Baylor Business Selling Outside 2021 Seller Scenario Overview Through our BBSO competition, we provide Baylor ProSales students with important skill-building experiences with complex value selling environments. In such environments, sellers must understand a spectrum of possible buyer needs, for your products/services as well as other products/services that the firm offers. To cross-sell a spectrum of products, the seller needs to understand the responsibilities of the various parties with whom you are engaging. You need to help the organization work efficiently and effectively using your products/services to make a difference for the organization. You work for the 3M company, a Fortune 500 organization that operates out of the greater Minneapolis-St. Paul area of Minnesota. 3M Company, a multinational conglomerate, comprises four business areas: Safety & Industrial, Transportation & Electronics, Health Care, and Consumer. With 90,000 employees worldwide and offering more than 50,000 products, 3M makes up one of the thirty Dow Jones Industrial Average Components. In addition to household brands such as Post-it®, Scotch®, and Nexcare™, 3M specializes in a variety of commercial and industrial products and supplies. Your Division You work for the 3M’s Commercial Solutions Division, which was formed in 2014, merging two 3M divisions: Building & Commercial Services Division (BCSD) and Commercial Graphics Division (CGD). BCSD has been a core business at 3M since the creation of the Scotch-Brite Floor and Hand Pads (1958). BCSD focuses on providing commercial cleaning products across several industries, including hospitality, healthcare, retail, education, and food service. Partnering with end- users and building service contractors, the goal is to clean/maintain facilities and create safe and beautiful environments with sustainable and efficient processes. 3M was an early player in the graphics business, starting in 1964 with Scotchcal Films. This vinyl film became the first replacement for paint on cars. With innovation at 3M’s core, graphics continued to improve the film and printing industry, creating screen printing in the 1980s and toners for digital electrostatic imaging printing in the 1990s. CGD evolved its printing technology further from InkJet printing in the late 1990s, Piezo inkjet in 2000s and the newest Latex Inkjet in 2009. CGD products are used widely by sign companies and screen printers, to install graphics at end- users ranging from transportation to retail. In 2014, noticing the cross selling that was happening between CGD and BCSD with customers, 3M merged the two divisions to create Commercial Solutions Division (CSD). CSD provides customers with a range of solutions from graphics & signage, window and paint protection films, and facility cleaning and safety to help create cleaner, safer, more beautiful environments, while also being more productive and sustainable.
Transcript
Baylor Business Selling Outside 2021 Seller Scenario
Overview Through our BBSO competition, we provide Baylor ProSales students with important skill-building experiences with complex value selling environments. In such environments, sellers must understand a spectrum of possible buyer needs, for your products/services as well as other products/services that the firm offers. To cross-sell a spectrum of products, the seller needs to understand the responsibilities of the various parties with whom you are engaging. You need to help the organization work efficiently and effectively using your products/services to make a difference for the organization. You work for the 3M company, a Fortune 500 organization that operates out of the greater Minneapolis-St. Paul area of Minnesota. 3M Company, a multinational conglomerate, comprises four business areas: Safety & Industrial, Transportation & Electronics, Health Care, and Consumer. With 90,000 employees worldwide and offering more than 50,000 products, 3M makes up one of the thirty Dow Jones Industrial Average Components. In addition to household brands such as Post-it®, Scotch®, and Nexcare™, 3M specializes in a variety of commercial and industrial products and supplies. Your Division You work for the 3M’s Commercial Solutions Division, which was formed in 2014, merging two 3M divisions: Building & Commercial Services Division (BCSD) and Commercial Graphics Division (CGD). BCSD has been a core business at 3M since the creation of the Scotch-Brite Floor and Hand Pads (1958). BCSD focuses on providing commercial cleaning products across several industries, including hospitality, healthcare, retail, education, and food service. Partnering with end-users and building service contractors, the goal is to clean/maintain facilities and create safe and beautiful environments with sustainable and efficient processes. 3M was an early player in the graphics business, starting in 1964 with Scotchcal Films. This vinyl film became the first replacement for paint on cars. With innovation at 3M’s core, graphics continued to improve the film and printing industry, creating screen printing in the 1980s and toners for digital electrostatic imaging printing in the 1990s. CGD evolved its printing technology further from InkJet printing in the late 1990s, Piezo inkjet in 2000s and the newest Latex Inkjet in 2009. CGD products are used widely by sign companies and screen printers, to install graphics at end-users ranging from transportation to retail. In 2014, noticing the cross selling that was happening between CGD and BCSD with customers, 3M merged the two divisions to create Commercial Solutions Division (CSD). CSD provides customers with a range of solutions from graphics & signage, window and paint protection films, and facility cleaning and safety to help create cleaner, safer, more beautiful environments, while also being more productive and sustainable.
Your Role and Opportunity As a Commercial Solutions Division sales representative for 3M, your job is to penetrate prospective customers and service existing customers in your territory. You sell into a variety of customer types, including end users that 3M refers to as Brand Owners. Your product portfolio includes all of the graphics products from the original Commercial Graphics Division as well as the commercial cleaning products and Safety Walk (anti-slip treads) from what used to be the Building & Commercial Services Division. You’ve identified an exciting prospect in your central Texas territory. A big Brand Owner, Amazon, is building a new fulfillment (distribution) center in North Austin that’s slated to open in Q1 2021. You also know that they have just announced another fulfillment center slated for Waco. If you successfully penetrate the Austin facility for graphics and cleaning products, you have a good shot at penetrating the Waco facility when it comes online (in either late 2021 or 2022). You also know that once the fulfillment center is up and running, you may be able to present what is your division’s sweet spot: product vehicle wraps. Amazon has approximately 110 fulfillment centers across the United States, of varying sizes, with four new facilities likely in Texas over the next year. You have a good working relationship with Madeline Cross, a sales representative for your major distributor, Texas Sign Supply. Madeline tells you that Amazon has historically painted their fulfillment centers but experienced delays in opening (and subsequently increased costs) with painting. They are specifically looking for a cost-effective and long-term graphic film to apply to all four sides of each concrete pillar in the building. They’ve told Madeline that they want a trusted and durable solution – a solution where the manufacturer stands behind the product application. Madeline shared with this customer the fact that she can handle the installation through her team of expert installers. According to Madeline, the Operations Manager for this North Austin facility, Taylor McBaker, is unfamiliar with graphic film products. You know from experience that Taylor is likely responsible for signing off on start-up materials (like graphic film wraps) as well as ongoing, operational purchases, like cleaning products. Madeline asked you to keep her up-to-date but to go ahead and meet with Taylor to move the graphics opportunity along. You know that you are meeting with Taylor, but recognize that Taylor is a potential influencer for the region as she reports to Robert Bills, the Regional Operations Manager for Amazon’s South Central region. Robert will have oversight responsibility for the Waco facility as well. Background Information on 3M Graphics 3M has a long history of manufacturing superior graphics materials (adhesive-backed vinyl designed for many applications and substrates including vehicles, windows, walls, floors, and signage). Scotchcal™ vs. Controltac™ 3M has been manufacturing graphic material products since 1952, when 3M invented Scotchcal™ Graphic Film, a pressure-sensitive technology relevant in many 3M Branding and Transportation product portfolios. 3M products that have Scotchcal™ are designed to adhere immediately to any surface that they touch. In 1972, 3M launched another product called Controltac™ Graphic Film,
an industry standard pressure-activated technology, meaning the film only adheres to a surface after pressure is applied. This technology allows installers to slide the graphic around on the substrate until it is lined up perfectly. At that point, the installer will apply pressure to the graphic (with an installer squeegee) to get the graphic to adhere to the substrate. Comply™ In 1999, 3M reshaped the graphics industry by introducing the Comply™ air release feature, which allows for bubble-free graphic installations and helps installers decrease install time. Comply™ is an air release pattern that is transferred to the adhesive allowing air to easily be released from the graphic during installation. Cast vs. Calendared
All vinyl manufacturers make two main types of vinyl: cast and calendared. Some of the key differences can be seen in this chart.
Cast Films Cast films (or premium films) start out as a liquid, similar to pancake batter. The liquid solution is then cast (or poured) into a flat mold known as a casting sheet. The casting sheet is then placed in a series of ovens. The end result of this process is a conformable film that works best on textured substrates and has excellent dimensional stability, meaning the film does not want to shrink after application. IJ180Cv3 is a cast film.
Calendared Films
Calendared films (or intermediate films) start out as a solid, similar to pizza dough. The solid solution is then rolled and squeezed through a series of heated rollers until it reaches the desired thickness (usually 3-4mils). Since these films begin as a solid, they have less dimensional stability and tend to shrink significantly after application. A good analogy is when you roll out dough in the shape of a pizza. After sitting for a few minutes,
the dough begins to shrink. This type of product works best for flat signage and flat wall applications that are extremely smooth. IJ35 is a calendared film.
Industry Shift In early 2000s, the graphics industry began to shift to more digitally printed graphics. Manufacturers like 3M were forced to change their products from primarily screen-printed and electrostatic-printed graphics to the new digitally printable products. 3M’s digitally printable products are labeled with an “IJ” designation, meaning inkjet printable for UV, Solvent, and Latex inks. In 2008, 3M launched IJ180Cv3, which became an instant success because it had Controltac™ technology, Comply Air Release™, and also had the ability to stretch/conform more than any product at the time. IJ180Cv3 can conform up to 130%, meaning an installer can stretch a 10-inch strip of film to 13-inches. With this product, the vehicle wrap industry was born. Prior to this product introduction, vehicle wrap installers had to cut vinyl in specific patterns in order to fully cover an entire vehicle. Now, they use one piece of film and stretch it over the entire vehicle. IJ180Cv3 is used in many different applications including vehicle wraps, walls, and signage. Scotchcal™, Controltac™, and Comply™ are technologies built into many of 3M’s current graphic offerings, including IJ35 and IJ180Cv3. IJ35 has Scotchcal™ and IJ180Cv3 has both Controltac™ and Comply™. Controltac™ and Comply™ make product installation easier which allows labor time and expense to be more predictable. Both product bulletins can be found here: IJ180Cv3 Product Bulletin; IJ35 Product Bulletin Wall Applications
Since 2015, paint manufacturers have manufactured paints with no or low VOCs (volatile organic compounds) which are better for the environment. These paints created adhesion issues with graphics applied to painted walls. 3M’s response to low/no VOC paints includes a wall adhesion test kit. Customers can use this kit to test the adhesion of a certain paint where the graphic is being applied, giving customers confidence they are selecting the correct 3M material for that application. The instructions for
performing the adhesion test can be found here: Wall Test Instructions. Many 3M products can be used for wall applications, it is the job of a 3M sales professional to determine the priorities of each customer to recommend the correct product. Cost Cast films are about three times the cost of calendared films. Cast films are generally priced at ~$1.00 per square foot to the market. Calendared films are generally priced at ~.33 cents per square foot to the market. Both cast and calendared materials are sold by the roll. One roll contains 675 square feet of material. Warranty 3M does not offer a warranty on any of their calendared films. 3M is the only film manufacturer that offers an 8-year warranty on approved applications with IJ180Cv3. This warranty is only offered if the customer tests the adhesion of the wall with the 3M wall adhesion test kit and the results return more than 1000grams/inch of adhesion.
Top 10 Questions You Should Ask! www.3Mgraphics.com
1. How long do you need this graphic to last?
2. What is the substrate made of? Is it flat or curved? Is it smooth or textured? Vertical or Horizontal? Find out EVERYTHING about the surface! (Any testing of substrate needed?)
3. Is the graphic going to be outside or inside? Is there the possibility of exposure to moisture, extreme cold or heat?
4. How will the substrate be prepared or painted?
5. CHECK THE PAINT! Assume that it is Low or Zero VOC. Do an ADHESION TEST!
6. What will this graphic endure (cleaning, abrasion, vandalism)?
7. Is removal an issue? Why?
8. Who will do the installation & removal?
9. Are you willing to repair damaged paint or surface after removal?
10. Will or should another graphic go over the first one?
This is a question that’s being asked by installers everywhere. As paint manufacturers have changed the chemistry of their paints to lower the levels of Volatile Organic Compounds, or VOCs, the ability of any manufacturer’s graphic
But don’t despair. Just as you’d expect from 3M, we have analyzed this problem and developed a solution that is remarkably simple, inexpensive and highly
practice for ensuring that you can easily and successfully adhere almost any wall
Joe Walton, 3M advanced technical
service engineer
Start with the 3M™ Enhanced Adhesion Cleaning Method. This method, which involves an isopropyl alcohol (IPA) and water solution and two cleaning steps,
to a low-VOC paint.
70 percent IPA and 30 percent water (essentially rubbing alcohol) in a spray bottle.
the cleaning solution until it is dripping wet.
with overlapping strokes. Especially
some migrated paint particles on the cloth (see photo at right).
lint-free cloth with the cleaning solution and wash the wall again. Researchers at 3M have found that cleaning the wall TWICE with a mixture of 70 percent IPA and 30
boost adhesion for nearly any wall
area, due to the alcohol in the cleaning solution. When it no longer feels cool,
strips to the cleaned surface so the punched hole is at the top. Use the 3M™ Rivet Brush RBA-1 to go over the strips three times to ensure good adhesion.
strips by pulling with a spring scale
and observe both the value on the scale and the smoothness with which
(see photo below).
on the scale and releases with little or no resistance.
the scale and releases smoothly and consistently with some resistance.
the scale and releases smoothly and consistently with substantial resistance. Will cause wall damage if removed.
making full contact with the substrate, even if it measures in the acceptable to
For more detailed information on the 3M™ Enhanced Adhesion Cleaning
Guide to Understanding and Applying Graphics to Common Smooth and Textured Walls.
three so you can average the results of your test.
– Cut three 1-inch by 10-inch strips of
– Remove about 2 inches of liner, fold down one inch, and then punch a hole in the tab you’ve created (see photo at right).
Here is a quick tip to consider when prepping large wall surfaces.
Divide the wall into sections using a 3M masking tape. Prep one section
2021 Baylor Business Selling Outside Evaluation Form Score each item on 0 to 10 scale with 10 being the best possible score and 0 the absence of the skill or behavior being evaluated.
5%
25%
25%
15%
10%
15%
5%
APPROACH (Effectively gains attention and build rapport) Professional introduction, gained prospect's attention, effectively built rapport, transitioned into needs identification, set agenda
NEEDS IDENTIFICATION (Obtain a clear understanding of customer’s situation in order to prepare a customized presentation) Uncovered decision process (criteria & people), determined relevant facts, uncovered needs of buyer,asked effective questions that brought buyer;s attention to what happens to company or buyer when problems continue, gained pre-commitment to consider product/service, transitioned into presentation
PRODUCT/SERVICE PRESENTATION (Persuasively match your product’s benefits to meet needs of the buyer) Presented benefits/needs-based approach (not feature dump), used appropriate visual aids, demonstrated product/service and involved buyer, did effective trial closes
OVERCOMING OBJECTIONS (Eliminate concerns/questions to customer’s satisfaction) Gained better understanding of objection (clarified), answered objection, confirmed objectionis no longer a concern
CLOSE (Take initiative to understand where you stand with buyer now and for the future) Presented a persuasive reason to move forward, asked for appropriate commitment
COMMUNICATION SKILLS Effective verbal and non-verbal communication skills, clear and professional verbiage, kept the conversation moving
OVERALL Enthusiasm and confidence, product/customer knowledge, preparedness
