How I sold cookies to the Russian Army, kindergartens and large chain stores
An entrepreneur from Khabarovsk bought a tiny cookie production line. I found a recipe, put together a team and cheerfully got down to business. And after a couple of months I realized that enthusiasm alone is not enough – nobody buys cookies. Stanislav Matushevich tells how he got involved in this business, traveled around the city and the surrounding villages, studded dozens of thresholds and brought the manufacturer an agreement with a large million-dollar network.
Hi, my name is Stas. Initially, I wrote this material together with DaData.ru – the service helps the business squeeze the most out of customer data. But in the end, this article is not about data, but about patience: I’ll tell you how I got a sales manager for a tiny production, looked for contacts of potential customers, traveled all the shops of Khabarovsk and earned a contract for a million. But I received nothing from this.
Half a ton of useless cookies per day
So, a friend bought a workshop for the production of cookies. Not a full-fledged factory, but one production line. The line is a furnace and fifteen workers who knead the dough, mold the product, take care of the equipment. The workshop stood and still stands on the outskirts of Khabarovsk, an hour from the center by bus.
The hostess saved on purchases of raw materials, so she put into production one single variety of cookies – sugar. It is very simple, tasty and does not crumble. They were produced in strict accordance with GOST, which in our case meant a completely natural composition.
Of course, the cookies were called “Khabarovsk” (sorry for the quality of the photo)
The workshop produced 0.5 tons of cookies per day, 15 tons per month. I don’t understand where this good disappeared, because I didn’t succeed in selling so much.
Here I come to an amazing fact. The owner of the workshop is a well-known business coach in Khabarovsk. Apparently, there was a professional deformation or something like that, because she did not understand sales at all. And not only did not understand, but did not even try to sell. A man just wanted a cookie production workshop and bought it without thinking about advertising, promotion, and marketing. It looks a little crazy, but I’m telling everything as it is.
In the end, she produced cookies that no one bought. Miserable sales were given by the Sarafan radio, which was based on the hostess’s personal brand.
Typically, production consists of several workshops combined in a factory. We had only one workshop and one line
When the situation became quite acidic, a friend posted on Facebook the vacancy of a sales manager. I was looking for work at that time, and in the last place, in the television company, I was engaged in just sales.