The ECRM presentation model based on the 9 Pillars offers you great opportunity:
- Options for face-to-face meetings are limited, especially with trade shows also being canceled and you now require the best presentation possible.
- Retailers are still on regular planning calendars and are looking for ways to meet & grow their categories through planning meetings.
- The 9 Pillars model provides exactly what the Buyer needs to make a decision on your product and the impact it will make to their category and business.
- Buyers continue to search for new products through Discovery, Evaluation & Follow-Up
- More buyers than ever, including top tier retailers, are engaging ECRM for these connections
Your ECRM Presentation is Vital to Success
Since the chances of any supplier meetings taking place in person, in their offices, is very slim during this calendar year, you need to make sure your presentation is powerful and complete. “Virtual” is not what many of us in the food world are used to, however, it is how business is getting done in today’s environment!
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Checklist for Virtual ECRM Meetings
[ ] Products within arms length to share during the virtual session.
[ ] Retail displays need to show during the virtual session. Will you trolley or roll them into view during the presentation?
[ ] Create the RangeMe listing for each brand you share with buyers. This is the location buyers can find what they need on your product instead of digging through your website. Nutritional facts panels go here.
[ ] Dress for Brand Success. Treat this like a live-event.
[ ] Be prepared with sample kits and not full package samples of everything for buyers at home.
[ ] Time your presentation and leave at least 20% or more for questions and dialogue.
[ ] Do you have a quality microphone and proper sound to hear buyer questions?
[ ] Do you have proper lighting? No bright windows behind you.
This 9 Pillar presentation model will help you succeed online with buyers. ECRM provides curated, pre-scheduled meetings with digital face-to-face opportunities that have been very difficult to secure through this crisis.
Why ECRM?
If you are not familiar with ECRM's or their new ECRM virtual sessions then you should take note of this platform. Virtual Programs from ECRM facilitate product discovery, category development and planning for retail buyers across North America. You have the opportunity to present your latest products, innovations, points of differentiation, and origin stories to relevant category buyers listening from the comfort of their desk. The online platform and digital services help drive success.
Your live or digital ECRM session presentation should be succinct and to the point, and should include the items the retail buyers need to understand your value as it relates to the retailers category. I've never participated at an ECRM with less than two people. It's important to state roles ahead of the meetings and have one primary presenter and the other person taking notes, operating the tech and listening with a critical ear to any responses and comments.
It’s not different online. You will need support and assistance to pull-off an outstanding ECRM session.
The 9 Key Areas of Your ECRM Presentation
There are 9 key areas that should be quickly, in minutes, outlined in your ECRM buyer presentation.
As you can see in the illustration, the 9 Pillars are built around information sharing and consumer data that supports your bid for shelf space. You provide the best factual insight that is available to your company and within your budget. The key is wrapping all of this data within the story of your company in an engaging and creative format. I'd suggest sharing the presentation with an objective colleague and trusted friend or send me a copy and let's verify that you are covering all 9 Pillars.
It's imperative that you plan fully the timing of your sales presentation within the constraints of your meeting time. You will either have 10 or 20 minute appointments with buyers and they are conducted back to back for 3 to 4 hours each day for 3 days with the digital sessions and up to 4 days when live! My suggestion is to allow more than twenty percent of session time for questions. Also, at the end of each day have a debrief with your team on what worked and any necessary changes for the following day.
In digital sessions with ECRM or in-person meetings, the perspective is the same. The key point to remember is the ECRM sales presentation is a conversation. The tools are used to back-up and facilitate an effective sales conversation. You want and need buyer engagement along with driving curiosity and interest. For in-person meetings, many of the buyers will ask for literature or sales sheets for their use. Be sure to have materials for those buyers to take with them. I've found most of the buyers do not want additional paperwork and prefer capturing items digitally on the ECRM platform resource.
Retail Buyer Category Sets
One of the biggest mistakes you can make is to meet with a buyer without having knowledge of their set or visiting their stores. It's the same with ECRM virtual and live events - you must have knowledge of their set, locations, marketing activities and shoppers. How are you going to advise and assist their efforts without knowing their business? The winners are not at an ECRM asking questions or leading the charge without specific account and category set knowledge.
2021 and beyond - Live Sessions
Meeting Room Checklist
[ ] Is the room clean, neat and tidy?
[ ] Is the room inviting and comfortable?
[ ] Do you have proper lighting?
[ ] Can you offer drinks or water to the buyers?
[ ] Are samples in perfect condition for each meeting?
[ ] Are they on the table for easy review of buyers?
[ ] Are you standing and welcoming the buyers into the meeting space?
[ ] Do you have snacks to keep your energy up for the many meetings?
Bring every display that you have available to market your products, be sure to have it set-up in the room for the buyers to see. Bring enough samples to show to fill displays and count on the buyers requesting you ship samples to their office - not carry with them around the event.
Wrap Up
If you are reading this, you are taking action ahead of the session to make it a real success. Good job and with thorough prep you will make your upcoming ECRM and presentation a winning success! If you are like my other clients, you will need extra time on your production schedule, work with suppliers and focus on your manufacturing team after a successful ECRM. Begin the role of supply by informing the team far ahead of the sessions and with each step in participation from evaluating sign-up to closing deals.
ECRM Success!
If you have questions or challenges about your ECRM participation or would like to discuss your product strategy for the event, I’m booking free 15-minute ECRM guidance and product calls right now.
Set-up a call time that works for you at https://calendly.com/tim-46/15-min-call-with-tim.
This call is ideal to quickly access my experience, get advice on how to reach many more consumers or just bounce your thoughts off of me. I’ll be full of questions that usually lead to power actionable insights!
These ECRM session calls are limited, so schedule now and there is no obligation for the call.
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