excerpt from chapter:

WHERE TO MARKET YOUR COOKIES (part 1)

Some of the most obvious places to sell your cookies are to restaurants and local markets that carry specialty items and/or a have gourmet or delicatessen section. The common thread shared by these venues (other than being places where people gather, eat and shop) is that they generally carry unique products of a caliber more distinctive than your large supermarket chains. Furthermore, their clients are well aware of, and in fact, anticipate the additional expense of quality products.

Look for restaurants and small grocers that cater to clientele who will appreciate your homemade cookies and be willing to pay for a superior product.

When approaching these businesses you will want to come prepared. A business presentation to a potential wholesale client is rarely conducted by the telephone. Of course, you should always call to schedule an appointment with the owner and/or purchaser. Occasionally if a business owner knows about your products and has received requests for your cookies, they may be ready to place an order immediately. Your total contact with them may be by telephone and the contracts and payment flying through the mail. More often than not, you will be meeting with new customers face-to-face. When setting the appointment for a presentation, ask if the business owner would like to be a “taste-tester.” The owner or chef will be the ultimate arbiter of how good your products are.

Usually a presentation is less about taste however, and more about price and customer demand. You will need to convince an owner that they should stock your product. You may be able to get your foot in the door of a business by providing your cookies on a consignment basis and simply paying the owner a commission for items sold in his or her business.

When meeting a client you want to present yourself, and your business in the best possible light. For example you would not dress as you would when baking or decorating your cookies! Your customers may be wearing sweats and sneakers, but you want to be sure to make the best possible first impression as a professional in the specialty food industry.

You want to dress professionally, but not overdress. You are dealing with people who are self employed just like you. Present yourself in a real, down-to-earth way.
Whenever possible, you should schedule presentations early in the week because weekends and the days leading up to the weekend may be busy with baking and delivery-and you do not want to have to stop what your doing to go on an appointment! Weekends also tend to be busier times for the entrepreneurs you are courting.

When presenting your products you may wish to ask to sit at a table in a private office. You don’t want to make your pitch in the store or workplace where the owner may be called away by ringing phones, customers and other distractions. Let the client know the meeting will be brief as you both have plenty of work to do. Bring with you a wholesale price guide, a blank agreement(s), calendar, pen, and calculator. You should also provide a potential customer a sampling of your products.

Don't try to bring all of your cookies. Other products can be seen in photographs. The samples you bring are simply to show a selection of your most popular products and the quality of your work. Also bring one or two unique items that a storeowner probably has never considered.

Conduct the presentation assuming that the order will be closed and deposit received at this meeting. As your discussions progress, begin filling in the blanks on the agreement and discuss the cost of everything as you go along. You should offer discounts for larger quantities. You should design a scale based on increasingly larger quantities. Be consistent with your pricing.

Once the decision to carry your products is made, be very careful to put every minute detail on the agreement, using separate pages if necessary. It is very important to note the number of each item requested, as well as all special requests.
Do not assume that you will remember-write it down!

The presentation of your products in the store is a direct reflection of your business. You should be prepared to demonstrate your packaging as well as recommendations for presentation in the store. If you are so inclined, offer your services to prepare the display.

If your offer is accepted, this means that you may have to provide signage, a table or shelves, lifts for height variation, and other possible items to enhance and complete the presentation of your goods. Only offer to build a display if you are prepared to back it up with your time and materials. If the owner elects to have you build a display table(s), you may, of course, negotiate a fee for this.

Once the sales agreement is completely filled in, ask the owner if they would like to go ahead and place the order by signing the agreement and paying a deposit. When the agreement has been signed, request a copy be made for both you and the owner. If you do not have access to a copier, assure the customer that you will mail him/her a copy of the contract within a few days.

Occasionally, a shopkeeper will have to consult with another party or need to think about their decision and will prefer to wait before signing the agreement. Simply tell them, "Of course, that's fine. Please call me as soon as possible to let me know your decision.” If your business is growing quickly and you honestly anticipate have a full set of wholesale customers, you may want to indicate your limited distribution.

Whether or not you leave with a signed agreement and check, remind the customer that you are available if they have any questions and, offer your best wishes for the success of their business.

If the agreement has been signed, send the new client a letter thanking them for signing on with your product line and list any details that they may still need to provide -such as a final decision on their order, quantity and display considerations. If they do not yet have a copy of the agreement, mail a copy as an enclosure with this letter.

If you leave the presentation without having a final decision from the owner, send a letter immediately thanking them for their time. If they had any unanswered questions, provide the information they needed. Remind them that you are available by telephone and e-mail to answer any questions they may have.

Make it your mission to become "known" as a business whose cookies are both irresistible and whose customer service is second to none. When out in your community don't forget to take your business cards! As a matter of fact, give your business card to as many people as possible, anywhere and everywhere. In a business catering those who love sweets, there are so many potential customers!

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