April 14, 2014

Do You Annually Review Your Food Brokers?


Food Broker Evaluations

Have you completed your annual food broker review? Are you considering how to go about creating a review or what should be discussed in the interview? If you are interviewing or adding food brokers to your team, it would be wise to consider your review process and include an overview in your contracts and expectations.

The basic purpose of the annual performance review, similar to a sales employee evaluation, is to create a clear understanding between your company and it’s broker representation concerning those factors which are important to the effective selling and merchandising of your food and consumer products.

The performance review is designed to:
Provide an objective review of the brokers’ sales performance and achievement of mutually agreed upon goals and objectives.

Provide the opportunity for open discussion with the management of each broker organization.

Focuses attention on particularly outstanding achievements by the broker or areas of performance which need strengthening.

If you think this is only for the big guys then you need to think again about your role and use of food brokers in the growth of your company.  The better organized and goal directed you manage your business, the stronger and faster you see results.

Some areas for discussion and planning include:
·         Sales vs. Quota
·         Shelf Management at Retail
·         Chain Account Performance
·         Promotion Support
·         Distribution Issues
·         Administrative

Hope this information assists and is best handled as a wrap up to the year. When you originally work with a food broker it is important to consider the goals and efforts you wish to accomplish in a given year. Direct and open discussion with your food broker will offer insight and actions to take regarding your goal setting.

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