From the course: Cultivating Strategic and Analytical Skills in CPG Selling
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Find and connect with new buyers for your CPG products
From the course: Cultivating Strategic and Analytical Skills in CPG Selling
Find and connect with new buyers for your CPG products
Author Guy Kawasaki once said, "If you don't toot your own horn, don't complain that there is no music." In CPG sales, your goal is to continually find new retail buyers for your products. The more buyers you connect and build a relationship with, the greater your odds of making a sale and gaining shelf space. Finding the right fit buyers can be challenging and isn't as easy as just sending an email. Chances are, if you did, no one would respond to your email anyway. Instead, consider your search for a buyer as having multiple layers like peeling back an onion. Level 1: Find the right fit retailers for your CPG products. Level 2: Identify decision makers within these retailers like a category manager. Level 3: Identify those who influence decisions within these retailers like purchasing. And then Level 4: Make initial contact with this buying team, these are both the decision makers and the decision influencers. After completing Levels 1 through 3, you'll be in the best position to…
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