I was chatting with a contact the other day. He represents a brand that used to be the market leader but it has since lost its appeal with customers today. Until now – it’s time for a resurgence.
He was telling me about reservations retailers had about ranging. You see, what retailers wanted to do with the brand was at odds with what the brand believed would be more profitable for all. And unfortunately, the brand couldn’t yet prove to retailers the most profitable way forward.
The problem?
This particular brand had a meeting comping up to discuss the issue with them in more depth. In preparation, we went through all the concerns and motivations the retailer had. What they wanted vs what the brand wanted, what assumptions everyone was making about the market and what facts would be “really good to know” because they would boost negotiations.
From there is was really clear that only through validating key assumptions, would it be possible for the brand to compel the retailer to believe in the message the brand was presenting. Clear market facts, stats and real insights was needed for both parties to make business decisions with certainty.
So, we brainstormed doing a ‘temperature check’; market research with potential customers, to confirm if there was greater demand for what the retailer -or- what the brand was intent on.
We mapped out:
- What evidence did the brand need to present to retailers to prove sales potential.
- What questions could we ask sample buyers – in this instance Mums, to gather the proof.
This formed the “Scale Sell-in”
What is the scale sell in?
This “Scale Sell-In” Research is designed to strengthen the impact of the sell in/retailer presentations to secure more profitable sales channels for all parties.
The process:
Within days Mumpower reached out to our 20,000 network of engaged, “like” buyers, Australia wide to discover key intel. Including: Brand awareness, brand sentiment, likelihood to purchase (retailer vs brand preferences). Plus, other feedback that unveiled opportunities to reclaim the top spot.
And the results…
AMAZING! The brand gained clear proof of the brand sales potential and boosted their confidence in negotiations. Ultimately, insights elevated the brand’s appeal and market impact.
“So far so good – Sharing this research with retailers has been really compelling!”
Top 3 takeaways to optimize your next retailer presentation
1. Understand the motivators of the people/organization you are presenting to:
- What do they care about most?
- What questions are they likely to ask?
- What information/evidence do they need from you to be convinced of your message
2. Assess the value of what information/evidence you have to present
- Is it strong enough in relation to what your audience cares about?
- Are their crucial gaps that would make a big difference in selling your point?
- Create a list of unknowns that if uncovered would impact results
3. Fill in the gaps
- Gather the balance of key information (or work with an agency that can do this for you) that addresses key buying motivators of people/organisations you are presenting to
Ultimately, by adopting these 3 strategies, your next presentation will be more impactful and increase the likelihood of positive outcomes.