Sales

Don’t Make These Mistakes When Selling!

When making a sales presentation, whether in person, in an email or at a trade show, remember that it’s a two-way conversation. You need to learn how to sell to this particular prospect as well as explain your product. What I see, hear and experience too often is a...

What to do if you win a Sofi®

A friend in the specialty food business recently asked if entering industry award competitions, like the sofi™ Awards that were given at the Summer Fancy Food Show recently, are “worth it.”  And I have to give the classic consultant’s answer, “It depends.” If winning...

Effective Promotions

Building effective promotions is key to building your sales volume and your brand equity. Having a best-in-class product without a following is an exercise in futility. If no one knows how great it is, how will they know to buy it? Why should I reduce my price point?...

What You Measure, Counts!

“Numbers are the language of business” is a famous adage. This is not to discount company culture, extraordinary products, or brand-building exercises and how they contribute to success. However many small companies don’t review the numbers often enough to help them...

Crafting the PERFECT Elevator Speech

An elevator Speech is meant to last the amount of time an elevator ride takes: 30 seconds! It should tell what you do, who you do it for and what the benefit is. It is NOT all about you! What does your audience want to know? What do they need or want in a supplier?...

Creating Promotions that Work in The Specialty Food Trade

First let’s examine why we would discount our products: To gain new wholesale customers To entice new consumers to try us To get better placement in a store, i.e., end-caps, stack displays, cross merchandising To move overstocks or excess inventory due to a label...

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