by Matt Weik
Do you think it's a good idea to sell your products everywhere? May be? Maybe not? Here's the problem with business… it is constantly changing and what works for most may not work for you. Most people will tell you to go put your product in the hands of a distributor and sell it to all the retailers you can - online store, specialty, food, drug, mass, etc. I will actually tell you NOT to sell your products everywhere and go against the grain and the norm.
Now I know what you are thinking. “Matt, you're an idiot. Sell your product to anyone who wants it. Cool, you can do that but listen to me first. In some cases, selling to everyone could actually dilute your brand in retail.
And for the record, selling through a distributor allows you to mix with thousands of other products that they are trying to sell. AKA, they won't even mention your brand unless you're one of the big brands or spend a ton of money enticing their salespeople or spend thousands on promotions.
Support those who support you
When you start a business, things can be tough - I'm not going to lie. You're going to have a hard time finding retailers that will give you a shot, especially if you don't have a name in the industry. You are going to need to build confidence and your reputation in the industry. As you move from retailer to retailer trying to sell your products in a certain location, it would be wise to think about who would support you and who actually believes in your brand.
Here is where my ideology is different from the others. The people who bring you in and put your products on their shelves when you are nobody support them. In fact, make sure they feel your appreciation by not selling to the corner store that told you your brand is too new, not established, etc. Support those who support you. You don't have to sell your products everywhere.
There will be people calling you once you start showing your growth and wanting to put you in their store. These were the same people who didn't believe in you from the start and were unwilling to give you the opportunity to prove yourself on their shelves. You don't need to support them. And it would further strengthen your relationship with the surrounding places by not selling your products there.
And unless you have MAP (Minimum Advertised Price) pricing, selling to handy retailers will only create a price war to see who is willing to work with the lowest margins to sell your products. . At the end of the day, your brand looks like a "shoddy brand" and a retailer ends up sitting on your products because they don't want to compete with the guy on the street.
Again, it's a whole different way of thinking about how to do business, but sometimes you have to think outside the box. And in that case, maybe creating a scarcity with your brand will help your brand grow. Again, having the option of not selling your products everywhere can create demand because not everyone has it. Think about when brands have exclusives. You MUST go to this (these) location (s) to get a product or brand.
When you create a shortage, pricing no longer becomes an issue as not every store in the area competes for price to attract customers. You can get your retailers to earn their margins without worrying about what Joe is selling him for. I believe that the less stress your brand can put on a retailer, the better. You don't want to force your retailer to sell your brand. You want people to walk through the door to talk about it. And if you're easy to work with and have a great product, retailers will love you.
If there is a shortage of your brand or products, it helps to create an emergency. You want to instill in your consumers a sense of emotion that drives them to the places you partner with to buy your brand.
Devalue your brand
This is one of the main reasons for not selling your products everywhere. Why would you want to spend so much time, money, and effort building a brand just to reduce its perceived value? What I mean by this is that if you are selling to a specialty chain such as gyms and supplement stores, placing your products at Wal-Mart (which in itself is not an easy task) would be. a bad game.
Why is it? It's simple. What do you think of when you see a Wal-Mart store? You think of low prices with an "eh" value. Right? Now I'm not saying not everything at Wal-Mart is high quality, heck, Apple sells products there, Sony sells products there, PlayStation, Xbox, etc. are all in there. However, this is the perceived poor quality that we are used to expect from Wal-Mart. Essentially, you get what you pay for. It reminds me of the 'buy once cry once' mentality that when you buy quality you only need to buy it once (at a high price), but if you buy low quality, you will end up spending more money to replace it or buy something higher quality later.
You can say the same of wholesalers like Sam's Club and BJ's. What do we all buy from wholesalers for? To save money, right? Well, wholesalers usually buy items wholesale, get a crazy deal, and then flip it around for a little profit. I look at wholesalers the same way I look at places like Wal-Mart. They will sell your products very cheaply and make you look like an entry-level brand or someone trying to sell off inventory because they are in trouble for money or are out of business. You don't want that.
Here is a little story for you because I have a personal example. I worked for a large supplement company before I started Weik Fitness. I walked into a (not so well known) wholesaler who is local to me. There I decided to check out what supplements they were selling (so as not to buy I just like to see which brands are killing themselves). My jaw hit the floor when I saw one of my old company's top-selling RTD drinks sitting on the shelf. This is a former supplement manufacturer selling what was normally a $ 3 bottle of pre-workout for just $ 1. And they had CASs on CASs of the product. AND, that was in their best-selling flavor in gyms!
In this case, I immediately thought less about the brand - what were they thinking ?! I just look at brands with a sense of prestige when they sell in certain places and, on the other hand, I think less of brands when I see them, in a sense, being “prostitutes”. I know I'm not the only one thinking about this and it's for the reasons I've mentioned throughout this article that I don't think you should be selling your products everywhere.
Again, my thinking goes against everything that most people recommend. I come to see and experience things firsthand when you decide to sell your products everywhere. It becomes a nightmare for the retailer, the brand is constantly putting out fires of retailers calling someone who gets better prices on the street, how can they sell the product for $ 5 cheaper than at my house, and in the end , you are left with retailers who are not happy with you or your brand. Therefore, consider what I am saying. Don't sell your products everywhere. Be picky with who you work with and what locations you want your product to be on their shelves.
Here to share some of their best tried-and-true muscle-building tips are the fit beauties from NLA. Listen, learn, and grow !
The ' eat no more than absolutely necessary ' approach won’t suffice if you want to add muscle. In fact, figure pro and NLA-sponsored athlete Jessie Hilgenberg says eating enough is one of her top priorities, which is one reason why she leapt at the opportunity to show us what’s in her fridge.
' It’s all about eating to mazout your groupes de muscles, ' she says. ' A lot of us can’t get over that hurdle of gaining muscle, because we simply aren’t eating enough to support and maintain growth. '
She likes using the IIFYM ( if it fits your macros ) approach, as it allows her to figure out the best formula that fits her body. ' It breaks it down into how much protein, carbs, and fat you should be eating for your activity level, ' Hilgenberg explains, ' and often, it’s more than you think ! '
There’s nothing wrong with full-body workouts. Many women are able to build appreciable bourrinage by training every major force group a few times a week, especially when they first start. But if your total-body approach isn’t taking or has plateaued, it might be time to try a body-part split.
This is what finally worked for NLA athlete and bikini competitor Theresa Miller, which is why she advises hitting each main muscle group alone for maximum intensity. ' It’s important to come up with a good weekly training schedule that best suits you and your body type and goals, ' she says. ' I like to devote specific days to focus on certain muscle groups such as shoulders, back, and legs. '
There are many ways you can organize your split. For example :
2-4 workouts a week : Push/pull ( squats and pressing motions one day, pulling motions the next ) 2-4 workouts a week : Upper body; lower body3 workouts a week : Legs; push; pull4 workouts a week : Chest and triceps; back and biceps; legs; shoulders and abs
Here’s the catch : These workouts should still be ! Embrace the challenge, and find out what #legday is all about. It could be just the thing to take your results to the next level.
When you increase kcal and protein, it can be tempting to up your cardio as well. After all, you don’t want to gain the wrong type of weight, right ? Jessie Hilgenberg says that esprit trap might be just the thing that’s holding you back. ' You don’t need to spend hours doing cardio—especially when you’re looking to add force, ' she says.
It can help to think of it this way : Every calorie you burn on the treadmill is one that your body won’t use to build bourrinage. If you’re looking for a challenge to replace all that cardio, Hilgenberg advises hopping into the squat rack and pushing new limits rather than continuing to submit to your old ones.
For NLA athlete and bikini pro Amy Updike, results came when she started really adding weight to the bar. ' I try to lift the heaviest weight I can while still maintaining proper form and reaching the range of 8-12 reps per set, ' she explains. ' Heavier weight for me means the muscle has to grow in order to lift it. '
Don’t expect to get a lot stronger overnight, though. Slowly add weight to the bar, giving your body a chance to rise to the challenge. While you may not add weight to every lift in each workout you do, you should see a gradual upward trend. If it’s been six months and you are still using the same weights, consider this a clear sign that you need a change of approach.
When you’re doing endless reps with tiny light weights, you can get away with sloppy form. That changes once you commit to lifting heavier. Form needs to become a top priority !
' Don’t get sloppy, ' advises Miller. ' Always do slow, controlled movements when hitting each rep. This will help you feel the movement and the burn in the right places.
One great thing about that 8-12 rep range is that it is low enough to help you gain some strength, but high enough that you’ll feel that important mind-muscle connection—the feeling that helps you ensure you’re working the right force fibers and getting the most from each exercise you do.