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Master Class in selling to shops so both sides benefit - No 2

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The Elgin

255 Elgin Avenue

London

W9 1NJ

United Kingdom

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After a very successful 1st workshop on the 16th May with 20 artisans attending I am happy to announce the second work shop


I am very happy to announce that by popular demand I've decided to hold a 3-hour Master Class in sales where I will be sharing great insights into “how shops buy”. For those who've attended some of our Food Club events in the past you'll be pleased to hear that we are back at the Elgin in Maida Vale. It has been a long time since the last, and I know many have benefited from my workshops in the past, so I have refreshed and updated my sessions with many new areas covered and added to the presentation over the past 6 months.

Understanding how your customer buys is key in helping them decide if your product is right for their shop. The shops job is to find products their customers will like the look of, enjoy and buy then, more importantly, re-purchase on a regular basis. Telling a shop how fantastic your product is and how it is made does not really help them see the big picture that is “how will this make me money?".

Your company size and growth is 100% reliant on the number of consumers who buy and eat your product each week or month. Getting your product on to as many shelves as possible is key for this to happen in the first instance. Every time a shop has said “no thank you” or “not for now”, it is because they were not told or could not see how the product would make them money. Putting together a business pitch will get more consistent results and in turn you will be on more shelves and bingo, more consumers will have the opportunity to buy your product and your company will grow.

Over the 3 hours I will show you how to make a solid pitch to a shop so they can decide to list your product or not based on its potential financial contribution to their store. Also, some great ideas on managing the shop over the first 30 days and how to structure there first few orders to pose minimal risk to try.

I plan to split the meeting into 2 parts, the first few hours looking at the numbers and structure to lead to an informative pitch for a retailer that will save you both time and money. The last hour we can look at putting it into practice by transferring what we've learned into your actual business situations. I will give a few live demonstrations and you can choose to try some as well or not, it is up to you.

Shops really don’t mind cold calls on the phone or in person. What they don’t like is producers contacting them and not explaining to them how the product being pitched will make them money and pose little risk to the shops cashflow.

We will cover:

  • Understanding how shops buy and the best way to sell
  • What type of company do you want – your magic number
  • How to approach shops and your pitch
  • How to overcome the fear of loss with buyers
  • Understand your responsibility to the shops you supply
  • Order size v cashflow for shops
  • Margins working direct or with a wholesaler
  • First 30 day new account management
  • The 80/20 rule with independent shops
  • Setting up your price list to help sales
  • Effective samples
  • How you use a CRM
  • Social media – in or out.

I will leave time for questions and I'm always happy to answer any as we run through the afternoon.

I work with food companies in the infant stage, pre-launch, launched and established and I can say with my hand on my heart that I have contributed to all sectors when it comes to selling

Empowering owners of startup food companies to understand sales from the retailer’s perspective is a vary rewarding part of my job. When you sit on the other side of the shop counter for 10 min you then understand thing from your side much more. You should always understand how someone buys before you try to sell.

The meeting starts at 1pm but the room will be open from Noon so you can arrive early and buy lunch. A great time to network be it with a plate of amazing food or just a drink with other foodies.

See you on the 11th July 2017 :-)

Marcus

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The Elgin

255 Elgin Avenue

London

W9 1NJ

United Kingdom

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