Three Key Factors in Securing a Deal from a Distributor’s Point of View

Written by: Will Gordon, Commercial Director at Incite

One of the most important stages during the market entry process is the preparation and meeting between the distributor’s team and grocery category managers. Prior to the meeting, a considerable amount of work needs to be carefully planned, prepared and delivered.

Accessing the Gatekeepers

Grocery category managers have very limited time and are approached daily by distributors and brands regarding new listing requests. A reputable distributor will invest a significant amount of time into fostering relationships with these buying teams to understand what interests them, their processes for reviewing opportunities and to put themselves in a position to get preferential access to opportunities that are presented. Being partnered with a distributor that category managers will pick up the phone for is a great position to be in.

Preparation Cannot Be Underestimated.

Although meetings with category managers are often short, the quality of information required and presented is not. Price positioning, category fit and a marketing plan are examples of fundamentals that are carefully analysed and articulated in advance of the meeting. The goal is to simplify and fast-track the decision by ‘doing the work’ for the category manager by showing them how a new product can add incremental growth and profitability to a category. Doing the work upfront for the category manager means that more time can be spent in the face-to-face meeting on high-level next steps versus the nitty-gritty details.

Make the Product Shine.

The distributor will often only be given one opportunity to put the product in front of the category manager to leave a memorable impression. During this process, nothing must be left to interpretation or chance. For example, if a meat product is presented, careful consideration should go towards how a dish or recipe can be prepared using this product. For dairy or snacking products, great care should go towards accompanying toppings or complimentary ingredients that deliver the best taste and experience for the consumer.