Late last week I wrote about ways brands can be a better partner to their foodservice distributor partner. Today we will touch on point TWO. 1) Have and create a relevant brand. 2) Build relationships with your distributor partner. 3) Put in the work. 4) Create engagement. 5) Follow up and follow through. Building a relationship is important. You can't just get into your DC and think you can't nurture that relationship. You must also do it at four levels now. 1) procurement 2) leadership 3) sales 4) marketing You need to know those people and connect with those people. Each have different levels of influence in moving and stocking your product. Bring breakfast burritos, do give-aways, provide content, say hello, be present, ask open ended questions in order to get feedback. Staying in touch with your distribution team will be a huge help to your 2024 growth.
Ian Navarro’s Post
More Relevant Posts
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[New Blog Post] "Maximizing Synergy: Unifying Sales, Marketing, and Retail Leadership in the Beverage Industry" By Jeff Ottoboni and Lindsey Anderson. Are you looking to take your business to the next level? Our latest blog post will help you do just that by diving into the concept of synergy and how it can supercharge your team's success. Discover the secrets to maximizing collaboration and teamwork within your organization to drive innovation, productivity, and ultimately, business success. #synergy #teamwork #collaboration #businesssuccess #food&beverage
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[New Blog Post] "Maximizing Synergy: Unifying Sales, Marketing, and Retail Leadership in the Beverage Industry" By Jeff Ottoboni and Lindsey Anderson. Are you looking to take your business to the next level? Our latest blog post will help you do just that by diving into the concept of synergy and how it can supercharge your team's success. Discover the secrets to maximizing collaboration and teamwork within your organization to drive innovation, productivity, and ultimately, business success. #synergy #teamwork #collaboration #businesssuccess #food&beverage
MAXIMIZING SYNERGY - 2GO Group Blog | News and commentary from C-Suite Executives
https://www.2goadvisorygroup.com/blog
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[New Blog Post] "Maximizing Synergy: Unifying Sales, Marketing, and Retail Leadership in the Beverage Industry" By Jeff Ottoboni and Lindsey Anderson. Are you looking to take your business to the next level? Our latest blog post will help you do just that by diving into the concept of synergy and how it can supercharge your team's success. Discover the secrets to maximizing collaboration and teamwork within your organization to drive innovation, productivity, and ultimately, business success. #synergy #teamwork #collaboration #businesssuccess #food&beverage
MAXIMIZING SYNERGY - 2GO Group Blog | News and commentary from C-Suite Executives
https://www.2goadvisorygroup.com/blog
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🗺️ The Road Map to Foodservice Distribution is different for every single brand. Understanding company dynamics, competition, freight challenges, technology barriers, timing, warehouse constraints, marketing support and beyond all go into what your road map look like. Patience is a key ingredient into thriving within distribution. Everyone would love to have overnight success in anything we do but the reality is that your success is the sum of small actions day in and day out. Distributors have thousands of products and internal initiatives that they are working on. Finding ways to create relevancy with your distribution partners in other ways outside of ride alongs is important because it’s not realistic to think you can be in the car with their sales team every week. After 15 years selling, storytelling and walking into kitchens alone or leading sales teams, I’ve learned what is important to chefs, brands and distributor partners. Now I get to deploy those strategies into place to help connect all our partners. Everyday is different and I’m having more fun than I’ve ever had!
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Sales | Distributor Strategy | Commercial Marketing | People Management | Marketing Plan Development | Risk Assessment | Portfolio Strategy | Contract Management
🌟 Exciting Insights from Crafted Advisors! It’s evident that the beverage alcohol landscape is changing rapidly. With consolidation among wholesalers, small and mid-sized brands face unique challenges in securing distribution and maintaining visibility. At Crafted Advisors, we are dedicated to helping brands navigate these complexities. Here are a few strategies we’ve identified: 1. Engage directly with retailers to build strong partnerships. 2. Invest in demand creation through targeted marketing efforts. 3. Collaborate effectively with wholesalers to ensure mutual success. 4. Focus on key accounts that will drive your revenue. I’m proud to be part of Crafted Advisors, where we leverage our expertise to support brands in achieving their goals. If you’re interested in discussing these trends further, let’s connect! #CraftedAdvisors #BeverageAlcohol #IndustryInsights #Collaboration #BusinessDevelopment
⚡ From Team Manager to Player: Navigating Current Distributor Dynamics🍷🥃 I recently read an interesting post from Ben Salisbury discussing the new dynamics at play between Suppliers and Wholesalers. As the beverage alcohol industry continues to evolve, the consolidation among Wholesalers is creating a new game that will require a new playbook from Suppliers. With fewer than 1,000 wholesalers now operating in the U.S., and each managing 100s if not 1000s of SKUs, small and mid-sized brands face a tougher road to secure distribution and visibility. 🔑 In our latest post, we discuss the dynamics at play and some key strategies for overcoming these challenges: 1. Direct Retailer Engagement: Build strong relationships with key decision-makers to enhance your brand’s presence. 2. Create Demand: Invest in digital marketing and data-driven strategies to drive consumer interest directly. 3. Wholesaler Collaboration: Maintain open communication and provide tailored support to your wholesaler partners down to the street level. 4. Focus on Strategic Accounts: Identify and prioritize accounts that drive the majority of your revenue. I leave you with some questions: How has the consolidation in the wholesaler landscape impacted your brands, and what actions are you taking to change the narrative and achieve better results? #CraftedAdvisors #BeverageAlcohol #Distribution #BrandStrategy #CommercialStrategy #MarketTrends #BusinessGrowth
Team Manager to Player: Navigating Distributor Dynamics
craftedadvisors.com
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Houston, we have a problem… Most FMCG pros recognise the importance of baking in shopper insights from beginning to end when it comes to customer planning... More buy-in, less sell-in. More collaboration. More success. Yet most say this isn't how things usually play out. Things get in the way like terms, and promo plans, and politics. But it's possible to join the 20% if you evolve. Give your team confidence to talk the language of shopper insights. Get consistent backing from your senior leaders. Engage your customers with a partnership mindset. There are no hacks...just do it..and do it...and do it... Follow for grocery and liquor shopper behaviours to help you join the 20%. Andrew Arnold Simon Ford Jamie Thomas Mia Lloyd Jodi L. Nekita Cox Michael Herriott Julia Wood Jeremy Zondag Adrian Lovell Glen Scarlett Damien Page Simon Cleave Sheri Juchau Ilena Sortino Alastair Smith #shoppers #success #nohacks #partnership
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RevOps Change Leader | ⛈️ Forecast Accuracy | 🤝 Team Alignment | 💻 Salesforce | ✨️ Hubspot | 🚀 PowerBi
Are you leveraging peanuts and Pepsi? A psychologist named Irving Janis did a study on decision-making and found that people were more convinced by persuasive messaging when given peanuts and Pepsi than when not given those items. 💡 So the next time you're on a Zoom with a prospect, encourage them to step out and grab some peanuts and Pepsi before starting your presentation. You won't regret it! Inspiration: Science of Selling by David Hoffeld #sales #mondayfunday #science #selling
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Social Media Trainer - Ranked Number 1 For Social Media Marketing in the UK on Freeindex / 700+ Reviews from Happy Customers
Pepsi or Coke? It's an easy decision isn't it. And the smart people always choose Pepsi Cherry Max. Rola Cola, Virgin Cola, Mums Cola don't even get a look in The Decision making is easy because there's less choice. Now contrast that with making decisions about which marketing company to work with? From working with lots of business owners I often find people don't know where to start. They'll meet myself who works in marketing .... but then they'll meet another 10-15 people involved in marketing / coaching. And they suffer overwhelm so they do nothing. One easy question to knock 12 of the 15 options out of contention and just leave you choosing between 2 or 3 Are they qualified? Are they experienced? Do they have a track record of delivering results? You can ask those questions of most service providers and it will help you make a decision a lot more quickly rather than procrastinating
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✨ Revenue Enablement Guru with a 🌍 Global Onboarding Focus | ☀️ Leading With Empathy | 💚 TKWW Enthusiast |💡 Lifelong Learner | 💥 Combining Powers With Other Movers & Shakers
☕️ 🚀 A good cup coffee is kind of like the best type of enablement. Hear me out . . . 🏃🏻♀️ Put Some Pep in That Step: Enablement gives our teams the jolt they need to hit the ground running. Like caffeine, strong enablement (including tools) create a forward momentum + ongoing motivation for reps. 😎 Versatility is key (splash of oat milk for me please): The same goes for sales enablement. Tailoring resources and mediums to fit the unique needs of each rep/team makes all the difference. 🎯 Consistency Matters: We all know the pain of a bad cup of coffee. High-quality, timely training and resources keep our revenue teams performing at their best. 🥐 A Balanced Meal: Add a croissant and a piece of fruit (or perhaps even vodka in the evening - espresso martini vibes, anyone?). Fueling up requires more than just coffee, a successful enablement program similarly needs cross-team collaboration and alignment. Buy-in from Product Marketing, RevOps, and Sales Leaders is the key ingredient. #SalesEnablement #CoffeeLovers #SalesSuccess #Teamwork #FuelForSuccess #RevenueEnablement #Enablement
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If America runs on Dunkin' Then Corporate America runs on Excel and PPT I worked at a publicly traded, $5B annual revenue, organization and essentially ran my sales teams out of these two tools. I tend to see most B2B sales orgs within F1000 organizations operate this way. On one hand it’s quite impressive they’ve grown to such scale on a bare bones tech stack. On the other hand it makes me wonder: What would happen if their sales leadership teams were better enabled? Would they grow faster/more efficient?
