Sales people are a valuable link to customers
Selling is listening as much as it is getting them to buy
We see so many brand owners and even sales people focused on selling their products. Yes, we agree 100% you need to get your product on the shelf. That does include getting your customer to see the value in your product and that consumers will buy it.
Unfortunately, if these people are only trying to convince the customer to buy, they miss out on a very important role they have, which will lead to even more sales. They need to take the time to listen and learn about the customer.
Dedicate a portion of every interaction to questions
When you or your sales people have interactions with customers you should include a number of questions in your conversation. Ask them how things are going in their business. They appreciate the interest you are showing and you will learn so much that can impact your sales. Here are 10 questions you can consider:
- We got a chance to see your new store in ABC that was just opened. How is it doing?
- We really like the new merchandising units you put in the department. Are they delivering the results you want?
- We saw in Canadian Grocer that trend ABC was really gaining momentum. Are you seeing that in your category sales?
- We attended CHFA last month and there were so many products featuring protein. Is this something you are looking for, products with these attributes?
- We were in your store on XYZ st and noticed all of the signage highlighting Canadian suppliers. Are you looking for more people to participate in this program? We can get you photos if you need them.
- Last week at the Food and Beverage Atlantic conference Nielsen IQ shared some information about format sales. They said conventional stores are down 2% in Canada. Should we be budgeting this type of decrease with your stores in that space?
- Your department manager in store ABC said gluten free products are really starting to take off. Are you looking for more listing in this space?
- In Supermarket Business there was an article about your business opening more discount stores. Will we see more in this region and if so will any of our items be impacted with a limited listing base?
- In the new FCC food and beverage report they stated products in our category were up 5% in the last quarter. Did you experience this overall because we were up 8%?
- We saw the new private label packaging in stores. Looks great. Do you anticipate trying to shift more listings to private label and less focus on national brand?
These are just examples and you probably have some more specific to your business or category. We did want to emphasize that every question includes some form of statement that reinforces that you are in their stores or focused on the category in trade publications. You cannot just go in and pepper them with questions or it comes across like you are just mining for information. Let them know you are engaged and they will share a lot more.
Ask questions with a purpose
The time you get with your customers is valuable, make the most of it! If you know you are looking at a line extension that is gluten free then ask questions about that before you are ready to present it. They might share some very valuable information that you can use when you make your pitch to get the product listed.
If you are working on sales budgets then focus on some of the sales trends they are experiencing that might be beneficial to you.
Hold sales people accountable to be the link
Teaching people how to be good sales people is just as important as teaching someone how to operate a piece of equipment. A great sales person is the link between your business and your customer.
Perhaps once per quarter have the sales people report on each customer to the other parts of your business. Encourage them to share what they see in stores and what they have learned from interactions with merchandising people, store people and any other employees of your customers. If they show photos of a new merchandising unit your production people might have an improvement to your packaging that would help drive more sales.
Encourage your sales people to get other people in your business involved with the customers. Food safety people, logistics people and marketing people can all interact with your customers. It is not a negotiation for them so they can develop relationships differently. Your sales people should be part of the interaction but step back to let food safety people talk about food safety.
The link goes both ways
There are times when your sales people need to represent your business to your customers. Perhaps you are a primary producer and you did not get enough water this summer. You need a size exemption because your crop is on 75% as big as it normally is. Your sales people need to be proactive through the season, educating the customer about the growing conditions. If they have been representing your business properly the customer should already know the issue and be prepared for the question about product size.
The food and beverage industry is not always perfect. You might have issues with BB dates or too much inventory. Your sales people should be able to work with customers to find a solution that helps your business.
Selling is more than getting purchase orders
Good sales people understand your business, your customer’s business and the market. These are the people who maximize the opportunity for you. Constant focus on learning about your customer’s business and the marketplace ultimately ensures they will sell more. When you empower your sales people to learn and share the information with your business, you will be surprised by the good ideas that can be developed.
Peter
SKUFood Recipes for Success Podcast
Raised by murder mystery dinner theatre owners, Joshua brings a unique blend of creativity, strategy, and storytelling to the world of food and beverage. In 2014, he and his friends left behind their engineering careers to launch Good Robot Brewing, a quirky brewpub in the North End of Halifax that has since grown into three award-winning hospitality venues and a wholesale brand recognized across Canada.
Most recently, Joshua and his partners opened The Beverage Factory, a $6.5M co-manufacturing facility producing everything from wine to energy drinks for dozens of Atlantic Canadian companies.
In this conversation, Joshua shares his insights on building businesses that balance community, creativity, and scale. From the leap of faith that started it all to the complexities of launching a large-scale production facility, this episode offers valuable lessons for entrepreneurs who want to grow while staying true to their roots.
If you like what you heard leave us a comment or a review and subscribe wherever you listen to your podcasts.
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If you would like to be a guest send us a note. We are always working on the upcoming episodes.
The relationship between food costs and nutritional value
The new "high in" front of package nutrition labels are set to roll out across Canada next year. Consumers will soon be able to quickly spot products that are high in sugar, sodium, or saturated fat, ingredients most common in processed foods.
A recent study reveals that in many processed food categories, the cheapest options are often the least healthy. This highlights a growing concern that making healthier dietary choices may come at a financial cost, especially for lower-income Canadians.
Where is Peter speaking?
With the focus on Canadian food and beverage we wanted to share a program we have developed with Alain Bosse, the Kilted Chef. We partner to share insights about Canadian food and beverage at conferences and events. We talk about where products come from, share insights about some hidden gems and of course Chef Alain has great tips for using the products at home. This is designed to be entertaining and engaging. Not just for food industry audiences, it works for everyone.
I do have travel coming up to Toronto and Fredericton so if you want to connect or have an event in any of these locations give me a call or send me an email.