Learn invaluable top tips on how to make the best possible presentation when selling your food products to UK retailers

1. Top 7 Mistakes Suppliers Make
When Selling to UK Retailers
Karen Green
Food Mentor

2. Who am I?
Karen Green – Food mentor
• Shop girl to Tesco/Boots buyer
• Commercial director of several leading food companies
• Food Mentor to future star brands
• Speaker and Writer
• Francophile

4. Mistake 1 – Forgetting the buyer is human!
• Challenging sales targets (NEVER phone on a Monday...)
• Moving from one department to another
• Supplier/product problems: quality, logistics, sudden crises, etc.
• The stores themselves not doing what they are supposed to do!!
• New launches and promotion challenges
• Constant requests from companies to stock their products
• Constant pressure from the competition
• Pressure to find or develop great new products: THAT SELL!

5. Types of personality
Source: www.makingbusinessmatter.co.uk

6. Mistake 2 Right product, wrong retailer
• Who is your target customer?
• What is your price positioning?
• Do you have the capacity or plans to
outsource?
• Do you/your producer have the right
accreditation (e.g. Salsa, BRC)?
Total Market
Tesco
Asda
Sainsbury'sMorrisons
Co-Operative Waitrose
Marks & Spencer
Aldi
Lidl
10
15
20
25
30
35
40
40 45 50 55 60 65 70 75 80
%ofHousewivesAged
Under45
% of Class ABC1
• Can you meet retailer margin
expectations & still make a profit?
• Can you deliver to their depot or
store configuration?
• How much can you afford to invest
in trade marketing?

7. The Giggling Pig
Brand Positioning v1
Mistake 3 Right product, wrong buyer
Snacking Gifting Beers and wines – on trade

8. Mistake 4 – Fail to prepare, prepare to fail
• Who is the buyer – social media is your
friend
• Know the current strategy
• Business performance and KPIs
• Visit the stores and speak to managers
www.asdasupplier.com/becoming-a-
supplier/introduction
www.about.sainsburys.co.uk/suppliers/becoming-
a-supplier
www.tescoplc.com/contacts/suppliers/
www.supply.booths.co.uk
www.co-operativeesourcing.coop
www.morrisons-corporate.com/about-us/meet-
our-buyers/#a3

9. Mistake 5 – Selling the brand, not the opportunity
Will your brand
• Increase consumer
footfall (with the right
customers?)
• Revitalise the flagging
category and raise
average cash profit
• Create differential
from other retail
competition

10. Mistake 6 Being afraid to walk away!
• What does your customer need?
• What are likely to be their objections – write them
down (plus the answers!)
• What do you need – what’s possible areas of
conflict?
• What’s your source of power?
• Whats your best price and what’s your walk away
price – its higher than you think!

11. Mistake 7 Being afraid to walk back!

12. Any questions?

13. Contact me…
Karen Green
Food Mentor
(+44) 7811 942054
karen@foodmentor.co.uk
www.foodmentor.co.uk