Catch the latest episode of Highlands Thinking. In this episode, you can learn how Highlands helps drive growth through category expansion.
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Partner
Business Development Manager – North
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Video Transcript:
Gordon: Hello and welcome to Highlands Thinking. I’m Gordon Christensen, Partner at Highlands and I’m joined today by Sharon Renshaw, Business Development Manager at Highlands in our European business.
Sharon: Hi, Gordon.
Gordon: Hey ya. Today we’re discussing driving sales growth for distributors through category expansion. So, let’s jump in.
So, Sharon, what’s the first step you would take when looking to introduce a new product category to a distributor?
Sharon: So, we would organise an initial meeting with the key decision makers of the business where we would do a bit of a fact find and we would find where they’re currently focusing on categories to spot where the growth opportunities will lie.
Gordon: Brilliant. OK, well that sounds great. So what happens next?
Sharon: So after this we would agree to do some sales training with their staff where we would go through the features and benefits which will help them to effectively sell with confidence.
We would then look at following this up with all the sales tools from a marketing point of view, which will help us to maximise the opportunities that we’ve uncovered.
Gordon: Brilliant. All of that feels like it’s quite a good investment for the distributor. Is there anything else you would do or have you seen particular success from this approach?
Sharon: Yes, it’s definitely a good investment for them. We’ve seen lots of successes.
We can also do things like end user events and meetings where we can help close the sale.
And one success that stands out probably most to me would be one of the brands we’re currently working with. The sales that they did in 2023, we’d hit that number by the end of the first six months of this year. So we’re actually on target to give them an increase of sales of 50% for this year, which is amazing because for us, the ultimate goal is to drive those sales.
Gordon: Yeah, that’s fantastic. Well, thanks, Sharon. That brings us to the end of our time today.
If you’ve got more questions for Sharon or any questions for Highlands, please leave us a comment or send us a message and we’ll do our very best to tackle them in a future episode. Make sure to like, share and follow us on YouTube and LinkedIn for more thought-provoking content. Thanks for tuning in and we’ll see you next time on Highlands Thinking.
