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How to Sell to Retail : the Secrets of Getting Your Product to Market /
"For people with a product to sell, there's only so much growth that can be sustained by selling directly to end users. The ultimate key to really developing a business into a bigger enterprise is to get it sold by retailers. However, retailers are cautious about who they do business with...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London :
Kogan Page,
2013.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Testimonials and endorsements; Contents; Foreword; Biography; Resources; Introduction; My inspiration; My background; So what is the 12-point plan?; Part one Look Big; 01 Identity; Introduction; What is a mission statement?; Culture, values and ethics; Determining your positioning; Your brand's visual identity; Wrapping up; 02 Presence; Introduction; Moments of truth ... ; Your physical presence; Your online presence; Your social media presence; Wrapping up; 03 People; Introduction; People buy from people ... ; Importance of your profile; Being the go-to expert in your niche; The extended team.
- Wrapping upPart One: Look Big
- summing up; Part two Plan Big; 04 Customer; Introduction; Defining your ideal customer; Knowing your customer
- case studies; Reaching the end user; Understanding who and what influences your ideal buyer; Pricing
- a key part of your positioning; Wrapping up; 05 Competition; Introduction; Competitor analysis; Why you need to know your competition; Understanding the competition; Wrapping up; 06 Scalability; Introduction; What is scalability all about?; Robust and repeatable processes and systems; Planning the supply chain.
- Ethical and environmental considerationsManaging cash; Securing funding; Protecting your brand; Wrapping up; Part Two: Plan Big
- summing up; Part three Pitch Big; 07 Preparation; Introduction; Developing a detailed understanding of each retailer uniquely; Why does this client really need your offer?; What is the benefit to the buyer of buying from you?; What you need to include in your proposal or presentation; Getting ready to present; Wrapping up; 08 Selling; Introduction; Planning the outcomes; Making the initial contact; Exploratory meeting; The proposal; The formal presentation.
- Following upWrapping up; 09 Negotiation; Introduction; What is a negotiation and when should it happen?; Points to negotiate to get your desired outcome; Walking away; Wrapping up; Part Three: Pitch Big
- summing up; Part four Get Big, Stay Big!; 10 Expansion; Introduction; Delivering on your promises to secure customer loyalty; Using case studies to attract more interest from potential customers; Creating an upward spiral of growth; Wrapping up; 11 Replication; Introduction; What is replication and why is it so important?; Developing your robust and repeatable platform.
- What areas of business do you need to replicate?Your role in the business you've created; Wrapping up; 12 Paranoia!; Introduction; Why a healthy dose of 'paranoia' is important; Being aware of the threat of new entrants; Don't assume you know your customer
- keep checking!; Developing a continuous improvement culture; Wrapping up; Part Four: Get Big, Stay Big!
- summing up; Conclusion; Appendix 1 The Retail Champion; The Retail Champion
- mission; How The Retail Champion can help you!; Appendix 2 Independent Retailer Month UK; Appendix 3 The Retail Conference; The Retail Conference
- mission.