Why retailers buy. How to approach retailers. What retailers are thinking about. What retail buyers look for in suppliers. What retail buyers look for in a product. Retail pricing & merchandising. Retail distribution, supply chain & logistics channels.
Your sales & marketing plan
Small Business BC seminar and webinar presentation is about planning and crafting a crucial part of the blue print of the overall business plan including what items to prepare for a meeting with a prospective retail customer.
UBC Phar400-Business Plan Essentials 3Oct2014Gerry Spitzner
Presented to 4th year students at UBC Pharmacy in the Phar400 Pharmacy Business Management course to help them prepare their business plan and pitch presentation for a sustainable patent service.
Presentation to 4th year students at UBC Pharmacy in the Phar400 Pharmacy Business Management course. Introduction of basic marketing concepts and how they relate to marketing professional patient services beyond dispensing.
Small Business BC Retail Distribution-09Dec2013Gerry Spitzner
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.
Small Business BC seminar and webinar presentation is about planning and crafting a crucial part of the blue print of the overall business plan including what items to prepare for a meeting with a prospective retail customer.
UBC Phar400-Business Plan Essentials 3Oct2014Gerry Spitzner
Presented to 4th year students at UBC Pharmacy in the Phar400 Pharmacy Business Management course to help them prepare their business plan and pitch presentation for a sustainable patent service.
Presentation to 4th year students at UBC Pharmacy in the Phar400 Pharmacy Business Management course. Introduction of basic marketing concepts and how they relate to marketing professional patient services beyond dispensing.
Small Business BC Retail Distribution-09Dec2013Gerry Spitzner
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.
Customer Experience (CX) Journey is not just about delighting customers, it is much beyond that. Find out how to deliver a superior customer experience.
Original article from the Flevy business blog can be found here:
http://flevy.com/blog/business-is-a-contact-sport/
Too many businesses, young or old, struggle or fail because they never understand that you have to practice, practice, practice, then get in the ring and fight as if your life depended on it!
Business is a brutal contact sport for five main reasons, and it’s getting worse. You will not survive, grow and prosper:
1. if you don’t listen to and learn from your customers and others who know more about them than you do
2. if you can’t sell to customers empathically and build their sustained trust and loyalty
3. if you don’t understand and outmanoeuvre the competition in whatever form it comes
4. if you don’t learn fast and adapt by experimenting, finding out what works, and perhaps even more importantly, drop like a stone your cherished preconceptions, prejudices and sacred cows that don’t or won’t work
5. if you can’t retain, motivate and enthuse great staff.
If you want to win, and go on winning, be prepared. It will bruise you like going 15 rounds with Muhammad Ali!
The bewildering choice available to customers and their ability to gather and test information rapidly via the Internet are ruthlessly exposing weak business models, knowledge, thinking, attitudes, character, messages and behaviour like never before.
On 1 st January, my 4 business partners and I officially re-launched my company Resolve Gets Results to address the same three problems we constantly encounter in businesses we work with, which drive us crazy!
• They are obsessed with their product or service, which they assume everyone will love like they do, not with customers.
• They are dangerously preoccupied and distracted by internal perspectives (what I call ‘inside-out thinking’), including unrealistic financial objectives, restructuring, unsubstantiated opinions, personalities, personal crusades/ego trips, power struggles and politics.
28 tips solicitors can use to win more work from their existing clientsDouglas McPherson
All too often for solicitors the default when it comes to marketing and business development is 'new client acquisition'. It's actually easier to win more work form your existing clients and here are 28 tips to help you get started.
Watch sales people react to any marketing presentation, and the disconnect between the teams is palpable. When the reps’ most mundane smartphone updates are more compelling than the marketer’s plans to facilitate their success, it’s clear that marketing and sales are operating from different playbooks.
In this presentation, Adele Revella presents a plan to build a marketing team that provides key insights into the one topic that dominates the agenda of every successful sales person: how and why buyers choose among their options and what you can do to influence that decision.
Based on more than 25 years in the trenches as a B2B sales and marketing executive, trainer, and author, Adele reveals the steps that are enabling marketers to conduct buyer interviews and probe for facts about what really motivates their decisions – new insights that the buyer hasn’t yet shared with anyone. You’ll see how to build this new competency as the foundation of credibility and trust with all the marketer’s key audiences, including the sales people and the buyers themselves.
Please be advised that submitting an application does not guarantee you a position working with us. We are seeking on qualified candidates who are serious about earning at least $1000.00 per week part-time. We operate internationally in 155 countries around the world. If you work with us, you are also authorized to operate your business in all 155 countries; however, some countries have certain restrictions that must be adhered to.
Please be advised that submitting an application does not guarantee you a position working with us. We are seeking on qualified candidates who are serious about earning at least $1000.00 per week part-time. We operate internationally in 155 countries around the world. If you work with us, you are also authorized to operate your business in all 155 countries; however, some countries have certain restrictions that must be adhered to.
Please be advised that submitting an application does not guarantee you a position working with us. We are seeking on qualified candidates who are serious about earning at least $1000.00 per week part-time. We operate internationally in 155 countries around the world. If you work with us, you are also authorized to operate your business in all 155 countries; however, some countries have certain restrictions that must be adhered to.
Building a global business from brooklyn new yorkJohn Fisher
Tips and advice for building a global marketing business in Brooklyn, NY from anywhere in the world. All you need is motivation, and Internet Connection, and a telephone, and in today's global marketplace you can build a business in any city where we are authorized to do business in from any location in the world where you have Internet and phone access.
А вот это Видео посмотри про Arctik See -- Про Омегу 3 и 9, и ты обязательно посмотри и ты поймёшь, как он полезен для организма, хотя ты уже понял после приёма его. Так что принимай Омегу- 3 и 9 по утрам и вечерам по 2 капсулы во время завтрака и во время ужина. Вот ссылка: https://www.youtube.com/watch?v=ba2de8AXTtU Артическое море-Омега 3,9
[7:10:19 PM] Valentina Maykova: https://www.youtube.com/watch?v=qqUl27cmmLg Про действие Омега 3 на организм человека в передаче "О самом главном"
Please be advised that submitting an application does not guarantee you a position working with us. We are seeking on qualified candidates who are serious about earning at least $1000.00 per week part-time. We operate internationally in 155 countries around the world. If you work with us, you are also authorized to operate your business in all 155 countries; however, some countries have certain restrictions that must be adhered to.
Building a global business in beverly hillsJohn Fisher
Tips and advice for building a global marketing business rom anywhere in the world. All you need is motivation, and Internet Connection, and a telephone, and in today's global marketplace you can build a business in any city where we are authorized to do business in from any location in the world where you have Internet and phone access.
If you are interested in building a business that will stand strong, get you financially free, be rewarded for building your own business either part time or full time earning an extra income that is willable. This is that business opportunity. Therefore, let's build your business with you.
Module 7, "Making Profit from Imagination" examines the keys concepts of the business sector in relation to finance. It gives a brief overview of business finance, including turnover, business costs, cash flow, financial planning, and other routes to finance.
Every business person has dreams of being able to develop a global business, especially in today's global econonmy where people from around the world are only a mouse-click away. In this presentation, Boris Mezheritsky, one of the many very successful business owners and entrepeneur's in the world of network marketing, shares some of his development strategies that will help you build a successful business, not matter what your business happens to be. For more information contact me at careers@healthylivingmall.net or http://healthylivingmall.net
UBC Phar400-Employment Law & Interviewing 31Oct2014Gerry Spitzner
Overview of Canadian and BC employment law presented to 4th year UBC Pharmacy students. How it relates to the Pharmacy workplace, recruiting and interviewing to help students prepare their mid-term job description assignment.
Customer Experience (CX) Journey is not just about delighting customers, it is much beyond that. Find out how to deliver a superior customer experience.
Original article from the Flevy business blog can be found here:
http://flevy.com/blog/business-is-a-contact-sport/
Too many businesses, young or old, struggle or fail because they never understand that you have to practice, practice, practice, then get in the ring and fight as if your life depended on it!
Business is a brutal contact sport for five main reasons, and it’s getting worse. You will not survive, grow and prosper:
1. if you don’t listen to and learn from your customers and others who know more about them than you do
2. if you can’t sell to customers empathically and build their sustained trust and loyalty
3. if you don’t understand and outmanoeuvre the competition in whatever form it comes
4. if you don’t learn fast and adapt by experimenting, finding out what works, and perhaps even more importantly, drop like a stone your cherished preconceptions, prejudices and sacred cows that don’t or won’t work
5. if you can’t retain, motivate and enthuse great staff.
If you want to win, and go on winning, be prepared. It will bruise you like going 15 rounds with Muhammad Ali!
The bewildering choice available to customers and their ability to gather and test information rapidly via the Internet are ruthlessly exposing weak business models, knowledge, thinking, attitudes, character, messages and behaviour like never before.
On 1 st January, my 4 business partners and I officially re-launched my company Resolve Gets Results to address the same three problems we constantly encounter in businesses we work with, which drive us crazy!
• They are obsessed with their product or service, which they assume everyone will love like they do, not with customers.
• They are dangerously preoccupied and distracted by internal perspectives (what I call ‘inside-out thinking’), including unrealistic financial objectives, restructuring, unsubstantiated opinions, personalities, personal crusades/ego trips, power struggles and politics.
28 tips solicitors can use to win more work from their existing clientsDouglas McPherson
All too often for solicitors the default when it comes to marketing and business development is 'new client acquisition'. It's actually easier to win more work form your existing clients and here are 28 tips to help you get started.
Watch sales people react to any marketing presentation, and the disconnect between the teams is palpable. When the reps’ most mundane smartphone updates are more compelling than the marketer’s plans to facilitate their success, it’s clear that marketing and sales are operating from different playbooks.
In this presentation, Adele Revella presents a plan to build a marketing team that provides key insights into the one topic that dominates the agenda of every successful sales person: how and why buyers choose among their options and what you can do to influence that decision.
Based on more than 25 years in the trenches as a B2B sales and marketing executive, trainer, and author, Adele reveals the steps that are enabling marketers to conduct buyer interviews and probe for facts about what really motivates their decisions – new insights that the buyer hasn’t yet shared with anyone. You’ll see how to build this new competency as the foundation of credibility and trust with all the marketer’s key audiences, including the sales people and the buyers themselves.
Please be advised that submitting an application does not guarantee you a position working with us. We are seeking on qualified candidates who are serious about earning at least $1000.00 per week part-time. We operate internationally in 155 countries around the world. If you work with us, you are also authorized to operate your business in all 155 countries; however, some countries have certain restrictions that must be adhered to.
Please be advised that submitting an application does not guarantee you a position working with us. We are seeking on qualified candidates who are serious about earning at least $1000.00 per week part-time. We operate internationally in 155 countries around the world. If you work with us, you are also authorized to operate your business in all 155 countries; however, some countries have certain restrictions that must be adhered to.
Please be advised that submitting an application does not guarantee you a position working with us. We are seeking on qualified candidates who are serious about earning at least $1000.00 per week part-time. We operate internationally in 155 countries around the world. If you work with us, you are also authorized to operate your business in all 155 countries; however, some countries have certain restrictions that must be adhered to.
Building a global business from brooklyn new yorkJohn Fisher
Tips and advice for building a global marketing business in Brooklyn, NY from anywhere in the world. All you need is motivation, and Internet Connection, and a telephone, and in today's global marketplace you can build a business in any city where we are authorized to do business in from any location in the world where you have Internet and phone access.
А вот это Видео посмотри про Arctik See -- Про Омегу 3 и 9, и ты обязательно посмотри и ты поймёшь, как он полезен для организма, хотя ты уже понял после приёма его. Так что принимай Омегу- 3 и 9 по утрам и вечерам по 2 капсулы во время завтрака и во время ужина. Вот ссылка: https://www.youtube.com/watch?v=ba2de8AXTtU Артическое море-Омега 3,9
[7:10:19 PM] Valentina Maykova: https://www.youtube.com/watch?v=qqUl27cmmLg Про действие Омега 3 на организм человека в передаче "О самом главном"
Please be advised that submitting an application does not guarantee you a position working with us. We are seeking on qualified candidates who are serious about earning at least $1000.00 per week part-time. We operate internationally in 155 countries around the world. If you work with us, you are also authorized to operate your business in all 155 countries; however, some countries have certain restrictions that must be adhered to.
Building a global business in beverly hillsJohn Fisher
Tips and advice for building a global marketing business rom anywhere in the world. All you need is motivation, and Internet Connection, and a telephone, and in today's global marketplace you can build a business in any city where we are authorized to do business in from any location in the world where you have Internet and phone access.
If you are interested in building a business that will stand strong, get you financially free, be rewarded for building your own business either part time or full time earning an extra income that is willable. This is that business opportunity. Therefore, let's build your business with you.
Module 7, "Making Profit from Imagination" examines the keys concepts of the business sector in relation to finance. It gives a brief overview of business finance, including turnover, business costs, cash flow, financial planning, and other routes to finance.
Every business person has dreams of being able to develop a global business, especially in today's global econonmy where people from around the world are only a mouse-click away. In this presentation, Boris Mezheritsky, one of the many very successful business owners and entrepeneur's in the world of network marketing, shares some of his development strategies that will help you build a successful business, not matter what your business happens to be. For more information contact me at careers@healthylivingmall.net or http://healthylivingmall.net
UBC Phar400-Employment Law & Interviewing 31Oct2014Gerry Spitzner
Overview of Canadian and BC employment law presented to 4th year UBC Pharmacy students. How it relates to the Pharmacy workplace, recruiting and interviewing to help students prepare their mid-term job description assignment.
UBC Phar400 Marketing Pharmacy Professional Services-25Oct2013Gerry Spitzner
Presented to 4th year Pharmacy students at UBC Pharmaceutical Sciences in the Phar400 Pharmacy Business Management course.
As part of the curriculum students are required to work in teams to create a new sustainable professional clinical service supported by a business plan. At the end of the semester the teams present in a "pitch" to classmates and a panel of judges. Winners are determined by their peers.
In this fourth presentation of the semester we focus on Marketing healthcare professional services. We define marketing and explain how the marketing concept applies to marketing professional services.
Learning objectives:
>Brand and Branding
>Marketing 101
>Managing the Marketing Mix
>Marketing Pharmacy Professional Services
UBC Phar400-pharmacy business planning-27jan2012Gerry Spitzner
Guest lecture to UBC Entry to Practice 4th year Pharmacy students about strategic business planning and their semester term project to present a business plan for a new clinical service.
UBC Phar400 Business of Retail Pharmacy-13Sept2013Gerry Spitzner
Presented to 4th year Pharmacy students at UBC Pharmaceutical Sciences in the Phar400 Pharmacy Business Management course.
In this first presentation of the semester we take a high level look at the business of Pharmacy in Canada and British Columbia.
Learning objectives:
>Pharmacy business in Canada and BC
>Retail Pharmacy types and main differences
>Pharmaceutical Logistics and Supply Chain
>4 key controllable moving parts of retail Pharmacy
>Future Developments, Trends, Issues & Opportunities
As part of the curriculum students are required to work in teams to create a new sustainable professional clinical service supported by a business plan. At the end of the semester the teams present in a "pitch" to classmates and a panel of judges. Winners are determined by their peers.
Small Business BC-retail distribution-09oct2012Gerry Spitzner
Workshop/seminar on moving your product line to retail market. Designed for importers and suppliers on how to approach retailers, methods retailers use to list products, and an overview of the logistics and retail supply chain. Updated Oct2012.
Presented to 4th year Pharmacy students at UBC Pharmaceutical Sciences in the Phar400 Pharmacy Business Management course.
As part of the curriculum students are required to work in teams to create a new sustainable professional clinical service supported by a business plan. At the end of the semester the teams present in a "pitch" to classmates and a panel of judges. Winners are determined by their peers.
In this third presentation of the semester we review Employment Law and the rules that govern the workplace in Canada and in particular British Columbia.
Learning objectives:
>Human Rights Act and BC Human Rights Code
>Employment Standards Act
>Labour Relations
>Workers Compensation Act
>Personal Information Protection Act (PIPA)
>Employment interviews
Small Business BC-retail distribution-26jan2012Gerry Spitzner
Workshop/seminar on moving your product line to retail market. Designed for importers and suppliers on how to approach retailers, methods retailers use to list products, and an overview of the logistics and retail supply chain. Updated Jan 2012
Small Business BC-retail distribution-26 nov2012Gerry Spitzner
Have you developed a product that you are ready to distribute to retail market but not sure where to start?
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.
Small Business BC Retail Distribution-3Jun2013Gerry Spitzner
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.
Small Business BC Retail Distribution-7feb2013Gerry Spitzner
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.
Small Business BC Retail Distribution-18Apr2013Gerry Spitzner
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.
Small Business BC-retail distribution-24aug2012Gerry Spitzner
Workshop/seminar on moving your product line to retail market. Designed for importers and suppliers on how to approach retailers, methods retailers use to list products, and an overview of the logistics and retail supply chain. Updated Aug2012
Small Business BC-retail distribution-20mar2012Gerry Spitzner
Workshop/seminar on moving your product line to retail market. Designed for importers and suppliers on how to approach retailers, methods retailers use to list products, and an overview of the logistics and retail supply chain. Updated Mar2012
Every three years we conduct global research
into “What it Takes to Win Business” based on
the perspectives of 178 global Buyers and Sales
Professionals from a range of industry sectors.
We use the findings to help our clients understand
how their customers make their buying decisions,
become more customer-centric and improve their
win/loss ratio.
Common mistakes made by sales people and how to avoid them - Juma WilliamJuma William
Selling products is like making a relationship. It needs deep understanding and listening skills. There is a difference between CONTACT and CONTRACT, which is R that stands for Relationship.
CLIENTS NEEDS:
1. Respect,
2. Genuine Product,
3. After sale's service
4. Feedback-ask how the product/service is?
5. Relationship-Continuous vibes.
Common mistakes made by sales people and how to avoid themJuma William
Selling products is like making a relationship. It needs deep understanding and listening skills. There is a difference between CONTACT and CONTRACT, which is R that stands for Relationship.
CLIENTS NEEDS:
1. Respect,
2. Genuine Product,
3. After sale's service
4. Feedback-ask how the product/service is?
5. Relationship-Continuous vibes.
Common mistakes made by sales people and how to avoid them juma williamJuma William
Selling products is like making a relationship. It needs deep understanding and listening skills. There is a difference between CONTACT and CONTRACT, which is R that stands for Relationship.
CLIENTS NEEDS:
1. Respect,
2. Genuine Product,
3. After sale's service
4. Feedback-ask how the product/service is?
5. Relationship-Continuous vibes.
http://MrCheckout.net | The Mr. Checkout group is composed of independent distributors, convenience store distributors, merchandisers, wholesale-to-distributor warehouse companies and wagon jobbers better known as small distributors. Our distributors service approximately 35,000 stores around the country, who turn to Mr. Checkout to find the next hot new product to carry.
http://MrCheckout.net | The Mr. Checkout group is composed of independent distributors, convenience store distributors, merchandisers, wholesale-to-distributor warehouse companies and wagon jobbers better known as small distributors. Our distributors service approximately 35,000 stores around the country, who turn to Mr. Checkout to find the next hot new product to carry.
2. Why retailers buy
How to approach retailers
What retailers are thinking about
What retail buyers look for in suppliers
What retail buyers look for in a product
Retail pricing & merchandising
Retail distribution, supply chain & logistics channels
Your sales & marketing plan
retailSOS.ca | Gerry Spitzner 2
3. POS = point of sale
POP = point of purchase
SKU = stock keeping unit
PO = purchase order
EDI = Electronic Data Interchange
EFT = Electronic Funds Transfer
IND = independent retailer
UPC = universal product code
QR = quick response code
retailSOS.ca | Gerry Spitzner 3
4. This packet of thought starters is
just that; a starting point.
retailSOS.ca | Gerry Spitzner 4
5. What is the real purpose of a business?
◦ Profit is merely a result of the business. Not a purpose.
Creating, engaging and keeping customers is the
key to repeat business and long term survival for
your business, and the retailers business.
◦ Why does your business exist?
◦ How will you create, engage and keep your customer?
◦ What purpose does it serve?
retailSOS.ca | Gerry Spitzner 5
6. Who is your customer… really?
What’s the difference between your customers and
your consumers ?
◦ Most retailers think YOUR end consumer is their customer,
and they themselves; the retailer, is your customer.
◦ If you frame your sales proposition this way, you'll always
be on the safe side with all retailers.
◦ Retailers don't appreciate suppliers who make
assumptions about THEIR customers.
retailSOS.ca | Gerry Spitzner 6
7. Have you ever had buyers remorse?
◦ Every retail buyer has had this feeling too.
◦ People do business with people they know, like and trust.
◦ Most buyers/retailers are sceptical and cautious about
new products; especially when doing business with people
they don’t know.
◦ Your value proposition and the professional relationship
you build with prospects will make all the difference to
help them buy.
retailSOS.ca | Gerry Spitzner 7
8. How to sell or why retailers buy; which do you prefer to learn?
◦ Beware the myth of “closing the sale” or Always Be Closing mantra.
◦ Who are people more likely to believe; themselves or you?
◦ Who is better at closing the sale; your potential retail customer or you?
The simple truth about selling – and the secret to selling
more - is that your customers are better at “closing” the sale
than you are.
◦ If you’re able to lead them to it. All you need are the right questions.
◦ Show me the value; or I’ll show you the door.
retailSOS.ca | Gerry Spitzner 8
9. What exactly is value in the 21st century?
◦ Value is a function of the bundle of perceived benefits offered at
a given price. Perception is in the eyes and ears of the beholder.
◦ Value is not determined by the people who set the price, it is
determined by those who choose to pay the price.
◦ Sell the ‘applied’ benefits you and your product offer. Develop a
unique value proposition of the tangible results a customer gets.
◦ Prospective customers should be able to visualize exactly what
value you and your product could bring their organization.
◦ In order to engage your prospect, your customer, there must be
some form of interest or perceived value on their part.
retailSOS.ca | Gerry Spitzner 9
10. Simply put; a retailer is looking to
drive business TO and THROUGH
their store.
retailSOS.ca | Gerry Spitzner 10
11. Want products that turn over at a price that will make
them money.
Want to know the repeat purchase potential, and can it
be replenished quickly and reliably.
The repeat purchase and sale is the profitability of the
sku for the retailer.
Repeat sales are ‘through put’ and one of the most
important applied benefits of your product or service.
retailSOS.ca | Gerry Spitzner 11
12. How can I keep my customers in the store longer?
◦ Increases the average sale per customer; sales/transactions.
◦ It’s a proven fact that the longer a customer stays in the store;
the more money they will spend.
Look at products through the eyes of consumers to meet
leading trends for impulse sales.
◦ Start with demand-driven insight; present ideas on how the
consumer benefits. Applied benefits.
◦ Increased impulse sales means increased average sale per
customer; most often with profitable ‘new’ product mix.
retailSOS.ca | Gerry Spitzner 12
13. Confidence is the #1 factor
◦ in determining what, from who and why retailers buy...
Quality is #2,
Service is #3
Selection is #4
and Price is #5
◦ PRICE IS PRICE; VALUE IS THE TOTAL EXPERIENCE
retailSOS.ca | Gerry Spitzner 13
14. Stop ‘selling’ and help your
customers buy. Learn to listen;
don’t focus so much on you and
your message. Focus first on your
customers.
retailSOS.ca | Gerry Spitzner 14
15. How they benefit, how they profit, and how they
produce sales will provide value.
◦ Your customer (buyer) wants to know what’s in this for them
and their customer (your consumer)?
◦ Focus your efforts on helping your customer to make a
difference in their customer’s experience, not just on you
getting a sale.
◦ Consider the Life Time Value of a customer and think
customers for life, rather than as a single transaction.
◦ Get great at sales planning to engage and build a
relationship to position yourself as a trusted advisor.
retailSOS.ca | Gerry Spitzner 15
16. Chain retailers like to act like IND’s
IND retailers look for products not in chains
◦ Dominant relationship at chain retail is with large company brand
suppliers.
◦ Dominant relationship at IND’s is with independent suppliers and
wholesalers.
◦ Chain retailers rarely consider a product that hasn’t been tested
and proven in a local market small retailer.
◦ Chain retailers will often test market or pilot new products in a
handful of stores.
◦ With most IND’s; you can deliver product on the spot (i.e. from your
vehicle); and they pay right away.
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17. There are four basic ‘currencies’ in all peoples lives
that are motivators, which create needs, wants,
desire and value.
How can you?...
1. Help them make money
2. Save them time
3. Make them feel safe
4. Make them feel special
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18. Do you sometimes wish you could
just read your buyer’s mind?
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19. 1. Complexity and information overload brings them to a
screeching halt.
2. They subscribe to the “ If it ain’t broke, don’t fix it “
philosophy.
3. They think making risky decisions is career inhibiting.
4. Most options seem like near clones of one another.
5. Not tolerant of stupidity or incompetence in other people.
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20. Focus on their challenges
◦ Your prospects only care about their challenges, not your
products or services. They don’t care how awesome you are.
Share outcomes
◦ Give examples of similar customers that you’ve worked with in
the past and the results they achieved.
Engage in Conversation
◦ Plan your questions ahead of time because it’s impossible to
think of good ones on the spot.
Suggest Next Steps
◦ Make sure to recommend a logical follow-up to this initial
meeting or conversation.
retailSOS.ca | Gerry Spitzner 20
Source: Snap Selling-Jill Konrath
21. Keep things simple
◦ Show them how you'll make it easy for them. Give them fewer
decisions to make.
Demonstrate strong biz case
◦ Help them see how they'll achieve their primary business
objectives by working with you.
Minimize the risk
◦ Propose smaller initial contracts, deals or opening orders.
Prepare, prepare, prepare
◦ Think everything through in advance. Leave nothing to chance.
retailSOS.ca | Gerry Spitzner 21
Source: Snap Selling-Jill Konrath
22. Avoid the temptation to leap to solutions; it is often
the single biggest barrier between you and your
prospective customer.
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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23. In addition to mentally preparing
for the meeting, here's some of the
things a retail buyer may ask or
expect to see at your presentation.
retailSOS.ca | Gerry Spitzner 23
24. Number of years in business
Your Financial means
Your business background
Geographical limitations--What area can you physically
cover and ship to?
Sales qualification isn't an event - it's a process
The position you hold in your customers mind determines all
reactions and interactions with you.
Make me feel safe you will survive beyond the first time I buy.
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25. What’s happening in the marketplace?
Come in with some facts & market research.
Sales trends in the category, consumer research.
Trend watching; help me with what’s hot and what’s not.
Tell me about something new.
Be an information resource.
Make me feel special; help me.
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26. How will you educate my customers about your
product and get them to try it?
◦ There needs to be a clear, confirmed match between what
customers need and want and what you are offering.
◦ You need to know what it is about my customers that will make
your product sell in my store.
◦ I need to know your advertising and promotions plan to ensure
your product will survive in this competitive environment.
◦ Buyers want to see that you are committed to your brand and that
you will promote your product so that people will become aware
of it and then come to the store to ask for it.
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27. Products need support for the long
term. You have to give consumers
time to buy it, try it, consume it and
hit the repeat button.
Help me move it; and promote it.
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28. Inventory is the retail gamble. It’s easy to turn cash into
inventory...the challenge is to turn inventory into cash.
◦ Moving it and repeating it; is cash flow. And cash flow is the life
blood of the business.
Inventory is one of the top two controllable assets in the
business. Constantly scrutinized and measured.
◦ Will your product replace sales of what I currently have?
◦ Does your product fit my current market mix?
◦ Do I have the space to merchandise it?
◦ Do I have the money (cash flow) to pay for it?
◦ What happens if it’s not moving and I’m stuck with it?
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29. Where else are you selling this product?
◦ What makes it sell? What problem does it solve? Will my customers look
for it? What does it ultimately help my customers achieve?
◦ Is there a need or a market? A need alone does not mean there is a market;
desire does. Desire is the sweet spot where the market is.
How will it bring new customers to my store?
◦ Beware the myth of being different and unique. Being unlike anything else
on my shelf is not always enough. Being different and unique; doesn't
equal desirable; and desire is what moves the customer to purchase.
What does the product do or how does it work?
◦ Must be easily understood by store staff and consumers.
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30. Push or pull product?
Is your product future proof?
What is the life cycle of product?
Is there a barrier to entry? For me; my competitors?
Will this item make my store more appealing?
Will it add to my average sale per customer?
Will the retail price point of this item be in the range
of what my customers will spend?
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31. A retailer’s shelf space is their commodity.
◦ That’s why they are careful about what inventory they put
on them.
◦ They need new products that add interest, value and
‘excitement’ to their stores.
◦ Just because you are new, doesn’t mean you are not worth
the chance.
◦ Retailers need new mix to create new; engage and keep
customers to increase impulse sales and profit.
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32. Setting the right price for your
products and services requires
balancing merchandising, pricing,
placement, packaging, and
promotion.
retailSOS.ca | Gerry Spitzner 32
33. Know your competition’s pricing.
Do not compromise on your price
◦ Negotiate the price you deserve
Know your taxes; PST/GST/Tariffs; include in your price
◦ Is your product vulnerable to currency fluctuations?
Wholesaler upcharges
◦ Include upcharges in your quoted price to retailers.
Include all your costs
◦ Packaging, shipping and your operational expenses.
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34. Mark up & margin are different.
◦ Mark up is % of profit on cost
◦ Margin is % of profit on selling price
These terms often get confused in the conversation...
◦ Gross profit percent; GP% (markup)
◦ Gross profit dollars; GP$ (markup)
◦ Gross margin percent; GM% (margin)
◦ Gross margin dollars; GM$ (margin)
◦ Note: “Gross Profit” is often used as a generic term by retailers
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35. POP is important
Display racks and trays
Off shelf areas for new mix
Plan-o-grams & compliance
Package size/dimensions; and photos of your product
UPC code; if added later make sure stays on package
Effective packaging; must fit on shelf it is going to be
merchandised on; ‘tamper’ proof; anti theft tags
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36. Supply chain channels consist of
some combination of producers or
manufacturers, agents or brokers,
wholesalers or distributors,
transportation, importers, and
retailers.
retailSOS.ca | Gerry Spitzner 36
37. 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.
If your product goes on a “run” or a “heater” can you supply?
Your supply chain to the manufacturer becomes part of my
supply chain and I care what it is.
An empty display or shelf space is deadly to you as a supplier.
It won’t last more than a few hours. And your space will be
gone. Something else will fill your selling space.
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38. Three main logistics channels...
◦ Different cost structures to ship to your retail customer.
Wholesalers
◦ Are intermediaries or middlemen who buy products from
manufacturers and resell them to the retailers.
Direct Store Delivery; “DSD”
◦ When a supplier ships directly to the retailer’s door.
◦ Sometimes could be a ‘drop ship’ billed through a wholesaler.
Self Distributors; Chain retail
◦ What is your cost to ship to the retailers distribution point?
retailSOS.ca | Gerry Spitzner 38
39. Is the product WMS friendly?
Case and product UPC
Can the box (case) stand up to wear and tear so you
don’t have to deal with concealed damages.
Master case pack; are smaller minimum order
multiples possible? Especially for IND’s.
Insurance
Logistics or ‘transportation’ charges. How are they
determined?
retailSOS.ca | Gerry Spitzner 39
40. Retail Categories Retail Channels
Department
Mass & Big Box
Specialty & Discount
Catalogue & Internet
Grocery & Drug/Pharmacy
Convenience
Within each retail category;
3 types of stores…
Chain stores
Banner stores
Independent stores
Pick one category and one
channel and work it.
retailSOS.ca | Gerry Spitzner 40
41. 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.
retailSOS.ca | Gerry Spitzner 41
42. The 4 P’s of marketing
◦ Product, Price, Place and Position
◦ Core elements of all products or services.
The 7 P formula for marketing success
◦ Include Promotion, Productivity and “Profit-unities”
How will your product generate incremental sales for the
retailer? And repeat. Again and again.
It’s all about moving product and how you are going to
help the retailer move your product.
What will you do to support and help make that happen?
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43. Provide a line sheet
Sign a vendor agreement
Provide a listing allowance
Prepay freight; delivery to door
Endure long receivable cycle; risk not being paid
Provide dating and /or a prompt payment discount
Have a plan to deal with payment by credit card
Clear up damages and returns; have a plan for recall
retailSOS.ca | Gerry Spitzner 43
44. Carefully consider consignment
Value in a short term incentive
Becoming the retailer & go online; e-commerce
The use of online business media to promote
Using a wholesaler or broker that specializes in your
product category
Almost all national chain retailers have their own
import department. Why do they need you?
retailSOS.ca | Gerry Spitzner 44
45. Consider a professional agent, broker or wholesaler.
◦ When you don’t have your own sales team or sales is not
your strong point.
◦ Make sure they really understand your business and have
contacts at retailers where you want your product to be.
◦ There is a cost; however they have connections and already
established relationships.
◦ Royalty or a % of sales; factor this into your Cost Of Goods
◦ Some wholesalers have their own sales dept. that you may
be able to “tap into” for representation.
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46. Now what or what now? …
Your outlook is a matter of your
positive attitude and willingness
to help.
retailSOS.ca | Gerry Spitzner 46
47. Define your unique value proposition and keep it
current. Keep crafting and working on it.
◦ Focus on applied benefits not just features.
◦ Value is the bundle of perceived benefits offered at a given price.
◦ Your UVP should include what you bring to retailers.
◦ Why should my ideal prospect ( or the group you intend to serve)
buy from me instead of a competitor?
◦ Your product and you need to be better on at least one value than
anyone else; your unique point of distinction (difference).
◦ Plan, Execute, Learn, Adjust, then Go Back to Execute.
retailSOS.ca | Gerry Spitzner 47
48. Start a strategic sales & marketing plan as a blueprint.
◦ Establish a market first, not a product.
◦ Understand where your target market is, who your ideal
customer is and ideal consumer buying motivators.
◦ Consider what you can do to help retailers minimize risks and
maximize profitability.
◦ Decide first if you want to approach IND’s, banner or chain
retailers. Then determine your ideal retail customer and
method of supply chain distribution.
◦ Figure out what it will cost you...can you make money?
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49. Smart retailers are always looking for new products to
differentiate, add excitement, drive customer traffic
and create new sales in their stores...
◦ However, they don’t have time to find them…
◦ IND retailers tend to work IN the biz rather than ON the biz...chain
retailers tend to work ON the business rather than IN the
business.
◦ They need you to help them find the products and then help them
“move” the inventory... This is your opportunity!
retailSOS.ca | Gerry Spitzner 49
52. Gerry Spitzner is a retail consultant and optimist with a curiosity for improving life and
business results. He believes in a bright future and our ability to build it together.
Drawing on 40+ years experience in multi-site retail operations, store ownership and the
wholesale supply-chain; Gerry brings the leadership, knowledge and market awareness of
business development to retail owners and their suppliers, helping them achieve their
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 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 leaders in retail to manage market analysis and build business plans that increase
profitability through creating a competitive advantage.
His company is retailSOS.ca, a Vancouver-based business management consultancy with
Strategic Operations Services to support retail owners and their suppliers to brand and
market their strategy for optimal growth through customer experience. With a clear
understanding 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.
retailSOS.ca | Gerry Spitzner 52
53. The difference between calculating markup and margin.
1. 40% mark up is different than 40% margin. Using a 1 dollar cost of goods
example. With a $1.00 cost; & a markup of 40% = selling price of $1.40; using
same one dollar cost at 40% margin = $1.67 selling price.
2. Markup is % profit on cost; means the selling price is 40% of the cost and then
added to the cost (1.00 x .40) +1=1.40. This is “markup”. (Apparel retailers typically
use this formula to set retails.)
3. Margin is % profit on selling price; means the cost of goods is 60 % of the
selling price; profit is 40% of the selling price (or the retail); i.e. 1.00 divided by .60
=1.66666 equals 40% “margin”. This is margin.
4. So, if a retailer needs a “margin” of 40%; the “markup” needs to be 66 2/3% for a
retail of 1.67
5. You can now see from the example that although markup and margin may be
the same in dollars (.67 {cents}), they represent two different concepts as
percentages (66 2/3% {markup} versus 40% {margin}).
More than a few new businesses have failed to make their expected profits
because the retail owner assumed that if markup is X percent, his or her margin
will also be X percent. This is not the case.
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54. 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 *{your key word i.e.
food brokers} vancouver bc*
For wholesalers; use Google key words;
*wholesale (your product category) vancouver bc*
retailSOS.ca | Gerry Spitzner 54
56. For QR codes: www.qrstuff.com
For bar code info; www.gs1ca.org
Retail Pricing & Trade issues
◦ http://www.agf.gov.bc.ca/foodprocessing/documents/retailer/section4.pdf
Retail associations:
◦ Retail Council of Canada: www.retailcouncil.org
◦ NRF - National Retail Federation; Global retail:
◦ http://www.nrf.com/
retailSOS.ca | Gerry Spitzner 56
57. Sales & Marketing
◦ http://www.raintoday.com
Sales help and power questions
◦ http://www.gitomer.com/salesHelp/Sales-Help.html
Sales help and power questions
◦ http://andrewsobel.com/
Sales and personal development
◦ http://www.briantracy.com
Sales strategy and value propositions
◦ http://www.jillkonrath.com/
retailSOS.ca | Gerry Spitzner 57
59. Little Red Book of Selling or The Sales Bible;Jeffrey Gitomer
◦ www.gitomer.com
Be Different or Be Dead; Roy Osing
◦ www.bedifferentorbedead.com
Unmarketing: Scott Stratten
◦ www.unmarketing.com
Enchantment: Guy Kawasaki
◦ www.guykawasaki.com/enchantment
Any of Gary Vaynerchuk’s books;
◦ www.garyvaynerchuk.com/
retailSOS.ca | Gerry Spitzner 59