Special projects have long-lasting impacts

Special projects have long-lasting impacts

It is more than just selling retailers products

There are many different opportunities to build relationships with customers. We have focused on some of the more common elements like your face-to-face meetings and communication. This week as we continue our series on building relationships, we will talk about the opportunities you have with special projects. These do not present themselves that often but when they do you need to be ready to participate.

A special project can be anything the retailer is working on to test something or implement changes to their operations. These are large, complex businesses and they can’t just flip a switch to implement change. They often need to test changes or confirm improvements before they roll it out across the network. They need to start in test environments and to do this they need suppliers to participate.

Yes, you need to get your products listed and get the next price increase approved. There is a process for these challenges. A good relationship does not guarantee you will get the next line extension on the shelf, but it does give you a much better chance. Participating in special projects can move your relationship to a place where your business is tied closer to the retailer and they just know you better.

Let them know you are interested

Some people might be thinking, ‘what special projects?’. If you are, there is a chance your customers do not see your business as an option to participate in these opportunities. They do not go out in public looking for partners. They consider which suppliers would be a good fit and then they ask for volunteers. There are examples where they send an email to the entire supplier base but there are other times when they make a list and figure out who they want to work with.

Tell them you are interested in some opportunities. When they know you want to be there your chances increase. Often, they will be looking for suppliers from different departments or different volumes to work on the project. It is one thing to make a change with a large multi-national company with shelf stable products. It can be very different to work with a regional supplier on limited code date products. If you believe this will help your relationship and there will be a return on your investment let them know.

Be prepared to do the work

Only offer or sign up if you are willing and able to do the work. You are doing this to continue the relationship journey. Do not participate if you cannot dedicate the resources to be a valuable partner. It will hurt you more than it will help you.

If you are not sure about the time and resource commitment, ask them. The larger retailers will work with consultants who have already scoped out the work so they should know that they need from you.

A great opportunity to meet people

When retailers are working on some of these projects you will have opportunities to meet people in other parts of the business. The project could be in food safety, distribution or operations. Although they do not make the decision to list your product or approve the price increase, they are all important in your relationship.

We have seen examples where you will get exposure to some of the people at the top or the retailer’s organization as well. It is always good when the important people know who you are or about your business. They can influence a lot of things.

Educate your employees

If the project requires some employees from different parts of your business to work with people at the retailer make sure your people are prepared. This is an important relationship for your business so you want the interaction to be positive. People who work in the food safety or logistics part of your business are not used to the interaction with retailer’s employees. Make sure you help them understand how the two businesses work together and how important the participation in the project is to the overall relationship.

The time you get behind the scenes is valuable

Often the participation will require you or your people to spend time at the warehouse or the store. This time is incredibly valuable. Learn as much as you can. You will see things you do not usually get access to. Take note and figure out how they can help you in the future.

Opportunities will be focused on their priorities

When you are considering projects they will be related to the priorities of your customers. Initiatives related to shrink, labour, food safety, reducing expenses, distribution, the warehouse or IT can all be on the table. Think about where you have some expertise or resources and offer to play a role. Timing might be good or it might be one of those things that take months to develop. Make sure you keep your key point of contact (category manager) informed as they might not even be involved. They need to know as this is where it can help build that relationship.

Peter

SKUFood Recipes for Success Podcast

The response to our SKUFood Recipe for Success podcast has been great. We want to thank everyone who has been with us as a guest. So many interesting conversations about our industry.

Listen and subscribe wherever you get your podcasts.

If you would like to be a guest send us a note. We are always working on the upcoming episodes.

FCC Food and beverage report

The opening statement is about uncertainty with the release of FCC’s Food and Beverage Report. That is a good word to describe the current situation. We do believe there are a lot of opportunities out there for Canadian producers and processors. Getting to the shelf is great but you also need to be able to keep the customers happy. Make sure you focus on the opportunities you can service properly.

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.