small business bc retail distribution-3jun2013
DESCRIPTION
Have you developed a product that you are ready to distribute to the retail market but not sure where to start? Attend this seminar and let Gerry Spitzner use his 40 years of retail experience to help you plan your sales strategy with potential retailers. Learning Objectives: >Discover how to structure sales calls to retailers, with the best results. >Understand the methods retailers use to decide what products they will buy for their stores. >Find out the common challenges retailers face; how and why they buy. >Uncover the cardinal rules you should follow when making your first sales pitch to a prospective client >Learn the terminology, technology and measurements retailers use to decide which products will make the cut. >Find out how merchandising and pricing works in both chain and independent retailers. >Discover the logistics and supply chain systems of getting products to the retailers’ door.TRANSCRIPT
Retail Distribution
move your product line to market
Small Business BCGerry Spitzner | retailSOS.ca
June 3, 2013
ThoughtstartersPurchasing methodsDistributionProductPreparationPresentation
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Roadmap
Help you with insights for creating, engaging and keeping your customer.
Inputs, outputs and outcomes for your business plan and your sales/marketing plan.
Answer your questions.
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My Goal for you today is...
Why they buy How to approach retailers What buyers look for in suppliers What buyers look for in a product Retail pricing and merchandising Retail distribution and logistics channels Your sales and marketing plan
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Objectives
POS = point of sale POP = point of purchase WMS = warehouse mgmt system SKU = stock keeping unit MOM = minimum order multiple CPG = consumer package good
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Acronyms
IND = independent retailer UPC = universal product code QR = quick response code PO = purchase order GMROI = Gross Margin Return On Investment
CRM = Customer Relationship Management
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Acronyms
EDI = Electronic Data Interchange EFT = Electronic Funds Transfer EDLP = Everyday Low Pricing OTB = Open-to-Buy POG = Plan-o-gram RDA = Retail Display Allowance
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Acronyms
Thought startersThis packet of thought starters is just that; a starting point. Let your mind wander and consider what you can do to help retailers minimize risks and maximize profitability.
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The 4 P’s of marketing◦Product, Price, Place and Position
7 P formula for marketing success◦Promotion, Productivity and “Profit-unities”
How will this product generate incremental sales for me? And repeat.
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Thoughtstarters
What’s the difference between your customers and your
consumers ?
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Thoughtstarters
How to sell or why retailers buy; which do you prefer to learn?
Who are people more likely to believe; themselves or you?
Who is better at closing the sale; your potential retail customer or you?
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Thoughtstarters
Have you ever had buyers remorse?
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Thought starters
Show me the value; or I’ll show you the door.
What is value in the 21st century?◦ Value is a function of the bundle of perceived benefits
offered at a given price.◦ Sell the ‘applied’ benefits of the benefit you and your
product offer. Develop your value proposition.◦ Prospective customers should be able to visualize
exactly what value you could bring their organization.
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Important insight #1
Why they buyTaking a look at the initial purchasing process from the buyer’s perspective offers invaluable insight to consider in your own selling process.
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Profit; make money or save time Want products that turn over at a price that will make them money
They want to know the repeat purchase potential, and can it be replenished quickly and reliably.
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Why they buy
How can I keep my customers in the store longer?◦Increases the average sale per customer
Look at products through the eyes of consumers to meet leading trends◦Increased impulse sales = increased
average sale per customer
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Why they buy
How to approach retailers
Do you sometimes wish you could just read your buyer’s mind? Ask; don’t tell. Stop ‘selling’ and help your customers buy.
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Top line sales and cash flow Customer traffic Customer profitability Staff productivity Return on investment; ROI
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What are retailers thinking about?
Inventory is one of the top two controllable assets in the business.
Do we really need that?◦ does your product fit my current market mix, ◦ do I have the space to merchandise it, ◦ do I have the cash flow (money) to pay for it?◦ What happens if I’m stuck with it?
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What are retailers thinking about?
Inventory is the retail gamble
It’s easy to turn cash into inventory...the challenge is to turn inventory into cash.
Help me move it; and promote it.
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What are retailers thinking about?
Make yourself irresistible to crazy-busy buyers and
customers...
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How to approach retailers
Complexity and information overload brings them to a screeching halt.
They subscribe to the “ If it ain’t broke, don’t fix it “ philosophy.
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Crazy busy buyers
They think making risky decisions is career inhibiting. Especially at chain retailers.
Most of their options seem like near clones of one another.
Not tolerant of stupidity or incompetence in other people.
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Crazy busy buyers
Make your presentation in terms of the retailer, your customer.
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How to approach retailers
How they benefit, how they profit, and how they produce will
provide value.
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How to approach retailers
Focus on ChallengesShare OutcomesEngage in ConversationSuggest Next Steps
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Successful Selling to Crazy Busy People
Keep things simpleDemonstrate strong biz caseMinimize the riskPrepare, prepare, prepare
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Successful Selling to Crazy Busy People
What retail buyers look for in suppliers
In addition to mentally preparing for the meeting, here's a list of some of the things a retail buyer may expect to see at your presentation.
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What your biz background is Your Financial means Number of years in business Geographical limitations
◦ What area can you physically cover and ship to?
Always remember, while you are qualifying them; they are qualifying you. Know, like, trust.
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What buyers look for in suppliers
Do not expect the retail buyer to know everything about the product category.◦Come in with some facts & market research.◦Sales trends in the category, consumer
research.◦Trend watching; help me with what’s hot.◦Tell me about something new or up and coming.◦What’s happening in the marketplace?
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What buyers look for in suppliers
You need to know my customers. I do. Do your market research ahead of meeting me then ask me about my market & customers
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What buyers look for in suppliers
I need to know your advertising and promotions plan.
How you educate my customers about your product and get them to try it in my store?
I don't have these answers for your product; you do. Or you should.
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What buyers look for in suppliers
Can you replenish quickly; do you have a solid supply chain?
Speed to market is just as important (if not MORE important) than the shelf price or cost of an item.
Your supply chain to the MFR. becomes part of my supply chain and I care what it is.
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What buyers look for in suppliers
Objections and roadblocks◦Objections are signposts that lead you
step-by-step toward closing the sale. Understand your customers situation
◦Help me move product and make money; frame your sale this way.
◦The buyer is dealing with limited shelf space
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What sellers ought to do
Shop the store ahead of time. Understand strategic positioning of the store.
Keep things simple; make your presentation short and snappy.
Don’t show everything you have at once. Too many choices confuses the buyer.
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What sellers ought to do
The answer is no... ◦If they feel pressure from you,◦If they feel like you're trying too hard to be liked, ◦If they don't think you understand their business,◦If they think you’re focused on what’s in it for
you, ◦If they get overwhelmed by what you're saying.
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Important Insight #2
What buyers look for in a product What you say and how you deliver your “pitch” will make all the difference...
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Where else are you selling this product?◦What makes it sell? ◦What problem does it solve?
I need to know why your product will be wanted by my customers.◦Is there a “market match” to my market?◦What does it ultimately help my customers
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What buyers look for in a product
Is there a need or a market? Or both? A need alone does not = a market; desire does.
Desire is the sweet spot where the market is.
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What buyers look for in a product
Push or pull product? What is the barrier to entry? Is your product future proof? What is the life cycle of product?
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What buyers look for in a product
Taste, health, ingredients, appearance, sustainability, preparation, packaging, customer value...etc etc.
All buyers do things for their own reasons, figure out what the buyer wants and then provide it for them.
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What buyers look for in a product
Must be easily understood by store staff and consumers.
How & Who will educate my customers?
What retail price can I get for this product?
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What buyers look for in a product
A retailer’s shelf space is their commodity. Add interest and ‘excitement’ to their
stores with new products and value. Will this item make my store more
appealing? Will it add to my average sale per
customer?
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What buyers look for in a product
The retail pricing approach depends on the product and the buyer.
Some look at product first; ◦then see if they can ‘carry’ the price
Others look at cost first; ◦they are judging what the selling price
would be and if a fit to their market or match in a category.
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What buyers look for in a product
Pricing and Merchandising
Setting the right price for your products and services requires balancing merchandising, pricing, placement, packaging, and promotion.
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Know your competition Do not compromise on your price Know your taxes; PST/GST/Tariffs Wholesaler upcharges Brokers fees Include all your costs
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Setting Your Cost for Retail
Mark up & margin. What’s the difference?
All of these terms often get confused in the conversation...◦Gross profit percent; GP%◦Gross profit dollars; GP$◦Gross margin percent; GM%◦Gross margin dollars; GM$
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Setting Retail Shelf Prices
Tamper proof packaging Display racks and trays Display packages with a window Off shelf areas for new mix Must fit on shelf in section or category it is going to be merchandised in
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How to deal with merchandising
Plan-o-grams & compliance Package size/dimensions Photos UPC code UPC code that stays on package Effective packaging worthy of shelf space
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How to deal with merchandising
Retail Distribution & Logistics Channels
Retail distribution channels consist of some combination of producers or manufacturers, agents or brokers, wholesalers or distributors, transportation, importers, and retailers.
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Three main supply chain channels...◦What is your cost to ship to your
customer?
Wholesalers Direct Store Delivery; DSD Self Distributors; Chain
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Retail logistics channels
Department stores Mass & Big Box Specialty & Discount Catalogue & Internet Grocery & Drug Stores Convenience stores
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Retail distribution channels
Within each retail category; 3 types◦Chain ◦Banner stores◦Independent stores
Who exactly is your ideal customer?◦Who is your end consumer? ◦Where and why does he or she buy?
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Retail distribution channels
Is the product WMS friendly? Case and product UPC Dealing with concealed damages Case pack; smaller MOM’s? Logistics or transportation charges; how are they determined?
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In the Logistics Channel
Consider using a professional agent, broker or wholesaler.◦ When you don’t have your own sales team or
sales is not your strong point .◦ There is a cost; however they have connections
and already established relationships.◦ Some wholesalers have their own sales dept.
that you may be able to “tap into” for representation.
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Retail reps
Your Sales & Marketing Plan
A successful marketing plan doesn't have to be complex or lengthy, but should contain enough information to help you establish, direct and coordinate your marketing efforts.
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Endure long receivable cycle Provide dating Provide prompt pay discount Payment by credit card Even risk not being paid
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Be Prepared to:
Provide a listing allowance Prepay freight; delivery to door Clear up damages and returns Have a plan for recall Sign a vendor agreement
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Be Prepared to:
Use a wholesaler or broker that specializes in your product category
Referrals are the way to go Value in a short term incentive Becoming the retailer & go online The use of online business media Carefully consider consignment
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Consider
There is a stumbling block...for importers.
National chain retailers have their own import department.
Why do they need you?
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Consider
What now?Now what or what now? …
Your outlook is a matter of your positive attitude and willingness to help.
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Confidence is the #1 factor ◦ in determining what, from who and where
retailers buy... Quality is #2, Service is #3 Selection is #4 and Price is #5
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Important insight #3
How can you?... Help them make money Save them time Make them feel safe Make them feel special
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Stepping Stones
The approach to IND’s and Banners is different than approach to chain...
Chain retailers like to act like small retailers
IND and Banner retailers look for products not in chains
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Stepping Stones
Just because you are new, doesn’t mean you are not worth the chance.
Retailers need new mix to create, engage and keep customers.
Increase impulse sales and profit.
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Stepping Stones
Decide first if you want to approach IND’s, banner or chain retailers.
Then determine your exact ideal retail customer and method of distribution.
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What Now?
Start a sales & marketing plan as a blueprint.
Understand your target market, ideal customer and consumer buying motivators. ◦Retailer (your customer) and end
consumers Who, what, where, how and why?
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What Now?
Define your unique value proposition and keep it current.
Focus on benefits not just features.◦Value is the bundle of perceived benefits
offered at a given price.◦Consider the applied benefits of the
benefit.◦Your UVP should include what you bring to
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What Now?
Retailers are looking for new products to differentiate their stores...◦They don’t have time to find them;◦They need you to help them find the
products and then help them “move” the inventory...
This is your opportunity!
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The Opportunity
Your evaluation is appreciated...
Want a copy of this presentation with my speakers notes?
E-mail me; [email protected]
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Thanks!
Follow Twitter: @passion4retail Connect LinkedIn:Gerry Spitzner Web: retailSOS.ca Blog: gerryspitzner.com Email: [email protected] Online Biz Card: gerryspitzner.tel Online Biz Card: retailSOS.tel
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Find me
Gerry Spitzner is an optimist with a natural "kid-like“ curiosity for improving life and business results. He believes in a bright future and our ability to build it together.
Drawing on 35+ years experience in multi-site retail retail operations, store ownership and the wholesale supply-chain; Gerry brings the leadership, knowledge and market awareness of business development to retail owners helping them achieve growth objectives. He teaches and inspires them to achieve results by aligning their vision with marketing strategy and operational execution.
Fascinated with a lifelong curiosity for why customers buy and a passion for retail; Gerry guides leaders and organizations to create, engage and keep great customers by delivering the promise of an extraordinary customer experience. He has devoted his life to sharing his thinking with other retail leaders to manage market analysis and build business plans that increase profitability and create competitive advantage with systems to implement.
His company is retailSOS.ca, a Vancouver-based business management consultancy with a suite of outsourced business services to support retail owners starting, buying or strategically realigning their business. With a clear understanding of the business of retailing he uses a solution oriented focus with ideas and alternatives that clients can use to address the changing marketplace issues they face right now. Gerry understands who they are, what they need, and where to find it, helping them market and strategically realign their services to integrate the business activities for optimal growth outcomes through customer experience.
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About
For mfr agents info: http://www.cylex.ca/vancouver/manufacturers%20agents%20representatives.html
For list of mfr agents; Google key words; *manufacturers agents vancouver bc*; or *{food brokers} vancouver bc*
For wholesalers; use Google key words; *wholesale (your product category) vancouver bc*
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Resource Links
WalMart Vendor agreement: http://www.walmartstores.com/Suppliers/248.aspx Canadian Tire vendor agreement: http://corp.canadiantire.ca/EN/JoinOurTeam/Suppliers/Pages/Su
pplierRequirements.aspx Target vendor agreement: http://img1.targetimg1.com/wcsstore/marketing/ca/company/i
mages/canada/pdf/Vendor_Online_Agreement.pdf
Home Depot vendor agreement: https://homedepotlink.homedepot.com/en-us/Related%20Docu
ments/Canada%20Supplier%20Terms%20and%20Conditions02-04.pdf
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Resource Links
For QR codes: www.qrstuff.com For bar code info; www.gs1ca.org
Retail associations: Retail Council of Canada:
www.retailcouncil.org NRF - National Retail Federation; Global
retail http://www.nrf.com/
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Resource Links
Sales & Marketing◦http://www.raintoday.com
Sales help and power questions◦http://www.gitomer.com/salesHelp/Sales-Hel
p.html Sales and personal development
◦http://www.briantracy.com Sales strategy and value propositions
◦http://www.jillkonrath.com/
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Learning Links
Trends: www.trendhunter.com Trends: www.springwise.com Trends: www.trendwatching.com Pricing and margin definition: http://en.wikipedia.org/wiki/Gross_margin
Retail, sales & marketing and small business: www.retailwire.com
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Learning Links
Little Red Book of Selling; by Jeffrey Gitomer The Sales Bible; by Jeffrey Gitomer
◦ www.gitomer.com Be Different or Be Dead; by Roy Osing
◦ www.bedifferentorbedead.com Unmarketing: by Scott Stratten
◦ www.unmarketing.com Enchantment: by Guy Kawasaki
◦ www.guykawasaki.com/enchantment
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Books