Why Grocers LOVE Fact Selling Presentations From Their CPG Partners
There’s almost nothing more frustrating for a grocer than an unproductive meeting with a supplier. To avoid being a nuisance here are three fact selling tips every CPG supplier should follow.
1) Stop Pushing and Start Listening
You’ve got 10 amazing products but your retailer only has time for the top two. It’s your job to learn about that retailer’s customers, what sells well, what hasn’t been tried yet, and what their top competitors are doing differently. The more information you have, the better, faster, and more efficiently you can serve everyone’s bottom line. Then instead of trying to sell more products, you can respect the retailer’s time by focusing on the ones that will actually fly off the shelves, making life better for you, the retailer, and the customer.
2) Brand, Prepare and Organize Your Fact Selling Presentation
People live their lives on their mobile devices where they can find any piece of data they want instantly. So if you’re still showing up with printed sell sheets and reports and requiring the grocer to sort through pages looking for the right information, you’re wasting their time. And they’ll feel that. If you haven’t updated your selling process to tools like Selling 360, you’re falling behind the competition fast. Retailers live and die by hard data and real numbers. Those can make the case a lot more effectively than a good yarn. Move into the digital age where data is easily accessible.
3) Teaser RD and Build Excitement
Innovation is what keeps grocers in business. So showing up with information about what your R&D department is cooking up gives retailers a chance to get excited about new products and think ahead to building those products into their category management. Giving them quick tidbits as the products develop—including feedback from focus groups—helps grocers get ready to rock and roll by product launch. Make sure you focus on how this product will change the market and woo customers, not just how cool it is.
Making the right decisions, fast, based on hard data, is what separates the successful CPG suppliers and grocers from their competitors. The more you can focus on saving time by having the right information ready at the right time, the more successful your CPG/grocer partnership is likely to be.
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