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"C'mon! It Can't Be THIS EASY To Get Your Product Into Wal-Mart ( And Become A Millionaire)... Can It?" (Ultimate Wal-Mart Selling Secrets)


Here’s an interview I did with a man named Lanny who is an expert on the topic of getting products into large retailers – especially Wal-Mart.  During this discussion, you’ll hear the realities of getting a product into Wal-Mart based on Lanny’s experiences which spans 15 years.  Lanny’s education began as a sales rep for Proctor and Gamble.  At the time, there were still many independent grocers that he dealt with directly.  This was the best education Lanny could have received because, with the independent grocers, he was able to learn all areas of retail businesses.

You learn the two critical types of distribution methods for packaged goods:

  • Warehouse

  •  Direct Store Delivery (DSD)

The definitions of these distribution methods are important when Lanny explains why some companies prefer (or demand) DSD over Warehouse.  The next definition, “Category,” is integral to the interview.  Listen as Lanny explains what a category is in retailing and why good category management is essential to maintain good revenues.  Additionally, Category Management is what enables small manufacturers to compete with large manufacturers in retailers such as Wal-Mart.

If you have a product that you would like to get into Wal-Mart or some other major retail outlets, you must do the following:

  •  Have the manufacturing capabilities to supply your product to the major retail outlet.

  •  Determine how your product can help the overall category.

  •  You must know everything about the store you wish to approach and about that category.

  •  Be able to prove that there is a glaring need in that category that is not being met.

  •  Be able to give the buyer a compelling reason to buy your product (the product’s USP)

After leaving Proctor & Gamble, Lanny worked for Frito Lay and subsequently became a consultant to help retailers become more profitable by integrating more efficient systems in place.   You can get your product into Wal-Mart. It’s not true that only major companies get into Wal-Mart.  Wal-Mart has put processes in place to ensure that smaller companies can get into Wal-Mart.  However, every company must follow the business process.  You’ll learn the seven best ways for people to get their products into Wal-Mart.  You’ll hear about why it’s easier to get a food item into Wal-Mart than, say, an electronic item.  Learn about Wal-Mart's “Store the Community” program where Wal-Mart supports local vendors whose product have community appeal and exposure. 

Hear how get your product into Wal-Mart by presenting your product to the buyer as a potential Value Producing Item (VPI).  You’ll learn what the VPI program is and how every buyer must participates in it. 

Learn why the best and fastest way to get a product into Wal-Mart is if the product is environmentally friendly.  Learn why Wal-Mart is concerned with the environment.


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