Selling to Supermarkets

[Cma87]

Hello All,

My first time posting. Please can you help me with a few questions with regards to selling to supermarkets.

I currently supply a lot of smaller independent chains and do business with some national companies however I want to take the next step and sell to a supermarket.

What is the best way to present to a buyer? I usually use power point or excel presentations. What would you recommend? I am selling a range of non-food items.

Should I request a meeting first and then visit with samples or would you send a presentation for them to review and then if their interest is peaked pay them a visit?

I find that people in this position can sometimes be hard to break down, for instance I have a fantastic relationship with a buyer of a national business and dealing with him is a walk in the park. I feel that some of these people are very cold and although I am not calling to have a chat about their weekend. I want to build rapport so that the relationship can develop enabling me to always have a positive reception. What works for you?

Does anyone have a personal system that they use when dealing with these kind of buyers? I always break down the sales process however I am not sure where to start (Which is sometimes part of the problem) to engage effectively with these people.

Many Thanks

CMA

 

[sanimoyo]

Best route is to find someone who can introduce you, but no harm in cold calling. A great slide could get you into the door.

 

[paulstewart64]

Selling into supermarkets can be difficult but it's not impossible.

However, the thing to remember here is the terms they will want and can you afford them? Some work on 90-120 day payment cycle coupled with a requirement for extremely good pricing.

Once they have you on the hook, they will try to improve their terms again so beware. In some cases selling to the supermarkets did not turn out to be the golden egg that some business owners expected and actually became and resource draining investment.

As long as you enter negotiations with your eyes open and make sound business decisions you should be fine, but be prepared to walk away if you don't like the deal.

To get an in to the supermarkets, one client of mine approached the local branch manager. They tended to offer some local lines and seemed keen to try local brands. So perhaps this is worth the test. If the goods sell well, the manager will introduce to the regional manager with the view to expanding into other branches into the region.

The positive here is that you can scale up slowly which is probably a better way to go.

Good luck

 

[Elliottc26]

Before approaching any supermarkets, you need to look at your own business from their point of view and be able to show:

1. All branding, packaging, and a sales strategy needs to be in place first.
2. You have an achievable marketing plan for your products
3. You have gained all accreditations for your products - proven to be safe, etc.,.
4. Solid sales figures and strong testimonials
5. Ensure none of your products compete with their own brands
6. Units you can supply and when, timescales from order to delivery (the quicker the better)
7. Ensure you can deliver different amounts to multiple outlets at the same time
8. Ensure you can handle their orders and not risk overtrading

After your presentation and proposals meet these dizzying heights and can be evidenced...

1. Approach a buyer - always push for a face-to-face meeting
2. Take loads of samples to the meeting

Then, if they like your products but aren't sure:

1. Offer a trial period - you want a few units in a few stores for a few months
2. Negotiate shelf-space - what stores, where are they, etc.,?
3. Price - legal advice would be good here and negotiate
4. They may want exclusivity - ensure clause expires after a year or two
5. Plan for them not wanting you after a six month trial

Hope this helps