What specific actions will you put in place to improve working capital and audit results?

Working Capital Audit Results
a. Work more closely with DCO to curb bad debt a. Develop filing systems to make sure we are keeping up to date
b. Continue diligent inventory management b. Develop weekly/monthly/quarterly lists to keep up with required.
c. Increase inventory turns to 8 c. Improve on communication with DCO on past due/overlimit

 Describe/list factors contributing to your store’s final Operating Profit and audit results:
Our operating profit gain is attributed to increasing our GM over 2007 by .4% coupled with a 23.9% sales increase. Also, we were able to
manage the back side of our P&L effectively. We improved over our initial audit score in 2008. Our first audit was admittedly miserable.
However, we sat down and put a plan into place that resulted in a great follow-up audit score of 30.

Page 3

Sales by Product Type / Market Segment
 Be prepared to discuss the specific activities you completed last year that affected the increase / decrease in these segments.

PRODUCT TYPE:
YTD Sales % to YTD 2008 YTD 2007
YTD 2008 Sales YTD 2007 Sales YTD Sales Inc/ Dec % Dif
Total GM % GM %

Architectural Paint X X 27.2 66.9 x X (0.6)

Industrial Maintenance x X (16.1) 4.4 X x 5.9

Chemical Coatings X X 93.8 4.6 X X 2.8

Total Paint Sales X X 26.0 75.9 X X 0.3

Brushes & Rollers X X 17.1 6.1 X X (2.7)

Wallcovering X X (7.4) 0.6 X X 3.2

Floorcovering - - ***.* - - - -

Spray Equipment X x 25.9 4.1 X X (0.1)

Associated Products X X 17.4 13.3 X X 3.2

Total Non-Paint X X 17.9 24.1 X X 1.0

Total Sales x x 23.9 100.0 x X 0.4
MARKET SEGMENT:
DIY X x (3.0) 17.8 Comments:
Comments:
Residential Repaint X X 33.7 33.7
These market segment numbers may change.
New Residential X x 61.4 23.3 We did a CAC code clean up late in 2008 to
better track our accounts.
Commercial X X (22.8) 8.7

Property Management X X 27.2 6.6

Chemical Coatings X X (21.5) 1.9

Industrial & Marine x X 42.1 2.6

Page 4

New Account Development
Please list your cash and charge account development activity as requested below. An account is active if the customer has purchased products within the
past year. To complete this section refer to Source Reports – A/R New Cash Accounts & A/R New Retail/Commercial Accounts.) Be prepared to discuss
your new account results this year compared to last year.
STORE
Account Activity 2008 # of Accounts Sales $
New Wholesale Cash & Charge Accounts (A) 169 X
New DIY Preferred Customer Accounts (B) 383 X

Total 2008 New Cash & Charge Accounts (A + B) [1] 562 X

Account Activity 2007 # of Accounts Sales $
New Wholesale Cash & Charge Accounts (A) 176 X
New DIY Preferred Customer Accounts (B) 489 X

Total 2007 New Cash & Charge Accounts (A + B) [2] 665 X

Total Account Activity 2008-2007 # of Accounts Sales $
Increase/Decrease in New Account sales 2008 vs. 2007 [1-2] -103 x
Active Accounts in 2008 883
Active Accounts in 2007 479

TERRITORY
List Territory activity for the sum of all territories in your store. (Refer to Source A/R-New Cash Accounts & A/R New Retail/Commercial
Accounts.)
Total Territory New Wholesale Charge Accounts in 2008
21
X

Describe how you achieved your new account results, and how you assisted the Territory Sales Rep to develop both charge and cash
accounts:

Page 5

We continued to be persistent in qualifying all new customers at the counter in 2008. This seems to be the best way of setting up new
accounts, these people are already in front of you! We also effectively used the new commercial charge applications with the
plank/light offer on the back of them. Also, any new cash account information was passed on to Brandon for further qualifying as well
as potentially opening new charge accounts.

Key Account Customer History
 Rank your 10 largest customers in 2008 from High to Low in terms of sales (utilize the Audit 40 Report).
 Complete all columns.
 Review this list with all servicing store sales reps

TY/LY Inc/dec Market Segment Est. MAIN
S-W Main
Account Name Territory # 2008 Sales as a % to (RR, PM, CM, NR, Competitor
Share % Competitor?
sales IM, CC) Share %
1. Ballantine Painting Inc 4268 $47,609 486% PM/CM 50% ICI 30%
2. BetterTone Decorators 4268 $43,978 325% CM 70% PPG 20%
3. Citadel Floor Finishing System 6773 $36,267 101% IM 40% Own floor coating 50%
4. Diversified Wall Systems 4782 $35,608 -66% NR 60% National contracts 20%
5. Premier Finishes Inc 4268 $32,062 37% CM/IM 80% PPG 20%
6. Custom Painting Inc 4268 $30,781 68% NR/RR 90% ICI 10%
7. Rotter*Joseph 6392 $27,868 1,594% RR 80% ICI 20%
8. Photo Finish Painting 4784 $24,732 -10% RR 80% Hirshfield’s 20%
9. Murphy Bros. Bldg/Remod 4268 $25,171 1% RR/CC 40% Hirshfield’s 50%
10. Tri-Star Homes 4268 $17,964 46% NR 80% ICI 20%
Total Key Accounts $322,040 29%
Total All Store Sales 1,486,020 23.9%
Key Accounts as a % to Total Store Sales 22%

Page 6

In the space below describe the performance increase/decrease of your Key Accounts, the competition and their share of the business with the account
(specific products/services) and how you will work with the assigned representative to increase business in the New Year.
Only 2 of our top 10 Key Accounts had sales declines in 2008. AAAAA is a New Res painting company that does a lot of work for the
large national builders, enough said. BBBBB is a recent transfer from Elk River, so I can’t speak to the history of this account. I do know
that this account did buy a few pieces of equipment in 2007 from Elk River, and this may be where the loss is. CCCCC did a large
property management repaint this summer using Duration. DDDDD was identified immediately after opening Blaine (“Big 3”), and we
have taken them completely away from PPG. EEEEE has seen their business grow leaps and bounds with a new floor coating they’ve
been using. FFFFF was able to withstand the tough market by doing 4-5 large commercial exteriors, as well as a few commercial new
res. Build-outs. GGGGG has been a long-time customer of mine that has weathered the new res. Market. HHHHH is an account that
Sawicky slowly converted to S-W along with a lot of hard work from the Blaine staff. IIIII business for 2008 included a lot more CC
business than in the past, with Architectural sales lagging. JJJJJ has also been able to withstand the stress of the new home market and
increase their business. Many of these accounts exclusively use S-W. The account with the largest potential is IIIII After countless tries
to get our lacquer in their hands, they have recently warmed to the idea. With accounts that are largely exclusive to S-W, I believe the
most important thing to do is keep introducing new products to help them better their business, and continue to be a valuable partner in
their business.
Competitive Analysis - Top 3 Competitors Profile
Competitor Information Competitor A Competitor B Competitor C
Name and address of competitor Hirshfield’s ICI PPG/Iowa
Radisson Rd and 35W 91st and 65 2863 84th Lane
Competitor Personnel Info: Name: Dave Name: Dave Name: Pat
Mgr. Name/Tenure Tenure: Tenure: Tenure:
Name: Corbin Name: Name:
Rep Name/Tenure Tenure: forever Tenure: Tenure:
* Skalicky Painting * Hamilton Painting * Swanson Decorating
* Slepica Painting * Payne Painting & Dec * Barton*Jeff
List Competitor’s Top 5 Accounts * Murphy Brothers * Riad Painting * Niemann*Bob
(in my market) * * Moriarty’s Decorating *
* * *
Top 3 Competitor Products & * Aura vs. Duration Home 11/07 * ICI Varnish vs. Mautz 6/07 * Lifetime vs. Duration Home
SW Comparable Products (apply by * Impervo vs. ProClassic 3/07 * ICI Fortis vs. Duration 8/07 10/07
brush & roller to understand similarities & * Ben Moore Regal vs. Cashmere * Speedwall vs. 200 – 3/07 * Speedhide vs. 200 - 3/07
differences) 3/07 *
List Date of in-store comparison
Date of Store Visit: Date: Date: Date:
Store Hours: Hours: Hours: Hours:
Delivery – Yes/No Delivery – yes Delivery – yes Delivery – yes
Number of Sales Reps: # -2 # -1 #-1
Hirshfield’s Glidden/ICI/Dulux Pittsburgh
Brands Sold Benjamin Moore ICI 1 hour Varnish Iowa Products??
Page 7

M.L. Campbell
Forklift Store Van Forklift
Store Equipment Store Van Forklift Store Van
Mechanic tinter 2 tinters

What did you learn from the Aura covers great, but price vs. ICI varnish similar to Mautz. Lifetime is a nice product, covers
product comparisons? List both Duration Home is huge. Impervo Mautz seems to have little thicker well, and touches up nice.
positive and negative very similar to ProClassic. Regal feel. Duration AND Resilience Speedhide is similar to ProMar
observations. similar to Cashmere, Cashmere better than Fortis. Speedwall not 400.
covers better wet/dry as good as 200

Gap Analysis – Sales Gain Requirement
1. 2008 Total Sales $1,486,020
2. Estimate your 2009 Budgeted Sales Gain in % 4%
3. Budgeted Sales Improvement = Line 1 X Line 2 $59,441
Example: $1,000,000 X 12% = $120,000…...…........................................................................................... Total (A)
4. My Personal Budget Goal: (ex. Personal goal 15% - $1MM x 15% =150K minus $120K = $30,000)…………………………… Total (B) $222,903
5. Lost business and non-repeating Jobs: (list below)
a. Ballantine Painting – Northgate Woods exterior Duration job 40,000
b. DJ’s Painting and Remodeling (out of business) 2,000
c. Mike’s Interior Painting (moved out of state) 6,400
d. Total Painting (Mark IV) 2,500
e. Paul Trevithick(moved) 2,500
f. U-Haul Blaine (exterior repaint) 8,300
g. City of Blaine (WWTP floor project) 4,800
h. KJ’s Const (Mark V) 4,800
Total 2008 lost business and non-repeating Jobs.........................................................................................…. Total (C) $71,300
6. Minimum sales gain required to meet budget…………………………………………………………………… Total (A+C) $130,741

7. Minimum sales gain required to meet my Personal Budget Goal ………………………………………… Total (A+B+C) $353,644

List where your new business will come from: Sales $$
DIY Customers (see page 10) $30,000
Manager Opportunity Accounts (see page 11) $
Rep Opportunity Accounts (see page 13) $
New Accounts (see page 18 – Store Manager goals) $

Page 8

TOTAL (this amount should equal or exceed line 7 above) $

DIY Sales Improvement Plan
National Account Growth St
Plan Description and Date Sales Goal $$

1.Overall improvement of customer Get with all staff members to go over all customer service related $15,000 (approx. 5%
service level at store initiatives. GUEST, trademark, Preferred Cust Program-all year increase in DIY sales)
2.Apply a few different floor coatings toConduct an in-store clinic on concrete floor finishing. Clinic $3,000
our warehouse, hopefully via clinic including prep thru application. May 2009
3.Sidewalk ladder sales on selectPick 4-5 specific ladders, create attractive signage, put ladders out $5,000
weekends on front sidewalk on weekends. 2nd & 3rd quarters 2009
4.Build a more in-depth Stone AccentsBuild a cabinet on wheels with a laminate counter top with Stone $3,000
display to push add-on sales Accents applied to it. May 2009
5.Quarterly faux/decorativeWork with Crystal to create a more focused, SELLING ORIENTED $4,000
clinics/Preferred Customer events event once per quarter.

Comments:

None of these ideas re-invent the wheel. What will make these ideas successful is effective planning. All details must be ironed out
well in advance, and the proper calling and marketing must be done enough in advance. I really do believe that my staff can use a little
refresher in customer service. There needs to be much importance put on providing our customers with the best experience possible
when they come through our doors. Without these folks walking in our stores, none of us would have jobs. That is the easiest way to
explain it to my employees, and also the most effective.

Page 9

Store Opportunity Accounts

Estimated 2008 Sales 2009 Sales Date of
Current Primary Mkt. Nat. Acct
Account Name Account # Annual $ Goal 1st Sales
Supplier Segment Y/N
Potential Call
4216-1245- 20,000 Big Box CM N 10,000 2/09
1.Alternative Methods
8
First Name Last Name Email
Key Contact:
4217-6759-
2.Finer Effects 10,000 Hirshfield’s CM/RR N 5,000 2/09
1
Key Contact:
6715-8813-
3.Glen’s Contracting 20,000 Big Box/D V CM/RR N 10,000 2/09
5
Key Contact:
4215-7191-
4.Hick’s Painting & Remod 10,000 PPG RR N 5,000 2/09
0
First Name Last Name email
Key Contact: l
6659-8381-
5.KJ’s Construction 30,000 Big Box CM/NR N 10,000 2/09
3
Key Contact:
6.Maintenance Painting 9021-9110- 10,000 Diamond Vogel RR N 5,000 2/09
5
Page 10

First Name Last Name email
Key Contact:

STORE ASSIGNMENT# 3296 MANAGER NAME: Nick Piehl PHONE NUMBER:

Estimated 2008 Sales 2009 Sales Date of
Current Primary Mkt. Nat. Acct
Account Name Account # Annual $ Goal 1st Sales
Supplier Segment Y/N
Potential Call
7. Moriarty’s Decorating 4213-2015-1 10,000 ICI CM/RR N 1,395 $5,000 2/09
Key Contact:

10,000 Hirshfield’s CM/RR N 306 $5,000 2/09
Key Contact:

10,000 Hirshfield’s NR N 1,422 $5,000 2/09
Key Contact:

24,000 IM N 29 18,000 1/09
Key Contact:

60,000 NR N 889 9,000 2/09
Key Contact:

30,000 Hirshfield’s RR/CM N 1,379 8,000 2/09
Key Contact:l

Page 11

25,000 Hirshfield’s RR/CM N 5,431 16,000 1/09
Key Contact:

STORE ASSIGNMENT# 3296 MANAGER NAME: Nick Piehl PHONE NUMBER:763-783-1501

Acct. name acct# potential Main competitor Market Nat’l? 08 sales 09 Goal 1st call
11. 15,000 PPG CM/RR N 1,284 8,000 2/09
Key Contact:

12. 10,000 Hirshfield’s CC N 565 6,000 2/09
Key Contact:

13. 15,000 Menards RR N 2,874 8,000 2/09
Key Contact:

14. 200,000 Hirshfield’s NR/CM N 12,250 30,000 2/09
Key Contact:

15. 100,000 Hirshfield’s NR/CM N 4,998 10,000 2/09
Key Contact:

16. 75,000 Abbott/Hirshfields NR/CC N 1,924 15,000 1/09
Key Contact:
Total Opportunity Accounts 684,000 37,565 188,000

 The Opportunity Accounts not assigned to a Sales Representative should be faxed to 216-515-4768. Remember to
Page 12

list all call activity in SherCall.
 Use report Target Account Playback (from your DM/CM) to track your results monthly.

STORE ASSIGNMENT# 3296 MANAGER NAME: Nick Piehl PHONE NUMBER:763-783-1501

Store Opportunity Account Action Plan
Account Name, Key Contact
(first & last name), Address, and
phone number.

How often will you call on Once per month
this account?
Has this account purchased Yes. This company does commercial cleaning as its main source of business. However, as the
from SW before? If Yes, business has evolved, Kelly (owner) realized the opportunity to parlay cleaning into painting. He
describe the experience. did a dryfall job with S-W in 2007.

List the date you opened a 2007
charge account for the
account.
Since Kelly’s jobs are spread out all over and he is not completely familiar with Sherwin-Williams,
Who are they currently
he ends up buying many supplies from the Big Box stores.
buying from?
1. List any other observations that are important (sundries used, type spray equipment and brushes used, etc.)
Has shown a lot of interest in purchasing spray equipment, possibly multiple units if jobs dictate.
Also, Kelly has purchased from Grainger in the past on his sundry items, and seems to always compare our pricing with Grainger’s.

2. Describe your plans to develop your sales relationship with this customer:( i.e. specific products you plan to
demo, call frequency, joint calls, vendor involvement, customer training, etc.)

We need to get back in front of Kelly in 2009. We also need to help him understand that there is money to be had in painting, and that
many of the jobs that he lands to clean, end up being painted. These jobs might as well get done by him!
Page 13

phone number.

this account?
Has this account purchased Yes. Dave opened his charge account with me in 2008. He is primarily a Hirshfield’s user that I
from SW before? If Yes, convinced at the counter to open an S-W charge account. Of the paint that he has purchased as of
describe the experience. now, he has been very happy.

account.
Hirshfield’s
buying from?
kkkkk runs a 1.5 man crew with his son helping out part-time. He is the type of painter that values product quality and ease of use more
Dave
than pricing.


We need to sit down with Dave in 2009 and see what products he uses from Hirshfield’s. Once we have that info, we can recommend
specific products that are comparable. I have a good relationship so far with Dave, but need to get Brandon more involved in 2009.

Page 15

phone number.

this account?
Has this account purchased Yes. Glen has had an S-W account for quite a while, and has bought from me in the past, both at
from SW before? If Yes, Blaine as well as at Columbia Heights. He has always been pleased with our products, but has had
describe the experience. objections to our pricing.

List the date you opened a
account.
Big Box stores
buying from?
Glen seems to get a fair amount of jobs that require niche type products, often in our IM line. He does some spraying, not sure of his
sprayer situation.


Need to further develop our relationship with Glen to make us his first option when thinking paint. Having Brandon take over this house
account would be a good idea, and some touches in the field would go a long way.

Page 16

phone number.

How often will you call on Twice per month
this account?
Has this account purchased Yes. Bill had an S-W charge account, but had credit issues in the past. Once we figured out that
from SW before? If Yes, they were cleared up, we contacted Bill to open a new charge account. Since then, we have seen
describe the experience. very little of him.

account.
PPG
buying from?
As stated above, we have had very little recent contact with Bill. The few times he has been in have seemed to go very well. Only one
of these times did I have time to talk with Bill, and he said he was the slowest he’s been in a long time. Has purchased ProMar 200,
SuperPaint exterior and Deckscapes.


This account was purged in 2008. I made a comment to Brandon that he has potential and would like to see some call activity on him, and
Brandon is planning to do so. I can honestly say that I have called Bill more than 10 times and left messages that were not returned every
time but once.

Page 17

phone number.

this account?
Has this account purchased Yes. Jeff brought a sprayer in to get repaired early in 2008. We had the sprayer repaired, and
from SW before? If Yes, when Jeff picked the sprayer up, I talked to him about using S-W paint and gave him Brandon’s
describe the experience. card. He has since done a larger job in Wyoming.

account.
Big Boxes around the country
buying from?
We sold Jeff a MarkV late in 2008. He has some larger texture jobs coming up, and will be using Litex. Also, Jeff will have needs for
other interior paints.


Continue to offer technical information for his bidding. Jeff has been giving us shots at his project bidding. We are going to need quite a
bit of help to come from Brandon since many of the things Jeff requests are not commonly stocked items.

Page 18

phone number.

this account?
Has this account purchased Yes. I have sold to Bob since I began with S-W. He is a big Diamond Vogel guy, but my stores
from SW before? If Yes, have been a little more convenient for him on his smaller, incidental purchases. He has been
describe the experience. pleased with the service he has gotten.

List the date you opened a No charge account
account.
Diamond Vogel
buying from?
Likes using exterior SuperPaint and ProMar 200. Has sprayers, likes to do larger jobs that he can spray, and stays away from custom
finishes and anything requiring detail.


We have not seen Bob for a long time. I do know that he has been working some with another one of my opportunity accounts, Glen’s
Contracting, while things are slow. It seems like every summer Bob talks about a few larger commercial exteriors, but they either fall
through, or he is getting that paint from another supplier. We need to sit down with Bob and figure out a few main products that he likes
and would use, develop a pricing strategy and propose it.

Page 19

phone number.

this account?
Has this account purchased Yes. Pat was an account that I sold to in Columbia Heights a little before we opened in Blaine.
from SW before? If Yes, After we opened in Blaine, Pat became more of a regular customer, and we no doubt took market
describe the experience. share from ICI. Overall, he is very pleased with service and product quality.

account.
ICI
buying from?
Pat does a fair amount of work for a company out of Chicago that coordinates trades people for larger retail chains. He has done work
for Checker Auto, Verizon Wireless, J Crew. He seems to like ProMar 200, and has used both A-100 and SuperPaint exterior.


Again, we need to sit down with Pat and figure out if there are things he is buying elsewhere that we can supply for him. He has used Aura
from Ben Moore, and prefers Duration Home over that, but is scared off of both products because of price. Mark Carlson purged this
account this year, so there may be less touches outside of the store, but Pat is very willing to share information inside the store.

Page 20

phone number.

this account?
Has this account purchased Yes, but very little.
from SW before? If Yes,
describe the experience.
account.
unknown
buying from?
I talked to Andy late in 2008 about purchasing a texture machine that could spray stucco type coatings. We have a used texture
machine at the store, and I offered to let him demo the sprayer. He has not taken me up on this offer, but with some calls, may do so
when spring rolls around.


I would like to get Brandon involved with this account to further develop our relationship. I think with constant call activity in person at their
shop will go a long ways. Also, we need to get a texture machine answer for them via demo. We may need to bring in a spray vendor in
order to find the right machine.

Page 21

phone number.

this account?
Has this account purchased Yes. Scott used to work for Plum Creek Co. Plum Creek did work for Rottlund Homes. So, Scott
from SW before? If Yes, is familiar with ProGreen 200 and Builders Solution.
account.
National Builder contracts
buying from?
Scott likes Intertape and Purdy roller covers. Also we have talked to Scott about an upcoming sprayer purchase.


As long as Scott continues to do Rottlund work, there won’t be much new we can offer him since he’s bound by contract. He has liked the
change to ProGreen. We need to get Brandon involved to see if we are missing out on anything Scott does besides Rottlund work.

Page 22

phone number.

this account?
Has this account purchased No. Brandon has used our demo fund to get some of our products into this customers hands.
account.

buying from?
They do spray the product that they are currently buying. There is definitely some opportunity there to sell both spray equipment, as
well as accessories and tips.


Brandon has already committed to calling on this account regularly. There may need to be some spray equipment vendor contact in the
future.

Page 23

phone number.

this account?
Has this account purchased Yes, but very limited. He did use ProMar S/G Block Filler for a job in 2008.
account.
USG product
buying from?
Drywall Compound, tape, plastic, abrasives. May have interest in sprayer that can spray level 5 type finish, Mark V?


We need to meet with Bob and see if we can get an idea of what he is paying for his sundry items to get our foot in the door. He does a lot
of priming along with his drywall jobs, so we need to find a cost effective product to sell him. Brandon has done a nice job getting the ball
rolling with Bob initially, but we need to move him along in the sales process.

Page 24

phone number.

this account?
Has this account purchased Yes. Bill has been in painting for a long time.
account.
Hirshfield’s
buying from?
Used Woodscapes on a job in 2008. Has not purchased enough to judge what other supplies he likes. Has bought caulking, and deck
product.


Bill was recently in a Hirshfield’s commercial. We knew Bill was out there, but didn’t realize he was such a large account. He has used
ProMar 200 oil in the past. We need to get in front of Bill repeatedly to let him know we want to earn his business. He will definitely not be
an easy sell, but the rewards in the end could be huge.

Page 25

phone number.

this account?
Has this account purchased Yes. Steve bought from S-W in the late 90’s, but had some credit issues.
account.
Hirshfield’s
buying from?
Steve likes Wooster products, and we have tried to keep his favorites in stock for him. We tried in the beginning to switch him over to
Diversified Brands products, but he was reluctant to change. Steve does spray some, so spray equipment may come in the future.


Steve has been very receptive to my qualifying in the store, but will not call Brandon back. I have talked to Steve about this in the past,
pushing the fact that Brandon is there to help, but he hasn’t changed. Brandon and I need to do a joint call with Steve in order for him to
become more comfortable with Brandon.

Page 26

phone number.

this account?
Has this account purchased Yes. Bob has done some purchasing with S-W in the past, and has shown interest in using us
from SW before? If Yes, more.
account.
PPG
buying from?
Bob doesn’t seem to be too picky on what brands he uses. We do need to get a better idea of what sundry items he uses and come up
with a price list. Bob does spray some, and has purchased spray equipment from S-W in the past.


We need to get out to Bob’s jobsites to see the work he is doing. He is always very willing to talk, but is reluctant to give us more of his
business. This will take call frequency from both Nick and Brandon.

Page 27

phone number.

this account?
Has this account purchased Yes, but only recently, and only stains.
account.
Hirshfield’s
buying from?
As stated above, we have only sold this account stain as of now. However, they are a cabinet shop, so they have to use thinners, rags,
tape, etc. Also, we know they spray their finishes, so there may be potential for spray equipment purchases, and certainly spray
accessories.


Brandon has been trying to set up a meeting with Matt to find out about his clear coat. Based on this, we can demo a specific product. I
am thinking at this point it will either be our Precat T77F30 series or our hi-bild Precat T77F50 series.

Page 28

phone number.

this account?
Has this account purchased Yes. Scott gave us a shot on a church job in 2008. He used Harmony and was happy with it.
account.
Menards
buying from?
Scott has not purchased many sundry items from us. He lives in Cambridge, and usually buys his supplies at Menards.


It will be important to take advantage of the times when Scott is in our store for furthering the sales process. S-W will never get Scott’s
everyday items until we open an S-W closer to him, but we can certainly supply him on larger jobs. Brandon has done a nice job getting
Scott familiar with our products and services. Scott would be a good candidate for a demo of the ProGreen line.

Page 29

phone number.

this account?
Has this account purchased Yes. Kevin did a few exteriors in 2008 with Duration and was very pleased with the product.
account.
HIRSHFIELDS HIRSHFIELDS HIRSHFIELDS
buying from?
Intertape, poly, rags. Kevin has responded a few times to bulk buys with decent sized orders. He obviously does have spray
equipment, and will definitely be in need of sprayers in the future.


Brandon has done a nice job keeping in touch with Kevin. Kevin’s shop is in the same business park as Hirshfield’s, which makes
converting him over extremely difficult. We have decided to go after some of these accounts with a product or two at a very low price point
in order to get them in the store.

Page 30

phone number.

this account?
Has this account purchased Yes. Jerry likes products uses
account.
HIRSHFIELDS HIRSHFIELDs HIRSHFIELDS
buying from?
Jerry likes using Wooster applicators. Also, he has purchased HVLP accessories from us in the past.


Brandon has been persistent with Jerry with very little luck. I also have had very little luck with Jerry. As stated above with Skalicky, we
need to find a product or two that we can offer at a very low price point to get Jerry in the store more.

Page 31

phone number.

this account?
Has this account purchased Yes, but very little/
account.
Abbott/Hirshfields
buying from?
We have demo’d several products to Yerigan, they have taken the product, but either have not used them, or used them and don’t see
a big reason to change. We have recently discovered they want to change systems when it comes to their wood finishing. They often
purchase large quantities of 3M supplies, and buy wall primer in bulk.


Clear coats- WB or lacquer? Brandon has been persistent with this account as there is much opportunity. Their shop is in Cambridge, so
they are a ways from our store. However, they seem very willing to buy in bulk.

Page 32

Selling Events Planner
• Please list the DIY and Wholesale selling events you have planned during the year.
• Ensure this list meets and/or exceeds the goals your DM has set for store events this year.
• Be prepared to discuss this calendar in greater detail.
• As you prepare to conduct each event, utilize the EVENT RESPONSIBILITY CHECK LIST as found on the Forms
Repository.
• Establish and measure sales results with your District/City Manager.

Event Date Scheduled Event Sales Goal Event Actual Sales
January In=store color consult day 1/17/09 2,000

February Faux/Color Class 1,000

March ProShow ProShow

April Concrete Epoxy seminar 3,000

May Faux/Color Class 1,000

June N2N Blitz 3,000

Summary of 1st Six Months Sales Results $10,000 $

July
August
September
October
November
December
Remember to consider what is next and when as you plan for each event.

Page 33

Store Training Calendar
• Please list the training sessions you will conduct with your staff during the year
• Be prepared to discuss this calendar in greater detail
Month Day Type of Training session Trainer(s) Supplies needed
January Store SherPlan Review Nick Completed SherPlan

February Plan-o-Gram/Marketing Jeromie Plan-o-Gram

March Selling Skills for ProShow Nick ProShow list

April Exterior Paint/Stain Recap Jeromie Data Pages

May Substrate Specific Preparation Jeromie “Paint Answers” book

June Advance wholesale selling skills Brandon V CAC Report

July Masonry Coatings/Floor Coatings Nick Data Pages

August New Account Development Brandon V New Acct reports

September TradeMark Service/GUEST Crystal Preferred Cust info

October Inventory Readiness Nick Inventory reports

November Confidence in color Crystal Fan Decks

December Spray Equipment Sales & Maintenance Nick Spray Co. Literature

Suggested topics could include: New Products – Sales Meeting Review, Work Safe, Trademark Service, Selling Skills, various
products (i.e. Exterior House Paint, brushes & rollers, spray equipment, faux finish techniques), new account development.

Page 34

Store Staffing Plan
• Use this sheet to develop an action plan to recruit and staff your current and future staff members
• What are your sources for recruiting? Who are your contacts within each of these groups?

 List your current productivity measurements YTD from your current P & L Statement.

FTE: LY: 4.44 Sales/FTE % Change Gal/FTE % Change
TY: 4.75 312,846 15.9% 10,317 9.17

Plan Potential Start Date
Recruit/Hire: List any potential new positions needed including anticipated 2nd Quarter 3rd Quarter
turnover:
(Work with your
District Manager to
determine your Assistant Manager:
allowed staffing, type Store Sales Associate Full-time:
of positions, and when Store Sales Associate – Part-Time: May lose Brandon Kinney
they can be filled,
based on budget and Product Specialist – Decorative Products:
sales trends). Other:

Discuss with District * other stores that are overstaffed may have employees looking for more hours
Management potential * local high school/colleges
sources of candidates
and recruitment *
methods. *

List the staff
development training *selling skills
you will conduct in the
upcoming year.
Unless conducted *new account development
individually, training
events should also be
listed on page 15.
*trademark customer service/GUEST

*

*

Page 35

2009 Sher Plan Web Version

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