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Becoming A More Effective Sales Manager In The Natural And Specialty Channel


  • Nutter, McClennen & Fish 155 Seaport Boulevard Boston, MA, 02210 United States (map)

Good for your company, great for your career!

Cost:
Day 1 $699/person,
Day 2 $899/person
Special rate of $1,099 to attend both days if you register by November 27
Group discounts available

Topics include: Sample Agenda, speakers currently being finalized
•  Sales Planning & Budgeting
•  Pricing & Margins
•  Opportunities with UFI Next
•  Working Effectively With Brokers
•  Succeeding online and at Amazon
•  Going deep in Metro NY
•  Succeeding with INFRA - Independent Natural Food retailers Association
•  Maximizing opportunities with UNFI Distributors
•  Opportunities with the Chain Drug channel
•  Navigating Whole Foods in 2019
•  Using syndicated scanning data to understand your business
•  Best Practices in Case Pack Changes and Cost Changes
•  Optimizing trade spending ...and much more!

Guest Speakers include: 
•  John Raiche, Sr. VP of UNFI
•  Ed Rowland, Rowland Global, LLC
•  James Curley, Upgrade Partners
•  Tim Sperry, Former Director of Grocery for Whole Foods
•  Lively speaker from SPINS
•  Danelle Rydel Director of Member Relations at INFRA
•  Rob Leichman, CEO The Lyric Group
•  Betsy McGinn, McGinn eComm Consulting

Day 1

1. Sales planning and budgeting with budget templates

2. Pricing and margins review

3. Trade promotion—strategy, optimization, evaluation

4. Effective sales calls—“How to prepare for an appointment”

5. Working through distributors, selling in, margins, programs

6. Kayla Davis, UNFI Supplier Development Manager – Introduction and overview of UNFI Next.

7. Working effectively with brokers—hiring, goal setting, reviews

8. Succeeding at INFRA (Independent Natural Food Retailers Assoc. – 350+ stores), Special Guest Speaker: Danelle Rydel Director of Member Relations at INFRA

9. Succeeding at Whole Foods. Guest Speaker: Tim Sperry, former Director of Grocery for Whole Foods

10. Comprehensive Q&A—industry experts will answer your most complex questions in the context of your business Day

Beer and wine reception to follow

Day 2

1. Trade-spending management and deductions management

2. Using syndicated data—its role in new product presentations, category management, evaluating execution. Guest Speaker: SPINS

3. Developing strategies to succeed in e-Commerce, Guest Speaker: Betsy McGinn, McGinn e-commerce Consulting

4. How to grow your sales in Metro New York. Guest Speaker: Rob Leichman, CEO The Lyric Group

5. Building and growing your Chain Drug channel business. Guest Speaker: Ed Rowland, Rowland Global LLC

6. Best Practices in case pack changes and cost changes. Guest Speaker: James Curley, JFC Market Management

7. Understanding how to obtain and utilize data available through distributors. Guest Speaker: John Raiche, Sr. Vice President, UNFI

8. Comprehensive Q&A—industry experts will answer your most complex questions in the context of your business 


Led by:

Bob Burke is co-author of The Natural Products Field Manual and The Sales Manager’s Handbook. He is a consultant specializing in bringing natural, organic and specialty products to market across all channels since 1998 and former VP of Sales and Corporate Development at Stonyfield Farm. He has prepared numerous business plans, assisted in fundraising, advised clients on growth and exit strategies and has helped a number of companies reach a successful exit. He serves on the board of directors of EcoFish, Orgain, King Arthur Flour, Cali’flour Foods, and Saffron Road. He has an MBA from Babson College. 

John Maggiore of Maggiore Sales & Marketing is a leading broker and consultant of Natural and Specialty products into the mainstream grocery channel. John has worked with some major brands including Pirate’s Booty, Vita Coco Coconut Water, siggi’s Yogurt, Bear Naked, Justin’s, and more. He is the former Category Manager of Natural Products at Stop & Shop.