Why I am adopting a Del Boy approach to Lead Generation from now on…

Why I am adopting a Del Boy approach to Lead Generation from now on…

I am just coming to the end of a Lead Generation project for a new Client that I started working with back in October 2020.  Of all the projects I have completed on behalf of my Clients, I have enjoyed this one the most and here’s the reason why…I got to talk about me and my Business!!  Let me explain:

Since starting my Business in 2018, I have always worked on behalf of one Client at a time.  I have taken on the role of a Member of THEIR Team, with a specific email address and have always introduced myself as “Leisa, from…”  In taking this approach, I have at no point mentioned the name of my Business or what I do as I thought the approach was best to come from my Client via me rather than from me and Find me the Leads® directly.

This latest project has changed my thinking for one simple reason, I have been asked the question: “so what do you do?” to which I have allowed myself to answer “I have my own Business representing a number of amazing brands” to which the response has been “ooh, what else have you got?” – a bit like Del Boy being asked to reveal the contents of his suitcase.

This approach has really enabled me to put the customer rather than the Client at the heart of my process and build closer relationships with them based on their wants and needs.  It has also facilitated a more efficient way of working not only for me and my Business but for my Client.

Find me the Leads® benefits:

  • One email address which is my own
  • One conversation on behalf of multiple brands
  • Find me the Leads® is at the forefront of conversations
  • Closer relationships with Buyers and retailers
  • Better time efficiencies

Client benefits:

  • One email means a quicker response and removes additional cost of setting up an additional account
  • One conversation generates a more honest response and facilitates constructive feedback
  • My brand rather than their brand means less expectation for me to have all the answers and opens the door for my Client to get involved in the conversation and build ongoing relationships
  • Closer relationships mean better results for Clients as I become a trusted source for awesome products which add value and drive sales
  • Improved time efficiencies mean more competitive cost structures for Clients

By adopting the Del Boy approach to Lead Generation, from now on I will be representing up to 5 noncompeting brands at the same time, twice a year for a 3-month period.  The projects will run in line with the buying cycles: January – March for Spring/Summer listings, May – July for Autumn/Winter listings.

I cannot wait to get started with this new way of working and already have 3 brands signed up for my first Del Boy Project in May.

So…don’t be a plonker, get in touch to find out more and join me as I head out with my suitcase!!

 

 

Me, myself and I…

Me, myself and I…

I work alone and for myself and have done since Find me the Leads® started in May 2018.  I have always been proud to be the face, voice and personality behind my brand as this is what makes my Business unique and is a big part of what my Clients buy in to.

In the Summer of 2020, I started working with a Business Coach who advised me that in order to attract bigger, higher paying Clients I needed to start speaking in the third person rather than the first person.  So, “I support Food & Drink Brands with…” became “We support Food & Drink Brands with…”

The reason behind this advice, perception!  If I gave the impression that my Business is bigger than it is and that I have a team around me supporting the delivery of Client work, Clients with deeper pockets and more money to spend would come flooding in.

I totally bought into this and on all my social media posts, email marketing and New Client Meetings I started talking “we” instead of “I” – I even had a new pop up banner designed and printed with the words “We support Food & Drink Brands…”

Whilst I can see the value in this advice and the sentiment behind it, it hasn’t quite played out in practise.  My existing audience have become confused about the “Royal We” I am referring to all of a sudden, I’m confused about which person I should be speaking in and most importantly I feel like I am being dishonest when communicating with Prospective Clients.  Truth is, it’s me and only me that does all the work and my Clients know and like that.

A few weeks ago, I spoke to a Friend and fellow Small Business Owner who said to me:

“it’s just you in the business, right?  Why don’t you embrace that!”

At the time I defended my decision as in some way by reverting back to I, I would be accepting that my Business hasn’t grown at the rate I wanted it to over the past 12 months BUT now I have embraced the advice 100% and from now on and until my Business is more than “just me” I will be:

DITCHING THE WE AND EMBRACING THE I!!

 

Thank you to Lauren Clark at Social on Toast who challenged my thinking and reminded me that “people buy from people” Check her out here: http://socialontoast.co.uk/

Cash Flow, transferrable skills and THOSE SHOES!

Cash Flow, transferrable skills and THOSE SHOES!

Reflecting on my first 6 months as a new Business Owner…

In December, just 3 months on from starting my business and not long after I wrote my first Blog, the reality of being self-employed hit me with a BANG!!

I don’t know why I didn’t see it coming, I know the industry in which I operate, I understand my target customer and had written and rewritten my personal survival budget a million times.

Trouble is, my Clients are all mad busy in the run up to Christmas processing orders, meeting delivery deadlines and selling direct to consumers at Christmas Markets, Fairs and any kind of event which encourages the great British Public to part with their cash. This means their focus is on maximising existing business and not on driving new business.

So when faced with the prospect of no work and therefore no income, I had to change my thinking and call upon my transferable skills.

A friend of mine works for an agency and mentioned that they were looking for catering staff in the run up to Christmas.  Whilst this was not a line of work I had every considered before, the prospect of some short term cash to invest back into my developing business was very appealing.

Why should I do this was the questions I asked myself?  The answers were simple: I love being part of a team, I’m a hard worker, I get on with people, I can lend my hand to most things, I needed the CASH and the fact my son had broken his ankle playing rugby the week before meant my weekends were looking quite free.

When I turned up to my first shift on 14th December, I had mixed emotions and I’m ashamed to say, I felt embarrassed!  The shift went well and I turned up again the next night for more of the same.  This time, my head was held a little bit higher and I was able to smile when faced with the teachers from my children’s Primary School, my husband’s barber and two members of my running club who kept asking me to join them for a glass of wine.

4 months on and I am still waitressing on the side, not because I need the cash as my business is doing well but because it has taught me so much about myself and how resilient I can be.  I have a deeper understanding of the catering industry, I can carry THREE plates at a time, I have met some really interesting, hardworking people and I have learnt that if you are prepared to swallow your pride and lend your hand to anything, there is always work available.

As for those shoes…as a waitress, the dress code is black and white.  Those shoes are a silent nod to the non-conformist within me and I am complimented on them every time I work.

Thanks for listening

Leisa

How to improve and maintain on shelf availability

How to improve and maintain on shelf availability

Sally Davis, Managing Director of Award Winning Field Marketing Agency, Logobrand shares her views on the importance of on shelf availability and how securing additional off shelf
feature should not be to the detriment of in aisle sales

Why is on shelf availability so important?

As consumers become more hungry for promotions and manufacturers negotiate more off shelf feature for these deals, the shelf and indeed the aisle can get forgotten about.
Ensuring a product is on shelf and available to buy AT ALL TIMES is important for the following reasons:

  • Full value sales
  • Improved product visibility
  • Maintaining on going listing
  • Improving ROS
  • Driving repeat purchase

Does off shelf feature impact on shelf availability and if so how?

Absolutely!! Without question, the focus on off shelf display and ensuring Gondola Ends, Side Stacks and FSDU’s look good can have a negative impact on shelf availability. There are 2 main factors which impact on shelf availability during promotions:

  • Stock allocation – not enough stock is allocated to store to fill both the off shelf display AND the shelf. The result of this is that the display takes priority and the shelf is left either with limited or no stock.
  • In store merchandising – with 2 or more sites to merchandise, store staff will prioritise off shelf feature meaning the shelf is often the last place to be replenished.
    This in turn leads to availability issues as a product can be OOS at shelf but available in other locations in store.

How can manufacturers help to improve the on shelf availability of their product?

  • Check shelf capacity – how much stock is needed to fill the shelf and does the in store system reflect this?
  • Ensure each product has an accurate SEL – this should include information that the customer sees such as price and an accurate product description and also information for store staff such as number of facings and shelf capacity
  • Merchandising – make sure all selling space is fully merchandised
  • Stock – make sure an accurate stock allocation has been agreed at Head Office, this takes into account promotional space AND shelf fill

In summary, don’t forget about on shelf availability when driving additional points of distribution in store.

If you would like more information about Logobrand and how they can help improve on and off shelf compliance for your brands in store, please give Sally a shout -­‐ 07971 670 364
sally.davis@logobrand.com

Top 5 tips on how to capture customer information at Trade Shows

Top 5 tips on how to capture customer information at Trade Shows

Trade Show season starts in a matter of weeks.  As an experienced exhibitor, I thought I would offer some top tips on how to capture customer information at trade shows and what to do with it once you’ve got it.  Most important is that you a] do it and b] use it!!

  1. Have more than one person on your stand
    • To ensure you don’t miss anyone
    • To enable you have time to enter into conversations
    • To make sure your stand is never left unattended
  1. Decide in advance what medium you are going to use to capture information
    • Barcode scanner from Event Organiser
    • Pen and paper
    • Mobile phone with camera
    • Spreadsheet populated via computer
  1. Pen and paper works best in my opinion
    • More opportunities to engage – ensure correct spelling, details, etc.
    • Ability to add supplementary information, e.g. flavours sampled, existing supplier, RTM, range review timings
  1. Collate at the end of each day
    • Input into a readable format and fill in any gaps
    • Prioritise which ones to follow up first
    • Take action if needed, i.e. did they ask for samples NOW?
  1. Follow up ALL leads after leaving the show
    • Decide who is going to be in charge of following up
    • Do it in a timely manner – leave it too long and they will have forgotten
    • Decide how to follow up – email, phone, samples, all 3
    • Do it more than once – preferably until a decision is made

If you are reading this before heading to IFE, please come over to stand N2977 and say Hi, I’d love to hear if these tips have been useful.

Thanks for listening

Leisa