Sales 101:  How well do you know your Canadian customers?

Jason, a disappointed California-based account manager returned from his visit to a Toronto-based national Big Box technology retailer.  His work over the past 9 months in the USA had almost guaranteed that he’d get 5 of his skus in-store in Canada in time for the back-to-school buying season, but the business was lost to his competition.  He’d been sure he had the better product, the better price and the better packaging. His products were successful in the same chain in the USA.  What happened?   

Jason quickly found out that parachuting in once a quarter left him far behind the local competition who knew the buyer’s hot buttons, who knew exactly what was already in-store at any given time, and who knew the local needs for marketing engagements and exit strategies. In fact, much more went wrong than Jason realized.  While he lost the 5-sku opportunity, he didn’t realize that another merchandiser at the same account was looking to add 3 more skus to his category.  The probing local competitor, who was in front of the customer weekly, scooped the business by knowing all the buyers and their needs.

Do you have long-term, deep-rooted, successful relationships with your major customers?  How often are you in front of them?