By Eddie Yoon
Eddie Yoon is a principal at The Cambridge Group. Follow him on Twitter @eddieyoonTCG.
One of the most difficult conversations a salesperson can have is with retail customers about trade promotion. The reason: There’s big money at stake. Trade promotion is often the single biggest line item in a manufacturer’s P&L. And since many retailers have razor-thin profit margins, every penny counts.
What is trade promotion? The next time you go to the grocery store, take a quick count of how many “deals” you see, from the “buy one, get one free” offers to all the brands showcased at the end cap of the aisle. While these specials are good for the shopper, the problem is that for manufacturers ...