1. See every store as your ownEmbrace a holistic perspective where you consider the entire store’s business, not just your brands. Provide concrete tips, organize educational events, ensure the customer has your best products, and help with everything from assortment optimization to campaign materials. It’s not enough to just sell in – create conditions for the assortment to actually sell.
2. Customer first – but think smartApply the 80/20 rule: 20% of customers often account for 80% of revenue. Dare to prioritize resources where they yield the greatest returns, without losing respect for the whole.
3. Book customers before trade showsAvoid the drop-in strategy. Scheduled meetings create entirely different conditions where both you and the customer get more value from your time together. The customer prioritizes you, you have time to prepare, and the conversation maintains the right focus.
4. Work closely with the customerIt’s in the close dialogue that you truly understand what’s happening – both when business is good and when it isn’t. This builds trust capital and provides insights into new business opportunities.
5. Continuously negotiate with the principalNegotiation is an ongoing process, not a one-time activity. Clearly demonstrate the value you add for all types of customers, whether key accounts or e-commerce. Come well-prepared with data and concrete examples that support your position.
6. Educate yourself continuouslyStay updated in relevant areas such as marketing, social media, and sustainability. This knowledge not only strengthens your own business but also gives you tools to help your customers. Today, Camilla particularly emphasizes the importance of keeping up with developments in digitalization and AI.
Don’t miss the chance to talk more with Camilla and other industry experts at Trade Partner Day on October 10!