Improve Your Sales Pitch & Sales Velocity By Understanding The Retail Planogram
OUTLINE OF VIDEO CONTENT BY CHAPTERS
0:00 Intro
1:18 What is a planogram and which areas have the highest sales velocity?
5:10 How do retail buyers make placement decisions inside a store?
13:23 What can I control or change that will influence where I get placed and my sales?
14:31 How to use color to stand out from your competition?
16:00 How to use seasonal themes to stand out from your competition?
17:30 How to use framing and shapes to stand out from your competition?
19:20 How to use serving sizes to stand out from your competition?
21:30 Make a promotional plan for holidays?
22:35 Justin’s Peanut Butter Planogram Case Study?
24:54 Archer Farms Planogram Case Study?
27:00 How to incorporate planogram strategies into your sales pitch?
SUMMARY OF VIDEO CONTENT
Believe it or not – where your product is located inside of a store AND on a shelf makes a difference in your retail sales!
Many people think retail placement is a passive game – wherever your buyer decides to put you, is where your lot in life is. But if you understand why buyers place your product in different locations (FYI packaging is a key determining factor that can shift things for you!) – you can be on the offense and influence the outcome of your sales presentation and product placement in stores.
Let’s talk about how you can create a better sales pitch and understand what influences your sales velocity by learning about the retail planogram.
The average grocery store buyer isn’t thinking about your pitch from the same perspective as you are. They are worried about their sales and how to increase it. Your job is to have a strategy for your product to show buyers why your product will sell and how it will be successful in their stores.
A planogram is how a retailer buyer plans merchandising and it’s purpose is to maximize incrementality (the number of units a customer is inspired to buy). For example placement of peanut butter, jelly, and bread together will be more likely inspire a shopper to put all 3 items into their shelf than if they are placed all over the store in different aisles. Retailers want a planogram that will inspire customers to add one more item to their cart.
If you can craft a sales pitch that helps the retailer to imagine how your product could be placed so it sells and even sells more of other items, they will be very interested.
There are multiple factors that affect your retailer’s decision to place your product on a planogram that you ACTUALLY have control over.
Your tools include:
1) Pitching not only your product but also pitching how to merchandise
2) Using visual packaging design to grab attention with colors the work in your category against your competition
3) Using structural packaging designs to grab attention and make it possible for your product to be placed in multiple places
4) Seasonal or holiday merchandising can give you seasonal boosts
5) Slotting fees and marketing dollars can influence your retailers decisions and your sales results in stores
Let’s talk about how you can create a better sales pitch and understand what influences your sales velocity by learning about the retail planogram.
The average grocery store buyer isn’t thinking about your pitch from the same perspective as you are. They are worried about their sales and how to increase it. Your job is to have a strategy for your product to show buyers why your product will sell and how it will be successful in their stores.
A planogram is how a retailer buyer plans merchandising and it’s purpose is to maximize incrementality (the number of units a customer is inspired to buy). For example placement of peanut butter, jelly, and bread together will be more likely inspire a shopper to put all 3 items into their shelf than if they are placed all over the store in different aisles. Retailers want a planogram that will inspire customers to add one more item to their cart.
If you can craft a sales pitch that helps the retailer to imagine how your product could be placed so it sells and even sells more of other items, they will be very interested.
There are multiple factors that affect your retailer’s decision to place your product on a planogram that you ACTUALLY have control over.
Your tools include:
1) Pitching not only your product but also pitching how to merchandise
2) Using visual packaging design to grab attention with colors the work in your category against your competition
3) Using structural packaging designs to grab attention and make it possible for your product to be placed in multiple places
4) Seasonal or holiday merchandising can give you seasonal boosts
5) Slotting fees and marketing dollars can influence your retailers decisions and your sales results in stores
CONCLUSION:
The lessons we have learned from studying the planogram are that where our product is in a retail store will impact our sales velocity! If you can study and explain where your product should be to your retailer you can influence your sales. ALSO if you design fresh packaging (visual & structural) that can also play a part in where you might be placed. Understanding your retailers needs will make you a better sales person.
NEXT STEPS:
Tell us about your next sales pitch and how you will revise things based on this article?
CONCLUSION:
The lessons we have learned from studying the planogram are that where our product is in a retail store will impact our sales velocity! If you can study and explain where your product should be to your retailer you can influence your sales. ALSO if you design fresh packaging (visual & structural) that can also play a part in where you might be placed. Understanding your retailers needs will make you a better sales person.
NEXT STEPS:
Tell us about your next sales pitch and how you will revise things based on this article?
Do you want to strategize about how to implement these concepts to your sales pitch? Sign up for 1-1 consulting today with Emily Anne Page.