Transcript
The Mind of a Buyer: How to deliver amazing growth to your
retail sales in 2015
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IntroductionsDwight Detter Forager / Buyer
Whole Foods Market
Michel Algazi Robert Gonsalves Greg Yudin Klaus Mager
Food Centricity
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About WFM’s Local Vendor Program
• Local food systems
• Conscious Capitalism
• Small business empowerment
• Diversity at the POS
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About Food Centricity & FMH
• Food Business Acceleration
• Food Maker Launchpad
• Food Maker Growth Path
• Food Maker Hub
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3 Classic Elements of Food Product Business V01
PLAN BUILD GROW
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3 Successful Elements of a Food Maker Growth Path Program
Plan SMART
Build STRONG
Grow FAST
PRODUCTS
Customers SALES
NoviceProfessional
Never TriedAlways Buying InfrequentExpanding
Growth Path
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Upcoming Production Resources for Food Makers in So Cal
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Shopped but Never Bought
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The problem
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Buyers are not Consumers
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No Experience to Guide Me
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Where do I Focus?
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Stalled GrowthDifferent mindset, no guide or experience and no idea where to focus?
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The opportunity
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Be Inside the Buyer’s Mind
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Deliver Direct like a Distributor
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Develop Operating Procedures
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Double your SalesThink like a buyer, get placement like a distributor and utilize defined operating procedures
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Why... would this opportunity be able to help
your business?
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5 Key Principles+1
1 | Set your prices appropriatelyMake sure you understand margin
expectations throughout the wholesale value chain
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2 | The Devil is in the Agreement Get an experience advisor to review your Buyers & Brokers agreements
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3 | A Showcase Sell Sheet A designed & complete sell sheet is more important then how your product taste
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4 | Packaging Talks Professional packaging separates the pros from the casual or home grown
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5 | She who promotes best, wins Support your products with a full suite of demo and promotional programs
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+1 | Selling is hard, Ordering must be easy The Re-ordering starts at the first Order
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What... will be the most hardest for
you to accomplish?[and why?]
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Harvest Star - Sales Growth Compass
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Sales Growth Harvest Star
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Sales Growth Compass
Product
Sales
BuyersCustomers
Promotion
PlacePrice
Participate
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Building your Buyer Promotion & Place Program
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Buyer LingoPerformance TPRs
Bill-Back
SPIFS
Scan Down
http://retail.about.com/od/retailglossarya/
Non Performance Off Invoice
Case Stack Down
Free Fill
MCB (Manufacturer Charge Back)
Hip Pocket Deal
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Promotions - Buyer’s Pet Topic
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Buyer Questions• What kind of promotional support is being
offered? • What are the frequency and depth of the
promotions? • What is your plan to tell the consumer about
the product? (demos, advertising, public relation campaigns, social media, etc.)
• Have you put a lot of thought into your strategy, and are you supporting our efforts by participating in our programs?
• Is the Product presented in an attractive and concise way?
• How much existing distribution do you have with our customers?
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Promotion IdeasIn Store Display
Temporary Price Reductions
Case Stack Down
Coupons
Contest and Sweepstakes
Demos & Presentations
Rebates Premiums
Trade Allowance
Trade Sales Promotions
Cause Related / Fair-Trade
Joint Promotions
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1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
PRODU
CTBU
YERS
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KETING
CUSTOMER
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Growth Roadmap -‐ 2015Project Title or Product Name
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1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
PRODU
CT Product IntroducCon
New Channel Opening
BUYERS
MAR
KETING
CUSTOMER
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IntroducCon of New Product
Placement rollout Support Product introduc1on with Promo1onal buyer campaign
Growth RoadmapProject Title or Product Name
Social Targe1ng to drive in store purchasing
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Promotional & Marketing Calendar Template - FM Launchpad
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Building your Buyer Place - Distribution Elements
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PLACE• Third Party Storage: • In Outs • Storage • Pick & Pack • Freight In / Out • Backhaul costs (DC to individual
Stores) • Freight Insurance • Temperature Issues • Chain of Custody (FSMA)
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Template - How to Launch a new Retailer Checklist
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Next Steps
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Local 101 Full-Day IntensiveMonday 12/13
Slow Money
Monday 11/18Saturday 11/15
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Q&A
ALL
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