Your business determines the person that you are and the life that you live. Yet, for so many of us, the organisation in which we work is our enemy, not our friend.

Every day, I work with business owners who are frustrated, resentful and overworked – I have been that business owner myself. These executives are never the most profitable, the most effective or the most fulfilled in their business. 

I can trace a clear pattern in my business journey; the times when I have been at conflict with my business have, without a doubt, been the hardest. The treadmill of productivity and output becomes draining and makes it easy to lose sight of why you started in the first place. During these periods, I have inevitably found myself less effective, lacking in motivation and surrounded by negativity. I have also been making less money!

In 2015, I made a very specific decision. I was going to build and sustain an environment of total motivation in my business. I was adamant that I would develop a relationship with my business that was functional, happy, mutually beneficial and filled with love. I wanted to run an organisation that I always spoke about kindly and provided an environment of support for everyone within. I aspired to create a business that people were drawn to because of its deeply attractive culture. It would allow me to attract the best staff, win the best clients, align with the best partners, and ensure that I worked with purpose and passion every day. My business was going to be the kid that EVERYONE wanted to hang out with.

Thankfully, I had worked in and with over 400 businesses, and I had a lot of insights to support my approach. Elation Experts – the organisation I have today – is my happy place. I have built this relationship through 3-key principles. 

When taking control of your professional destiny, you need to focus on these three areas. Doing exactly the right amount of the following will ensure that you fall back in love with your business and you create somewhere that everyone else can love too.  

What do you put in?

One of the key drivers of the human condition is our desire to add value. We want, perhaps even need, to know that the impact we have is positive. We want to be recognised. We want to know that our talent is influential. We grow when we contribute, so focus on this every day.  If your business is a place where everyone has a chance to shine and contribute in a meaningful way, you create a powerfully positive environment.

Ask yourself and encourage your team to ask questions like:

• What areas of the business can I improve on today? 
• Where do I have a really positive impact, and how do I ensure I use that influence regularly?
• How can I harness and encourage the strength of others? 

A wonderful business plays to the strengths of every team member. The great communicators lead the meetings, and the fantastic innovators contribute to new ideas. Have you identified the strengths of yourself and your team? Are you making the most of those strengths?

Make sure that you speak with everyone in your team regularly to give them the boost they need. This allows you to have a real impact and witness the tangible results in daily business operations. 

Consider each team member, including yourself, and think about their strengths. Now look at whether that person is doing work that plays to that strength. Are they in a position that allows them to contribute that strength to the business? If they aren’t, then look at how you can change this and help to give them work they will feel is making a positive impact.

Look for ways to feedback to team members how their contribution is making a difference to the business. Everyone likes to understand how they fit in and how what they are doing means something in the bigger picture.  

Purpose is a great motivator. By helping people see the value they add when they are at work, and understand the benefit they are bringing with their skillset, you will automatically motivate them.  As a business owner you must not only ensure that you personally are adding tangible value but also that every person in the team has a chance to shine. 

If you can give and create a sense of purpose in your business, you will thrive. 

What do you get out?  

Growth and development are key measures of human success. For some, this might be hitting a target, or learning a new skill. For someone else, it might be repairing a broken item or creating a new recipe. We measure development in very different ways, but without it, we stagnate.  A business in which all members can realise their potential is one that attracts the best.

The questions for your business and your team are:

• What personal development will make me more powerful? (Training/Coaching/Mentoring)
• How can I stretch my team to ensure that they grow every day?
• How can we create a culture of feedback that means everyone’s potential is realised?

A business that has a culture of personal development, layers learning on even the smallest of tasks. It embeds personal development planning, individual training budgets and plenty of extracurricular opportunities.

Every week, ask your team to report on the three biggest barriers to success, and find a way to develop the team in order to overcome those barriers.

Consistent improvement is highly motivating – for you and your team. If something motivates you, it’s difficult not to fall in love with it. So, make sure your business is motivating everyone involved in it.

Where do you get your energy? 

Running on empty is the quickest way to failure. Often professionals who are not seeing the results they want continue to push harder: a recipe for burnout. Resting is not seen as a productive way of achieving more. But being full of energy creates an environment of success. If you get a sense of joy and balance from your work, you perform far better.

These are the specific questions you need to focus on to ensure you and your team are efficient and enthused:

• What is the best way for you to relax and de-stress?
• How can you make sure your team are recharged daily?
• What signs will tell you that a team member is overworking and underachieving?
• How comfortable do people feel about asking for support? 

Keeping your business full of energy guarantees sustainable output from your team. This requires agile working – allowing your team to work on key tasks when their energy is high, and permitting them to step back and recharge when required.

For my team, taking 15 minutes to meditate at lunchtime or running/walking meetings make a huge impact. If deadlines are heavy, we will stop for a full hour and have a team lunch before addressing the task with full commitment.  

Resting makes us strong, and I recognised that when I started permitting myself to stop, I became much more effective. The same applies to everyone on the team – they need rest, and they perform better for it.

I love my business. I wake up every day knowing that I am going to spend my day doing things I love, that add value, with a team of people who feel the same. I have a purpose, I feel successful, and I know the future is bright. 

ABOUT THE AUTHOR

Karen Dunne-Squire is founder of Elation Experts, which is on a mission to empower SME’s by giving them the knowledge and skills to increase revenue, build powerful sales opportunities and create committed, loyal teams that are motivated to drive change. Karen is a sought-after keynote speaker and creator of The Growth Framework, an award-winning methodology, applying ‘Big Business Corporate Insights’ to SMEs in a way that makes practical sense for them. 

www.elation-experts.co.uk

www.linkedin.com/in/kdselation

There’s no denying that it’s been a long and difficult year. However, with many of us already vaccinated and the outlook  looking positive for a slow release of lockdown, you may be considering getting back to work in your office premises.

For those that run a small or medium sized business (SME), going back after working remotely, with many employees having been furloughed for long periods of time, it will be difficult to reinstate the financial balance straight away. You may have to alternate your employees so that they come into work part time. It may also be necessary to expend monies to ensure safety and sufficient social distancing.

So, is there anything you can do to mitigate the financial burden of your lease?

The answer is, yes! But of course there are no guarantees, as your landlord would have been going through similar circumstances, but a reasonable approach to any negotiation should prove fruitful for both parties.

Understand your lease

The first thing to do is to check your lease to see if there is any adverse clause in there that may prevent you negotiating. For example, a clause stating that ‘there shall be no rent negotiation after one year’ or ‘negotiation on rent will only be acceptable after three years’ etc.

You should also check the length of any ‘notice’ period, e.g. the notice you need to give if you wish to leave. The last thing you want is to start negotiating and threaten to leave in a month and then realise that you are legally bound to give three or six months’ notice, or that there is a clause stating: ‘there will be no break clause in your lease for two years from the date the lease commences, or from the date your lease is renewed’.

By understanding exactly what is in your lease you will find it easier to work with your landlord to find a mutually agreeable solution.

How to negotiate

If your landlord is approachable, then building a rapport with him/her helps you to understand the kind of person s/he is. Trust and honesty is key, and given the unprecedented circumstances, you may be able to come to some agreement in spite of the clauses(s) in the lease.

In any negotiation it’s imortant to understand the other party’s point of view and say so, or say something complimentary. For example, you could start off the negotiations by saying something along the lines of:

‘I know the last year has been difficult for us as I am sure it has been for you too…’ or

‘I really like these premises and I think you do a good job on every level. It ticks all the right boxes for the business..’

Then you could go on by saying..

‘.. but I hope you can understand that in order for both our businesses to get back on our feet and up to full strength, we need to have a reasonable stepped approach to the payment of rent so that we can build up our business again. I would like to retain my lease with you, but I would appreciate a bit of leeway…’

This is the diplomatic approach, rather than demanding a reduction: ‘It’s unfair to expect me to pay the full rental after what’s happened. You should reduce the rent…’

It’s always best to start thinking in terms of what you want to achieve. If your goal is to stay in the premises then you can aim your negotiations in that direction rather than say to yourself, ‘I will only accept this amount of reduction’ or ‘I won’t accept that…’.

Being too acerbic can have a really adverse effect. If you are too forthright, the other party will close ranks and not be willing to give an inch, as this could give the impression of a lack of integrity and being disingenuous. However, being too sweet and accommodating can also have the same effect, but not if it is perceived to be genuine. The right balance must be found.

Both parties need to participate in the communications as it cannot be a one-sided conversation and listening is the most important skill you can have. Everyone knows from social interactions, that bulldozing through a conversation, being opinionated, demanding and manipulative, will induce a reaction of: …’wow, I don’t like this person. I need to get away as quickly as possible – I’ll just go and get another drink…’ We have all been there!

On the other hand, being in the company of someone that is listening to what you have to say, and nodding occasionally, validates what we are saying and is perceived well.

At the end of the day, everyone has a different negotiating style. However, there are a few tips to hopefully get you to your win-win scenario:

1. Understand who you’re dealing with. The more you know your Landlord and the kind of person she/he is, the more you will know how to pitch what you want.
2. Know what you want to achieve.
3. Put yourself in the shoes of the other party and/or say something complimentary.
4. Don’t come on too strong or too sugary sweet. Integrity is the key.
5. Listening is the best skill.

Can a paralegal help?

Once you have reached your goal, then ask a professional paralegal to assist you in drafting an agreement to reflect the negotiation you have reached. Paralegals charge a lot less than solicitors and can perform many of the same tasks, including drafting agreements or changes to your lease.

If negotiations fail or things unfortunately turn unpleasant, then a paralegal may be able to help here too. Sometimes taking the emotion out of the negotiation and letting independent third parties continue the talks, can help bring things back to the real issue of the lease negotiation.

Finally, if all negotiation fails and your landlord will not budge, then legally there is probably very little you can do. If there is a fixed rental period, then you could try again when this ends, or if the lease allows, you can give the required notice and look to relocate to premises with a lease that better suits you.

ABOUT THE AUTHOR

Amanda Hamilton is Chief Executive of the National Association of Licensed Paralegals (NALP), a non-profit Membership Body and the only Paralegal body that is recognised as an awarding organisation by Ofqual (the regulator of qualifications in England). Through its Centres, accredited recognised professional paralegal qualifications are offered for a career as a paralegal professional. 

See: http://www.nationalparalegals.co.uk

Twitter: @NALP_UK

Facebook: https://www.facebook.com/NationalAssocationsofLicensedParalegals/

LinkedIn – https://www.linkedin.com/in/amanda-hamilton-llb-hons-840a6a16/

Given the rise of ecommerce in recent years and the change in consumer trends, here are what I believe consumers value highly today.

The need for convenience

Ecommerce has spoiled consumers for choice, but delivery has always been a sticking point. A product may be slightly cheaper online but once you add delivery charges, the cost can sometimes end up higher. And since the customer can’t touch, feel or try the product before they buy, there is less trust and far more returns.

However, websites like Amazon have spoiled customers with their free next day delivery and companies like ASOS are dominating fashion with their easy returns policy.

While it is very difficult for smaller brands to compete with free next day delivery, it should still be possible to find a middle ground, where shipping costs are kept to a minimum and arrive within a few days of placing an order.

There are now comparison sites for couriers, for example, dramatically reducing delivery costs and opening more online retailers to competitive delivery options.

Local retailers are in the perfect position as they can offer free in-store returns, as well as allowing customers to touch and feel the product before buying. This can increase trust, reassure customers that they can get support or return items, and opens independent retailers to more click and collect options. The challenge for local retailers is getting found.

The cost benefit to consumers

One of the main drivers of ecommerce has been the cost benefit to consumers. Not only do ecommerce products often cost less, but consumers can quickly and easily compare prices across multiple brands and websites to find the best deal. There are even shopping assistant browser extensions to alert users to the best price found online.

But this puts smaller retailers in a difficult position. They may not be able to offer the same price point, yet don’t want to miss out on being listed on an online marketplace, like Amazon.

One way to handle this is to carefully pick where you list your products. Not all online marketplaces are created equal. Amazon, for example, suffers from an influx of overseas retailers offering sub-quality items for much, much less.

Consumer shopping habits are changing, however, with a preference for local goods that both support the local economy and lead to fewer product miles, helping to care for the environment. Finding a marketplace, like DownYourHighStreet, for more local goods means you are being compared to like-for-like products and services, not cheap imported goods.

Another answer is to create your own audience of engaged brand fans using your social channels.

The pull of local

There has been a big trend towards purchasing from local businesses, with Google “near me” searches rising 500% year on year. Buying local supports the local economy, is more traceable, and is often perceived as being higher quality. Truly local retailers also benefit from being able to offer something unique ─ an ever more important quality shoppers are looking for, especially in the Instagram generation.

However, the trend towards local doesn’t excuse local businesses from having an online presence. Customers still want to be able to search, compare and complete purchases online. They’re just happier if the product is local, they can touch and try the product, and they know they can pick it up/return it quickly and easily.

One solution to this competition of needs is the creation of Business Improvement Districts (BIDS), where local businesses get together and chip into the creation of a combined ecommerce presence. For example, on DownYourHighStreet, we have a sub-page for Brighton called Brilliant Brighton.

Local retailers list their shop and products, allowing customers to find and compare products online before coming in-store to complete their purchase. The customer is happy that they’ve got the best product at the best price, while local retailers gain more business for a lower cost than setting up and managing their own web presence.

Going one step further to delight your customers

Something customers miss from in-store experiences is the element of surprise and delight. When in a physical shop, there may be videos, imagery or other instructional material. There may be something fun to do or an experience to be had that is almost entirely missing from the online shopping experience.

These experiences connect people to brands and generate customer loyalty. The good news is, online retailers can benefit from surprising and delighting customers just as physical stores can, perhaps even more so.

Customers typically don’t expect much from a delivery. They want it to come on time and in good condition. That’s about it. So, the bar is pretty low. Going one step further and thinking about how to surprise and delight your customers with their deliveries can supplement in-store experiences and generate that same brand loyalty.

It could be a token such as a small bag of sweets included in the delivery, or a hand-written note thanking the customer for making their purchase. Connecting these experiences with your online presence, via your social media pages, for example, is a great way to capitalise on the feel-good factor and keep the connection going.

Whether you are an in-store or ecommerce only retailer, there are innovative steps you can take to that your customers get what they value most. Start now so you are ready to bring in more customers as we emerge from the pandemic.

ABOUT THE AUTHOR

Daniel Whytock is CEO of DownYourHighStreet.com – a free to join, low commission online marketplace on a mission to create the world’s longest high street by connecting community with commerce and giving the Great British High Street an online presence. DownYourHighStreet.com hosts thousands of products that were previously unavailable online, from100s of independent retailers, allowing sellers to create or integrate their online presence saving them time and the costs traditionally associated with establishing a visible online presence.

www.downyourhighstreet.com

https://www.linkedin.com/company/downyourhighstreet.com/

https://www.instagram.com/downyourhighstreet_/

https://www.facebook.com/downyourhighstreet

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Perhaps Amazon isn’t breathing down your neck (for now), but whether it’s coping with extra red tape or adapting to changing pandemic restrictions, the chances are there has been, or will be soon, some sort of challenge for your business to deal with. The times they are a-changing, and it can feel more difficult to tap into your internal motivation or mojo. But so much of what we feel is actually a decision.

This isn’t a new idea—you’ll find it in Greek and Roman philosophy—but it has been confirmed by our modern thinkers, with a great deal of the science around positive psychology and happiness having roots in ancient philosophy.

Cognitive Behavioural Therapy (CBT), which is largely drawn from the teaching of Socrates, considers the origin of mental disorder, including a lack of motivation or absence of mojo, to lie not in brain chemistry but in our irrational beliefs. Roman Stoic philosopher Epictetus said, “Men are not disturbed by things, but by their opinions about them.”

What do we do about missing mojo? Micro-moments. They offer a quick, practical way to change our opinions about things and, as a result, change how we feel, the outcome and even our life.

1. Make the right choice

One of the founders of CBT, Albert Ellis created his ABC model which can be a useful guide to regaining control over thoughts and feelings so we can better access our best self.

A is for activating event.

B is our beliefs that interpret that event and construct meaning.

C is the consequence – especially the emotional consequence. 

The next time something happens, or you feel stressed by some news from a client or a change in trading, or some other situation, take a moment to notice what you’ve made it mean. If a valued employee leaves to join a larger company in a more senior position, does that mean you are a bad boss, or does it mean that you a great trainer with an eye for talent? What we make something mean is not the only meaning on offer.

• Decide to be happy

In Michael Singer’s book The Untethered Soul, he asks a really great question. Do you want to be happy? Yes or No? If it’s Yes, then what do you need to change to be happy?

Motivation is tough to access when we are miserable so take a moment to really think about and answer that question. We all know people who seem to be most content when they are miserable, but if you are not one of them, decide to be happy and do what you need to do to make space for happiness. If you do, your motivation will also increase.

There is nothing more powerful than a changed mind.

• Aim for 1%

When we are in a slump or finding it hard to get motivated, the tendency is to pursue an all-or-nothing approach. This strategy is the worst thing we can do. Instead, start small and aim to be a little better tomorrow than you are today.

Take a moment to consider one thing you would like to change and focus on improving that by 1% every day. This approach is much more viable and is much more likely to produce the desired effect.

• What is it NOT?

Take a moment to turn your lack of motivation on its head. Instead of wondering what’s happened or why you suddenly feel so flat and unenthusiastic, go in the other direction. Make a list of the things that DO NOT motivate you.

Sometimes it helps to focus on what we know we don’t want and won’t do as a way to gain clarity about how to regain our mojo. 

• Gratitude Ritual

One of the most powerful mind tricks you can employ is the gratitude ritual. The idea is to start and end your day with three things that you’re grateful for. Do you have a supportive board and/or investor(s)? Is your team understanding about tough decisions you have had to take? Do you have a lead for a new income source? Try to come up with different things rather than the same few each time. And really connect to each gratitude as an emotion. Remember, it’s not happy people who are grateful, but grateful people who are happy.

Things are really challenging for a lot of businesses right now, but we all need to stay motivated and positive. Micro-moment suggestions focus on changing your meaning or choosing a better frame or belief through which to view the circumstances of your business. Making these little changes to your thinking can make a huge difference.

ABOUT THE AUTHOR

Sid Madge is founder of Meee (My Education Employment Enterprise) which draws on the best creativity and thinking from the worlds of branding, psychology, neuroscience, education and sociology, to help people achieve extraordinary lives.

To date, Meee has transformed the lives of over 20,000 people, from leaders of PLC’s and SME’s to parents, teachers, students, carers, the unemployed and prison inmates.

Sid Madge is also author of the ‘Meee in Minute’ series of books which each offer 60 ways to change your life, work-, or family-life in 60 seconds.

Web: www.meee.global

Web: www.meeebooks.com

Twitter twitter.com/Meee_HQ
Facebook https://www.facebook.com/MeeeHQ/
Instagram www.instagram.com/meeehq
YouTube https://youtu.be/fISupZWZMQc 
TEDx https://www.youtube.com/watch?v=bR3Cyjs62c8

If you run any kind of small business, you are almost certain to have discovered that the purchase of your essential supplies and materials is both frustrating and time-consuming. It takes a lot of time and effort to track down suitable products at affordable prices and on payment terms you find acceptable.

Amazon Business aims to provide the solution to just that problem – freeing up your valuable time for far more pressing business needs and activities.

What is Amazon Business?

Just as the name suggests Amazon Business is the universal online trader specifically designed to supply businesses. It is rapidly changing how companies throughout the UK – and, indeed, the world – buy their supplies.

How does Amazon Business benefit my business?

If you have ever made any personal purchases on Amazon, you’ll know that the company aims to offer the widest possible selection, at good value for money, and ease of purchase.

Amazon Business strives to be that same kind of marketplace – but one that is designed for specific business to business transactions and features such as:

• bulk purchase pricing;
• invoiced payments (subject to the usual credit checks and expenditure limits);
• VAT invoicing; and
• management tools to monitor and control your expenditure.

The Amazon Business marketplace behaves rather like a reverse auction. Sellers compete for the purchase of widely-demanded “stock-keeping units” (SKUs, that define products by their unique characteristics – such as sizes, styles, colours, and so on). The process not only secures good value for money but also saves time and hassle.

Using Amazon Business

To run a successful business, you need your shopping experience for supplies and materials to be simple and fast, together with flexible payment options, and reliable delivery dates and times.

That’s what Amazon Business aims to give the business customer – in just the same way you might have experienced it with your personal shopping on Amazon.

Because it is purpose-designed as a business account, it also comes with the controls and management tools to keep your purchasing activities watertight. You can ensure that only authorised purchases are made on your account, for example. The package also provides detailed analysis and projections of your purchasing activity, through tools that can be effortlessly integrated with your in-house purchasing systems.

If you have ever scoured the internet for online suppliers, you are almost certain to have come across subscription-based retailers or so-called warehouse clubs.

Amazon Business is a free to use service

Amazon Business, by contrast, breaks new ground by letting you set up your account for free – no matter how many purchasers you choose to authorise for that account.

Who is eligible for an Amazon Business account?

Any business or business-associated organisation may apply to set up an account for their exclusively business activities*.

You will need to provide a valid email address.

To Amazon validate and check the accuracy of your application, the company reserves the right to use your business name, VAT number, address, business identification number, or any other information you have provided. Amazon may also ask for any additional information they consider necessary for validating your application – including enquiries to or through third parties.

* Amazon reserves the right to accept or to refuse your application for or use of an Amazon Business account.

The first three months of the year is the period when soft drinks buyers do their range reviews.  The timing mean that new brands can be on the shelves after Easter ready for the Spring / Summer. This means you should be preparing now if your brand is to have a barnstorming summer in 2021.

There is no question 2020 has been an incredible year for the development of new healthy products and for Brand Relations, it’s been our busiest year yet. We have seen so many budding entrepreneurs come who have been stuck at home looking for a way out of their job and into their own business; encouraged by the fact the supermarket and retailers in food & drink have seen an upturn in business since the pandemic. 

So, what do businesses need to do now to ensure their drinks are successful over the summer?

Brand knowledge

It is important you understand your brand, your target audience and the style and type of retailer that would work best for your product.

To really understand this, you need to look at the competition and what products the buyer will remove to replace with yours. You must think about where your product will sit in store and how you will generate sales.

It is important to begin by visiting the stores you want to be listed in so that when the time comes to speak to the buyer you are an expert on their stores. Think about the types of products they stock and how they sell them. While doing your research, you want to determine if your target audience shop there, and will they pay the RRP you are suggesting?

These are the essential first steps that, in my experience, many brand owners overlook.

Key buyers

Find out a little about them. And be sure you know what they are looking for. Just because you want to be listed by them, doesn’t mean you are right for them. So do your research. A little preparation now will save you time and money later.

The biggest issue in getting a listing with your target retailer is understanding their shoppers needs, I have been told many a time by buyers that our fridges or walls don’t stretch, we need to remove a brand to put your in, so how can they be sure your brand will replace the volume of the one they remove? How will consumers know your brand, why will they cross the road to buy it, all of these questions need to be answered before you have any chance of getting a listing. 

Online presence

Before January you will need to make sure your website has all the answers to the questions a buyer is likely to ask.  

Just as importantly, you need activity on your Social Media. More recently the bigger stores have employed Social Media experts to look around for the brands that have the most interest and followers, then they contact them for more details. Why do they do this? Because your activity and followers give them a good indication of how well your brand will sell.

If your social media is looking a bit lack lustre start building it right now! Ask friends and family to follow your accounts and interact with your posts. Also start following relevant influencers, sales outlets where you want to be stocked, and, if possible, the buyers themselves. Start to create a buzz around your product and connect with people you’d like to work with.

Sample boxes

I have known many brands that have just sent a case of their product to a buyer hoping that somehow a lot of product will magically make the buyer interested. However, this is not a good approach. Buyers tell me they really dislike this. As most of them have small offices and the last thing they want is to fill them with hundreds of free products.

A lot of brands also forget that buyers are consumers too. And just like any consumer, the first impression is the most important impression. We suggest to our clients that they create sample boxes that make their brand look like a beautifully presented gift. The box should look great and have your branding and information on it.  A few years ago, we put together some Christmas Hampers made up of all the brands we were working with, the response was incredible, one buyer rang and thanked us, but said he was sorry; but he wasn’t allowed gifts. He was very surprised when he realised, they were samples as they were presented much more like a gift than a ‘freebie’.

The best response was from the buyer at Whole Foods, who said; ‘Thank you for sharing with us your innovation, highly appreciated, some other people I would expect this from are not doing half what you did! Thanks.’ Needless to say, we got the listings we wanted with that buyer.

So, the takeaway is: Put some time, effort and resource into creating sample boxes that will grab the buyers’ attention.

Quality over quantity

Many small business owners want to go straight to the Multiples, looking for instant volume. But that is a mistake. You need to cut your teeth on the smaller ‘Premium’ retailers and build the brand.

Consumers in the likes of Whole Foods and Planet Organic are prepared to take the time to look for, and understand, new brands. Whereas the typical Tesco shopper is in there to grab the weekly shopping and get out.

Unfortunately, I have seen a lot of brands going into one of the big retailers on a trial and then after a few months they have been delisted. Once delisted by a larger retailer, none of the premium retailers are interested and so it’s the end of the road.

If you look at the industry as being a pyramid, then you start at the top and work your way down, going in at the bottom or ‘mainstream’ and trying to go upwards simply doesn’t work. 

Persistence

So many entrepreneurs have said to me ‘I emailed that buyer, but he never responded so I left him/her alone’. I have a lot of friends who are buyers, and they are some of the most overworked people in this industry. You need to catch their attention and apply some gentle pester-power. I am not suggesting you harass them as that won’t get you anywhere, but don’t just give up when they don’t respond. Be patient and give them time.

Most importantly, don’t send unrequested samples as that will have the opposite effect to the one you want! Wait for them to respond and ask for samples. And hang in there.

Marketing plans

Just because your product is on a shelf doesn’t mean it will automatically sell. You need to create a marketing plan. If a product fails to sell it will be delisted. No buyer wants to stick their neck out for a new brand only to find that the product ends up gathering dust on the shelf. So, create a marketing plan, put it into action, and communicate it to the buyers. It will help give them confidence that if they stock your brand, it will actually sell.

Flexibility

Many business owners say, for example, ‘I want to be stocked in Waitrose’. My response is this, ‘You need to take what you can get’.

I am not suggesting you take anything that is thrown your way, in particular this applies to the big ‘discounters’, but I am saying that if a buyer believes in your brand and they are in the top of the pyramid, then try to explore and support that buyer in their stores and build a reputation for yourself and your brand.

I have a saying ‘no buyer wants to be first, but no buyer wants to be last’. If others see your brand selling, then you have a good chance of getting more listings elsewhere 

Remember that the first three months of 2021 are where your effort needs to be focused as this is when you need to sell your brand to the buyers. Use your industry knowledge, brand knowledge and skill to do this well and your brand can have a hugely successful summer.

ABOUT THE AUTHOR

Richard Horwell is the owner of Brand Relations, a specialist food and drink marketing and branding company based in London. Over the last 12 years, Brand Relations has been behind the launch and development of over 100 brands in the UK. Richard has also built up and sold companies of his own in the Food and Beverage sector. He has over 30 years’ experience in marketing FMCG brands around the world, having lived and worked in the UK, USA, Australia and the Middle East.

www.brandrelations.co.uk

https://brandrelations.co.uk/

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