Table of Contents and Plan for Future Posts

Matt Robertson
Jun 12, 2018 · 2 min read

Shelf Life were a book, the following would be its Table of Contents. Hyperlinked articles are complete, unlinked articles are forthcoming.

Preliminary Musings

~ Wholesale: A Strange Beast
~ Small? Wholesale? Producer?
~ Hunters vs. Farmers: The Different Sales Personas
~ A Brief Summary and Dismissal of All the Sales Literature Ever Written, and Why Sales Pipelines are Silly

Feature Articles

~ Channel Surfing: a brief history of my quest to find the best sales channels for Wm. Chocolate, by Will Marx
~ Interview with a Retail Buyer: Beth Lewand of Eastern District

Product and Brand Positioning

~ Your Product Must Sell Itself
~ Defining Your Target Customer
~ Determining Your Unique Selling Proposition
~ Creating Your Branding


~ Anatomy of a Wholesale Price
~ Cost
~ Profit
~ Shelf Price
~ Price Increases, and How to Address Them With Your Customers

Sales Collateral

~ Sales Collateral
~ Line Sheet / Sell Sheet / Price Sheet
~ Catalog / Brand Book
~ Point of Purchase (POP)
~ Product Knowledge Sheet
~ Special Handling Instructions
~ Website
~ Samples Pack
~ Terms & Conditions

New Business Development (Hunter Tasks)

~ Prepping for a Successful Hunt
~ Loadin’ Up the Leads Hopper
~ How to Convert an Inbound Lead to a Long-Term Customer
~ Outbound Leads: Warming Up Those Cold Calls
~ Rejection and Dead Leads

Account Management (Farmer Tasks)

~ Mast Brothers: An Insider’s Account of a Wholesale Debacle (Part One)
~ Mast Brothers: An Insider’s Account of a Wholesale Debacle (Part Two)
~ Existing Accounts: Your Bread and Butter
~ Relationship Building


~ Weighing the Pros and Cons of Distributors
~ How Distributors Work, Part I: The Broad Strokes
~ How Distributors Work, Part II: Pricing
~ How Distributors Work, Part III: Marketing Programs


~ Marketing Basics for Wholesale CPG Brands
~ Marketing Tactics for Wholesale CPG Brands

Sales Strategies

~ Alternative Markets/Channels
~ Growing Outside of Your Home Region
~ CRM: Organizing Your Efforts
~ Anatomy of a Winning Sales Team
~ Pricing Strategy
~ Analyzing Sales Data
~ Cost Control
~ Sales Projections and Demand Planning

Glossary & Further Reading

~ Glossary
~ Further Reading

Please share your suggestions for future posts in the comments below, and as always, thanks for reading!

Shelf Life


Matt Robertson

Written by

Longtime B2B salesperson for specialty food brands.

Shelf Life