How New Zealand Importers Secured £10m worth of incremental sales in multiple UK grocers

The New Zealand Trade Commission in the UK helps and supports New Zealand Companies to secure export business in the UK.

The Commission had been very successful at securing meetings for exporters with target customers, however, converting meetings into listings and sales was very poor.

Jigsaw with missing piece

The challenge

To improve the meeting conversion rates, it was evident that the export companies needed to improve their pitching techniques to ensure more impactful meetings. This was even more important if they were to meet their target of £4m from new listings and distribution.

IGD were brought on board to create and deliver a training programme that would improve the capability of delegates from these companies.

The missing piece

The solution

IGD experts designed and delivered an interactive two-day workshop based around our 5C’s Compelling Commercial Proposition structure. At the end of the session delegates were equipped with the tools and knowledge to:

  • Create compelling commercial propositions
  • Engage key contacts within target customers
  • Manage and overcome potential objections

During the two days, delegates worked on a ‘live’ business opportunity. Applying their learnings to an engagement plan and compelling commercial proposition. ‘Real life’ buyers were also incorporated into the programme, enabling delegates to practice their pitch in a safe and encouraging environment. Delegates received ‘on the spot’ feedback and coaching from our experts to help enhance their skills.


Key results

  • Companies that attended the workshop secured £10m worth of listings and distribution within multiple UK retailers
  • The programme is now part of the New Zealand Trade Commissions annual exporter development programme