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Companies that have
attended prior seminars:
Annie's Homegrown, Burt's Bees, Amy's Kitchen, Nature's
Path, Bear Naked Granola, Lesser Evil, Dr. Bronners,
Dreyer's Grand Ice Cream, Campbell Soup Co, Organic Valley,
Health is Wealth, Odwalla, Earth Friendly, US Mills,
Nantucket Offshore, Pacific Foods, Walden Farms, San-J, Late
July, World Finer Foods, Snyder's Of Hanover, Rapunzel Pure
Organics, Green Mountain Gringo, Enjoy Life Foods, Seventh
Generation, Fronterra Grill, The Beverage Group, Hodgson
Mills, W.S. Badger, PowerBar, Coastal Classics, Byrdcliffe
Cookery, Hellas International, Victoria's Gourmet, Dalmatian
Imports, Natural by Nature, Coombs Family Farms, Equal
Exchange, Jungle Foods, Gourm-E-Co Imports, Pangea Organics,
LaraBar, Vitalicious, Pacific Foods of Oregon, Vitasoy,
Baker's Breakfast Cookie, NASFT, New Hope Natural Media,
Vedalife, Justin's Nut Butters, White Wave, NutraBella,
Boiron, Sturm Foods, Niman Ranch, , Ecoland, Shaikai
Products, Ecover, Tribeca Foods, Nutiva, Royal Pacific
Foods, Botanical Laboratories, American Flatbread, Ciao
Bella, Nature's Sun Grown Foods, Earth Mama Angel Baby,
Morinaga Nutritional Foods, Giustos, Kahiki Foods, Rick's
Picks, Adagio Teas, Cherrybrook Kitchen, Vermont Mystic Pie,
Food from Britain, Lake Champlain Chocolates, Hershey
Company, New England Gourmet Co, United Natural Brands,
Transitions for Health, Wm. Wrigley Jr. Company, Del Sol
Food Company, Botanical Laboratories, Decas Botanical
Synergies, Hain-Celestial Group, King Arthur Flour, La
Tortilla Factory, Ineeka, The Lollipop Tree, The Current
Company, Castor & Pollux, Inn on the Creek Foods, Allegretto
Ventures,
Method, Mrs. Meyers Clean Day, Ginger People, Maya Kaimal,
ConAgra, Numi Tea,
Belgravia Imports, Jane Goodall Institute, Mary's Gone
Crackers, Malt-O-Meal, Hormel Foods, Hubbard Peanut Co, Maya
Kaimal, Yogund, Cherrybrook Kitchens,
NutraBella (Bellybar),
Olivos USA Inc.,Academia Barilla, Austrian Trade Commission,
Weleda, Lauren Hutton Good Stuff, Verterra, Ltd., Ians
Natural Foods, Life Way Foods, Brain Toniq, Vermont Common
Foods, LLC, Stonewall Kitchen, Herbal Waters, Dancing Deer
Baking Co., Tasty Bite, Watkins Inc. , Seventh Generation,
Cape Cod Ice, Main Coast Sea Vegetables, Delicious Milk Co.
Inc, Little Bay Baking Company, Organic Sales Growth, B + R
classics, First Juice Inc., Deep Foods, Knouse Foods,
Organic Farm Marketing, Organic Brands LLC, American
Flatbread, Seline Naturally, Tastebud Baby, SuperNutrition,
Petite Palate, Petite Palate, Gaga's, Brown University, Bord
Bia - Irish Food Board, ZumSport, Dr. Lucy's, Artemis
International, Hail Merry, Sprout Foods, Bliss Unlimited,
LLC, Mighty Leaf Tea Company, Preferred Brands Int'l,
Vermont Smoke and Cure, Skout Natural Foods, Stonehouse 27,
Explorer's Bounty, GoPicnic, Inc., Marvel Enterprises, Taza
Chocolate, American Halal, Inc., Naturally Raised Gourmet
Foods,Galaxy Foods, Diversified Communications, Jungell,
Inc., Dakota Prairie Organic Flour Co, Bigelow Tea, Pfleger
USA, Walker's Shortbread, Canus Vermont, LLC, The Daphne
Baking Co, Vermont Cookie Love, Sweet Scoops, Purista, Wild
Meridian, LLC, Jim's Organic Coffee, Twinings North America,
Oxygen Plus, Snack Taxi, Elena's Foods, San-J, Epic
Sales/Wildfire, Synergy Beverages, Dorot Foods, Harbar,
Inc., Wisdom Natural, Barrett Distribution Centers, and others,
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Presents….
Two
Day Seminar and Networking Event:
Becoming a More
Effective Sales Manager in the
Natural and
Specialty Channel
“Good for your company,
great for your career”
You are welcome to take them together or separately
Date:
Tuesday and Wednesday May 18 --19, 2010, 9:00am – 4:30pm
Location: Hilton Garden Inn, San Mateo, CA
2000 Bridgepoint
Circle, San Mateo, CA (650) 522-9000
Special hotel rate of $149 if you mention “Hilton
Small Meetings 2010 - Natural Products Consulting Institute Seminar” and you
reserve by April 30, 2010. Call 1-877-782-9444 to make your reservations.
Also, from San Francisco Airport the hotel offers a free
shuttle to the hotel shuttle, simply call the hotel at 650-522-9000 upon your
arrival at the airport.
Continental breakfast and lunch provided – Also,
attendees will receive a CD of all of the day’s presentations, spreadsheet
models etc.
Day
1: “For Beginners” or “New to the Channel” -- topics to include:
-
Understanding the natural and
specialty channels
-
Sales planning and budgeting with
budget templates you can use in your business
-
Pricing and margins review
-
Trade promotion – strategy,
optimization, evaluation
5. Effective
Sales Calls -- "How to prepare for an appointment"
“What
does a buyer look for in a new product presentation, category review, etc.
6. Working
through distributors – selling into distributors, margins, programs
7. Working
effectively with brokers – hiring, goal setting, reviews, compensation, broker
handbooks, contracts, probation, termination. Guest Speaker:
Scott Presnall, former VP of Advantage Sales and Marketing
-
Succeeding at Whole Foods.
Guest Speaker: Tim Sperry, former Director of Grocery for Whole Foods
-
Secrets to Successful Trade Show
Exhibiting
-
Comprehensive Q&A –
industry experts will answer your most complex questions in the context of
your business.
Day 2: Intermediate – Advanced
1. Trade
spending management and deductions management
-
Using syndicated data – its role
in new product presentations, category management, evaluating execution.
Special
guest speaker, Bobbi Leahy, SPINS Sales West,
bleahy@spins.com,
(425) 576-1131, (425) 681-3387 cell
-
Sales Force Automation, using
software to help manage your sales forces, both internal and external,
-
“Navigating your way through
Whole Foods” - Special Guest Speaker: Tim Sperry, former Director
of Grocery for Whole Foods Market, will speak on: Succeeding at Whole Foods,
whether you are a national, regional or local vendor, new buying initiatives
at Whole Foods, the role of private label and its impact on brands.
-
Developing a
Successful Costco Sales Strategy - Special Guest Speaker, Ryan Porter,
NAI’A Natural Products, a natural products sales
and marketing company specializing in selling into Costco.
Comprehensive Q&A –
industry experts will answer your most complex questions in the context of
your business.
Seminar to be led by Bob Burke and John Maggiore. Bob
Burke is co-author of The Natural
Products Field Manual, Staking
Out Space on the Supermarket Shelf, and The Sales Manager’s Handbook.
Bob is a consultant in the natural and specialty products industry and
former VP of Sales and Corporate Development at Stonyfield Farm. John
Maggiore of Maggiore Sales and Marketing is the
former Category Manager of Natural Foods at Stop & Shop and will be
speaking on selling to supermarkets and succeeding in the mainstream grocery
channel.
Additional Speakers:
Tim Sperry, The Tim Sperry Group:
TimSperry@TheTimSperryGroup.com, (617) 272-5173 Tim is a former
20 year Grocery Director at Whole Foods Market
Bobbi
Leahy, Director Sales, West, SPINS
bleahy@spins.com (425) 681-3387
Bobbi
Leahy has 25 years CPG experience across retail, manufacturer and information
supplier organizations, including 8 years with SPINS. In her current role as
Director of Sales-West, Bobbi works with SPINS’ western region manufacturer
clients, to solve for business objectives utilizing SPINS services across retail
channels & consumer behavior measurement. Bobbi lives with her daughter outside
of Seattle.
Ryan Porter, NAI’A Natural
Products,
ryan@naianaturals.com
425-894-0433
Ryan Porter
is a principal at NAI’A Natural Products, a natural products sales and
marketing company. During the past twelve years Ryan has successfully
guided more than 100 suppliers through the Costco vendor process. He helped
these vendors generate more than $500 million dollars in sales and sell more
than more than 250 food and beverage products to Costco Wholesale.
n addition:
Please Consider
The most common
complaint from brokers is that “we work with 40-50 regional or national sales
managers and maybe 4-5 know what they are doing.”
The most
frequent comment from supermarket buyers is “too many companies from the natural
and specialty channel come and just don’t know the landscape – they haven’t done
their homework”.
What’s it
worth to make your sales effort dramatically more effective…the equivalent of a
few days pay?
A small
fraction of what you are paying in trade spending, ads, allowances, slotting,
free goods, etc?
Pricing:
Day 1
“Beginners and New to the Channel” – $599
Day 2
“Intermediate – Advanced” class - $799
Early Bird
Special: Reserve by April 30, 2010 – save $100 off each seminar!
Additional
people from the same company can attend at $100 off per above
Register for
both seminars by April 30, 2010 and pay $999 – a savings of nearly $400
If you are
thinking of sending 5 or more people from your company, please call for special
pricing.
Cancellation
Policy: Cancel by May 4, receive refund. From May 4-17 receive voucher for
future seminar.
Bonus! – Register for seminar and purchase
The Sales Manager’s Handbook
(comprehensive training manual with CD) for 50% off - $500. Or save $500
on the Natural products Field Manual, Fourth Edition -- please see
www.NPCInstitute.com for more info on publications.
Day 1 Seminar ___________ Seminar and
The Sales Manager’s Handbook with
CD____________
Day 2 Seminar ___________
Name_________________________________________Company_________________________
Title_____________________________________email__________________________________
Street_______________________City____________State_______Zip__________
Tel:______________________________
Please make checks payable to “Natural Products Consulting
Institute”
MC, Visa, American Express accepted
Card____________________________________Exp.
Date__________________________
Name on
card____________________________Signature____________________
If you cannot make the April seminar but would like to order
The Sales Manager’s Handbook – please see
below. Seminar attendees can also purchase The
Natural Products Field Manual, Fourth Edition,
for $500 off as well. Please email or fax back order form to:
BBurke@NPCInstitute.com Fax: 978-975-4502
NATURAL PRODUCTS FIELD MANUAL
Newly revised, updated, expanded
Fourth Edition
The single best investment you can make to
profitably grow your business
v
Complete, comprehensive, 4 volume guide on “how to go to
market” in the natural, specialty, grocery and club channels with overviews of
food service, Canada and the UK markets.
v
44 chapters, 760 pages of hard won knowledge and experience
that you can apply to your business
v
Includes CD with directory of top retailers, natural buyers in
mainstream supermarkets, distributors, brokers, new item forms, budget models,
and industry resources
v
Practical, proven, best practices shared and illustrated
v
Rich, insightful guest essays, editorials and color commentary
by 66 notable buyers, brokers and CEO’s
v
Over $15,000 worth of coupons on services you can use--
including free half-day consulting
v
Pays for itself many times over
Name:
_________________________________________
Company Name: ________________________________
Mailing Address: ________________________________
City, State, Zip: _________________________________
Phone: __________________Fax: _________________
Email: _________________ Website: ______________
I wish to
invest in profitably growing my business.
Please send me
the Fourth Edition of the Natural Products Field
Manual
Price $2,999.00
Standard S&H $15.00,
International
shipping and insurance $50.00
MA customers
please pay 5% state sales tax
Net
Price Billed to Credit Card $_______________________
 Payment:
Check
enclosed____ Make checks payable to
“Natural
Products Consulting Institute, LLC”
Circle
one: Master Card, Visa, American Express
Credit
Card Number: _________________________________________
Name as
appears on card:______________________________________
Expiration Date:_____________________________________________
Signature: __________________________________________________
Referred
by: ________________________________________________
Return
to:
Bob Burke
Natural
Products Consulting Institute, LLC
8
Cobblestone Lane, Andover, MA 01810
Tel:
978-975-9902 Fax: 978-975-4502
BBurke@NPCInstitute.com
www.NPCInstitute.com
www.NaturalConsulting.com
Table of Contents
Volume I: The Basics
Margins and
Pricing Budgeting and Planning Industry
Resources Supply Chain Savvy
New
Products Running Successful Off-sites Managing
Co-packers Sales Force Automation
Building a Sales Organization Product
Quality Strategic Planning Private
Label
All about
Brokers Ingredient Standards
Financing Nutrition and Personal Care
Summary “If we knew then what we know
now”
Volume 2: Trade Marketing
Natural & Specialty Distributors Trade
Promotion Category Management Food Service
Overview
Retail Overview: Natural Foods Trade Funds
Management Trade Show Investment Using Market
Research
Mainstream Supermarkets Trade
Advertising Exporting Basics Overall
Channel Approach
“Covering your Butt”
Volume 3: Consumer Marketing
Branding Consumer
Promotion Consumer Advertising Packaging
Maximize your
database Public Relations programs Special Events
Marketing
Volume 4: Trends and Updates
Industry
overview Natural, Grocery, Mass and
Club updates Canadian Opportunity
Natural and Specialty Distributor updates UK
Opportunity Defining the natural/organic
consumer
About the Enclosed CD-ROM
- Natural retailer
database
- Summary of
Supermarkets with natural sets – buyer information and main supplier listed
- Directory of Natural/
Specialty Distributors
- Directory of Brokers –
with sample broker contracts
- Sample budgets and P&L
models
- Basic breakeven
calculations
- Supermarket News Top
75 Supermarkets
- Key Distributor and
Retailer Programs
- New Account forms
- Key Customer logos
- PR Database
- Trade Spending Model
with form and Trade Spending log
- 4th Edition Updates
Over
$15,000 in Coupons
SPINS Mambo
Sprouts New Hope Natural Media Castle Group PR
McGovern Communications UNFI RML
Naturals PeoplesWorth
Ethos
Marketing Kiwi Magazine Nutrition
Business Journal Turnlink Wholesome
Sweeteners
Volkman Group Global
Organics and more!
Also: Free Half-Day Consulting Session by Authors $1,000 value!
“I can't think of a
company in the industry that wouldn't benefit tremendously from the Natural
Products Field Manual ."
--- Dan Atwood, Senior Vice President, United Natural Foods, Inc.
The single greatest cost
that any entrepreneur incurs is the “Learning Curve”. It can make you, break
you, or sentence you to a slow, tortuous death. Bob’s and Rick’s Natural
Products Field Manual will absolutely cut this cost in half, if not eliminate it
altogether. I only wish I’d had a copy 19, or even 2, years ago."
"If the Natural Products
Field Manual doesn’t save your firm tens of thousands of dollars, or garner you
many more thousands in revenues, then save yourself the trouble and close your
business. The problem lies with you, not the authors. This compendium is an
invaluable gem." -- Gary
Hirshberg, President/CEO Stonyfield Farm Yogurt
The Sales Manager’s Handbook
A sound investment for your company, a great investment in your
career
More on the…
Sales Manager’s Handbook
v
Includes CD-Rom with directory
of brokers, distributors, buyers, budget models, store logos and more!
v
Comprehensive, 406 page, 23
chapter guide
Featuring chapters on:
Distributor
Programs Mainstream Grocery
Channel
Natural Retailer
Programs Club & Mass Channels
Margins and Pricing
Broker selection and management
Budgeting and planning
Optimizing distributor and retailer
programs
Trade
promotion Trade funds
and deductions management
Using syndicated
data Category management
Costs of bringing products to
market Optimizing trade shows
Exporting resources from Uncle
Sam The Canadian market
Building an
organization Food Service overview
Covering your
butt The UK Market
Consumer
promotion Industry resources
and more!
v
Educate, train and develop
national and regional managers
v
Practical, proven, best
practices shared and illustrated
v
Rich, insightful “guest
editorials” by 38 notable buyers, brokers and CEO’s
Name: _____________________________________
Company Name: ______________________________
Mailing Address: _____________________________
City, State, Zip: _____________________________
Phone: ______________Fax: _________________
Email: _____________ Website: ______________
Please send me The Sales Manager’s Handbook
Price $999.00 Standard S&H $10.00,
International shipping and insurance $50.00
Net Price Billed to Credit Card
$_________________________
Payment:
Check enclosed____
Make checks payable to
“Natural Products Consulting Institute, LLC”
Circle one: Master Card, Visa,
American Express
Credit Card Number:
______________________________
Name as appears on
card:___________________________
Expiration
Date:__________________________________
Signature:
______________________________________
Note: Registrants can also pre-order the Natural
Products Field Manual, Fourth Edition and save $500. Please call or see
www.npcinstitute.com
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