The General · Manufacturing & Distribution
Find the buyer, learn the chain, and ask for the pilot properly.
Your General works out who holds your category at each chain, distributor or rep group, reads how that company actually buys, and writes the individual approach that gets a first order rather than a filed email.
What you would hand it
Find who holds your category
By name, at each chain. The title is different everywhere and it is never on the contact page.
Choose the accounts worth it
The chains, distributors and rep groups that actually reach your shopper in your region.
Learn how they buy
Resets, pilots, private label, planogram cycles. It changes what you ask for and when.
Write about their category
One account at a time. Every maker sends the same email about their product; this is not that.
Ask on their calendar
A line review nine months out is a date worth working towards rather than one to be surprised by.
Keep after each account
On its own cycle, not a shared cadence. With this few targets, a generic sequence costs you the account.
Reach them where they answer
From your own LinkedIn account, personally, rather than a connection blast.
Sort the buyer's answer
The polite no, the redirect to a distributor, and the one that is genuinely a yes.
Prepare for the buyer call
The chain, the category, the competitor already on shelf, in front of you before you dial.
Send exactly what they asked for
What was said in the call becomes the list of what they need, drafted the same day.
Build the internal one-pager
A buyer has to sell you upwards. It writes the thing they circulate.
Remember every account
Who you spoke to, what they said and when to go back, held without anybody updating a sheet.