There are no two-day courses to ensure buyer collaboration
How to sell? Well, that rather depends : on what you are selling. There’s the ‘technical sell’ in engineering, the ‘pity sell’ if you are door-to-door, the ‘pressure sell’ for double glazing or, of course, the ‘mis-sell’ if you’re in banking! In grocery we generally have suppliers wondering why they struggle to get the ‘visionary […]
Get crunching with the numbers – it can transform results
Read these words: footfall, basket spend, purchase frequency, cash cycle, margin mix, promotional mix, shelf productivity, stock investment, stock cover, waste reduction, mark-downs. Feeling a bit nauseous? Don’t assume the only way to motivate your customer is by conceding margin and paying fees. The buyer’s commercial motivation is driven by all these business fundamentals. But […]
A Warning For Suppliers
Have you noticed the retailers talking about their wonderful supplier relations, just when the new Groceries Code Adjudicator is announced? Funny that. Christine Tacon seems keen to do her bit to ensure fair play in the supply chain. However, I sit in a trusted position among suppliers and I can guarantee that most think invoking […]
Buyers will only listen if they think they need your help
Let’s say you can clearly see that a customer is missing a trick in category. There is a gap in their range for a product that has shown huge incremental category sales where you have introduced it in other customers, say. It’s an open goal, a ‘no brainier’, yet still your buyer is not listening. […]
With every call, find out something new about your customer
Twenty five years ago, selling in the grocery industry it was all very relationship dependent. The old lags slapped each others’ backs and told jokes. Then powerful customers became more demanding and relationship went out the window. Smarter sales teams replaced jokes with expertise and insight, and found that they had a new reason to […]
Know your promotion objectives before you select a promotion
Have you ever got to the checkout and been told: “These are on bogof so you can have another one free”? Or have you been notified of deals you were unaware of by the self-scanner? OK, you saved money, and you feel EPIC, but think about it. The businesses funding these promotions have rewarded you […]
Who says that selling is weak? That's just wrong
At a recent round or sales training events staged by the IGD, the speaker announced that justifying yourself was weak, and the more you sell the weaker you look. Sorry. That’s wrong. If you are part of a selling organisation you know with every fibre it’s wrong, and all your successes prove It’s wrong. Selling […]
Tesco’s bad record on collaboration speaks for itself
The latest round of talk about closer collaboration with suppliers made me smile. Many relationship-hungry suppliers reserve insight and innovation for the Tesco account — only to find disappointment around the corner. Tesco’s behaviour then backfires, as suppliers become cautious and only prepared to tweak a generic category plan. This latest wave of ‘being nice’ […]
Don't just focus on promotions, there are other business drivers
OK: you’re running a sales organisation and you think you spend most of your time on the right priorities. Put it to the test, and start with the accounts teams. You may find that 8o% of a national account manager’s time is spent on promotions: proposing and agreeing deals to go on shelf. Many suppliers […]
Top-to-top meetings are very important, but handle with care
I have in my hand a piece of paper,” says the CEO, stepping down from the company jet. “During my two-day market tour with Mr Wonderful, the head of Superchain, we have redefined a way of doing business. Our difficulties are a thing of the past.” Sounds great doesn’t it – senior managers from both […]
