How CPG Brands Get a Buyer’s Attention and Sell in a Virtual Environment, with Meg Levene, MomentumCPG
John Ray: [00:00:00] And hello again, everyone. I’m John Ray with Business RadioX, and I’m here with Meg Levene. And Meg is a founder and partner in MomentumCPG. Meg, my question for you is, how do CPG brands get a buyer’s attention and sell in a virtual environment?
Meg Levene: [00:00:21] John, that’s a great question. There’s really four easy steps a brand should be considering in these virtual times. The first one, where I see the most mistakes, is making a good connection with that buyer. Be empathetic, understand that they have a lot of pressure on them now just trying to keep inventory on the shelves. The second thing is, they have to digitize their pitch. And by that I mean, have a really comprehensive two-page digital sell sheet that includes their brand stories, product images, keywords, all of the working links so the buyer can find them on the website and social. And then, all the key details for the brand, packaging, graphics and dimensions, pricing, and live EPCs.
Meg Levene: [00:01:07] Once you’ve got that digital sell sheet complete, you’re ready for a meeting. And in that meeting, you want to create excitement. The buyer is sitting in back-to-back Zoom calls all day. So, one of the things we do with our clients is we send a beating in a box to that buyer so that they get samples, and the package, and they can really enjoy relaxing and having that virtual meeting happen. And then, finally, practice that Zoom call before you get on with the buyer. And have your follow up email ready to go with all of the attachments. So, the minute you hang up, you make the adjustments on the follow ups and that email is in the buyer’s box. And that’s going to have a very successful effect for a new or existing CPG brand.
Meg Levene, Founding Partner, MomentumCPG
Meg spent her 25+ year career as a passionate sales leader and business builder in the consumer products industry. As an executive at P&G, Nielsen, Gillette, and J&J, she leveraged consumer and business insights to launch and build brands like Mach3, Tylenol, and Listerine worldwide. She led sales teams from 5 people to 500 people in the US, Canada, and the Caribbean. Meg also managed significant channels, including Food, Drug, Mass, and Club, and strategic customers, including Costco, Target, Meijer, CVS, and Ahold. In 2012, she joined Advantage Sales and Marketing, the largest outsourced sales agency in the U.S. where she helped over 100+ clients achieve double-digit growth. In 2019, Meg became a Certified Sales Consultant with Sales Xceleration, the pioneer in outsourced sales leadership.
Meg brings the experience of a Fortune 50 leader with the passion and resourcefulness of an entrepreneur. Today, she is focused on working alongside entrepreneurs to help scale the next generation of differentiated and high growth CPG businesses. When I am not helping my clients achieve breakthrough sales growth; she enjoys spending time with her husband and three teenagers, exploring the world from Salmon fishing in Alaska to Surf Camp in Costa Rica. These days, she spends my free time on my Peloton, cycling the hills and valleys of Vermont, and, when winter comes skiing the steeps.
Listen to a full interview with Meg on North Fulton Business Radio here.
The “One Minute Interview” series is produced by John Ray and in the North Fulton studio of Business RadioX® in Alpharetta. You can find the full archive of shows by following this link.
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