To ensure maximum sales effectiveness from the retail outlets then the Marketers must develop practical outlet development manual that demonstrates to the sales force successful examples of the best-in-class sales activation schemes. The Market Development Manual is an effective tool that helps the sales team to put emphasis on the key marketing concepts that drive sales and profit, through a vast focus on pull-sales “out of the outlets”. The outlet standards are channel centric and developed based on outlet channel needs – demonstrating the appropriate; package sizes, space requirement, equipment, prices and communication materials, for example. After introducing the look-of-success then the salesman core objective is to sell-in and execute the look-of-success. Moreover, maintain it in every worthy outlet.

The Market Development Manual generally consists of three main parts, and they are:

1. General services policies and monthly sales targets
2. Fact based sales concepts
3. In-outlet execution standards, rules and guidelines

The Market Development Manual including Sales and Services Standards have proven to be very effective to drive outlet traffic, sales revenues and profits at the point-of-purchase.