Sticky Learning Lunch 48: Increase Your Category Opportunities

Today's topic, Increase the Number of Category Opportunities Landed Part 5.

73% of your Category Opportunities Never Make it to Store.

You will learn: - Each of the 7 parts of the MBM Category Management Funnel. - How each part is essential to creating an effective Category Management approach. - Various tools and techniques to support each stage of the process.

You Can Read the Full Transcript Below:

Nathan Simmonds:

Welcome to day five. Is day five of the yeah, of the category management funnel. It is Wednesday. Welcome to today's Sticky Learning with me, Nathan Simmons and Andy Palmer, resident expert on category management. As always, we're just gonna give it about 30 seconds to wait for the last people to arrive in the room, and then we are gonna crack on. Good afternoon, Colin. Good afternoon, Fabian. Good afternoon again, Mikayla, good to see you.

Improve your category management opportunities

Nathan Simmonds:

Thank you very much everyone for being here. Good afternoon, Gemma. Just joining the room. We are just gonna give it a few more seconds and then we are going to get on with today. But while we're sway for those last people, on a scale of one to 10, one being terrible, 10 being phenomenal, how are you? How is your day? Let me know. Let's see how people are feeling on this. Fine Wednesday with the Gloria Sunshine and ISS A 10. That's good.

Nathan Simmonds:

We've got an eight coming in from Colin. Thanks very much. Right. I think it's time to get this show started. Mr. Palmer, welcome to today's Sticky Learning lunch with me, Nathan Simmons and Andy Palmer idea with these sessions is to help you be the best version of you in the work that you do. Coming from MBM making business matter, the provider of leadership development and soft skills to the grocery and manufacturing industry, and we couldn't be more pinpoint and more niche when it comes to category management in this space, we are hitting day number five of the funnel.

Nathan Simmonds:

And this funnel lovingly known as the 73% funnel. Because the reason why is why it's helping you to highlight why 73% of your opportunities, your category management opportunities, never make it to store. And we've been breaking this down for the last five day or four days, sorry, day five today. Andy, what are we covering today?

Andy Palmer:

Today, Nathan? Good afternoon. No, today we're covering selling those opportunities. So building on everything we've done back end of last week, beginning of this week, got our targets. We understand our shopper, we've got a good handle on the channel that we're, uh, presenting to, analyzed all our data and we pulled together our very succinct presentation. So today's about making that stuff land with the buyer, the person, that office, that buyer.

Andy Palmer:

So we've got a few things to share with you today that hopefully increases or hopefully will increase your chances of success when you've got that opportunity to be out there pushing the recommendations that you are suggesting. So without further ado, um, I'm gonna share one thing straight away with you. Um, cool. About four years ago, the IGD ran a, an industry survey and part of this capability and partnership survey, it said that too often trust is the single biggest barrier to getting proposals into action.

Andy Palmer:

It comes back to trust. I've mentioned it a little bit, you know, the last few days we've certainly talked about credibility. So today I wanna really bring to life what trust is about for you then to consider. How trustworthy am I, how trustworthy is my team? Could this be one of the reasons why when not getting our recommendations across the line, were not as influential as we could be? So we're gonna talk about trust. Um, in true blue left brain style, I'm gonna bring this to life, uh, using the medium of a formula.

Andy Palmer: