How to get a meeting with a category manager
Give them a reason to meet with you
We have been sharing some insights into preparing for a meeting with your customer and also some good questions to ask. We did get a few emails about one step before all of this; how do you get that meeting scheduled?
No doubt it can be a challenge. Category managers are busy and many of them work with hundreds of suppliers. There are a few scenarios we will discuss for getting that valuable face to face time.
You do not have a relationship with the person
If you do not have an established relationship, the most effective method is to get an introduction from someone who does know the person. They can give some context to you, your business and why the meeting would be beneficial to the retailer. Make sure they copy you on the email so you can follow up with the category manager. Give them some time to respond but don’t leave it too long.
Trade shows are another opportunity to meet category managers and set up a future meeting. If you know what they look like this helps. You can also get other people with booths close to you to watch out for them. The most effective way to get the meeting from a trade show interaction is if you can contact them ahead of time to confirm they will come by your booth or meet at a certain time.
You can reach out to people on Linked In. It is better if you are connected to the person for a period of time and then ask for a meeting. You want them to see some of your posts and perhaps feel like they know you a bit before you send a message to request a meeting.
Cold calling can work but it is a challenge. You will probably have to call many times before you get a response. If/when they do respond make sure you do everything possible to make yourself available for the meeting.
If you have an existing relationship with the person
The best time to confirm a future meeting is in a meeting. We have said a few times this is a journey and when you are in a meeting you should be thinking about the next one. Once you have covered the topics you want, discuss the time and date for a future meeting. This gets it in their calendar and you can plan for it. Even if they have to change it because of a scheduling conflict you are much more likely to get it re-scheduled as opposed to calling for a meeting.
If you have nothing scheduled, you need to get their attention when you call/email/text or meet them at an event. IN previous interactions you should have asked what their preferred method of communication is, day of the week and time of day. Then, when you contact them you can say, “you said to call Monday early in the morning”. You are much more likely to get a response.
When you do contact them, give them a reason to meet. That reason is based on their business, not yours. Many suppliers will call to say, “I want to discuss a new item we are working on”. Immediate response from category manager is, ‘great another item that will cannibalize sales in the category and we are at full capacity in the warehouse’. Give them a reason that helps their business. Let them know you have a new item that has proven to grow category sales by 10% or bring new consumers into the store. Perhaps you have developed some innovation that will extend shelf life and reduce shrink.
Some suppliers believe they should meet, even if they do not have much to say. This is frustrating for retailers. They are busy and want to focus on opportunities to improve their business. Make sure you do have something valuable for them.
You should also suggest a 30 minute meeting if you are struggling to get to see them. Perhaps you would rather have more time but once you are face to face you can set up the next meeting.
One option if you have not seen the person for a while is to ask if they will be at a specific trade show or event. You can get them to spend 15-20 minutes with you and again, you can start the journey and set up the next, longer meeting in the office. We have seen people meet category managers at consumer shows.
Category managers do not get out to stores enough. When you call, you can suggest meeting at a store so you can look at the category and talk about your program where the consumer makes the decision to buy. This gives them a reason to be there.
Sometimes you might have to send some samples into the office to get their attention. If you have been working on something new that you want them to see. Our preference is to wait until you are together but sometimes it can be a challenge to get their attention. This is more a last resort but it can work.
If you have a relationship with them hopefully you also know some of the other people in the department. If you are not getting a response from your key point of contact get in touch with the assistant category manager. See if they can get something for you or even meet with them to get the journey started.
I do have travel coming up to Toronto, Guelph, Winnipeg and Vancouver 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 explore how a new generation of brands is rethinking hydration through ingredient integrity, format innovation, and clear positioning. As the electrolyte category continues to evolve, standing out requires more than functionality, it demands a differentiated product and a brand consumers can trust.
We dive into what it takes to build a real ingredient electrolyte product, from sourcing directly with farmers to formulation and creating a clean label offering without added sugars, dyes, or artificial flavours. This conversation also unpacks the strategic decision to innovate beyond traditional formats, introducing a freezer based approach that challenges how and where consumers engage with hydration. By combining fruit first ingredients with functional electrolytes, this model highlights how format can become a powerful lever for differentiation in a crowded market, while navigating the real trials and tribulations of building a business from the ground up.
We also explore how brands can scale while staying true to their core product and positioning, particularly outside of traditional beverage aisles. From maintaining quality and consistency to making thoughtful, detail driven decisions at every stage of growth, this episode highlights the discipline required to build something new in an emerging format. It’s a look at how strong foundations and attention to detail can support long term success in a highly competitive category.
If you would like to be a guest send us a note. We are always working on the upcoming episodes.
You might be on camera in grocery stores
Technology keeps changing and some retailers are using it to reduce theft in their stores. In recent years theft has become a major issue in the food industry. There was always a portion of product that was not paid for. Unfortunately, in the last few years this number has grown rapidly. We all pay for it because retailers have to charge higher prices to cover the cost of theft.
In some US retailers they are using facial recognition to identify people coming into the store that might be thieves. This is controversial with some consumers not happy about being on camera. The argument of course is if you have done nothing wrong, what are you worried about. It will be interesting to see if any Canadian retailers adopt this. There are definitely cameras in almost every store.
Government of Canada Strategic Response Fund
Last week we watched an online session from the government fo Canada to explain the details of the strategic response fund to support the national food strategy. Organizations can access $10 million to $50 million per project in federal funding to support transformative investments that enhance domestic food resilience, with up to $350 million available overall.
If you are considering a project with this program, give us a call. We can help you figure out the sales component and what resources you need in place to support the sales as you improve your capacity. This is a great opportunity for Canadian food and beverage.
From the website:
We are seeking organizations with 10 or more employees that are incorporated in Canada and are pursuing commercially viable projects in key industries, such as:
- food and beverage processing
- food-grade packaging and materials
- industrial manufacturing systems
- agricultural inputs and critical food-system components
Applicants must demonstrate:
- support for one or more of the initiative’s areas of focus
- financial capacity to complete the project
- a clear commercialization or operational pathway
- strong economic and strategic benefits to Canada
- Canadian industry participation
- the ability to begin implementation within a few months
Projects will be competitively assessed based on how well they support the National Food Security Strategy’s objectives, including strengthening Canada’s food production and processing capacity, improving supply chains, and creating economic benefits.
Projects must align with one or more of the following strategic investment areas:
- building new domestic capacity
- modernizing existing capacity
- strengthening supporting infrastructure
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.