1. Selling Your Product Effectively
Sales & Business Development
Selling Your Product Effectively
Presented by Gregory Connell, President & CEO
Nurture Atlantic Inc., NS & NB

2. About Nurture Atlantic
Who We Are
Experienced professionals in consumer products
Servicing food, beverage and health clients
Working in various areas of supply chain in Atlantic Canada
Offices in New Brunswick and Nova Scotia

3. About Nurture Atlantic
What We Do
Focus on Creating & Cultivating Consumer Products
Offer Strategy & Advisory Services
Business & Market Development
Value & Product Development
Design & Brand Development

4. Business Development Selling with Strategy
Develop an effective sales strategy
Build relationships
Determine the best sale channels
Dollars & cents

5. Develop an Effective Sale Strategy
Cover all the Bases
Define your target customers. Who are your ideal customers?
Know your unique selling proposition (USP)
What makes your product stand out from the competition?
Analyze your territory
Where do you currently sell?
Do you have new targeted territories?

6. Develop an Effective Sale Strategy
Cover all the Bases
Who is your competition? How well do you know them?
Who else has the same or similar offerings?
Where do they sell (i.e. online, retail, wholesale, direct)?
Who are their key accounts (i.e. biggest customers)?
Sales expectations?
What are you growth expectations for the next months?
Do you currently have the resources to sustain your growth targets?

7. Building Relationships
Suppliers are Critical
Pay on Time. Like you, your suppliers like to deal with organizations who are current with their payments
Set clear and achievable goals for key areas, such as lead times for ordering.
Provide adequate lead time
Remember that they have other customers
Learn what they need from you in order to meet your expectations
Share relevant information about your organization with your suppliers
Personalize the relationship

8. Building Relationships
Wholesalers are also very Critical
Communicate often. Understand their business
Understand their goals for key areas such as lead times for ordering. Ensure consistent supply
Remember that they have other vendors
Learn what you need to do in order to meet their expectations.
Share relevant information about your organization with your wholesaler partners
Personalize the relationship

9. Sales Channels Consider all Options
Type of product – If your product is perishable or is unstable, you will need a much faster, direct distribution method
Market – If your market is consumers, retailers are an essential distribution method whereas business markets may need another approach
Middlemen – Depending on your needs and demands on your time, a middleman can help distribute products quickly and efficiently
What will work best for you? Look at your competitors. Examine costs and benefits. Rank your options

10. Sales Channels Various Options to Choose From Supplier Wholesaler
Distributer
Broker
Direct channel
Electronic retailing
Direct store distribution (DSD)

11. Sales Channels Supplier A party that supplies goods or services
A supplier may be distinguished from a contractor or subcontractor, who commonly adds specialized input to deliverables
Also called vendor
Handout

12. Sales Channels Wholesaler
Person or firm that buys large quantity of goods from various producers or vendors, warehouses them, and resells to retailers
Wholesalers who carry only non-competing goods or lines are called distributors
Handout

13. Sales Channels Distributor
An entity that buys noncompeting products or product lines, warehouses them, and resells them to retailers or direct to the end users or customers
Most distributors provide strong manpower and cash support to the supplier or manufacturer's promotional efforts
They usually also provide a range of services (such as product information, estimates, technical support, after-sales services, credit) to their customers
Handout

14. Sales Channels
Broker
Person who serves as a trusted agent or intermediary in commercial negotiations or transactions
Brokers are usually licensed professionals in fields where specialized knowledge is required, such as finance, insurance, and real estate
Their rate of compensation (called brokerage or commission) is determined according to custom of the particular trade or by law, and is computed commonly either as a fixed percentage of the value of the transaction or on a sliding scale (higher the value, lower the percentage)
Handout

15. Sales Channels Direct Channel
Distribution channel in which a producer supplies or serves directly to an ultimate user or consumer, without any middleman (agent, distributor, wholesaler, retailer)
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16. Sales Channels Electronic Retailing
Electronic retailing is the sale of goods and services through the internet
Electronic retailing, or e-tailing, can include business-to- business (B2B) and business-to-consumer (B2C) sales of products and services, through subscriptions to website content, or through advertising
E-tailing requires businesses to tailor traditional business models to the rapidly changing face of the internet and its users
Handout

17. Sales Channels Direct store distribution (DSD)
Many consumer goods manufacturers are increasingly using a Direct-to-Store Delivery (DSD) delivery model as an alternative to traditional wholesaler and distributor networks
A DSD model establishes a “closed loop” network from the consumer good manufacturer’s warehouse to various retail outlets, making multiple stops before returning to the point of origin
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18. Sales Channels
Examples of Paths to Market
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19. Dollars & Cents Money in the Bank
Explore and analyze profitability scenarios when considering various sales channels
High mark up with low volume?
Low mark up with high volume?
What is the cost of selling?
What is the cost of goods (i.e. ingredients, packaging, shipping)?
Expected return on investment?
Prepare to invest in selling

20. Selling Your Product Effectively
Sales & Business Development
Selling Your Product Effectively
Presented by Gregory Connell, President & CEO
Nurture Atlantic Inc., NS & NB