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What Makes a CPG Broker Successful?


On Linked In, I am currently running a poll that begs the question, “What frustrates you most when using a CPG Broker?” The choices are a) lack of responsive communication; b) missing deadlines; c) failing retail store audits and d) inaccurate reporting. If you are reading this blog on my profile page on Linked In, why not click the link  at the top and cast your vote. There is also a group that I manage that you may find of interest as well.

In answer to the question poised in the title of today’s subject matter, the answer is the opposite of the poll answers; Responsive Communications, Meeting Deadlines 90% or better KPI, Flawless Execution of store audits and spot on accurate reporting.

Bob, that sounds awfully simple. There are tons more that make a broker successful. Not really! All brokers know the answer. All brokers claim to….yet plenty of CPG companies tell you they don’t…
Anyone knows that the “commodity” of a broker is people. And what brokers claim to do is “invest in and train better than the competition.

So really, the answer boils down to satisfaction and agreement by the company that the broker is consistently  demonstrating  satisfaction with the performance of the people assigned to achieve whatever the objective is; which ultimately will be centered around the four survey question  answers in some fashion.

Have a comment or opinion? It is welcome here!

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About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.

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