Mistake 1 — Spraying & praying
How To Avoid It:
- Shortlist 15–25 A/B-fit leads per day; don’t burn the whole directory.
- Score on fit, capacity, conflict, proximity. Tag A/B/C and start with A.
- Personalize line 1 with territory/format/current brands.
Mistake 2 — Long, vague proposals
How To Avoid It:
- Keep it 1–2 pages: margin, MOQ, credit, schemes, SLA, territory, next steps.
- Add a top Snapshot box with all key numbers.
- Clean filenames: Brand_BizProposal.pdf, Brand_PriceList.pdf.
Mistake 3 — Calling cold
How To Avoid It:
- Send a short intro email + proposal, then ask for a 10–15 min slot.
- Call only after you have a yes/time window; respect busy hours.
- Log every touch with Next Action & Date.
Mistake 4 — Zero personalization
How To Avoid It:
- Mention their territory coverage, outlet types (kirana/MT), or a current brand.
- State clearly why you’re a fit (rotation, scheme simplicity, adjacency).
- Keep the first line specific and human—prove you researched them.
Mistake 5 — Hiding commercials
How To Avoid It:
- Share margin, credit, basic scheme upfront (even a range).
- Include rotation targets (e.g., X pcs/territory by Month 2).
- Attach only 1-pager + price list; keep total ≤ 2–3 MB.
Mistake 6 — Promising exclusivity too soon
How To Avoid It:
- Start with micro-territory (core beats) + performance clause.
- Offer broader exclusivity only after 60–90 days if targets are met.
- Define clear boundaries to prevent channel conflict.
Mistake 7 — Messy follow-ups
How To Avoid It:
- Use a simple cadence: D+2 email nudge → D+4 email bump → D+7 call attempt → D+10 park.
- Cap at 4 touches in 10 days unless they engage.
- Always propose a specific time for the next step.
Mistake 8 — Not logging pipeline
How To Avoid It:
- Track Status, Last Contact, Next Action, Next Action Date, Owner.
- Status flow: New → Contacted → Interested → Meeting → Negotiation → Won/Lost/Nurture.
- Review weekly: response %, meeting %, win %, touches-to-meeting.
Mistake 9 — Mishandling objections
How To Avoid It:
- Prepare crisp responses for “already have brand”, “margin low”, “need longer credit”.
- Offer a low-risk pilot (e.g., 1 beat / 30 days) to prove rotation.
- Close with a time-bound next step (call slot, sample dispatch, term sheet).
Mistake 10 — Under-prepared meetings
How To Avoid It:
- Carry the six must-haves: 1-pager, term sheet, scheme sheet, samples, 30–60–90 plan, draft agreement.
- Lock territory boundaries, performance targets, marketing support.
- Set a first-PO target & date before you leave.
Bonus — Compliance drag
How To Avoid It:
- Keep KYC, GST, bank details, FSSAI (if relevant) ready to share.
- Include a concise onboarding checklist in your first email.
