Next Steps: After the Show Follow Up

It's now two weeks after the CRFA Show. You have reviewed all leads and have found a mixture of smaller customers who have expressed interest in your products and a couple of larger customers that have given you hope of potential entry into Foodservice Distribution. These larger customers are now overwhelmed with several manufacturers who are also following up with them as well. You may feel like you are now hitting your head against the wall. As much as your products may have been of interest to these larger customers, you may not be a priority focus to them at this period of time.

So how do you create the urgency/need to make them consider/prioritize your product?

• Find out their menu focus and objectives---review their website. How exactly can your product fit in.
• Check out when they make menu changes to ensure that you are included in their menu review.
• Create your story again---these customers saw "many" manufacturers at the show---you may have to reintroduce your concept all over again in an even more compelling way.
• Do you have the right contact who will make the ultimate decision or a champion who might enable you to get to the key decision maker? This champion can become an even more valuable tool to help persuade the company and build your profile.

It is about now that you might be discouraged. The larger the customer means that the decision process is often slower. If you have at least narrowed down the target market (e.g. healthcare, education) that needs your product, you can now explore other customer opportunities in that market. Don't be afraid to ask for help with this area as it might help you avoid further frustration and rejection.

Launching Products into Foodservice: The CRFA Show

Every year manufacturers look at the CRFA Show as the key to launching their products into Foodservice distribution. Although this is the highest profile show in Foodservice, it is rare that you will gain your listing from simply showing your product at the show.
Most manufacturers with a potentially strong product for Foodservice will generate pages of customers who would like to purchase your product, but very few customers have the clout to secure your listing at a distributor.
If you do not have your product(s) listed in Foodservice, the following are some tips that can help:
Before show preparation

• Clearly understand and summarize the features, advantages and benefits of your products.
• Define your target market/customer.
• Understand your competition.
• Is there a need for your product.
• Make your booth stand out to ensure you attract your target customers.
  

At the show

• Target the customers. who have the ability to secure your listing. These are the ones you want to follow up with after the show. Smaller customers will only be able to buy your product once listed at their distributor.
  
• Find out how your target customer's organization works, their needs and the key people who will champion your listing.
  
• Who is their distributor?

Post show

• Prioritize the leads that will drive your listing.
  
• Do more research into the organization before contacting the key contact who will drive your listing. Focus on their website, operations people, visit their establishment(s), talk to their customers and colleagues in the industry----Figure out your angle and uncover all possible road blocks. Remember not knowing enough before you call your key contact can close the door to your opportunity.
  
• Use your findings strategically as the most important thing is to listen to your customer and then demonstrate that you can meet his/her needs.