I think our UK supermarkets are the best in the world, but then, of course, I am biased. Being the best means that they need to be doing it better than anyone else, and this means that if you are preparing a meeting with a UK supermarket, then you need to be the best version of yourself that you can be.
Based on my experience of having worked for 12 years as a category manager at one of the big four UK supermarkets, having held over 1,500 supplier meetings, and working with suppliers and supermarkets for the last 10 years, here are my seven tips for preparing for a meeting with a supermarket.
1. Begin with your end in mind
Stephen Covey, famous for his book ‘The 7 habits of highly effective people’, taught us that we need to begin with the end in mind. Stephen shared his thinking about actually seeing, feeling and hearing what you want at the end of the meeting, and cites renowned boxer Muhammad Ali as someone who lived this principle.
Ali would replay over and over in his mind the moment when he stood, looking down at his opponent on the floor of the boxing ring, hearing the crowd say his name, the referee blowing the whistle and his arms being held up by his coach. What is your end in mind?
2. Presentation decks can kill engagement
If you want discussion, engagement and a fruitful exchange of ideas, don't present. Instead, use an alternative style, such as an A3 summary page to hang a conversation on.
3. Agree your roles
The biggest mistake suppliers make, when there is more than one person, is that they had not agreed who was doing what. Of course, they knew that one was the account manager, another the marketing or supply chain person and another the NPD person. Their functions were clear, but their meeting roles were not.
Much of the time I was not engaged by anyone because all three people were writing stuff down or looking at their papers. Ideally, someone is the lead, someone else captures the actions and comments, and the other person observes and offers appropriate questions.
4. Do not start with Powerpoint
“Powerpoint should be used like a drunk should use a lamppost – for illumination to show the way home, not for support to lean against.”
Instead try and use combination of formats, such as A3 posters, video, discussion worksheets, or Powerpoint, to match the objectives because this will add texture to your presentation. Click here for more information on alternative presentation techniques.
5. Capture the actions clearly
Make sure that you capture who is doing what and by when. This is essential. Often both parties leave the meeting without a clear picture of what will happen next, or one party has a picture, but it’s not one that the other party ever saw. Capturing the actions needs to be as simple and as effective as three columns on a page; What, Who and When. What is going to happen, who agreed to do it, and what is the deadline.
While coming out of a meeting with lots of actions can seem productive, it is better to have fewer actions that are agreed, than many that are not. My top tip, if time is tight, is to look down the list of actions towards the end of the meeting, identify those that are most important, and say them out loud for others to agree for a second time.
6. Gain speed with an agenda
Agendas can be seen as a meeting formality of yesteryear, but used well they can be invaluable. One week before the meeting email an agenda, but instead of 1. Introductions, 2. Supply Chain, 3. EPD, etc., use the agenda to offer some information. Write what you are looking for, such as. 1. Christmas range: Proposing a pack size change from 6 to 8 on xyz, rationale to be explained at the meeting. Looking for a decision to go or no go.
7. Understand how people prefer to think
If you can understand how people prefer to think, the meeting will be more effective. Whether you use HBDI, Myers-Briggs, NLP, or another psychometric tool, pick one, understand it and use it to identify how you can communicate what you want more effectively.
Consultancy firm Making Business Matter specialises in people development to the top four retailers.
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