Multilingual Business Communication

April 2, 2009

How to convince retailers

Filed under: company, Febe Corthals, Hannelore Blomme, marketing communication, Ruth Broekaert, Trui Lagae, Uncategorized — meertaligebedrijfscommunicatie @ 12:22 pm

Supermarkets are being offered new products every day. Each product launch, however, entails risks for retailers. Will customers like it? Won’t other products suffer from cannibalization? And where can the new product find a spot in an already crowded shop?

Preparation is key. In order to convince retailers to start selling your new product, you need a combination of well-conceived arguments and tangible proof that the product will sell.

afbeelding12PIDY, an industrial bakery, often launches new pastry products. While creating a sales letter and sales presentation for their new Spoonette, an edible spoon, we tried to find that perfect combination of arguments and evidence to persuade retailers. Three arguments should convince any critic: the original concept, the good quality and the special packaging. It is no coincidence that we have chosen precisely three arguments: this usually sounds more comprehensible and persuasive. To support these arguments, we put forward that the Spoonette was awarded first prize at the SIAL Food Fair in Paris. This evidence gives sales people more credibility and is therefore of vital importance in convincing retailers.



  1. I have spotted this product already at a supermarket in Ghent, the Aula. I noticed that they ask €3.95 for 12 Spoonettes and found this rather expensive. I find it a very good idea to use edible spoonettes to serve your appetizers in and I have tried them already and they tasted quite good, but I do have my concerns about the price. In the end, you’re paying almost 4 euros for just 12 serving spoons that can’t be used again. While that may be okay if you’re just having a small dinner party at home, it seems very expensive for bigger events such as corporate parties.

    Comment by meertaligebedrijfscommunicatie — April 8, 2009 @ 2:00 pm

  2. I think you would be surprised at what some companies spend on corporate parties. I have on many occasions worked at corporate parties where the catering service ordered us to throw away the small glasses which had contained the dessert. Apparently it costs more to have these tiny dirty dishes cleaned, than it costs to buy them new. I believe these spoonettes will do really well. The initial cost may appear high but they look very distinguished and as they are completely eaten, there is no cleaning cost and no waste cost.
    Truly a good invention, Pidy.

    Vanessa Vanleene

    Comment by meertaligebedrijfscommunicatie — April 9, 2009 @ 12:00 pm

  3. Sorry, that first comment was by me, Dorien Heiremans.

    Comment by Dorien — April 9, 2009 @ 9:22 pm

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