tom weldin llc objectives

Support Services That Assists the Sales Effort and Delivers Results for the Company

Providing support services and leading edge solutions to the

Customer Development group designed to maximize operational efficiency when dealing with our

Field Customers.

Implementation and Enforcement of the right policies improves the

effectiveness of the Field Force, and returns Millions to the P&L

Tom Weldin LLCRetail Excellence118 McKinley AvenueDumont, NJ 07628(201)[email protected]

• Sales Operations

• Pricing Policies

• Retail Execution

• Analysis & Evaluation

• Waste Controls

SupplyChain

Optimizing Results by Optimizing Resources

Sales Operations

The central nervous system of any Company. Direction, Contracts, Policies, Procedures, Pricing, Forecasting, Goal Setting impact trade relations with Customers. Poor coordination of these activities charge millions unnecessarily to the P&L.

Picture Or Graphic

Sales Promotion Administration and Analysis

Communications with Field Customer Development personnel is imperative for success. Brand plans , customer development, situation analysis for growth/improvement and funds management assist the Company in achieving it’s targets.

Retail Execution

Inspect what you expect. The Field Sales Team is the life blood of the execution of plans with the Consumer. 90% of the business happens at the retail shelf. Positive On Shelf Availability deliver results. Out of stocks and voids negatively impacts our results.

Supply Chain

Visibility of Product Quality and Shelf Life are important factors to the Consumer. Understanding product quality, supply chain damages and reclaim – unsaleables leads to improved Policy and Procedures between you and your Customers. Enforcement of the right practices can save 1% of sales.


Optimizing Results by Optimizing Resources :Sales Operations

Sales Operations

Picture Or Graphic


The central nervous system of any Company. Key activities:• Third Party Sales Agents Sales Structures and Performance

Contracts.• Bonus and Incentive Contracts.• Quota/Proforma Determination and Evaluation.• Sales Forecasting.• Industry/Trade Relations.• Corporate Policies and Procedures.• Terms of Trade.• Pricing Policies and Communications.• Product Information Communication and Maintenance.• Waste Management Procedures and Coordination. Poor coordination and implementation of these activities could charge millions unnecessarily to the P&L.

Optimizing Results by Optimizing Resources :Sales Promotion

Picture Or Graphic

Sales Promotion Administration and Analysis


The executional arm of the Sales Operations Department. Key functions:• Interaction with Field Customer Development and Brand

Management personnel is imperative for success. • Brand plans coordination, implementation and

evaluation. • Active participant in Brand/Field Sales Planning Sessions.• Situation analysis for growth (Business Expansion) or

improvement (Competitive Threats).• Funds determination to ensure that the Company has

the appropriate rate per case that delivers the maximum ROI.

• Funds Management and Tracking Systems.• Coupon Coordination for Promotional Programs.• Sales Reporting and Syndicated Sales Data Analysis of

Baseline and Promotional Business Activities.

Optimizing Results by Optimizing Resources :Retail Execution

Picture Or Graphic

Retail Execution


90% of the business happens at the retail shelf. Key concepts:• Improve On Shelf Availability through proper product

assortment and space allocation.• Perform fair share of shelf to share of market analysis.• Perform Store coverage analysis. Not all chains act the

same. Are we getting the best bang for the buck in this store?

• Are the Sales Agents properly armed and trained?• Inspect what you Expect. Perform in-field audits:

• Is the shelf section plan-o-gram compliant?• Does the shelf set meet the Corporate Brand

standards?• Are the proper rotation procedures being followed

in both the shelf and backroom?• Is the store frequency appropriate?• Are we getting the most out of our merchandising

programs and materials?

Optimizing Results by Optimizing Resources :Supply Chain

Picture Or Graphic

Supply Chain


The Supply Chain is vital in any open dated product environment. Getting the right product, in the right quantity at the right time is critical for survival. Key concepts:• Waste Control Procedures must be tight. If it is not,

it can be a drain on our profits and the Customers’.• Damages and Reclaimed goods are not just the

results of excessive inventory. All parties involved play a role and must take ownership.

• Enforcement of the right practices can save 1% of sales.

• Recalls and Product Retrieval Procedures must be in place and ready to be activated at any moment.

• Order replenishment systems that ensures the flow of goods from warehouse to stores.

Optimizing Results by Optimizing Resources :Partners in Retail Growth

Picture Or Graphic


EHRMANN USA LLC, Mishawaka, IN (February 2011 – April 2012).Goal was to create and develop a Sales Execution Plan that assisted the Company in bringing their Bavarian Yogurt product line to market in the Upstate New York and New England Markets. Part of those responsibilities included, but were not limited solely to:• Identify and Contract Third Party Sales Agents to represent the Company.• Process Mapping and Developing the Sales Functions to support the product.• Establish a Supply Chain process to fulfill orders and provide financial support.• Perform introductory sales presentations to targeted customers in the launch area.• Determine, recommend and execute all Pricing and In-store promotion programs.• Perform Market visits to evaluate execution at retail by the Sales Agents.• Analyze opportunities for Business Expansion and Correction steps if needed.• Identify further markets and customers for possible future expansion.

UNILEVER US NORTHEAST DIVISION (October 2010 – January 2011).Goal was to create and develop an Ethnic Inner City Sales Execution Plan that assisted the Company in addressing Hispanic Sales Penetration in small retail outlets, not currently covered, in New York City. Part of the project involved :.• Identify small outlet stores (Superettes and Bodegas) for Coverage.• Develop the portfolio that meets the needs of the neighborhoods involved.• Identify additional coverage in these outlets by an Ethnic Food Distributor.• Estimate volume potential from the additional coverage and potential benefits.• Create the in-store retail process to execute the Plan of the Brands Involved.• Establish the Planning Cycle Process to address new opportunities and/or correct problems.•Present findings for First Quarter 2011 launch in New York City.