Selling to the Shelf

Selling to the Shelf 

Welcome our guests:

Ames of AR’s Hot Southern Honey

Erin of Little House Green Grocery

Thank you Creative Marketing Group  

Your strategy plan to sell in to more wholesale accounts will include:

  • Defining your market 

  • Goal for number of accounts to obtain per month 

  • Marketing tools and wholesale information 

  • Getting the sale - Ames 

  • From the buyers perspective - Erin 

Defining Your Market 

  • Do your HOMEWORK!   

    • Visit your prospects location and determine if your product is a fit 

    • Get the lay of the land and look to see where on the shelf your product might sit 

    • Ingredient restrictions - read up your prospects food philosophies to understand better why your product will appeal to their customer base 

Goals per month

  • What is a reasonable goal for your expansion? 

  • List all those retailers you are interested in pursuing and start your homework  

  • What is your capacity and what will you do when you reach it?

NOTES:

Marketing Tools and Wholesale Information

  • Items that you MUST have to be legit!

    • Business cards and website 

    • Marketing piece with wholesale products pictured

    • Wholesale pricing sheet 

    • Professional photography 

    • POS signage or display

  • Included on your wholesale pricing sheet:

    • Product listings 

    • Wholesale price and suggested retail price 

    • Minimum order and minimum reorder 

    • Delivery information and turnaround time 

    • Contact information 

    • Billing information/Net 30

Getting the Sale - Ames 

  • Understand the dynamic - what’s the value of my product to the buyer*

  • Your pitch - what you say matters 

  • Initial order packages - suggesting what the client needs 

  • Minimum, terms and margin

  • * Does my product fit into your retail mix?

  • Repeat after me “Would you like to write an order” 

  • Creating a relationship 

  • Follow up and re-orders 

  • When to hit someone up for the 2nd or 3rd time 

  • Sample vs drop off 

  • Overcoming objections 

NOTES:

What is the buyer looking for? Erin 

  • Space!  Do I have room for your product in the freezer, fridge, shelf?

  • Is the product and label VDACS approved?

  • Is the packaging attractive and professional?

  • Price - Does this price point appeal to my customers and is it sustainable for the vendor?

  • Does the product/ category appeal to my customers?

  • What is the shelf life? Delivery schedule?

  • How do we order? What is the turnaround time? Can I set up a standing order? How will we be invoiced and how often?

  • Are there delivery charges or order minimums?

  • What is the vendor willing to do to help promote? (Sampling, social media, etc)

  • Check out website for vendor onboarding processes or send email introduction- don’t just stop by!

barb@theapplecartcompany.com.  

Follow us:  

@applecartco

@ameshotsouthernhoney

@littlhouserva

@creativemktgroup

NOTES:

Barb UpchurchComment