In this episode, Clayton interviews Shane Bartlett, Head of Sales and Senior VP at Teutonics. They explore Shane's unconventional career path, from a New Zealand carpet factory to teaching English in 1990s Poland, and how it shaped his sales philosophy. Shane shares his entry into the pet industry after discovering raw feeding for his Border Collie, Enzo, in 2009.

KEY TAKEAWAYS

Distributors provide access, not brand building: Relying solely on a distributor to sell a product is a misconception. Brands must educate retailers and create demand themselves.

The power of the "secondary reason": In sales, having a casual reason to be in a store, like buying a toy for a dog, breaks the ice better than a direct cold pitch.

Trade show strategies must evolve: Showing up to massive events like Global Pet Expo without pre-booked meetings and a clear strategy is a fast way to burn through a budget.

Teaching English translates to sales: Shane's years teaching English as a second language using a question-based method translated perfectly into consultative sales techniques.

Veterinary clinic conflict of interest: There is a notable conflict of interest when veterinary clinics, acting as health authorities, push highly processed kibble for profit.

BEST MOMENTS

"I think a large part of sales is asking the right questions, being a good listener, and being involved in that discussion."

"I would say it's comparatively easy to sell in. It's much, much harder to sell out. That's where the rubber hits the road."

"I think there is always a misconception that distributors are going to build the market for you." "They make the market accessible, make it easy for you to get into the market, but you still have to have the boots on the ground with the stores."

"Raw food's the best thing you can do for a dog." "Have you ever seen a dog cook its food?"

"I ain't got time to sell your shit." "If I really like it, I will, but you're relying on me to really like your product 'cause I have a warehouse full of shit here."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

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This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/