Effective Sanitation Sales Tools
LESSON LEARNED: Develop professional sales tools
As part of the effort to professionalize sales, the project engaged 17Triggers, a social marketing agency, to work collaboratively with Whitten & Roy Partnership (WRP) to develop effective sales tools. The sales tools and sales agent training materials incorporated many elements from the national Stop the Diarrhea campaign, maintaining the same tone and style in an effort to maintain consistency. The national Stop the Diarrhea campaign is an open-source social marketing campaign that was developed under the guidance of the Cambodian Ministry of Rural Development by the WaterSHED and Lien Aid WASH Marketing Program with 17 Triggers.
The messaging used in the sales materials was informed by the insights of the market segmentation research and follows the “CLEAR” sales framework described below. While testing the sales tools, villagers began calling the sales agents “Sanitation Teachers,” which is the title the project began using for sales agents. The sales tools included:
- Sales training video and manual that covers the sales process from beginning (setting up territory) to end (moving on to a new village)
- How to do a group presentation
- How to do individual sales
- Goal setting and review of results
- Training completion certificate
- Sales record book to help Latrine Business Owners and sales agents keep track of orders and deliveries
- Sales support tools:
- Village maps that can be used to draw and map the village so that Sanitation Teachers can keep track of whom they’ve spoken to
- Group meeting invitations that can be passed out by the Sanitation Teachers to help bring people to the group meetings
- Sales order forms that also include referrals and testimonials to leverage the power of peer influence
- Site seller – the site seller is a flip chart visual tool that helps the sales agent stay on track with the sales pitch. It follows the CLEAR sales methodology that WRP has developed:
- Connect with the customer,
- Learn from the customer about their problems,
- Educate the customer about the solution,
- Ask the customer for the sale, and
- Resolve any buying problems.
The site seller is designed to “sell to the problem”—to get the listener to recognize their problems associated with not having a latrine (embarrassment, inconvenience, fear) and realize that purchasing a latrine would help solve those problems. This differs from the way sales agents often sell—speaking about the product specifications without relating to the experience of the customer.