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MARKETING IMPLEMENTATION <br /> <br />The Power of Regional Sales and Technical Sales Staff <br />Because compost does not sell itself the way established consumer commodities do, <br />BFI proposes to make a relatively large resource allocation to the sales of finished <br />product. A critical feature of:our proposal :and an .element that will give the BFI/San <br />Mateo County partnership an excellent advantage over other sellers of compost is <br />that BFI will employ a full-time marketing/sales person. He/she will be responsible <br />for finished product market development. He/she will perform market surveys, <br />coordinate all advertising, attend conferences and trade shows, supervise test plots, <br />make direct sales calls to growers and nurseries, act as liaison to State agencies, <br />and lobby for support of finished product markets. Furthermore, the marketing/sales <br />person will provide customer service to end-users who may be reluctant to use, or <br />may not know how to use, composts and organic recycled materials. Services such <br />as soil testing, technical assistance, and interpretation of horticulture information will <br />be an integral part of our proposed marketing program. <br /> <br />Because BFI already has one sales manager serving the Bay Area located at the <br />Newby Island Facility and 6 sales representatives in Southern California, San Mateo <br />County will be able to take advantage of BFI's existing customer base and market <br />presence, and the synergy of being a part of a broader marketing and customer <br />service system. For example, existing commercial landscape customers who do <br />business in many counties throughout the state will be able to obtain service from <br />one vendor, BFI, throughout their market area by accepting delivery from compost <br />facilities located close to the job. National.accounts serviced by BFI Organics can <br />also be serviced in the Bay Area by OMCF. <br /> <br />The project marketing/sales parson will move finiShed product to market as a part <br />of the BFI regional sales organization. The team will: <br /> <br /> o Contact prospective and existing customers. <br /> <br /> o Describe the program and the product. Assemble and distribute sales <br /> and product literature and data as required. <br /> <br /> o Educate the potential customer if necessary and determine their unique <br /> needs/wants. <br /> <br /> o Arrange for finished product delivery to customers. <br /> <br /> 13 <br /> <br /> <br />