by Richard Spoon | Feb 9, 2015 | Commercial & Customers, Customers, Sales
As with many financial incentive programs in today’s challenging world, Trade Promotion has evolved from being an investment that grows the business, to that of simply a fund that is paid out, and at best, maintains the status quo – an entitlement. Customers...
by RussellRay | Feb 2, 2015 | Marketing, Sales, Sourcing
As frugality has become relevant and widespread, consumers are reconsidering the true value of every product. If a brand’s value proposition is unclear or vague and consumers don’t understand the superiority or benefits, it will quickly become a lame duck in today’s...
by Jesse Edelman | Dec 9, 2014 | Sales
Consider the companies, the programs, and teams that consistently win. They are always training. When people don’t train or continually educate themselves, skills dull, routine sets in, and bad habits drive less than desired results. A commitment to training and...
by Jesse Edelman | Oct 9, 2014 | Sales
Many relationships between manufacturers and brokers likely fall into the “it’s complicated” category. The last decade has been one of change for companies and their brokers leaving many wondering exactly how to proceed from here. While every partnership with a broker...
by ArchPoint | May 9, 2014 | Commercial & Customers, Customers, Sales
A.G. Lafley, former CEO of Procter and Gamble, coined the concept of the First and Second Moments of Truth. The First Moment of Truth is when the shopper decides to purchase a brand. The Second Moment of Truth is when the brand delivers on its performance promise...
by Richard Spoon | Apr 18, 2014 | Commercial & Customers, Sales, Strategy & OGSM
Business Situation The mandate was clear: identify gaps in trade promotion processes, correct them and implement a new system to manage the spend. And do it in three months. Even in the fast-paced environment at Pierre Foods – a $650 million manufacturer,...
