Darryl Rosen

Samples, Support and Something to Sell

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On a recent trip to a Midwest distributor, I posed the following question:  What can suppliers do to be a more effective partner.  A sampling of the comments is below.  Many of the responses centered on the following.  1) Having ample samples for the marketplace. 2) Having enough POS (in a timely fashion - mind you) and 3) making sure there is enough Inventory in the market.  Many lamented the unfortunate reality that often they will get their customers juiced about a new product (no easy task), only to fail to deliver because of the market runs dry!  

Just remember the 3 S's: Samples, Support and Something to sell.    

• "Show respect for our time and goals."
• "Reduce out-of-stock issues by having inventory in stock."
• "Be more organized with POS and other selling tools."
• "Be realistic on the level of % growth."
• "Share less charts, but more tastings and samples."
• "Provide more information."
• "Spend more time in market."
• "Continue giving product education."
• "Differentiate brands better."
• "Stay involved after kicking off brands and getting salespeople excited to sell."
• "Take the initiative to help instead of saying, if you need me, let me know!"
• "Follow thru on what you promise."
• "Understand and appreciate the area dynamics.  Every market is not New York City!"
• "Communicate better."
• "Keep the proven leaders in mind.  New items are important, as are the performers."

 
I'd like to add one based upon my experience.  Suppliers:  find some positives in what your distributor partners are doing instead of only the negatives.  Celebrating the successes along the way will make it easier to have the difficult conversations.