How to Sell and Succeed as a Pet Industry Distributor
In this episode, Clayton and Harvey discuss the challenges and strategies of succeeding as a pet industry distributor. Both hosts share their own insights based on their extensive experience in the field. They discuss the evolution of distributors in the pet industry, highlighting the importance of niche specialization, stock management, and effective communication with suppliers. They also cover topics such as the impact of large distributors, the significance of customer service, the role of trade shows, and the pitfalls of running out of stock. KEY TAKEAWAYS Maintaining good stock levels is essential for distributors to prevent out-of-stock situations, which can lead to lost sales and customer dissatisfaction. Distributors should be selective in their product offerings, focusing on quality over quantity to ensure they can meet demand and provide consistent supply to their customers. Clear and consistent communication with customers and suppliers is crucial to avoid misunderstandings, ensure smooth operations, and build strong relationships. While price is important to attract customers initially, other factors like product availability, customer service, and product quality play a significant role in retaining customers and building loyalty. Distributors need to be adaptable to changing market trends, innovate in their product offerings, and continuously improve their operations to stay competitive and meet customer needs. BEST MOMENTS "I think the bigger a company gets, the worse they get at communicating." "I think like, so I used to do my own repping. Because our business was geared Monday to Friday, I used to do double calls on a Monday and then Friday it would just be, we get the stuff out and then like, it would be a quiet day." - Interviewee "It's sad as well because I've got competitor product as well. And so rather than my customer buying this product, they're buying someone else's." "There's a decline in pet ownership of rabbits and birds. I mean, bird seed was massive. We used to sell loads of canary mix and budgie mix. Everyone would have a couple of sacks of budgie mix a week, whereas now an average pet shop might sell a couple of kilos a week." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
