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

  • Bar Association of San Francisco 301 Battery Street San Francisco, CA 94111 United States (map)

May 16-17, 2018 in San Francisco - SOLD OUT!



Day 1 $699/person,
Day 2 $899/person
Special rate of $1,099 to attend both days if you register by April 30th
Group discounts available

Topics include:
•  Sales Planning & Budgeting
•  Pricing & Margins
•  Working Effectively With Brokers
•  Approaches to Alternate Channels
•  Succeeding online and at Amazon
•  Succeeding in the Club channel and Costco
•  Selling into Corporate food service
•  Best Practices in Case Pack Changes and Cost Changes
•  Optimizing trade spending ...and much more!

Speakers include: 
•  Jen Pletscher from UNFI Next
•  James Curley, Upgrade Partners
•  Tim Sperry, Former Director of Grocery for Whole Foods
•  Greg Arz, Natural Source Food Service Sales
•  Lynn Graham, Beekeeper Marketing
•  Bobbi Leahey from SPINS
•  Betsy McGinn, McGinn e-commerce Consulting
•  Jeremy Smith, LaunchPad 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. Special guest, Jen Pletscher, Supplier Development Manager – Introduction and overview of UNFI Next.

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

  8. Best Practices in case pack changes and cost changes. Guest Speaker: James Curley, Upgrade Partners

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

  10. How to enter and then grow your Natural and Specialty Food business in the Food Service Channel. Guest Speaker: Greg Arz, Natural Source FoodService Sales 

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

  12. Beer and wine reception to follow

Day 2

  1. Trade-spending management and deductions management

  2. Succeeding at Amazon. Guest Speaker Lynne Graham, Beekeeper Marketing

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

  4. Succeeding at Costco and in the Club Channel, Guest Speaker: Jeremy Smith, LaunchPad Consulting

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

  6. Navigating the GMO Maze, Guest Speaker: Tim Sperry, former Director of Grocery for Whole Foods

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

  8. Bonus - Junto E-bikes will raffle off an electric bike valued at $2,000 to a sales or financing seminar attendee!


Good for your company, great for your career

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, Thirsty Ventures, All Terrain 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.