More questions to ask in customer meetings

Show them you are interested in their business

Last week we shared a few questions that you or your sales people can use in your customer meetings. Questions should always be part of your meeting plan. You should have some questions ready and also there might be some things that come up during the meeting to warrant a question.

This week we will focus on some questions that prove you are interested in their business. You should be learning about what they are doing, when they plan to do it and why. This can influence your planning and priorities.

A question for every meeting:

1.  What are your business priorities?

Or even better…

We saw on your annual meeting press release your president said the business priorities for next year are A, B and C. We wanted to see how they impact your category?

You want them to understand you are interested and watching their business. When you ask the question in the second, longer format you demonstrate both. Their priorities should have an impact on your business priorities. You do not have to react to everything they are doing but there could be some important reactions. The big shift to opening more discount stores is an example of this. If you are selling to Sobeys and the business priority is to invest in more FreshCo stores you probably need some items that will work well in discount. If you don’t have solutions for them, they will go somewhere else and your sales could drop.

Another good reason to ask this question is to see how well the people you work with are aligned with the leadership in the business. Reality is you deal with the category manager, not the president. If you ask about the priorities and your point of contact says, “yes I heard about sustainability but we still have to deliver a +5% same store sales growth for the year”. You know you should focus on same store sales and perhaps leave the compostable packing until the future.

Questions to show you want to drive sales:

2.  With the increase in sales in community ABC are there any opportunities for more off shelf displays?

You want them to know you looking for sales opportunities. You also want them to see that you are watching different markets and that you are focused where there is potential for growth.

3.  We attended two conferences this month as there is a lot of discussion around protein. Are your consumers talking to you about it?

The answer is probably yes. Then you can follow up with:

4.  We are working on two new SKUS that deliver 25% more protein than any other item in the category. We have fast tracked development to respond to consumer demand. Can we set up a time to review them in the next 4 weeks?

The first question is designed to set up the second question. You want to get them saying yes and in some agreement with you. We all hear about more protein and it is a very good chance consumers are telling retailers they want more of these items. Once they say yes to the first question it makes it easier to get a yes to the second question. They already said they are hearing about it and probably need to respond.

In the second question when you add ‘fast tracking’ they get the message you are investing a bit more to get the product to market and generate sales for both of you. You are also telling the category manager the product has a great point of differentiation.

5.  Our sales are outpacing same store sales growth by 10%. Is it possible to get our minimum order increased so we can ship full truckloads once per week?

Outpacing same store sales growth is a key metric, especially as population growth slows down. The entire industry has been working in a period of growth driven by several factors but one of the biggest has been a growing population. Immigration policy is changing and we will see 0 to perhaps even negative growth. Sales increase will be the result of taking consumers from the competition.

If you do ask this question, you should be prepared for them to ask about a reduced price. You are going to gain efficiencies shipping in full truckloads. You might want to share some of the improvement or be ready to answer that you just received an increase in packaging costs but can offset it with the lower freight cost.

Next week we will share some ideas to help you get that meeting with the category manager. It can be a challenge so we will give you some insights to get the meeting scheduled.

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.

Sardines back on trend

The power of social media is on display again and driving sales of sardines. Yes sardines and it is younger consumers, watching on tik tok driving the sales. My Mother likes sardines. If you had asked me I would have said it definitely would be more popular with my Mother’s generation than my kids. I might be wrong…

The sales are growing and it is young people driving the growth. Who knew?

You have to stay on the trends because you just never know!

Government of Canada Strategic Response Fund

From the website:

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.