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Apple PodcastsStrategy before selling
Allison discusses deciding where a brand will focus before approaching retailers.
Road2Retail podcast
Interview with Allison Ball — Founder of Food Biz Wiz and the creator of Retail Ready
Allison Ball discusses the mistakes emerging food brands make when entering retail. Drawing on her experience as a buyer and as the founder of Food Biz Wiz, she covers strategy, buyer expectations and persistent, professional follow-up after a sales conversation.
Guest
Allison BallFounder; creator of Retail ReadyFood Biz Wiz
Watch the interview
Watch on YouTubeAbout this episode
Moving into retail requires a different approach from selling directly to consumers. Allison, the founder of Food Biz Wiz and creator of Retail Ready, discusses why brands need to work through their strategy before starting to sell. That includes deciding which opportunities to pursue and what the brand will leave out of its growth plan.
Allison also draws on her experience as a buyer to explain what she looked for before adding a brand to her assortment. The conversation covers adapting a DTC sales approach for a retail buyer and staying in touch through professional follow-up. She also shares her admiration for the Golden State Warriors.
Topics covered
The buyer's perspective
A former buyer explains what she looked for before bringing a brand into her assortment.
A different sales approach
The discussion considers why a direct-to-consumer pitch needs to change for a retail buyer.
Professional follow-up
Persistence and the way a brand follows up after a sales conversation are covered.
Episode sponsors
Eagle Labs
Contract manufacturing of OTC and health and beauty products.
Introductions to Industry Experts
Connect with trusted suppliers across the CPG industry.