NEWS
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SALES STRATEGY
‘The Strike Force’ paying off for Ryobi
A few months ago Ryobi introduced a new sales strategy, ‘The Strike Force’ to ultimately increase sales for retailers. This new strategy is paying, with more retailers requesting ‘The Strike Force’ for their stores. New Generation Loppers gardena.com
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I
n October last year, Ryobi introduced
in such a way to ensure convenience for the
‘The Strike Force’, a concept that is part
customers and sales for the retailers.
TeleCut
of an exciting new sales strategy that has already been successfully implemented.
3 DIRECT SALES – the team come into
The reason behind the sales strategy is to
stores in a planned manner to help sell the
ensure a new approach to sales and service that
products. The team can sell a combination
benefits the consumer, the retailer and Ryobi.
of slow-moving items at the same time as
Effectively it is a new approach to how direct
promoting the faster moving products. This is
and indirect sales are achieved through the
achieved by making a ‘bang’ with the ‘strike’.
implementation of the strategy as a team.
This involves music, demos and advice for the
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customers. The aim is to create a stir, engage The teams ‘strike’ a store to achieve the
in conversations with the consumer, listen to
following:
their needs and educate them on choosing the
1 STOCK INTEGRITY – the Strike Force team
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right product for the correct application. This
go into the store in a planned and strategic way
also creates an opportunity to upsell regarding
and put an action plan in place together with the
spare parts and accessories. The consumer is
store owner or manager to move stock quicker,
engaged rather than intimidated and leaves
using in-store promotions, price adjustments,
the store educated and confident with the right
order manipulation etc. The outcome is one
product for their needs. This has a knock-on
where stock integrity is achieved – ordering
effect of turning over more stock benefitting for
issues are sorted out and slow moving stock is a
both the retailer and Ryobi as happy customers
thing of the past.
are also returning customers. The Strike Force
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can assist with after-sale service; pick-up and
2 INDIRECT SALES – The Strike Force team negotiates with the store on the acquisition of space – be it gondola ends, shelving, display
drop off of machines as well as assess and
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troubleshoot products as required. This strategy has been so successful for
stands, snake aisles, promotional bulk space and
Ryobi and retailers alike, so much so that Ryobi
so on to allow for clever and clear merchandising
recently ordered a Superlink truck and trailer
of all products and accessories. This effectively
to meet the current demand of Ryobi products,
results in more sales for the retailer as newly
says John Stevens managing director of
delivered and older products are merchandised
Stevens and Company (agents for Ryobi).
Call: 011-357-9600
The leading gardening brand trusted by consumers for over 50 years. @
info-gardena@mnhhardware.co.za www.gardena.co.za
A member of The South African Nursery Association (SANA)
Gardena.SouthAfrica DIY & INDUSTRIAL TRADE NEWS JUNE 2019
