The Value of Consumer Engagement Slide 2 Trade Marketing -
Consumer Engagement Value of Consumer Engagement Why spend time on
CE training? What does success look like? Who is being trained?
Value of coaching CE throughout the organization Future of Consumer
Engagement Slide 3 Retail-Current State 5 P Execution Presence
Pricing Promotion Product Availability Personal Selling Slide 4
Looking Forward Restrictions mean less opportunity for our 5 Ps
Inevitably our markets are going to change Slide 5 Retail-Future
State Slide 6 Imagine a world where. 5 P Execution Presence Pricing
Promotion Product Availability Personal Selling Slide 7 Imagine a
World Where As we move forward we see 2 Ps as becoming increasingly
more important Product Availability Personal Selling Slide 8 Where
Do We Go From Here? And more importantly, How do we take advantage
of the opportunity that CHANGE provides? Slide 9 Introductions
Course Structure House Rules Expectations Slide 10 Learning
Objectives Products in Conversation Coaching & FeedbackRole
PlaysBrand StoriesObjections Slide 11 Coaching & Feedback
Setting the Stage Slide 12 Peer to Peer Coaching & Feedback
Giving Coaching: Dont apologize its a GIFT! Talk directly to the
participant Balance strength with what they could do different
Discuss specific examples Discuss changeable behavior Provide
examples of new behavior Provide feedback in positive and honest
manner Receiving Feedback: Be open minded Listen & dont
interrupt Balanced listening hear strengths! Take notes on ah-has!
Practice new behavior immediately Time Out Slide 13 Procedural
Guidelines Real World Compliance Slide 14 Procedural Guidelines
R.J. Reynolds is committed to its core principle that the decision
to use tobacco is one that should be made only by adults and RJRT
markets its products only to tobacco consumers who are of legal
tobacco consuming age. Each state determines the age an adult must
be in order to legally purchase tobacco. However, an ATC must be at
least 21 years of age in order to participate in consumer
engagement. R.J. Reynolds Commitment Slide 15 Procedural Guidelines
If an ATC 21+ has one of the four acceptable forms of
identification, that identification must be currently valid (i.e.,
it cannot be expired) In addition, the person conducting the
consumer engagement with the ATC 21+ must not have any reason to
doubt the authenticity or correctness of the identification Slide
16 Procedural Guidelines R.J. Reynolds accepts only valid
government-issued identifications that contain a name, date of
birth/age, and photograph Proper Identification Only the following
forms of Identification may be accepted - U.S. state-issued drivers
license - U.S. state-issued ID card - Native American Reservation
ID Card - U.S. passport/U.S. passport card - Military ID card
issued by a branch of the U.S. Armed Forces - ID from a US
Territory -Guam, US Virgin Islands, Puerto Rico, American Samoa -
Mexican Consulate Card Slide 17 Procedural Guidelines Foreign
Drivers License Foreign Passport Green Cards Employee ID Cards
Prison IDs Paper License Government Program Cards Club Cards
Hunting License International ID Cards Unacceptable forms of ID
include but are not limited to: What other unacceptable forms of ID
have you been presented? Improper Identification Slide 18
Procedural Guidelines Are we permitted to Share personal tobacco
experiences with qualified ATCs? Make the offer to anyone who has
not been properly identified an adult tobacco consumer 21+?
Initiate the offer or conduct Consumer Engagements with patrons who
are non-tobacco users? Initiate the offer or conduct Consumer
Engagements outside the retail sales location? Recommend a RJRT
product that aligns with an ATCs taste preferences? Slide 19 FDA
Review Slide 20 The Family Smoking Prevention and Tobacco Control
Act provides authority to The Food and Drug Administration to
regulate tobacco products under the Federal Food, Drug, Cosmetic
Act with the objective of implementing regulations that are
tailored to restrict advertising and promotional practices which
are most likely to be seen or heard by youth and most likely to
entice them into tobacco use, while affording tobacco manufacturers
and sellers ample opportunity to convey information about their
product to adult consumers. Slide 21 FDA Review What We Cannot Say
Making any express or implied statement or representation directed
to consumers with respect to a tobacco product, in a label or
labeling or through the media or advertising, that either conveys,
or misleads or would mislead consumers into believing, that the
product is approved by the FDA the FDA deems the product to be safe
for use by consumers the product is endorsed by the FDA for use by
consumers the product is safe or less harmful by virtue of its
regulation or inspection by the FDA or its compliance with
regulatory requirements set by the FDA Slide 22 FDA Review CE
Dialogue Is this product regulated by the FDA? Yes Are your
products approved by the FDA? No Does the FDA endorse this product?
The fact that the FDA regulates this product does not mean that the
FDA approves this product, deems it to be safe, or endorses it in
any way Are smokeless products safer than cigarettes? No tobacco
product has been shown to be safe. The company makes no health
claims about our products ATC Inquiry RJ Reynolds Employee Response
Slide 23 FDA Review CE Dialogue Why has Camel introduced modern
smoke-free products? Adult tobacco consumers 21+ tell us that they
are looking for new convenient ways to enjoy tobacco that doesnt
bother others. We offer a broad range of products that meet the
desires of adult tobacco consumers ATC Inquiry RJ Reynolds Employee
Response Slide 24 Products in Conversation Slide 25 Brainstorm as a
group important speaking points for your assigned Brand. Write your
speaking points on the flip chart. Circle phrases that are relevant
for conversation with ATCs Cross out phrases that confuse ATCs or
arent the most consumer-centric way to describe the product As a
team put together your circled items in the form of an ATC-relevant
product description and prepare to present to the group Groups will
add feedback to the group description to help round out the
description for the Consumer Engagement CAMEL Portfolio Sold Cold
for freshness Tasty Tobacco in a pouch For when you cant smoke
Great flavors - spearmint and tobacco CAMEL SNUS Slide 26 CE
Dialogue Roadmap Slide 27 ApproachShowcase Close Slide 28 Identify
and Greet the ATC and build positive rapport Verify that product is
for ATCs consumption Age verify to confirm ATC status (21+)
ApproachApproach Slide 29 CE Dialogue Roadmap - Approach Identify
Adult Tobacco Consumer What signs do you look for? Greet &
Build Rapport How do you greet? Behind the counter vs. in the store
with Consumer How do you build rapport? Role Play Slide 30 CE
Dialogue Roadmap A statement that provides a BENEFIT for the
Consumer followed by a PERMISSION question. The Benefit motivates
the Consumer to give you more time Makes you more comfortable
asking additional questions Examples: I see you are buying
cigarettes, are they for you? Im doing a survey of tobacco
consumers to better understand what they like best about their
brand. To see what you like best about your tobacco purchase, may I
ask you 2 or 3 quick questions? To get your opinion, may I talk to
you for 2 or 3 minutes? PERMISSION QUESTION BENEFIT APPROACH Slide
31 Benefit / Permission Statement Benefit: To help save you money
To give you a new experience To make sure you have more choices To
ensure you are the life of the party Permission: may I have 2-3
minutes of your time? may I ask you 2-3 QUICK questions? Slide 32
CE Dialogue Roadmap Qualify the ATC Why qualify? How do you verify
consumption? How do you verify age? What forms of ID do you accept?
What forms of ID are not acceptable? APPROACH Slide 33 Putting It
All Together Greet & Build Rapport Benefit / Permission
question Verification Age Consumption 2 minutes each Role Play
APPROACH Slide 34 CE Dialogue Roadmap ApproachShowcase Close Slide
35 Engage consumer about their preferences Tell Brand Story to
educate on key product points Gauge response ShowcaseShowcase Slide
36 CE Dialogue Roadmap Engage consumer about their preferences:
What is your Usual Brand, and what is appealing about it? Describe
your taste preferences. What would you like to change or add to
your Usual Brand? What would have to happen for you try a different
brand? Tell me how you chose xxx instead of Camel. Showcase Slide
37 CE Dialogue Roadmap Tell Brand Story to educate on key product
points Tell a Brand Story relevant to the consumers preferences.
Describe the product points that best suit the ATC. Ask if they can
relate Showcase Slide 38 CE Dialogue Roadmap Gauge response
Interested in Trial Wants more info Thanks, but No Thanks Showcase
Slide 39 My Brand Story Camel Grizzly Snus Slide 40 My Camel Story
Using Personal ATC Stories makes our dialogue more compelling
Stories showcase the product points in a more relatable fashion to
ATCs Stories make the dialogue seem fresh and unscripted because
each ATC story is different and engaging We are wired to recall
information when it is presented as a story Showcase Slide 41 MY
Brand Story Tables work in teams. Shares personal My Camel OR My
Grizzly brand stories. 5 minutes Combine stories to present to
class. 5 Minutes Tables 1, 3 & 5: MY CAMEL Tables 2 & 4: MY
GRIZZLY Each table has 2 minutes to tell their story Showcase Slide
42 Addressing Objections Slide 43 When conducting Consumer
Engagement you may hear OBJECTIONS Slide 44 Addressing Objections
Emotions and Listening Each table has 3 minutes to flipchart answer
the following: Table 1: How can objections make you feel? Table 2:
Why do consumers object? Table 3: How can a customer (clerk,
manager) cause an objection? Table 4: How do you feel when a
customer causes an objection? Table 5: What are the advantages of
objections? What happens to listening when emotions go up? Slide 45
RELATE RELATE TO THE CONSUMER USING ACKNOWLEDGEMENT OR EMPATHY
STATEMENTS POSITION POSITION a response based on the needs of the
Consumer CHECK CHECK WITH THE CONSUMER TO MAKE SURE THEIR OBJECTION
HAS BEEN RESOLVED ASK ASK A QUESTION TO GET THE CONSUMER TO TALK
ABOUT THEIR OBJECTION Slide 46 Addressing Objections Step 1:
Relating Acknowledge the consumers objection Lets the consumer know
they have been heard A neutral response Examples: Sounds like It
appears X is important Empathizing with the consumer Tells the
consumer you have walked in their shoes The consumer must believe
you Examples: Iappreciate, respect, recognize, realize, see Instead
of but use and Slide 47 Addressing Objections Step 2: Questioning
The question should: Be about the OBJECTION, not permission to ask
more questions Get the consumer to talk, not provide time for you
to change their mind Slide 48 Mike is conducting a CE in a
convenience store when he runs into a competitive Newport ATC 21+
that tells him that he is not interested in CAMEL because he is
fiercely loyal to Newport Addressing Objections No Thanks, Newports
are my smokes, I dont mess with Camel What Relating statement and
Question can we ask? Slide 49 Mike might say: Having a smoke that
you can count on is a good thing. What is it about Newport that you
like most? What would you improve? It sounds like you are a loyal
customer! Tell me what you enjoy most about Newport? If you could
change anything about them, what would it be? I recognize your
loyalty! Describe what keeps you coming back? Addressing Objections
Slide 50 Addressing Objections Relate / Question Exercise On
handout, each table team has 3 objections Develop a Relating /
Question statement for each Divide into pairs and practice your
statements We will go over each tables answers and you can write
their answers down to create a take away cheat sheet Acknowledge
the objection: Sounds like It appears X is important Empathize:
Iappreciate, respect, recognize, realize, see Slide 51 Addressing
Objections Step 3:Position & Checking Listen to what the
consumer says about the objection and relate / question again if
needed Tailor response to fit the consumers true needs Check to
make sure the objection was resolved Slide 52 Addressing Objections
The next step of Mikes interaction: The ATC21+ tells Mike that he
likes the Menthol flavor, and has just always smoked Newports. He
would like the menthol to be a little stronger sometimes, like when
hes at a party. How would Mike Position the consumers needs with
something positive about CAMEL? Slide 53 Addressing Objections Mike
might say to the ATC21+: Having a strong, consistent menthol flavor
is important to you. Correct? I often talk to Newport smokers about
CAMEL because the menthol capsule in CAMEL Menthol lets you add a
boost of freshness to your cigarette. Newport smokers appreciate
the ability to add an extra fresh boost. Would having an extra
boost be important to you? Slide 54 Addressing Objections Team A
line up on one side of room, Team B facing them Team A gives an
objection to Team B Team B provides a Relating / Questioning
statement and then a Positioning / Checking statement if time 3
minutes Coach & Feedback debrief Switch: Team B gives an
objection to Team A Role Play Slide 55 CE Dialogue Roadmap Present
appropriate offer & Reinforce key points Lead ATC to the
redemption process, if applicable Completion CloseClose Slide 56 CE
Dialogue Roadmap Present Appropriate Offer & Reinforce Key
Points Is offer always required for a successful CE? When is best
time to present offer? When do you reinforce key points? Lead ATC
to redemption process, if applicable What set up needs to be done
prior to redemption? How do you handle coupon transaction?
Completion How do you encourage trial? How do you refer ATC to
Website? How to you end non-offer CEs? Non smoker / quitting / not
changing Close Slide 57 Putting it All Together Role Play Slide 58
Coaching & Feedback Giving Coaching: Dont apologize its a GIFT!
Talk directly to the participant Balance strength with what they
could do different Discuss specific examples Discuss changeable
behavior Provide examples of new behavior Provide feedback in
positive and honest manner Receiving Feedback: Be open minded
Listen & dont interrupt Balanced listening hear strengths! Take
notes on ah-has! Practice new behavior immediately Time Out Slide
59 Summary CE as you GO! Practice What went well What needs
improvement Slide 60 Presentation Prep Night Tonight Teams move
into breakout rooms Sign into local computers; PPP template to be
delivered Practice Social Styles Skills Develop presentation End at
8; email presentation to team Tomorrow May come in as early at 7am
to breakout room Final presentation due at 8am In seats by 8:15am /
presentations start at 8:30 Presentation 10 minutes / 5-7 slides
Everyone must speak Deliver to your peers Be prepared for questions
& feedback Slide 61 Sub-head here Title Placeholder Add sub
text Slide 62 The Opportunity Create an Opportunity Statement by
answering: The common problem each of us is encountering in our
territories is: The problem is caused by: If we do nothing, the
results of this problem to our business is: The outcome we would be
most excited about is: ____________________ 62 Draft. For
Discussion Only Slide 63 Action Plan Detail how your Action Team
plans to address the opportunity at the territory level and also
within your division. What did you learn this week that will help
you bridge the gaps to improve results? Include milestones,
responsibilities, and timing. Draft. For Discussion Only 63 Slide
64 Supporting Details How will you execute your plan? How will you
know your project is successful? What data (if any) supports the
need for your project? 64 Draft. For Discussion Only Slide 65
Expected Results What results do you expect? How do you plan to
track your results? How will you track your progress? 65 Draft. For
Discussion Only Slide 66 People Impact What impact (if any) will
this have on your ability to perform your already existing duties?
Will there be any impact on your customers, consumers, or RJRT
employees? How will this help you achieve the company vision for
transforming tobacco? 66 Draft. For Discussion Only Slide 67
Communication How will the team communicate? Conference calls? How
often? Email? Other? Do any team members have a specific
responsibility? If so, tell your audience. 67 Draft. For Discussion
Only
