Customer meetings
Your sales people should be very good at creating presentations
We took a break last week to discuss the new Food Strategy for Canada. It seems to be getting a fair amount of attention, which is good. We will dive back into our series on the role of your sales people.
In person meetings are some of the most valuable time you get with your customers. Your sales people should be great at creating and delivering presentations. Putting together the right information and resonating with your customers is an art. It is so much more than just talking about your business and your products.
In person meetings should be a conversation and an opportunity to learn about your customers. Yes, your sales people need to explain how your product will perform and how your offering is different, but they also have to listen and negotiate the relationship that will benefit your products.
SKUFood meeting agenda
Over the next few weeks, we will discuss the components of a meeting with a retailer. Think of your face-to-face meetings as a journey. You cannot cover everything in the first meeting. You should save a few facts, stories and opportunities for upcoming meetings. You cannot develop your relationship in one meeting.
When you are developing your presentation, it is important to keep in mind the purpose. The purpose of an initial meeting is to enlighten them about how your company and specifically your products will grow their sales and profits. The purpose of your meetings will change over time. You might need to negotiate a price increase or get a new line extension listed. Your approach needs to change to support your purpose.
Retailers need to see you as supporting their position in the market, driving traffic into the store and selling products. The purpose of the meeting is not to do a commercial for your business and educate them on all the great things you are doing. Category managers do not have time for a commercial about your business. We will dive into each segment of the meeting in upcoming newsletters. Our recommended format for a meeting is the following agenda:
1. Cover page
2. Agenda
3. Introduction
4. Point of differentiation
5. Sales plan
6. Costing
7. Sampling
8. Credibility
9. Conclusion
The following outlines the purpose and content suggestions for each section:
Cover page
Your presentation should start with a cover page. The cover page should be very clear that the presentation is from your business, designed specifically for this customer. If you deliver the same presentation to different customers and just change the logo they will know. I can remember even receiving one presentation when I was at Loblaw where they had an Atlantic Superstore logo on the front and then inside on the pages it said Sobeys everywhere. Not impressive…
The cover page should include your brand or a photo of your product, your name, contact information and the date. This might sit on their desk so it should be a billboard for you. Retailers always like to see their own logo. You can also use the tagline they are currently using. When you open the discussion, you can reference this and how your product or business is a great fit. Make sure it is correct and good quality!
Agenda
Start the meeting off with a very quick summary of what you will review. An agenda illustrates what you plan to talk about and that there is a good structure for the meeting. They might be thinking about cost of goods and when they see you will cover it then they focus on what you are talking about because they know cost of goods is coming up.
It also helps keep the questions focused on the topic as opposed to an item you have coming up later in the presentation. This is your time and you want to guide them through the discussion. If they start asking questions about everything except what you want to talk about it will be a challenge.
Include page numbers on the agenda. Some people prefer to forward this in advance of the meeting.
Introduction
Develop a very brief introduction to your business. What you do, where you sell your products and most importantly why do you do it. You should include your unique selling proposition. What makes you different than the last 5 people trying to sell their product in the chair you are occupying. Remember, they are most interested in why and how the item will sell at their store, not that you had to work 20 hours a day for 8 weeks to get your line up and running.
The introduction is one of the most challenging segments of the meeting. You want to get into it, set the stage but not tell them everything. If you have 30 minutes you want their attention for the entire 30 minutes. For this reason, do not give them all the good stuff in the first 5 minutes.
The introduction is one part of the meeting you should consider practicing. Some people are more comfortable than others recording themselves practicing. It is invaluable. You can learn a lot watching how you deliver the content and your overall presence. If you find it tough to watch, chances are they will too. I practice when I have a new opening to a keynote. I set my phone up and record the opening. I watch it. Try to improve on it. I do delete them so my kids do not have a blooper reel.
This is an important part of the meeting so you want to put your best foot forward. You can also write a couple of questions on your copy to ask them. You do want to get them talking early and make it clear you are there for a conversation, not just a one-sided talk about your products and your business. Ask a couple of questions that will get them engaged and see how your products are a fit for them or their consumers.
Keep your introduction brief. Some people go on too long and then realize they only have 20 minutes left for everything else. This is one reason why practicing is good. You can see the time on the recording to see if you can get into everything in 5 minutes or less, including the questions for them.
Next week we will talk about your point of differentiation and sales plan.
I do have travel coming up to Toronto, Guelph and Winnipeg so if you want to connect or have an event in any of these locations give me a call or send me an email.
Peter
SKUFood Recipes for Success Podcast
In this episode of SKUFood Recipes for Success, we sit down with the co-founders of Saltwinds Coffee, Laura Richard and Brad Rideout, to explore how innovation, science, and entrepreneurship have come together to create one of Canada's most unique coffee brands. From their roots in New Brunswick to expanding into retail markets. Saltwinds has built their business by being different through its proprietary Ocean Air infusion process that brings a distinctive maritime element to every roast.
Laura and Brad share the story behind building Saltwinds Coffee, combining expertise in chemistry, product development, technology, and business growth to create a brand that stands out in a crowded category. They discuss the challenges and opportunities of bringing an innovative product to market, the importance of differentiation, and how they've translated a unique concept into an award-winning brand with national reach.
We also explore the balance between innovation and commercialization, the role of storytelling in building consumer connection, and what it takes to scale a premium food and beverage brand.
If you would like to be a guest send us a note. We are always working on the upcoming episodes.
Media coverage of new Food Security Strategy
Last week we looked at each component of the new Food Security Strategy. It is also important to see how it is portrayed in the media. We still think they focus on some things that do not impact the price of food. It is a good step but we are still not getting at the root cause for higher prices.
Transportation, regulation, taxes built into every stage of the value chain, currency, relatively small population over a very big geography, infrastructure for export that needs improvement and other factors all impact the price of food. Some things we can change, others are more complicated. Most of the initiatives are positive and the focus on the industry is great. There is also some more heavy lifting required to really impact the price of food.
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.