Data Analysis: Red Bull Account Sales

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 Sales Growth by Account and Account Type

Graph(s) of trends and data for sales by account and / or account type

BAR
Restaurant
12000 250%
200% 12000 140%
10000
10000 100%
150%
8000 8000
100% 60%
6000 6000
50% 20%
4000
4000 2000 -20%
0%
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t 1 t 2 t 3 t 4 t 5 t 6 t 7 t 8 t 9 10 11 12 13 14 15
0 -100% ran ran ran ran ran ran ran ran ran ant ant ant ant ant ant
Bar Bar Bar Bar Bar Bar Bar Bar Bar Bar Bar Bar Bar Bar Bar u au au au au au au au au ur r r r r r
ta t t t t t t t t a au au au au au
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 es es es es es es es es es est est est est est est
R R R R R R R R R R R R R R R
Series1 Series2 Series3
Series1 Series2 Series3
Series4 Series5 Series6
Series4 Series5 Series6

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 Club Event Venue

12000 150% 12000 200%

10000 10000 150%

100%

8000 8000 100%

50%
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0%
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4000

-50% 2000 -50%

2000

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0 -100% 1 2 3 4 5 10 11 12 13 14 15
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 nue n ue
n n ue
n n uen n ue n uue ue
e ue ue ue ue ue ue ue
l ub lub lub lub lub lub lub lub lub ub ub ub ub ub ub e e e e e e e e e n n n n n n
c c c c c c c c c l l l l l l t V nt V nt V nt V nt V nt V nt V nt V nt V t Ve t Ve t Ve t Ve t Ve t Ve
ht ght ght ght ght ght ght ght ght htc htc htc htc htc htc n
e e e e e e e e e n n n n n n
ig i i i i i i i i
N N N N N N N N N N i g
N
i g
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i g
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i g Ev Ev Ev Ev Ev Ev Ev Ev Ev Eve Eve Eve Eve Eve Eve

Series1 Series2 Series3 Series1 Series2 Series3

Series4 Series5 Series6 Series4 Series5 Series6

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 Best and Worst Performing Accounts by Account Type
(5 Year CAGR)

Top 2 Bar Restaurant Club Event Venue

Accounts Bar 1 Restaurant 1 Club 1 Event 1
Bar 2 Restaurant 2 club1 Event 2

Bottom 2 Bar Restaurant Club Event Venue

Accounts Bar 15 Restaurant 15 Club 15 Event 15
Bar 14 Restaurant 14 Club 14 Event 15

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 Total Sales by Account Type and Year

Graph(s) of trends and data for total sales by account type and year…

TOTAL SALES WITH CAGR

450000 250%

400000
200%
350000
150%
300000

250000 100%

200000 50%

150000
0%
100000
-50%
50000

0 -100%
r 1 r 3 r 5 r 7 r 9 11 13 15 nt 2 nt 4 nt 6 nt 8 t 10 t 12 t 14 b 1 b 3 b 5 b 7 b 9 11 13 15 e 2 e 4 e 6 e 8 10 12 14 ES
Ba Ba Ba Ba Ba Bar Bar Bar ra ra ra ra an an an tclu tclu tclu tclu tclu lub lub lub nu nu nu nu ue ue ue AL
tau tau tau tau aur aur aur igh igh igh igh igh htc htc htc t Ve t Ve t Ve t Ve Ven Ven Ven L S
es es es es est est est N N N N N Nig Nig Nig en en en en nt nt nt TA
R R R R R R R Ev Ev Ev Ev Eve Eve Eve TO

2017 2018 2019 2020 2021 CAGR

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Observations and Key Takeaways

 Write your observations and insights about sales, sales growth, marketing and promotion
effectiveness, or any other takeaways here….

 Sales Performance:
• Average sales figures range from 7,871 to 13,232, with high standard deviations suggesting
notable variability and opportunities to gain insights from outliers.

 Sales Growth:
• Sales display a significant range, from 44 to 409,194, indicating potential for growth in lower-
performing segments. Analyzing trends over time could further enhance our forecasting abilities.

 Marketing Effectiveness:
• The variability in sales reflects the effectiveness of various marketing strategies. Identifying
successful campaigns can help optimize future marketing efforts.

 Takeaways:
• - Understand the factors behind high-performing sales to replicate success in weaker areas.
• - Leverage sales data to develop targeted marketing strategies.
• - Regularly monitor data to remain responsive to market changes.

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What is objection handling?
Objection handling is a part of the sales process when the prospect raises one or more
objections or concerns about the product, the price, or some aspect of the sale, and
you must respond to those objections to overcome them and close the sale.
Sometimes the objections are based on misunderstanding or lack of understanding
about details of the product, its promotion, its competitors, or its customers, and you
can educate them about those facts.
Sometimes the objections are really a:
1.Starting point for negotiating price or delivery terms or promotion incentives, and
you can negotiate on those terms.
2.Cover for the prospect feeling overwhelmed, understaffed, or out of time, and you
can consider where you can bring resources to bear to help that prospect with those
feelings.
This is the time to be innovative, creative and be seen by the prospect as a
collaborative partner in their success. Responding to objections is your time to shine!
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Responding to sales objections
Over many decades of experience in “direct” selling, some key practices and techniques have been identified
to overcome objections.
They include:
1.Use active listening skills (Confirm). Slow down, ask open-ended questions, and try to really understand
what they mean. You want to understand more than just the words they are saying. You want to understand
the intent and emotion behind the words too.
2.Clarify with questions. Explore the issues and topics raised, and be curious. That helps the prospect feel
heard, and including them in the solution development process also helps them feel ownership of the solution.
3.Repeat back what you heard (Catch). Make sure the other person understands that you heard them and
that you understand their objection.
4.Validate the prospect’s concerns. As you repeat back what you heard, validate their perspective. Their
emotions and intent are real, even if the facts they raise are not, or are not as important as they think they
are.
5.Ask permission to overcome the problem. Actively seek to bring down barriers to solving the concern
and gain buy-in to doing so.
6.Reframe their objections (Contain). Restate their concern in ways that make it more actionable, more
solvable, or more in perspective and in context with other information that make it seem less daunting.
7.Leverage social proof (Commit). As you respond to their objections, provide stories or data about other
customers who face the same issue and what worked for them.
8.Close the deal (Convince). Negotiate the specifics of the solution that overcomes their objections and
meets their needs.
You will use these best practices to respond to an objection shortly.
Here are some resources to help you
For a few quick reads to get you started, take a look at any of the following resources:
•What is Active Listening? 4 Tips for Improving Communication Skills
•How to Overcome the 7 Most Common Sales Objections [with Response Scripts]
•Objection Handling: 44 Common Sales Objections & How to Respond
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There are many resources on the Internet covering sales techniques in general and overcoming objections
specifically if you want to read further. The techniques that collectively are referred to as “active listening” are
One of your accounts Bar 7 isn't performing well
Your account data analysis showed that one of your accounts from task 1,
Bar 7, owned by Lorena Posacco, had robust sales of Red Bull products a
few years ago. However, in the last three years, Bar 7’s sales have
dropped dramatically.
You also learned from your data analysis that Bar 7 does not have many
marketing and promotion programs implemented, nor a wide product
assortment. You have recently been given account management
responsibility for the Bar 7 account, and you met with Lorena to introduce
yourself and start a dialog about Red Bull sales in her bar.
During that initial meeting, you practiced active listening and made notes
about Lorena’s concerns and objections.
She had two principal concerns:
1.“Red Bull is quite expensive compared to other energy drinks.”
2.“Customers don’t ask for Red Bull in my bar.”
Lets now have a go at responding to the objections raised by Lorena.
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Lorena, Is your product always the least expensive option in your business? I would rather
inconvenience you with a high price today than with a cheap solution that isn’t solving anything. Let’s
not let a few dollars keep us from doing business together.

effective point-of-sale promotions can significantly boost your sales.. Our experience shows that
prominently featuring Red Bull drives a remarkable increase in sales compared to competitors.
Investing in our brand could elevate your bar's status and profitability. Let’s explore this opportunity
together!

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