Buad 386 - Stubbs BBQ Seller Preparation

Stubbs Bar-B-Q
I.
II.
Description of the company you represent:

Since 1968
Austin, TX
Sixth largest BBQ sauce brand in the country.
Founder C.B. Stubblefield
Has Restaurant
Description of the prospect:
a. Factual description
Target
o Since 1962. Has 1,750 stores in 49 states.
o Upscale Grocery store: Photos, pharmacy, food
o Characteristics: Want it to be an upscale grocery shopping
experience
o Title of Contact: Corporate Headquarters OR Grocery Manager of
local Super target
Mount Royal
o Small, family-run grocery store.
o Grocery store: homemade deli salads and entrees, gourmet cheese,
sushi bar, salad bar, fresh meats and produce, full-line grocery,
dairy and frozen, and an in-store bakery.
o Characteristics: Hometown appeal (With Stubbs it offers this)
o Title of Contact: Grocery store manager (Has some BBQ but never
had Stubbs)
Hasty Market Convenience Stores

o Over 250 locations in Ontario. Since 1981. 1,500 5,000 sq ft.
o Known for variety, quality, and convenience. Fresh Deli, Fresh
Produce, In-store Bakery, Dairy, Frozen foods, Grocery
o Characteristics: Canadian owned. Customer service is top priority.
o Title of Contact: Grocery buyer of Hasty Market
Menards
o 252 stores in 12 states. 3rd largest home improvement retailer.
o Sells many items for do-it-yourself like building materials,
hardware, electrical, millwork, wall coverings, pluming,
housewares, floor coverings, cabinets, and appliances, ALSO sells
a limited number of outdoor living products such as barbecue
grills, grill accessories, and grill cleaning and cooking tools.
o Characteristics: Improvement retailer
o Final decision about which products will be offered in individual
stores are up to local store managers. If the store manager agrees to
offer Stubbs he will simply order the products from the Menards
distribution center.
o Title of Contact: Corporate Headquarters buyer for Outdoors
Products OR Outdoors department manager for one Menards
store.
Trader Joess
o 339 stores located in 24 states. Mostly in California. Keeps cost
low and tries to cut out the middleman.
o Grocery Store. Stocked with basics (milk, bread, butter) to exotic
fare (imported cheese, organic produce, hand-tossed pizza from
Italy). Every product is tasted before it is sold.
o Characteristics: Give customers savings.
o Local store managers would buy the products directly from Stubbs.
If the store manager agrees to offer Stubbs, he will need to
purchase the products directly from Stubbs.
o Title of Contact: Store Manager of local Trader Joes OR
Corporate Headquarters
Chilis Grill and Bar

o Restaurant Chain. Over 1,400 casual dining restaurants. Found by
Larry Lavine. Full Menu.
o Restaurant: Fresh, hand prepared salads to burgers
o Customers use with meals
o Not requesting that Chilis sell Stubbs products to customers.
o Title of Contact: Corporate headquarters of Chilis
The Joint
o New Orland Restaurant. Made list of Bon Appetits Top 10 New
Barbecue Restaurants.
o Restaurant: pulled pork and beef briskets, chicken, and ribs. Has
host of sides and fixings.
o Use with meals and have upon request.
o Not requesting that The Joint sell Stubbs products to customers.
o Title of Contact: Chef
b. 5 needs the prospect has

Have more varieties for the customers to choose from.
It is original and has a home feel to it.
It is glutton free so it appeals to a larger audience.
It is healthy because it does not use any artificial ingredients.
It is offered in a glass bottle which makes the bottle look nicer on the
shelves.
III.
Description of at least two of the main competitors to your product/service:

a. What are the competitions strengths
K.C. Masterpiece:
o Has different flavors of Marinade: Honey Teriyaki,
Caribbean Jerk, Classic, Buffalo, Lemon and Cracked
Pepper, Hawaiian Spicy Mango, Tuscan Garlic Herb.
Porkys Gourmet
o Has other products to offer besides things for BBQ,
such as hot sauce, jellys, jams, mustards, and hot
sauce.
Cattlemens Barbecue:
o Offers bulk sizes giving more to the customer.
Ukuva iAfrica
o It has a fruity flavor to it that reminds people of
Africa.
o It gives to charities and helps people in Africa.
Hunts
o Has a variety of other products that can be supplied
to the store besides BBQ Sauce, such as ketchup,
pasta sauces, and meal starters.
Heinz (Jack Daniels)
o Lots of different flavors and has marinades and steak
sauce
Kraft
o You are able to buy a lot of product from this one
company.
b. What are the competitions weaknesses
K.C. Masterpiece
o Its products may contain glutton.
Porkys Gourmet
o Does not have the wide variety of sauces that Stubbs has
Cattlemens Barbecue
o It is harder to find in small bottles and is more offered at Sams
club and Costco.
Ukuva iAfrica
o Its not the original BBQ sauce that some people want.
Hunts
o Hunts only has two BBQ Sauces: Hickory and Brown Sugar and
Original
Heinz (Jack Daniels)

IV.
o It is a thicker sauce making it have way to much of a BBQ taste.

Stubbs will not take away from the glory of the other flavors in the
BBQ.
Kraft
o It has quantity but not the love and the hominess of Stubbs.
Description of the product/service you are selling

a. Short summary of the product
Glutton Free
Never uses artificial preservatives or colors giving your barbecue the
authentic, legendary Texas flavor
No High fructose corn syrup
Variety: Stubbs full line now contains 7 sauces, 6 marinades (2 injectable
marinades), 2 Liquid Smokes, 5 rubs, 4 cooking sauces, a mopping sauce
and a wing sauce.
BBQ Sauce
o
o
o
o
o
o
o
Original
Sticky Sweet
Spicy
Sweet Heat
Hickory Bourbon
Smokey Mesquite
Honey Pecan
Marinade
o
o
o
o
o
o
Rub
Chicken
Beef
Pork
Chipotle Butter -Injectable
Texas Butter -Injectable
Texas Steakhouse
o BBQ
o Beef
o Steak
o Chicken Spice
o Pork
Cooking Sauces
o
o
o
o
BAR-B-Q Slider
Chili Fixins
Hatch Chile
Smokehouse Baurbon
Liquid Smoke
o Hickory
o Mesquite
Wing Sauce
b. Prices ordering requirements
Hand out chart
$3.91 Jack Daniels Original
$4.99 Stubbs Original
$1.85 Kraft Original
$2.58 KC Masterpiece Original
c. Guarantees (not just personal guarantees, but also company guarantees)
Promotions (Pricing Handout)
End Aisle Display: Earn an extra $1 per case discount on all cases
purchased
Advertise products in newspaper: 50% co-op payment for the
actual portion of the page cost of the ad
Newspaper ad includes 1/8th of a page for Stubbs: Stubbs will
reimburse the store for 50% of ad.
d. Features-Advantages-Benefits (in chart form, 5 of each)
Feature
Stubbs has a variety of
different sauces, rubs,
and marinades that are
glutton free.
Stubbs does not uses artificial
preservatives or colors.
Stubbs has a wide variety of
different products.
Advantage
This will help your store
reach out to the people
who cannot have
glutton.
This will reach a wider
customer range that do not
want artificial things.
This will appeal to the grill
snobs who want specific
Benefit
Reaching these people
will benefit your store
by selling more BBQ to
a larger audience.
This will help to please the
healthy customers who want
natural products.
This will bring in more
grillers to your store.
products for their food.

Stubbs offers a cook book.
This product will help the
customers who do not know
what they are doing with
different sauces.
The founder of Stubbs is a real You will know that these
cook himself, so he has used
products are good and used by
these products himself.
C. B. Stubblefield himself. As
Stubb said, Ladies and
gentlemen, Im a cook.
V.
Will encourage customers to

buy the products that are in
the book.
Will appeal to those who
enjoy a more personal
product.
Objectives for the sales call:

a. Primary
Target Local Supermarket
o Have the manager sell some of the products at his store.
Target Corporate Headquarters

o Have Targets corporate headquarters approve the offering of at
least some of Stubbs products at the stores and stock them in
Targets distribution warehouse.
Mount Royal Fine Foods Grocery Store:

o Secure a sale of at least of the product.
Hasty Market Convenience Stores:

o Secure at least a trial order
Menards Corporate:
o Have Menards corporate headquarters approve the offering of at
least some of Stubbs products in its stores and carry the products
in the Menards distribution warehouse.
Menards Individual:
o Approve the offering of at least some Stubbs products in his store.
Trader Joes Corporate

o Secure agreement that allows the offering of at least some Stubbs
products in the stores.
Trader Joes Local Store:

o Approve the offering of at least some Stubbs products in his store.
Chilis:
o Make Stubbs sauce available to customers to use with their meals,

either as a standard item placed on dining tables of available on
request.
The Joint:
o Consider using Stubbs as he prepared meals that use BBQ sauces
and marinades. Also would like it to be available to customers if
requested during their meals.
b. Minimum
To get consideration to buy the product.
c. Optimistic
To achieve the goals that I have set and to sell to the customers.
d. Secondary
Have the person agree to keep the packet of information in his files.
VI.
Approach:
a. Technique used to gain attentions
Grilling and camping weather is nearing fast.
b. SPIN
S
Grilling season is coming up, do you think that your store is
prepared for it?
How many different brands of BBQ sauces do you have in your
store right now?
Chilis: Do a lot of your customers ask for BBQ Sauce?
The Joint: How many times do you try to get a certain taste for
your food, but its just not perfect?
P
Does your store have enough products for grilling season such as
rubs and marinades?
Do you ever have customers complain about the different BBQ
sauces that you are supplying?
Chilis: Do you enjoy giving your customer the plastic bottle that
looks cheap?
The Joint: Do you have a brand a BBQ sauce that can offer you a
variety of different flavors?
I
Would your customers be happier if they had a wide selection of
different sauces and rubs they could use while they are grilling?
What happens when the type of sauce the customer wants in not on
the shelf?
Chilis: What happens if the patron asking for BBQ sauce is
looking for a glass bottle that hold that flavor in?
The Joint: What happens when you get frustrated at using the same
old spices that do not reach the Texas taste?
N
Would you be interested if I told you that Stubbs has a vast variety
of different sauces and rubs that customers would be excited to
use?
What if I could assure you that Stubbs has a variety of different
sauces that will please many different customers, would you be
interested?
Chilis: What if I could tell you that the bottles that hold Stubbs
BBQ is a beautiful glass bottle, would you be interested?
The Joint: Would you be interested if I told you that Stubbs has a
variety of different flavors that you could use on your different on
trays and also offered the taste of Texas?
VII.
VIII.
Objections anticipation:
a. An exhaustive list of all possible objections and how you would respond to each
(use techniques from the book and identify each) Note: put yourself in the buyers
shoes. What would your objections be?
Having a glass bottle could be dangerous on our shelves because it makes
them more breakable.
o The glass bottles make the flavor last longer. Also they look better
on the shelves then a plastic bottle
Use to buying from the same provider
o Stubbs will change it up on your shelves giving your more variety
for your customer
I can purchase it cheaper at these places.
o Stubbs does have its promotions that will make it a better option
for your store.
Your products quality is too low.
o That really isnt true, we were rated the 6th bestselling sauce in the
nation. We are a smaller brand that makes it less likely to be first
Closing:
a. List of all possible trial closes and when to use each
How does this sound to you?
Can you see how these features help solve the problem you have?
Have I clearly explained our sauce to you?
Do you have any questions?
b. Buying signs to look for

Eyes opened and relaxed
Face or mouth not covered in hands
Natural smile
Relaxed forehead
c. Three possible final closes
Minor point:
o Would you like to try Stubbs for a while or purchase it now?
Standing-room-only
o If you cant decide now I may have to offer this to another
customer.
Continuous yes
o Do you think that this product will be good for your store?
o Do you like the idea of having a variety of different sauces to
choose from?
o Would you like to commit to the order today?
IX.
A list of visual aids you have prepared to use in the presentation:

Jar of BBQ Sauce
Price Chart
Nutrition facts
Hand out of different sauces pictures and descriptions
Time line of Stubbs
Link to Video:
https://youtu.be/7oD7LSHDKT8

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Stubbs Bar-B-Q

Description of the company you represent:

Hasty Market Convenience Stores

Chilis Grill and Bar

b. 5 needs the prospect has

Description of at least two of the main competitors to your product/service:

o It is a thicker sauce making it have way to much of a BBQ taste.

Description of the product/service you are selling

products for their food.

Will encourage customers to

Objectives for the sales call:

Target Corporate Headquarters

Mount Royal Fine Foods Grocery Store:

Hasty Market Convenience Stores:

Trader Joes Corporate

Trader Joes Local Store:

o Make Stubbs sauce available to customers to use with their meals,

Do you have any questions?

b. Buying signs to look for

A list of visual aids you have prepared to use in the presentation:

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