“My Buyer Hates Me”….Barf

Having led a couple of different consumer packaged goods (CPG) sales teams and provided counsel to numerous others- I have heard this line way too many times and it always makes me want to barf into my keyboard. Odds are extremely high that the buyer at your retailer does not hate you- but they may very well think you add extraordinarily little value or don’t understand what they need to be successful.  You also need to understand that your buyer will not be removed because you have a tough time with them- they are in charge of the category you work in. Let’s dig in here and figure this out.

You are now convinced, internally and with some key market data, that your CPG (consumer packaged goods) brand is ready to move into brick & mortar retail distribution.  Where should you go first and how can you work through the details of making this critical decision?  If you go to the wrong place first and fail- it will make future distribution tougher to get as other retailers will wonder ‘what went wrong over there?’

So your idea for a CPG (consumer packaged goods) brand is starting to come together.  Well done!  While good ideas are never easy- the execution of that idea (aka making it real) is where the very hard work lies.  So let’s say you are experiencing some local market sales success- whether the local farmer’s market or in several local retail outlets and you are seeing some traction online- what do you need to think through and have nailed down before approaching your first retailer? 

Do you know who your consumer is? Really know who they are….?

Is your benefit clear?

All the little things matter. A lot.