Overview & History Founded over 40 years ago in Quebec, Canada, SAIL is a private company that sells outdoor equipment ranging from clothes to firearms to kayaks to camping equipment to shoes. SAIL prides themselves on being “the Outdoors Superstore”i that offers “the largest network of outdoor, camping, hunting and fishing stores in Eastern Canada.”ii They have over 1000 employees and invest heavily in training employees. Their employees are usually specialists in the area of the store that they work in and range from professional hunters and fishermen, expedition guides and specialists in Nordic walking, kayaking, runners and adventure racersiii

SAIL’s Differential Advantage: Employee Knowledge and Canadian Roots.iv

Large brand variety for all price ranges

Head Quarters is in Laval, Quebec & 10 locations across Canada. o Beloeilo Burlingto

n

o Cambridge

o Lavalo Ottawa

o Etobicokeo Oshawao Quebec

City

o Brossardo Vaughan

Company’s Sales Strategy Employees have extensive product knowledge Create a relaxed environment that let sales associates focus on providing quality

customer service while managers focus on the numbers and what to focus on in the selling

o Top Down Selling approach Employees are stories “Our Best Stories in Store” Employees apply to work at SAIL by submitting their best or most impressive stories

– No Resume required

Philosophy: “A Good Story Can Always Become Better”

“We do everything we can to be the best at what we do. We offer support and training to our employees because an expert never stops learning. In each store, eight managers that

supervise their teams use their knowledge and heart to inspire the success of all.”v

Actions to Implement Sales Strategies Product knowledge Training & seminars hosted by various brands Online product vendor training; rewards from both SAIL and vendor

Monitoring and Measure Success No employee ID tracking for sales; no individual sales measurement

Stephen Di Carlo, Nick Rivait, Rachel Schmidt, Louisa Sonosky, Danielle Wonhrath – Similarity 14%

No commission Brands & departments tracked

Rewards for Sales Successes Rewards for product knowledge – no rewards for sales

Comparison to Industry Related PeersMOUNTAIN EQUIPMENT CO-OP (MEC)

Canadian Company Co-Op based (Employees own part of the company) Strong customer loyalty

Employees are similar in nature – expertise in the area that they sell products in and are outdoor enthusiasts

More niche markets – large focus on extreme camping conditions Offers more clinics for the community and community events

o I.e. Sponsors running events to improve your running plus running clubs and in store yoga

COMPLETE PADDLER Local, Toronto based store with online shopping Smaller footprint & smaller amount of staff than SAIL Offers renting of equipment

FOGH MARINE Local Toronto based store, family owned & operated for 30+ years old Local experience – understand locations you’re using the products & what would

work best for you Similar sales strategy – more one on one with customers & with training

o Direct from vendors to staff regardless of position in company Doesn’t track individual sales Focuses on boat & kayak sales when looking at how sales are doing Small brands available but higher end and models available, with opportunity to get

more from supplier o Can deliver boats and/or ship across Canadao Shop Online is available

Focus on demonstrating the products soldo I.e. When you buy a kayak or boat they provide a rigging demonstration on how

to use the product so you’re comfortable with it after you leave the storeo They put the vessel on your vehicle or will hook up your trailer for you

Tactics Used in Promoting Sales VIP Online membership Newsletter

Comparing Class Content Value-adding

Stephen Di Carlo, Nick Rivait, Rachel Schmidt, Louisa Sonosky, Danielle Wonhrath– Similarity 14%

Closing strategies such as Summary-of-Benefits Closeo Letting the customer know what the benefits of certain products are

Look for verbal and nonverbal cues to tell when a customer is ready to buy rather than using closing methods

No need for a BATNA or ZOPA Not as focused on closing a sale as giving good customer service

Suggestions to Improve Overall Sales Become more involved with community sponsorships or create their own events Create more rewards for employees so they are more motivated to sell

End Notes

Stephen Di Carlo, Nick Rivait, Rachel Schmidt, Louisa Sonosky, Danielle Wonhrath– Similarity 14%

i SAIL. (2015). “About Us” Retrieved from http://www.sail.ca/en/about-sailii SAIL. (2015). “About Us” Retrieved from http://www.sail.ca/en/about-sailiii SAIL. (2015). “About Us” Retrieved from http://www.sail.ca/en/about-sailiv James Jenkinson. (2014). “Growth Market: The Wild Frontier of Outdoor Retail.” Profit Guide. Retrieved

from http://www.profitguide.com/industry-focus/retail/v SAIL. (2015). “In-Store” Retrieved from http://careers.sail.ca/in-store/