Question

Topic: Strategy

Customer Not Buying Into Promotional Plan?

Posted by Anonymous on 5/17/2008 at 3:09 AM ET 500 Points
I am sale rep who needs to sign up FMCG customer to a quarterly Promo Plan where we offer a Display Price Point & Display Money up Front in return we are getting certain products guaranteed displayed for that quarter Benefits Price Points are locked in for that period so any price increase will not be implemented sharp Price Points (Which is what we would have offered to secure the space) Display money (which we would have paid any way) we are not asking for exclusivity but generally we would like to stick to the plan Our products are market & Brand Leaders. Would like to know if there is any variations that i could offer that would be a benefit to a customer or any strategy similar or should have some alterations to the plan? (which will happen depending on what the competition is doing but only minimal Category mangement approach is used in planning the quarter so we are growing each category)
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RESPONSES

  • Posted by Neil on 5/17/2008 at 12:00 PM Accepted
    What are your prospects telling you who said no? Why? What would make each one sign?

    Do you have the power to negotiate a deal to fit the needs of different prospects or do you have to have standard plans?

    If you have to have something standard then speak to a number of prospects who said no and ask why. Some will be helpful and some will not. You might find some very useful patterns in the answers you get. You may may even go back and win some of them.
  • Posted by Levon on 5/17/2008 at 12:02 PM Accepted
    There is a lot of generalizations made in your question --I am still really not sure what it is you do or sell or even need? Maybe if you clarify what you product is and what you do - this can give me a better background to assist you.

    The key to marketing though (and I tell a lot of people this) is having a good product - without a good product the greatest promotional campaigns in the world will amount to nothing but shorthand gain and all you will be left with is a sh*thouse product at the end of the day.
  • Posted by Chris Blackman on 5/19/2008 at 8:25 PM Accepted
    Matthew

    Not sure about your territory or product type, but my experience is that larger retailers don't sign up to programs with a full quarter duration. It's too long for them.

    Most supermarkets, for example, in my neck of the woods, have sequential two-week programs and gondola ends are booked up to a year ahead.

    Everything you say you are offering is exactly what I would have expected, apart from the period of time you are expecting to get the promotional display locked in.

    Can you say:

    1. What type of stores you are selling into?
    2. Are you negotiating gondola-ends or some other preferred position in planograms?
    3. Are you negotiating store-by store? Why not at head-office level? Or are these smaller, Mom & Pop-type retailers?

    ChrisB
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