WASHINGTON -- The Grocery Manufacturers of America here is planning three one-day seminars to promote the concept of "solution selling" as well as a book on that topic. "Solution Selling: Coming Soon to a Store Near You" was co-published last month by the GMA and Andersen Consulting, Chicago, in conjunction with the Food Marketing Institute here and the Association of Sales and Marketing Cos., Reston, Va.
ons store; and in Chicago, with a tour of an as-yet-unnamed retailer. Dates and other details will be announced shortly.
An industrywide committee has defined solution selling as "simplifying the shopping experience to meet the consumer's need by bundling and merchandising products, service and information to create value for the consumer -- beyond product distribution and single-item products."
In addition to the seminars, James said, the GMA is raising awareness of the 98-page book through trade and select consumer media outlets and direct mail to its member base.
The ASMC held a workshop on solution selling for food brokers at last month's Efficient Consumer Response conference in Atlanta. More educational sessions are tentatively scheduled for ASMC's annual Business Forum and Expo, Dec. 5 to 8 in San Francisco, said an official.
The first printing of the book yielded 3,500 copies, but the GMA expects to sell out, as sales outpace the group's predictions, said James. Some buyers have returned to buy "30 or 40" additional copies to distribute throughout their companies, he said. The GMA is considering a second printing or an updated edition.
Members of the GMA, FMI and ASMC can purchase the book through their respective organizations for $35 each. Nonmembers can order the book from the GMA for $70 a piece.