Opinion: Marc Warde

At any exhibition, suppliers battle for buyer attention. Here industry insider Marc Warde asks just what does it take to get a product onboard?

To get a product onboard takes resilience. Truth is, not everyone is going to like or want what you're offering. So lesson one: develop a thick skin.

Lesson two: be prepared. Buyers will expect you to be professional and slick. They are time sensitive so be ready to shine. Some buyers expect a bit of grovelling but others will give good solid advice. Some will want to push you on price. The important thing is to be yourself, be true to your brand ethos and be prepared, be very prepared.

Know your margins too. Exactly. Don’t forget a single detail because when working at volumes pennies make pounds. Be open too. A deal has to be viable so honestly show what you are making, and if a price reduction works for the volumes on offer, be willing.

Often buyers will ask you to white label your product. This may be tempting but think about the implications/value for your business before agreeing. Volumes can aid cash-flow, but long-term recognition may be more important. Co-branding can be a good alternative option.

Think about how you want your brand to be represented. Be sure your USPS shout out from any packaging or literature, and offer crew samples and incentives – they can be your greatest asset. Lesson three: be ready to be consistent. Airlines need to know you can deliver, that you won’t run out of product or money, that your hygiene, health and safety won’t go awry. Be ready to prove these points. Check your own suppliers won't let you down. Lesson four: deliver and monitor. Be ready, deliver as promised, and deliver on time.

Then monitor progress. Press for sales insights in advance so you can map out the peaks and troughs and sales patterns. This will help you evolve and target your product better. Sometimes working with established players like En Route, Evertaste, Retail In Motion or Foodcase can help, but remember your relationships should be a two-way street so invest in them, make sure all the numbers really work, and you will reap the rewards. •

Think about how you want your brand represented and be sure your USPS shout out