Saturday, November 3, 2007

Heaven Fresh UK: Sales Initiatives

The Heaven Fresh UK web site started generating sales as soon as it was launched in November 2006. After observing the online sales activity for few weeks, we were very confident that just the online business in the UK would be sufficient to break even. This initial cash flow from web sales was our life line.  Being a micro-multinational we did not have the luxury to drain our investment account for more than 3 months. Also, the second round of financing depended on our ability to quickly get the UK office on its own feet.

Although e-commerce has changed the rules of engagement for starting the 21st century businesses, the traditional sales and marketing channels still play a significant role in the growth of a business, especially the businesses involving the marketing of consumer products.  We knew that the real growth of Heaven Fresh UK was dependent on our ability to penetrate the market using all the possible sales channels particularly television and the retail shops. Therefore, we took different sales initiatives to determine the most cost effective ways to increase off line sales in the UK. Following are the short description and the outcome of those initiatives.

Telemarketing

Telemarketing campaigns have worked very well for us both in the US and Canada to get small business owners to sell Heaven Fresh products in their shops. We ran a trial to contact small UK shops in various categories but did not get a very positive response.  From the initial reaction, it seems like the people in the UK do not prefer to conduct business over the phone.  My theory is that the telemarketing works well for us in North America because it is already a norm here.  Because of the great distances involved, it is very costly for the suppliers to send sales representatives for a face to face meeting with the owners of thousands of small businesses scattered between the Atlantic and the Pacific oceans. On the other hand, one could easily drive from one end to the other end of the UK within hours, Therefore, the suppliers introduce their products in person and that is exactly why we do not get a very warm reception when trying to do this over the phone. If anyone has a different experience, I'd be very interested to find out if my conclusion has any merit or not.

TV Infomercial

TV is probably one of the best media to introduce a consumer product to the masses. We specifically tailored the Heaven Fresh infomercial to be able to run it in the UK.  Before we even started the production process, we knew that we will have to get the production approved by BACC (http://www.bacc.org.uk/) for broadcasting in the UK.  We skipped the script approval part and decided to send the video production instead for approval as we were quite confident that we were well within the guidelines based on our experience in Canada.  While the infomercial was approved for broadcasting by the Canadian regulatory body with minor changes, we had a surprise of the lifetime when we got result of the initial review from the BACC in the UK. The extent of the strictness of the infomercial advertising in the UK can be realized from the suggestion for us to remove the word "necessity" as it was debatable whether air purifiers were really a necessity in the UK. In a nutshell, our only choice was to completely redo the infomercial.  It was an expensive lesson for us that before even a single minute is spent on recording and production, we should get the advertisement script approved for TV advertisement in the UK.

Large retailers and chain stores

Getting a few of the large nationwide retailers to carry the Heaven Fresh products in the UK is one of the most crucial factors in our long term success. However, getting these big retailers on board can be a long and costly process. A process that requires both perseverance and patience. We started approaching the large UK retailers in June 07 and got a very mixed response in the beginning. Gloria Baptist-Smith, Heaven Fresh UK sales director, has been doing a tremendous job of introducing the company and the products to various buyers. With her tenacity and experience in the industry, the doors are starting to open for us. She has done a phenomenal job of getting Heaven Fresh UK on the supplier list of few key accounts including Harrods, Revital and John Bell & Croyden in a very short period of time.  I believe it is just a matter of time that the customers will be able to pick up the Heaven Fresh products from a nearby retailer.

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