Mind of a buyer presentation keynote09

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The Mind of a Buyer: How to deliver amazing growth to your

retail sales in 2015

MTuesday, November 11, 14

IntroductionsDwight DetterForager / Buyer

Whole Foods Market

Michel AlgaziRobert GonsalvesGreg YudinKlaus Mager

Food Centricity

MTuesday, November 11, 14

About WFM’s Local Vendor Program

• Local food systems

• Conscious Capitalism

• Small business empowerment

• Diversity at the POS

DTuesday, November 11, 14

About Food Centricity & FMH

• Food Business Acceleration

• Food Maker Launchpad

• Food Maker Growth Path

• Food Maker Hub

MTuesday, November 11, 14

3 Classic Elements of Food Product Business V01

RTuesday, November 11, 14

3 Classic Elements of Food Product Business V01

PLAN

RTuesday, November 11, 14

3 Classic Elements of Food Product Business V01

PLAN BUILD

RTuesday, November 11, 14

3 Classic Elements of Food Product Business V01

PLAN BUILD GROW

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

PRODUCTS

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

PRODUCTSNovice

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

PRODUCTSProfessional

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

PRODUCTSProfessional

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

GrowFAST

PRODUCTSProfessional

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

GrowFAST

PRODUCTSProfessional

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers

Professional

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers

Professional

Never Tried

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers

Professional

Always Buying

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers

Professional

Always Buying

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers SALES

Professional

Always Buying

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers SALES

Professional

Always Buying Infrequent

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers SALES

Professional

Always Buying Expanding

RTuesday, November 11, 14

3 Successful Elements of a Food Maker Growth Path Program

PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers SALES

Professional

Always Buying Expanding

Growth Path

RTuesday, November 11, 14

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2279983/EEK%20Logo%20Draft.gif http://static.squarespace.com/static/53bec20de4b04d1a101deb59/53c05de9e4b02a0999c0df94/53c076e7e4b056735b98f163/140512

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Upcoming Production Resources for Food Makers in So Cal

@

Powered by:

www.LAPrep.LA

Tuesday, November 11, 14

Shopped but Never Bought

RTuesday, November 11, 14

The problem

RTuesday, November 11, 14

Buyers are not Consumers

RTuesday, November 11, 14

No Experience to Guide Me

RTuesday, November 11, 14

Where do I Focus?

RTuesday, November 11, 14

Stalled GrowthDifferent mindset, no guide or experience and no idea where to focus?

RTuesday, November 11, 14

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The opportunity

RTuesday, November 11, 14

Be Inside the Buyer’s Mind

DTuesday, November 11, 14

Deliver Direct like a Distributor

DTuesday, November 11, 14

Develop Operating Procedures

DTuesday, November 11, 14

Double your SalesThink like a buyer, get placement like a distributor and utilize defined operating procedures

DTuesday, November 11, 14

Why... would this opportunity be able to help

your business?

RTuesday, November 11, 14

5 Key Principles+1

Tuesday, November 11, 14

1 | Set your prices appropriatelyMake sure you understand margin

expectations throughout the wholesale value chain

MTuesday, November 11, 14

2 | The Devil is in the Agreement Get an experience advisor to review your Buyers & Brokers agreements

MTuesday, November 11, 14

3 | A Showcase Sell Sheet A designed & complete sell sheet is more important then how your product taste

DTuesday, November 11, 14

4 | Packaging Talks Professional packaging separates the pros from the casual or home grown

DTuesday, November 11, 14

5 | She who promotes best, wins Support your products with a full suite of demo and promotional programs

DTuesday, November 11, 14

+1 | Selling is hard, Ordering must be easy The Re-ordering starts at the first Order

DTuesday, November 11, 14

What... will be the most hardest for

you to accomplish?[and why?]

RTuesday, November 11, 14

Harvest Star - Sales Growth Compass

RTuesday, November 11, 14

Sales Growth Harvest Star

RTuesday, November 11, 14

Sales Growth Compass

Product

Sales

BuyersCustomers

RTuesday, November 11, 14

Sales Growth Compass

Product

Sales

BuyersCustomers

Place

RTuesday, November 11, 14

Sales Growth Compass

Product

Sales

BuyersCustomers

Promotion

Place

RTuesday, November 11, 14

Sales Growth Compass

Product

Sales

BuyersCustomers

Promotion

PlacePrice

RTuesday, November 11, 14

Sales Growth Compass

Product

Sales

BuyersCustomers

Promotion

PlacePrice

Participate

RTuesday, November 11, 14

Sales Growth Compass

Product

Sales

BuyersCustomers

Promotion

Place

RTuesday, November 11, 14

Building your Buyer Promotion & Place Program

RTuesday, November 11, 14

Buyer Lingo

http://retail.about.com/od/retailglossarya/

MTuesday, November 11, 14

http://retail.about.com/od/retailglossarya/
http://retail.about.com/od/retailglossarya/

Buyer LingoPerformance

http://retail.about.com/od/retailglossarya/

MTuesday, November 11, 14

http://retail.about.com/od/retailglossarya/
http://retail.about.com/od/retailglossarya/

Buyer LingoPerformanceTPRs

http://retail.about.com/od/retailglossarya/

MTuesday, November 11, 14

http://retail.about.com/od/retailglossarya/
http://retail.about.com/od/retailglossarya/

Buyer LingoPerformanceTPRs

Bill-Back

http://retail.about.com/od/retailglossarya/

MTuesday, November 11, 14

http://retail.about.com/od/retailglossarya/
http://retail.about.com/od/retailglossarya/

Buyer LingoPerformanceTPRs

Bill-Back

SPIFS

http://retail.about.com/od/retailglossarya/

MTuesday, November 11, 14

http://retail.about.com/od/retailglossarya/
http://retail.about.com/od/retailglossarya/

Buyer LingoPerformanceTPRs

Bill-Back

SPIFS

Scan Down

http://retail.about.com/od/retailglossarya/

MTuesday, November 11, 14

http://retail.about.com/od/retailglossarya/
http://retail.about.com/od/retailglossarya/

Buyer LingoPerformanceTPRs

Bill-Back

SPIFS

Scan Down

http://retail.about.com/od/retailglossarya/

Non Performance

MTuesday, November 11, 14

http://retail.about.com/od/retailglossarya/
http://retail.about.com/od/retailglossarya/

Buyer LingoPerformanceTPRs

Bill-Back

SPIFS

Scan Down

http://retail.about.com/od/retailglossarya/

Non PerformanceOff Invoice

Case Stack Down

MTuesday, November 11, 14

http://retail.about.com/od/retailglossarya/
http://retail.about.com/od/retailglossarya/

Buyer LingoPerformanceTPRs

Bill-Back

SPIFS

Scan Down

http://retail.about.com/od/retailglossarya/

Non PerformanceOff Invoice

Case Stack Down

Free Fill

MCB (Manufacturer Charge Back)

MTuesday, November 11, 14

http://retail.about.com/od/retailglossarya/
http://retail.about.com/od/retailglossarya/

Buyer LingoPerformanceTPRs

Bill-Back

SPIFS

Scan Down

http://retail.about.com/od/retailglossarya/

Non PerformanceOff Invoice

Case Stack Down

Free Fill

MCB (Manufacturer Charge Back)

Hip Pocket Deal

MTuesday, November 11, 14

http://retail.about.com/od/retailglossarya/
http://retail.about.com/od/retailglossarya/

http://static.squarespace.com/static/53bec20de4b04d1a101deb59/53c05de9e4b02a0999c0df94/53c076e7e4b056735b98f163/140512

2279983/EEK%20Logo%20Draft.gif http://static.squarespace.com/static/53bec20de4b04d1a101deb59/53c05de9e4b02a0999c0df94/53c076e7e4b056735b98f163/140512

2279983/EEK%20Logo%20Draft.gif

Promotions - Buyer’s Pet Topic

MTuesday, November 11, 14

Buyer Questions

DTuesday, November 11, 14

Buyer Questions• What kind of promotional support is being

offered?

DTuesday, November 11, 14

Buyer Questions• What kind of promotional support is being

offered?• What are the frequency and depth of the

promotions?

DTuesday, November 11, 14

Buyer Questions• What kind of promotional support is being

offered?• What are the frequency and depth of the

promotions?• What is your plan to tell the consumer about

the product? (demos, advertising, public relation campaigns, social media, etc.)

DTuesday, November 11, 14

Buyer Questions• What kind of promotional support is being

offered?• What are the frequency and depth of the

promotions?• What is your plan to tell the consumer about

the product? (demos, advertising, public relation campaigns, social media, etc.)

• Have you put a lot of thought into your strategy, and are you supporting our efforts by participating in our programs?

DTuesday, November 11, 14

Buyer Questions• What kind of promotional support is being

offered?• What are the frequency and depth of the

promotions?• What is your plan to tell the consumer about

the product? (demos, advertising, public relation campaigns, social media, etc.)

• Have you put a lot of thought into your strategy, and are you supporting our efforts by participating in our programs?

• Is the Product presented in an attractive and concise way?

DTuesday, November 11, 14

Buyer Questions• What kind of promotional support is being

offered?• What are the frequency and depth of the

promotions?• What is your plan to tell the consumer about

the product? (demos, advertising, public relation campaigns, social media, etc.)

• Have you put a lot of thought into your strategy, and are you supporting our efforts by participating in our programs?

• Is the Product presented in an attractive and concise way?

• How much existing distribution do you have with our customers?

DTuesday, November 11, 14

Promotion Ideas

DTuesday, November 11, 14

Promotion IdeasIn Store Display

DTuesday, November 11, 14

Promotion IdeasIn Store Display

Temporary Price Reductions

DTuesday, November 11, 14

Promotion IdeasIn Store Display

Temporary Price Reductions

Case Stack Down

DTuesday, November 11, 14

Promotion IdeasIn Store Display

Temporary Price Reductions

Case Stack Down

Coupons

DTuesday, November 11, 14

Promotion IdeasIn Store Display

Temporary Price Reductions

Case Stack Down

Coupons

Contest and Sweepstakes

DTuesday, November 11, 14

Promotion IdeasIn Store Display

Temporary Price Reductions

Case Stack Down

Coupons

Contest and Sweepstakes

Demos & Presentations

DTuesday, November 11, 14

Promotion IdeasIn Store Display

Temporary Price Reductions

Case Stack Down

Coupons

Contest and Sweepstakes

Demos & Presentations

Rebates

DTuesday, November 11, 14

Promotion IdeasIn Store Display

Temporary Price Reductions

Case Stack Down

Coupons

Contest and Sweepstakes

Demos & Presentations

Rebates Premiums

Trade Allowance

DTuesday, November 11, 14

Promotion IdeasIn Store Display

Temporary Price Reductions

Case Stack Down

Coupons

Contest and Sweepstakes

Demos & Presentations

Rebates Premiums

Trade Allowance

Trade Sales Promotions

Cause Related / Fair-Trade

DTuesday, November 11, 14

Promotion IdeasIn Store Display

Temporary Price Reductions

Case Stack Down

Coupons

Contest and Sweepstakes

Demos & Presentations

Rebates Premiums

Trade Allowance

Trade Sales Promotions

Cause Related / Fair-Trade

Joint Promotions

DTuesday, November 11, 14

1st  Quarter 2nd  Quarter 3rd  Quarter 4th  Quarter

PRODU

CTBU

YERS

MAR

KETING

CUSTOMER

S

Growth  Roadmap  -­‐  2015Project  Title  or  Product  Name

RTuesday, November 11, 14

1st  Quarter 2nd  Quarter 3rd  Quarter 4th  Quarter

PRODU

CT Product  IntroducCon

New  Channel  Opening

BUYERS

MAR

KETING

CUSTOMER

S

IntroducCon  of  New  Product

Placement  rolloutSupport  Product  introduc1on  with  Promo1onal  buyer  campaign

Growth  RoadmapProject  Title  or  Product  Name

Social  Targe1ng  to  drive  in  store  purchasing

RTuesday, November 11, 14

Promotional & Marketing Calendar Template - FM Launchpad

RTuesday, November 11, 14

Building your Buyer Place - Distribution Elements

RTuesday, November 11, 14

PLACE

MTuesday, November 11, 14

PLACE• Third Party Storage:

MTuesday, November 11, 14

PLACE• Third Party Storage:• In Outs

MTuesday, November 11, 14

PLACE• Third Party Storage:• In Outs • Storage

MTuesday, November 11, 14

PLACE• Third Party Storage:• In Outs • Storage• Pick & Pack

MTuesday, November 11, 14

PLACE• Third Party Storage:• In Outs • Storage• Pick & Pack• Freight In / Out

MTuesday, November 11, 14

PLACE• Third Party Storage:• In Outs • Storage• Pick & Pack• Freight In / Out• Backhaul costs (DC to individual

Stores)

MTuesday, November 11, 14

PLACE• Third Party Storage:• In Outs • Storage• Pick & Pack• Freight In / Out• Backhaul costs (DC to individual

Stores)• Freight Insurance

MTuesday, November 11, 14

PLACE• Third Party Storage:• In Outs • Storage• Pick & Pack• Freight In / Out• Backhaul costs (DC to individual

Stores)• Freight Insurance• Temperature Issues

MTuesday, November 11, 14

PLACE• Third Party Storage:• In Outs • Storage• Pick & Pack• Freight In / Out• Backhaul costs (DC to individual

Stores)• Freight Insurance• Temperature Issues• Chain of Custody (FSMA)

MTuesday, November 11, 14

Template - How to Launch a new Retailer Checklist

RTuesday, November 11, 14

RTuesday, November 11, 14

DTuesday, November 11, 14

Next Steps

RTuesday, November 11, 14

Local 101 Full-Day IntensiveMonday 12/13

Slow Money

Monday 11/18Saturday 11/15

RTuesday, November 11, 14

Q&A

ALLTuesday, November 11, 14

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