Q: What’s the best way to get your product listed / promotion agreed / range extended?
A: Establish how it helps the buyer to hit their targets. Then show them.
All grocery suppliers are chasing the same thing - more products, in more stores. It’s a zero-sum game. The winners understand what the buyer needs, and how they can help.
Many buyers will tell you that they are measured on 20 or 30 KPIs (often forgetting what the ‘K’ stands for). There are 3:
These 3 actions should drive their one true KPI - quantum profit. (If they tell you that isn’t the main KPI, ask them to speak to their shareholders).
The buyer also has to do this within the retailer’s overall value proposition (covering price, quality, and breadth of range).
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