Phones are great, sometimes
We are continuing with our series on building relationships with your customers. That phone in your pocket is a great tool when you are working with your customers. You just don’t want to over use it or get frustrated with it.
Last week I shared with you we did not have email when I started in the industry. This week I will let you know a select few had cell phones when I started with Loblaw. Only the very important people had them in their car and they required an antenna. Now we all carry them in our pocket. I do find it interesting the younger the person is, the less they use the device as an actual phone.
Learn about your customer
Your customers are all unique. You need to figure out how to communicate with them to build the relationships you need. The phone is valuable but you need to learn from them when it is best to use your phone. Figure out are they one of those people who gets to work early or stays late. Sometimes the best chance to talk is outside regular office hours. Their days get filled with meetings and reaching them can be a challenge.
It is also good to understand which phone to use. Many have an office phone and a cell phone. If they work from home on Fridays, you will not get them on the office line. Voice mail is ok but we all know the chances of a call back are not always guaranteed.
I worked for a boss one time who was an advocate of calling when they would not be there to answer. His opinion was if it was mild bad news better to get voice mail and credit for the call but not have to deal with the person. Not sure if you subscribe to that philosophy but he certainly went on to bigger and better things in his career.
There is a time when a phone call is the right call
Unfortunately, when you have bad news, the phone is the best tool to use. You have to own it. When you call, they might not be happy but when you think about the long-term relationship it is the right thing to do.
Before you have to make a bad news call think about the conversation and bring solutions to the table. If you have an out-of-stock or food safety issue, it is best if they hear it from you first. The phone is the best option. It is immediate and they have a chance to ask questions and get to the best overall solution. Think about what you need to tell them and the impact on their operations. You also need to bring your solutions. If you do not have definitive answers, tell them, and let them know when you will have solutions.
If you do get voice mail when you make bad news call let them know the time you called and follow up with more details in an email.
Don’t make every call a bad news call
Find some opportunities to mix up the messages. You do not want them to roll their eyes every time they see your number on the call display. The phone can be a good tool to confirm things and share some easy to digest information.
If you had an in-person meeting and there were some straight forward questions to follow up on, use the phone. Perhaps you are introducing new packaging or launching a program with their social media team. Not a huge issue whether you get voice mail or not. The important thing is you are delivering a positive message.
When they don’t call back
One question we get asked often is how do you move forward when they don’t call back. It is a great question and I appreciate the frustration. It bugs me when people don’t call me back too.
First try to figure out if you are calling at the right time, on the right day, to the right phone. Once you establish you are twist it around on them. When you get voice mail you want to include in your message, “you suggested I call early Friday morning”. Perhaps something came up or they got called into a meeting. The point is you are working on their schedule and you stand a better chance of getting a call back if you let them know you are doing what they asked you to do.
Make sure you are leaving a message that is informative and suggests a response. Try to avoid the “It is Peter calling again” tone. They do have a few issues on their plate. Give them the context such as, “when we met, I indicated we needed to order to new packaging to meet the deadlines for the seasonal ad. We have to order it by May 7. If you could confirm the volume of 2,500 cases we can get going”. You don’t want to threaten out of stocks etc. but make sure they know you have deadlines to meet.
If you still don’t get anywhere, you might have to explore other forms of communication. You can leave 3-4 voice mails then indicate you will also share the information in an email or text. Explore the options to see if you can get them to respond.
If that doesn’t work try some other people who work with them. A category assistant is the best option. Another reason it is good to meet as many people as possible and develop relationships with them. They might not be able to answer your question or confirm something for you but you know they have a chance to talk directly with the person you are trying to reach.
If you are still struggling to get some answers you might need to find an opportunity to get in front of them. This could be an industry event, a trade show or some other venue where you know they will be present. “Run into them’ and mention you had been trying to reach them.
The best advice is persistence up until the point of bothering them and hurting the relationship. If it makes you feel better you are not alone. It also can be a red flag in your relationship. If they really are not getting back to your calls then you might have a bigger issue on your hands.
Use your phone strategically
If you are listed with a retailer, you should be having at least one phone conversation every two months. You might have other calls in the interim as issues come up but you need to communicate with them. You will probably have to initiate the conversations but do not let it go too long. No news is not good news.
SIAL
It was a busy week at SIAL. Great to see so many familiar faces and meet new people as well. One thing I do appreciate when I see people at industry events is the comments about our newsletter. We work hard each week to put together the newsletter and deliver value to you. Always great to hear it helps you in your business.
Here a few photos if you were not able to make it. Always so interesting to see the products, packaging and ideas. Really enjoyed the opportunity bring the SKUFood shopping cart and speak a couple of times.
Opportunities
We do get requests from time to time for people who are interested in working in sales and marketing, for a food and beverage business. If you or someone you know is interested in any opportunities, let me know. We might have some opportunities that would be a good fit.
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.
FCC launches program to support industry
We know there is a lot of volatility which causes challenges for businesses in every sector. Farm Credit Canada (FCC) have launched a program to support industry through some of the difficult times. It is encouraging to see the support and allow entrepreneurs to focus on the business.
Although there are challenges there are also opportunities. Now is the time to let Canadian consumers know you are from Canada. People want to know and they will shift their buying to support these products.
Nova Scotia program to support seafood industry
With all of the turmoil in the marketplace, Perennia have introduced a program to support Nova Scotia seafood businesses. Many relied on sales to the U.S. market. This is an opportunity to explore the development of new sales initiatives or other improvements to the business.
Where is Peter speaking?
I do have travel coming up to Toronto, 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.