food wholesale distributors
TRANSCRIPT
Independent DistributorRetail Distribution Strategy
Path to Market Slide Outline
Marketing Materials
Research & Planning
Introductions
PR & Marketing
Feedback & Delivery
– Mr. Checkout
“Placement is key…
If your product can’t be seen, it won’t sell.”
Marketing MaterialsWhat You Need to Know
Taking a product to distributors is typically a multi-step process of presentation, Q&A and financial discussions. Getting started on the right foot is important and that’s where your
marketing materials comes in handy.
Be Prepared to Deliver
Sell Sheet
Margins & Markup
Sell Through Rate - Avg. Units per Day
Examples of Point of Sale Displays
Examples of Sell Sheets
Examples of Point of Sale Displays
Your distributor should offer transparency to where your product is being sold and offer consistent feedback on any changes the store or customer expresses. This is the benchmark for a good supplier /
distributor relationship.
Research & Planning
What You Need to Know
Just because a distributor can help you doesn’t mean that they are in a position to take on a
new product or they believe in your product as much as you do.
Finding the right distributor is more important than finding a lot of distributors…
Things To Know
Which distributors will be the most successful with your product?
Where in the country are they located?
What market do they most often frequent?
What stores do those distributors service?
What can you say to make them interested in picking up your product line?
You should have a strong online presence before bringing a new product to market. Not only will the customer be looking for more information on your website, so will the store owners, distributors
and potentially big box buyers.
IntroductionsWhat You Need to Know
When speaking with distributors, it should be your goal to make them realize that they can be successful with your products. They often care more about immediate cash in pocket over long term success as they have seen so
many products come and go.
Date Before You Marry
Speak To Distributors Like A Friend
Do Not Sell, They Need To Be Nurtured
Make Sure It’s A Win / Win Relationship
Do They Believe In Your Product As Much As You?
What Kind Of Incentives Do They Prefer? Cash Or Product?
Distributors are inherently very busy people, even the lazy ones. If they aren’t on the road delivering product and keeping shelves
stocked, they aren’t putting food on the table that night for their family. Understanding their needs and respecting their busy schedule
is important for any supplier trying to place a new product.
PR & MarketingWhat You Need to Know
Putting a product into a store is step #1, keeping it there is step #2… Use your efforts to promote and sell as many products out of those
stores as possible, not only to cement the relationship with the distributor, but to make the store position the product in a place where
it can be most successful.
Steps To Market New Product
Strong Online Website
In-Store Marketing Collateral
Distributor Promotions and Discounts
Eye Catching Packaging & Display
Local Advertising Strategy to Drive Demand
Examples of Strong Website
Examples of In-Store Marketing
Examples of Excellent Packaging
Successfully launching your product into retail will depend on how well you are able to convey your “reason to buy”. Are you solving a problem? Are you a healthier option? Are you cheaper? Delivering
that information to the customer in 3 seconds or less is key.
Feedback & DeliveryWhat You Need to Know
Step #3 when working with a new distributor is building on your relationship so that when
you come out with a parallel product line, you’ll be able to have that distributor place it
easily and not have to start again with step #1.
Trench Warfare
Having A Strong Relationship With Your Distributors Is Key
These Are Not Customers, They Are Important Friends & Partners
Treat Your Generals Well and They Will Live In The Trenches For You
Knowing that your product is not selling is much more important than finding out that it is… Your goal for any new product launch should be to find out the reasons why people aren’t buying your
product by the case and making efforts every day to change that.
– Harvey Robbins
“Place a higher priority on discovering what a win looks like for the other person.”
