Jason Greene contacted me a few weeks ago to get help with preparing for his
upcoming meeting with Walmart headquarters. He was nervous. Understandably so given this was his first shot at sitting in front of the buying team of the world’s largest retailer. In my mind it critical that Jason and his team understood the not only the documentation/presentation protocols Walmart requires but also the seemingly innocuous things that can make or break small businesses in Walmart.
#1 – Be yourself – Walmart is the world’s largest retailer. You are not the world’s largest anything yet. And that’s OK. Be your best YOU.
#2 – Be vulnerable – Yes you should know the benefits of your product. You should be able to clearly articulate simply and succinctly why Walmart needs to carry your product. You need to be able to show Walmart what “new” customer or new customer need your product fulfills. BUT, it is unrealistic for you to know every detail about Walmart. Ask questions. It’s a collaborative process. The expectation is a growth in your knowledge base over time.
#3 – Be accountable – You are responsible for what you don’t know. Pleading ignorance or playing the “I’m a small business” card isn’t a good look for you or the countless other small businesses hoping to do business with Walmart. Walmart’s Made in the U.S.A. Supplier program cuts both ways. Yes it provides an avenue for small business manufacturers to get access to the shelves of the the largest retailer in the world. With that access, however, comes the responsibility of learning what’s required to stay there, to remain a good partner, and to create reciprocity from a profitability standpoint. Last, this pro-bono project really made my heart smile. When I got the call that Jason’s product line was approved for distribution in Walmart, I was elated! I’ve watched this young man graduate high school, go on to earn his college degree, come back home to work hard in his mother’s business and now strike out on his own. I’m simply tickled pink or rather tickled “blue”. I’m paying it forward and I hope other industry vets will reach back to do the same.
Join me in extending a hearty CONGRATULATIONS to Jason Greene & Smokee Robinson Lip Balm and the entire DGreene Solutions Team! Sara Gregory is a principal partner of Diversity Connected, a proud U of I Urbana alumna, an MBA grad of NIU, a dedicated member of Zeta Phi Beta Sorority Inc, the mother of two and faithful side kick of Fluffy, the family Maltese. www.DiversityConnected.com
