From the course: Selling into Industries: Retail and Consumer Products
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Know and target the right retailers
From the course: Selling into Industries: Retail and Consumer Products
Know and target the right retailers
- When I hear a product manager, marketer, or even senior executive say, I think our product can sell at all retailers, I shake my head in disbelief. They may even followup by saying, we should try to have it placed in as many stores as possible. The fact is that you need to have your sales plans targeted to the right retailers. Trying to sell it everywhere is not only being overly optimistic, it could very well send you down a path of major disappointment and potentially a financial disaster. You need to develop sales plans that are focused on channels and specific retailers where you'll have the greatest opportunity for success. During your research phase you not only looked at the competitive landscape, you went into physical stores and searched online sites reviewing a wide array of retail opportunities available. Remember, every product is different, so there is no cookie cutter sales plan to follow. Here's an example of a retailers strategy you might follow for a modestly priced…
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