Bio: David Biernbaum is a Master Broker Sales; Consultant; CPG Business Development specialist since 1977. Background includes major national brands, niche, licensed, and specialty brands, and held pvtoal executive positions in major companies such as Gillette, P&G, and GSK, and also consulted numerous “small brands” to success in many consumer goods categories. He also consults with major retail executives and is a daily “BrainTrust” panelist on RetailWire.com.
What is a Master Broker?
David Biernbaum: A master broker is an independently contracted “National VP Sales” that manages and oversees the entire broker sales force for the client company.
An effective master broker directs the activities of the broker sales force account by account day to day. David Biernbaum & Associates helps to develop accounts-specific sales presentations and fully participates at key accounts appointments to help drive success, the right communications and results, and timely follow up.
Why should a company hire a Master Broker?
David Biernbaum: Hiring and managing brokers to get effective results requires a very certain set of knowledge and skill sets that are learned over many years of experience. I make certain that we are keeping a razor sharp eye on everything brokers are doing. The broker process needs constant dexterous attention to avoid common mistakes, over-sights and pitfalls.
What are some of the common mistakes and pitfalls?
David Biernbaum: Sending brokers out without complete presentations and comprehensive business proposals, or being pressed into unfavorable deals with a retailer that will never be overcome, and not hiring the right brokers in the right places for a given category or retail situation.
Which brokers does David Biernbaum & Associates work with?
David Biernbaum: We work with most reputable brokers in the U.S. in each individual market. Selection is based on client needs, timing, relationships and category characteristics. We have a terrific working relationship with nearly all the broker organizations in the nation. We know how to match up the right brokers in every situation. However, in any case, the real factor is in how we oversee and manage them.
What is a Business Development Consultant?
David Biernbaum: For many of my clients I’m not in the master broker role but more in a consulting and support role.
I’m hired to either train or develop executives within the company, and/or to assist, advice, coach, and provide my fullest support in many different areas day to day.
For example, I get involved in developing comprehensive retail sales presentations and proposals behind the scenes, or to assist with critical package and design selection, or to create strategic competitive strategies, or to help in the backstage to manage brokers. I also work with companies to build meaningful budgets and of course to help in every aspect imaginable to prepare and execute successful strategies for NACDS Marketplace, ECRM, GMDC, PLMA, and any or all other pivotal trade events.
What are the most common mistakes companies make that prevent growth and success?
David Biernbaum: Underestimating the skill sets and amount of attention needed to manage brokers, retail appointments, category reviews, trade spending, promotion, and good timing.
In addition, package design is so much more than just a creative function. So many great product ideas fail because they don’t really understand what needs to be on a package and what not, to drive retail sales off the shelves.
Also many companies do not truly understand the true costs, or sequences of events, or the right order in which things have to happen to achieve retail success in consumer goods.
How does David Biernbaum & Associates help to make it happen right?
David Biernbaum: There is no substitute for experience, knowledge, and passion. Whether I’m a master broker, business development consultant, or both, for any given client, I will make sure that the overall components of the business are approached together and dynamically.
These components include brokers, sales management, consumer marketing, the right retail appointments, presentations and proposals all at the right times, trade promotion and careful but strategic spending, the right packaging and design, and a well planned out approach to fully capitalize on trade shows and industry events. All of these areas need to be thought about and worked together under the right dynamic guidance. That’s what we do!
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