A Quick Reference Guide to the

SHELL DISTRIBUTOR
PIPELINE SALES PROCESS
HOW TO USE THIS QUICK
REFERENCE GUIDE:
This Guide is a simple, step by step checklist
explaining each stage of the Shell Distributor
Pipeline Sales Process. It clearly sets out what is
required for each stage as well as showing what is
a successful stage completion, so you know when
to move to the next stage.
The Guide is useful to anyone connected with the
Sales Pipeline Process in a Distributor.
The Benets of Using the Shell
Distributor Pipeline Sales Process:
Sales People
- Supports achievement of sales target
- Helps prioritise and focus on top customers
and prospects
- Helps in the allocation of resources to sales
pipeline growth
- Clear format of pipeline information for sharing
with others
- Develops individual sales discipline and
professionalism
Sales Managers
- Forward looking view of team(s) opportunities
towards meeting plan
- Helps to better coach and motivate individuals
and teams
- Clear format of pipeline information for sharing
with others
The Shell Distributor
- Creates pipeline visibility to enable achievement
of sales target
- Supports the Shell Distributor to grow sales and
maximise opportunities
- Identies top opportunities where the Shell
Account Manager can add value
MAINTENANCE OF YOUR
SALES PIPELINE:
To Manage and Maximise your
Sales Process:
Every week: review sales pipeline with your
sales team - discuss Top 5 opportunities and create
an action plan for the following week to land
potential customers
Every month: detailed review of sales pipeline
with your sales team - send compliant report to
Shell Account Manager
Every quarter: indepth review of sales pipeline
with your sales team to record opportunities that
have not progressed through the pipeline as stopped
Every New Financial Year:
1. Decide if you want to keep any stopped or lost
opportunities from the previous year
2. Delete out any lines that are no longer relevant
(including won opportunities)
3. Update your new Annual Target and last
year actual
Consistent use of this process throughout
the year will result in improvement in your
prospect to customer success rate.
For more information please contact your
Shell Account Manager.
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NAVIGATING THE SHELL DISTRIBUTOR PIPELINE SALES PROCESS
SUSPECT PROSPECT APPROACH & ANALYSE NEGOTIATE CLOSE ORDER PAYMENT
What do I want to
achieve?
Identify potential
opportunities within
target sectors
Qualify opportunities Determine needs and agree interest
Agreement that the solutions offered meet
needs and secure commitment to purchase
Close and nalise
contract/set up
Receive order and
assure quality delivery
Collect payment in line
with terms
Do I have everything
in place to service this
customer?
Sales and
Marketing Calendar
Prospect criteria Full credit assessment
Marketing Information
(Shell and Distributor)
Offer conrmation
letter
Order services dened Payment terms
Market intelligence Distributor service level conrmed
Price strategy and structure conrmed
Distributor service level
conrmed
Target customer prole
Customer entry strategy
(Call Planning)
Check HSSE implications
(for delivery and storage)
Distributor service
level conrmed
Credit limit
Distributor Service
Level Conrmed
Market intelligence Preliminary credit check
Understand customer operations
and diagnose needs
Offer letter
Distributor terms and
conditions
Am I ready to move to
the next stage?
Fit the target
customer prole
Preliminary credit check Full credit assessment
Commitment to proceed Agree the start date
Check that all is
running smoothly
after rst order
You have completed a
successful pipeline
Known decision-making
unit
Decision-making process is known
Contact name and
telephone number
Potential volume
Customers needs and priorities
Data needed to open account is
known/available
Complete customer
set up
Follow up to check
customer satisfaction
Current supply
situation known
(able to deal and
not tied to long-term
contract)
Prospect progression
Customer agrees to move forward
to a negotiation meeting
Assure correct set up
as supplier
Verify all okay to
conrm timely payment
Which date shall I ll
in the Pipeline Sales
Process le?
Date you get the source
data
Date of validating the
prospect
Date of rst meeting to identify needs Date of proposal and pricing presentation
Date of agreement
(verbal or written) to
proceed
Date of contract/set up
conrmed
Date invoice raised
What successes have I
achieved in this stage?
Proled, contactable
opportunity
Qualied opportunity Needs agreed Purchase commitment Ready to trade Successful delivery Payment collected