Sales Management and Strategy

To successfully take your food or beverage product to market, you must first determine the most effective methods of sales management.  Your goal is to sell product  in a way that achieves the highest level of visibility for your product, and gives a positive light on you,  your brand and your company.

The success of your product remains in the hands of those that are responsible for marketing and selling it.  In your sales management strategy, you might consider:

  • Brokers
  • Independent Reps
  • Distributors
  • Merchandising Services
  • In house sales force
  • Outside product marketing and or sales company
  • Combination of the above solutions

Knowing your sales plans and goals will dictate the sales management and strategy. Find out all of the pros and cons of the various options in sales and marketing representation, before you decide what is right for you. Additionally you must understand who is the buyer of your product.  Finding buyers is a science. Knowing where to look for them is the key. You must employ the best and efficient ways of finding them.  You need to consider the design of sales and promotional materials, identify  and participate at key trade shows, garner trade and consumer press, grow your prospect list and successfully establish your buyer relationships. This requires creativity, hard work and patience. You must prepare forecasts and budgets and generate publicity or ‘free’ press.  Once the buyers have ‘found’ you, you have to get the right ones to buy your product. Always remember the big picture. Once you’ve found the buyers you want, plan and execute vertically integrated promotions that will excite your consumers, as well as each level of the distribution chain.  You will need to present promotional and point-of-purchase proposals that reflects the specific retailers’  business culture.  Design your promotional, advertising, and merchandising materials to maximize flexibility and versatility in order to reduce production costs while maintaining continuity throughout your promotion.  Be creative, excited and engaging throughout the process.  Once you have a meeting schedule, remember to prepare for a stellar and convincing 10-15 minute presentation.  After pro-actively designing and executing creative, unique, and effective promotions, measure your success by using the latest technologies to gather retail data to monitor sales and promotional effectiveness.