Important but not the only tool you have
As we dive into our series on building relationships, we will start with the obvious; face-to-face meetings. Yes, they are very important but they are not the only tactic you have to build relationships with your customers. These meetings can be stressful and often key decisions are made. One thing we have learned is that the more you work on your relationships with customers, using different opportunities to connect, the less stressful the face-to-face meetings are.
We have shared some templates for meetings in the past and we have met many of you in our perfect your pitch workshops. I do enjoy the role playing! This week we will focus on some tactics that are helpful in any retailer meeting. Not just a pitch to get listed but the meeting to discuss the plans for an upcoming year.
Objectives for the meeting
We are big fans of being very clear about the objectives you have for the meeting. This should guide the development of your content and how you want to approach the meeting.
Everyone is different but we encourage people to focus on 3 objectives for the meeting. The top 3 things you need to accomplish or get agreement on when you leave the meeting. If you try to do more than 3 it can be a challenge and you might not get to them all. If you have less than 3 is it really worth the time to meet?
List these objectives and keep them in front of you as you build your presentation. By the way for some reason in the food industry we like to see them created landscape. Not sure why but that is what we are used to.
Time is important
Make sure you know how long the meeting is scheduled for. Do not assume 60 minutes or 30 minutes. Ask the question and build your presentation to fit within the window you have.
I can remember people coming into my office at Loblaw with so much information there was just no way we could get through it. This style did not win me over. If you can’t figure out how much information is realistic for 30 minutes I am wondering about the rest of your business.
Leave time for conversation. This is not meant to be you talking for 30 minutes, while taking very few breaths. We recommend 5 minutes per page of content. For example, if you have a 30 minute meeting strive for 6 pages of content.
Finish on time. It is very frustrating when suppliers go over the scheduled time. Usually, category managers will see many suppliers in one day. If meetings go over time it is not good. You do not get to cover something important and chances are the conclusion is rushed and you never get to confirm the 3 objectives you are trying to accomplish. Watch the time and adjust if you have to. There are times when they will stretch it out but make sure it is their choice, not your issue.
WIFT?
What’s in it for them?
Yes, you have objectives to accomplish but chances are you will only do this when they see the benefits for them.
Yes, they are looking for great products but it is not their job to sell them, it is yours. Paint the picture of what you will do to deliver the volume.
Yes, you want them to understand your business and the why for your product, but make sure you relate it to the people shopping in their stores or their employees.
At the end of every section ask yourself if it is clear what is in it for them?
This is a journey
In all my years I have never seen a great relationship created and maintained in one face-to-face meeting. Think of it as an important step in the journey but not the only one.
Your discussions should be related to the previous meeting and set up what you want to focus on in the next meeting. If you discussed service level and compliance fines last time then give them an update. They might not have time to look it up so do the work for them. It also illustrates you see it as important. The relationship is judged based on their criteria, not yours.
Do not put all your cards on the table in one meeting. I am not a great card player, but I do know you can’t show them everything you have too early. Perhaps you are considering a new package. Mention it and ask them if they have seen anything out there in the market or in their travels. You do not have to show them anything but you start the discussion. Next meeting you start with your awesome new packaging that will reduce shrink etc. etc. I have been in so many meetings where people tell them everything and there is nothing left for next time.
Stick the landing
When you watch gymnastics or figure skating or ski jumping (you get the idea) they always focus on ‘sticking the landing’. These athletes want to leave the judges with a great impression at the end of their routine. You want your meeting to be the same.
Plan the finale. Practice how you want to finish and accomplish your objectives. Such an empty feeling when someone has spent a lot of time on a meeting then get to the end and says, “well, that is it, I guess. I know you are busy. Um, really appreciate your time today. You probably have another meeting.” Boring…
Perhaps save something interesting for the conclusion. Get them thinking about the next time you will be together. Make it unique. Build some anticipation.
We will continue talking about relationships next week. Now that we have talked about the big one I am sure you are curious about the other 15 or 16 opportunities you have for personal interaction with your customers.
Peter
SKUFood Recipes for Success Podcast
In today's episode, we have the Kilted Chef, Alain Bosse grace our virtual kitchen. With his signature attire and boundless culinary creativity, the Kilted Chef has become a beloved figure in the culinary world. He has charmed audiences far and wide as an Ambassador of Atlantic Canadian Food and his unique culinary flair.
Get ready for a delightful conversation filled with anecdotes, insights, and perhaps a dash of tartan charm as the Kilted Chef shares his passion for food, culture, and the joy of bringing people together through the universal language of cooking. Whether you're a seasoned chef or an enthusiastic home cook, this episode promises to leave you hungry for more.
Higher prices related to trade war
It was only a matter of time before we would start to see retail price impacted by tariffs. With such a large amount of packaging coming from Asia we will probably see more price increases. Retailers have indicated they will review tariff related price increases faster. If you were buying something for 1.00 and now it costs you 1.15 because of tariffs it is difficult to argue that.
Orange juice is mentioned in the article. Here are some screenshots from our local Loblaw store e-commerce. You can see the impact of pricing on Tropicana when compared to the Simply Orange and Presidents Choice that are marked as ‘prepared in Canada’. The finished orange juice is subject to counter tariffs imposed by Canada whereas the ingredients used for Simply Orange and PC are not. Big difference in price and then there is the Tariff indicator as well. If we were budgeting Tropicana in Canada we would predict some tough sales weeks ahead.
FCC Winning in Retail- Guelph, ON
April 23rd
Retail can be a grind, but in this one-two-punch seminar, you'll gain key insights to get your products out the door and into the hands, or bellies, of your customers.
Really looking forward to partnering with Matthew von Teichman, Co-Founder Purplesful Snacking, to share the current trends of the retail landscape and actionable strategies for your business.
SIAL 2025
Excited to share the stage with Jo-Ann McArthur from Nourish Marketing and Sophie Cote from Innova Market on April 29th at SIAL in Toronto. We are part of the Trends and Innovation track. We will each deliver a 30 minute session to help you understand what is happening with consumers in the market and how to leverage the innovation and Canadian roots to get on the shelf.
Where is Peter speaking?
I do have travel coming up to Toronto, Guelph, Saskatoon and Calgary so if you want to connect or have an event in any of these locations give me a call or send me an email.