Education Session Preview: Supply Is About More Than Demand

As a supplier, building a relationship with retailers is a key component of getting your products in front of consumers. If you’ve ever wondered what makes the people who make the decisions about those products tick, this is your chance.

The Education Session “Supplier Session: Convenience Connect,” taking place on Wednesday, October 7, at 8:30 a.m. at the NACS Show, will bring together a panel of nine purchasing managers, company presidents, foodservice directors, category managers and more to share how they decide what products will go in their stores and what can make or break a product’s future. 

One of the panelists is Bob Christopherson, retail solutions manager with CHS Inc., which operates Cenex locations in the Midwest. He said that several factors go into deciding what products go into his stores. “I look for what makes the product stand out. I’m also considering if the product has a strong margin opportunity and if the product demonstrates proven results through data, case studies or customer feedback,” he said. “I’m also looking at whether the service is easy to implement and has support at the store level.”

Panelist Troy Strand, retail division manager of Synergy Cooperative in Ridgeland, Wisconsin, said that while he does look for products that can differentiate his company from competitors, new innovations can be risky. “If your launch is not as good as a competitor, [the competitor] will get the business,” he said. “You need to plan the work, then work the plan. It must be done from start to finish already knowing the end result.”

Beyond the product, Christopherson said the supplier's reputation is crucial to his decision-making. “I’m looking to do business with a supplier with a proven track record of service and reliability,” he said. “I look at the financial stability, product quality, customer service, innovation, compliance, reputation and technology and support.”

Strand said relationships are probably his most important factor when looking at potential suppliers. “I look at how their company culture is and how they do business,” he said. “I’m not big on the sales pitch. I want a supplier that takes my company in their best interest.”

As for what makes that relationship work, Strand said it’s as simple as having something in common. “Commonality and having the same goals help form those connections,” he said. “If you start a relationship and your goals do not match, the program or product launch will likely fail.”

Christopherson added that it’s important to get to know your supplier and build those relationships on trust, communication and mutual value. “What’s important to me is investing the time to get to know the people behind the company, communicate regularly (not just when problems arise), look for opportunities to collaborate rather than simply negotiate and follow through on commitments,” he said. “In my experience, the best supplier relationships evolve from transactional interactions into strategic partnerships. When suppliers understand your business and your goals, they become an extension of your team, helping drive innovation, solve problems and create value for your customers.”