Before the first visit, we ask clients for current packaging photos, the SKUs that matter most this quarter, and the three rivals they hear about from shopkeepers. Incomplete lists slow the work and muddy the brief.
Sales teams sometimes worry that outside observers will confuse retailers. We introduce ourselves as researchers working with the brand, keep visits brief, and never negotiate trade terms on the client’s behalf.
Mid-cycle, a short check-in helps catch sudden promotions or a competitor’s sampling weekend. Waiting until quarter-end to mention those events wastes the advantage of having someone on the street.
When the written brief arrives, the most productive review calls include both the owner and the person who talks to distributors weekly. Shared context turns observations into action.