Managing the CPG Food Broker Relationship
Elevate Your Brand and CPG Food Broker Relationship
“How do I get the food brokers from overwhelmed to over the moon excited about selling my brand?”
One of the most frequent complaints that I hear from CPG brands is that their food brokerage represents so many brands that theirs gets lost. Other questions usually include, “How do I get the most for my investment?” Some ask, “What do food brokerages actually do?”
Perhaps the most important question is, “How do I get the food brokers from overwhelmed to over the moon excited about selling my brand?“
What to do when the turnovers stop?
If you have been working with a food brokerage for some time that was really great about new placement and suddenly, you see NOTHING come across your turnovers, you probably feel a little confused about what you are paying for. They are your eyes and ears in the field. If you aren’t hearing anything then it is time to take action.
Investing time and energy with a food brokerage is an investment in your business. Here are some steps to take.
Start with the next right thing.
Step One-
Exhale. These problems are stressful. Breathing is good. Don’t be that Executive that doesn’t breathe.
Ask the right questions.
Step Two-
Start with a basic question. Ask your food brokerage point of contact what is going on in the field and what feedback they are hearing. Depending on the answer, you can move on to:
• How do I deal with a new player coming into my category?
• Is it time for new eyes on this project?
• Do I need a new focus and a shift in strategy?
• Do I need to leverage sales data, creating a new story that will impact shelf placement to fill voids?
Did you know, SPINS is now customizing support for innovative startups to elevate your company’s sales story? It can fit in your budget.
Don’t be that Executive who runs in hot and screams at the brokers. Your sell sheets will go to the bottom.
Step Three-
Creative Focus! What does that mean and how do I get it?
• Create a quarterly plan to get your brand back on track.
• Focus on the pieces that will make the largest impact in your business.
Don’t be that Executive who runs in hot and screams at the brokers. That type of conflict disconnects the brokers from the brand’s mission. Do be that Executive that notices what is going on and gets the support you need in order to allow for Creative Focus. Otherwise, your sell sheets will go to the bottom of the pile and it won’t matter how much of a positive impact your brand could make in the world.
Just announcing to your brokers that they need to, “Sell everything!” sounds nice, but it doesn’t give your food brokers an actionable plan that they can attain. It is also important to discuss, and then agree on, what support you will be offering them to reach those goals.
Don’t have a plan? A customized strategic sales plan, including creative support at retail, is one of my favorite things to generate.
I can assist you to improve your current business system by creating and supporting a plan for your brokerage. This proven plan engages the food brokerage and facilitates communication for your product line. Elevating sales and the relationship…
Reach out now to learn more about my customized quarterly broker plan.
