"If customers buy Ultra-Fresh, they buy everything"

00:00:00: When I shop at Metro, the moment of truth for me is always ultra-fresh.

00:00:05: You can immediately see why this category is so important to our customers when it comes to fruit vegetables meat and fish.

00:00:13: And dear colleagues what's important for you Is knowing everything about The Year Of Ultra Fresh & What It Means To Us At Metro.

00:00:21: So find out whats behind Our Ultra Fresh Strategy How We Turn Ambitions Into Growth Ready Steady Get Fresh!

00:00:57: to our success.

00:01:08: and what central road the sales force play in this, you can find out here at more podcast Holdsale To The Max.

00:01:18: A warm welcome to all of your dear colleagues.

00:01:20: I am Bernd Röder from Global Internal Communications at Metro AG and responsible for this podcast about metro's score strategy.

00:01:29: my guest today is a true expert when it comes to strategic planning, marketing and sales.

00:01:35: And certainly he's also a true coffee connoisseur.

00:01:38: for many years.

00:01:38: He worked for the world's largest food producer Nestle and its coffee brand Nespresso but since April twenty-five feet drinking nothing else but Rioba Coffee and as our vice president sales excellence at Metra AG.

00:01:53: hello and welcome to Haiko Poitard!

00:01:55: Thank you Bernd.

00:01:56: thanks for having me here.

00:01:57: great I have your hear Haiko.

00:01:59: As mentioned, you are still relatively fresh at Metro and I guess.

00:02:04: You've been involved with the Year of Ultra Fresh and The Big Fresh campaign from very beginning.

00:02:09: The official kickoff for the year of ultra-fresh was in October.

00:02:13: looking back what were your biggest challenge personally?

00:02:20: Great question to start.

00:02:21: I joined METRO in April.

00:02:24: And, um...I think we had the first thoughts around a new campaign In May or June and then went to the commercial board.

00:02:33: We discussed different proposals.

00:02:35: At that end it was ultra-fresh.

00:02:36: All of sudden It's like you are project manager Which is a big surprise because at this point in time Honestly saying i didn't know anyone Or not too many people let say So an initiative Like the year of UltraFresh really lives from them.

00:02:53: And at the same time, I was in the middle of year-of-own brand.

00:02:58: Jesus!

00:02:58: That's really a great thing.

00:03:00: and food steps are big.

00:03:02: so what can we do to cope with this fantastic year-off on brand that you were in?

00:03:07: Of course today we're talking about The Big Fresh initiative.

00:03:13: We look into why Altar Fresh has become important for Metro and how we intend achieve our ambitious goals.

00:03:20: once again We are also discussing the strategies and measures we plan to boost our sales for fish, meat fruit and vegetables.

00:03:28: And of course this episode will feature two recurring sections more podcast The Fundamentals Questionnaire at the end Heiko's very personal sound souvenir.

00:03:41: Then let us start with a strategy-and-project vision behind.

00:03:45: This year is Year Of Topic.

00:03:47: after the Year Of Own Brand which you already mentioned Heiko it now about all Altafresh Category and the whole thing is running another slogan, The Big Fresh.

00:03:57: Heiko if you had to describe the campaign in a few sentences what would it be?

00:04:04: So very early since I joined Metro i was told by several people that ultra fresh Is the key category for a wholesaler.

00:04:14: And there's someone said To me and unfortunately I forgot the name.

00:04:18: he Said Heiko look keep one Thing In mind If customers buy ultra-fresh, they buy everything.

00:04:25: And this was for me okay.

00:04:27: then we need to have something that is most important for our customers.

00:04:32: and if I now would describe what is the year of UltraFresh in the internal campaign BigFresh Then it's clearly the ultimate growth engine for Metro and at the same time a trust builder For Metro with its customers!

00:04:50: Yeah, that's true because when we talk sales and when you talk customer there We always need to have an incentive.

00:04:57: An incentive is so the I would say the sherry on the cake for every organization That it's a sales-and-customer driven.

00:05:02: And yes?

00:05:03: We invite the winners of The Big Fresh campaign to Lapland next year To really have this astonish experience over There and we also decided to go to lapland Because as usually not a place You have in mind when your plan your holiday.

00:05:16: So we really want want to bring something special out there so that they really have a great target in mind, or an objective.

00:05:25: The

00:05:27: sales strategy of the Big Fresh includes the so-called golden questions which our salespeople should ask when talking with customers and we will go into more detail about this later.

00:05:39: but I've picked up one question from these that also applies as Mecho – what role does the AltarFresh category play that our customers come back.

00:05:52: So let me maybe ask you a question, Ben?

00:05:55: When when you go to a restaurant and you get asked by friends or family if you can recommend any restaurant what would it be based up on your recommendation?

00:06:07: For me, it's very important the service but of course also the quality of food and what kind of foods is served in a restaurant.

00:06:16: This for me was really important.

00:06:18: when I recommend a restaurant to my friends then its based on these aspects.

00:06:23: Yeah exactly!

00:06:24: And you see this is all about because they experience your family or friends every guest at their restaurants.

00:06:31: The experience that makes them is basically the dish in front.

00:06:37: This is also seventy-five percent of our customers revenue.

00:06:40: So a usual restaurant generates seventy, seventy five percent by food and thirty percent by beverages.

00:06:46: so when we focus on food then it's about again the center of the plate And we as Metro need to own this centre of the plates.

00:06:57: When the customer trusts us in terms of reliability quality freshness Assortment then they will come back because you need a partner that delivers.

00:07:09: You on time with the right quality every time it's needed or Not only delivery, but also there needs to find the assortment.

00:07:17: in this storm and when we win The customer I mean me keep our promise Because ultra fresh is a strong promise To the market to the customer.

00:07:26: Then the customer have no need to change.

00:07:29: That's a key point.

00:07:30: So ultra-fresh is more than just the category, it's a mindset.

00:07:34: Is that right?

00:07:35: Yeah!

00:07:35: Ultra-Fresh is a mindset.

00:07:37: for ultra fresh you need also to be quite correct Because you have the chef in front of you and these people know what they talk about.

00:07:44: so our People, I don't want to limit it necessarily only two salespeople because our colleagues In the store do also have a lot of customer contact And when They Have The Chef or the restaurant owner in Front Of Them Asking Questions About Meat Fish Fruit & Veg You Need To Be Prepared Right.

00:08:01: So it's a mindset thing.

00:08:03: It is the skill question, really equipment with right tools and product knowledge are key when we talk.

00:08:09: ultra fresh And then also sometimes inspirations.

00:08:13: because I can tell you story from two countries what i have experienced in Croatia last year.

00:08:19: We met wonderful customer so wonderful location of course at the seaside This customer getting delivered twice week quite large one.

00:08:28: but The owner goes every day into the metro store because he wants to see fish and talk with our fish experts in this store.

00:08:40: Why is that?

00:08:42: First, they like people very much.

00:08:43: it's an own community.

00:08:45: They have suggestions ideas so we can change his menus.

00:08:50: The same in Turkey.

00:08:51: It was also the Fish Department.

00:08:53: We had a store tour there And we were maybe ten minutes in the fish department, and I don't know how many customers came across saying hello to the fish guys.

00:09:04: They're having a small talk.

00:09:05: so this is ultra fresh.

00:09:07: Ultra Fresh is about new ideas on the plate that at the end you me all of us see when we visit restaurant.

00:09:14: You won't do it with any kind of tableware.

00:09:17: It IS what your have on your plate

00:09:20: And what Metro has on its own plate is the growth topic.

00:09:24: For the year of UltraFresh, we have once again set ourselves an ambitious goal to achieve in our metro and micro countries.

00:09:30: What are the biggest drivers for you Haiko?

00:09:33: For achieving our goals at the end of the Year of Ultrafresh?

00:09:38: So talking a bit about our suppliers, the logistics, the promise that We have the products in this store on the truck.

00:09:48: but our customers see this as a kind of given, to be honest.

00:09:52: The biggest driver here is that we think sales new.

00:09:56: and what I mean by this it's not just going into our existing ultra-freshed customer and taking the order.

00:10:04: It is about going through non buying ultra fresh customers and convincing them To cooperate or partner with Metro on their food category.

00:10:14: Because then we really talk about growth.

00:10:16: We really talked new opportunities with our customers in all the different countries.

00:10:22: and this is where it starts.

00:10:23: so you hear, there's a game.

00:10:25: people driven I mean entire business.

00:10:27: we are in.

00:10:28: People want to buy from people, customers wanna by form our sales force or from our colleagues in the stores.

00:10:35: So and here it's where really we make a difference out there compared to our competitors?

00:10:42: Yeah!

00:10:42: And even if its business edge-match show... We also wanted have little view on the KPIs, which play also a role regarding the whole score topic.

00:10:52: Which KPIs are the hardest indicators of success for you?

00:10:56: Also regarding the incentive chip

00:11:09: to Lapland or not is sales growth?

00:11:15: that's Even more important.

00:11:18: is we have a fantastic tool where we can see and measure what our customers are telling us on UltraFresh per store, per country.

00:11:28: Whatever we need in this tool And that's basically pathing our way for success.

00:11:34: So let's listen to the customer And also, and this is not a key PI but we need to listen to our salespeople.

00:11:43: We need to enlisten to our in-store people because they know the customer They know what their needs then know What they want to change?

00:11:51: If you listen to both the customers into ourselves People Then we have the right things on place.

00:11:58: So sales are the key KPIs for the success of The Big Fresh and there's maybe also One of the reasons why you as vice president sales excellence took on the project lead, Heiko looking back.

00:12:12: On the first months off The Big Fresh what has surprised your the most?

00:12:18: Honestly saying...the power this company have.

00:12:22: I mean for one quarter three and a half month.

00:12:27: we are now focusing As one metro in the year of ultra fresh on fish meat frozen fish, frozen meat, fruit and vegetables.

00:12:38: And we have super results!

00:12:40: We grow by nine percent versus previous year... ...and we are ninety-nine percent on target achievement which means that we're really growing.

00:12:49: this is pure volume grown so if you focus or work in a structured way together in cross functional teams.. ..we can achieve alot.

00:12:59: This my key learning from the first month.

00:13:02: Second thing, equally important – the energy.

00:13:06: The energy in countries.

00:13:08: when you look at different initiatives from them and road shows they put into place to be successful that's amazing!

00:13:24: aspects you describe are most likely all based on our matter of fundamentals.

00:13:30: And that's exactly what we want to talk about now, Haiko your personal thoughts and attitudes towards our corporate values.

00:13:38: as always I will ask five questions.

00:13:40: i would like you to answer them briefly and to the point okay?

00:13:44: Okay then let's get started with the first question Haiko which of the five fundamentals is

00:13:52: Being in a sales role, its growth is king.

00:13:54: speed matters and result counts.

00:13:55: Okay yeah I don't ask why because it's very clear on this.

00:13:58: Yeah

00:14:00: i hope it obvious.

00:14:03: where In your working environment do you think simplification?

00:14:06: Is most needed.

00:14:08: coming from the community From the sales community we need to reduce admin time.

00:14:13: I mean these people Do A lot of Admin Time And every minute they spend On useless administrative tasks they cannot spend with customers.

00:14:22: So this is where we need simplification and when working on it, you have to reduce it.

00:14:28: And let's go a step further?

00:14:31: What would you like to abolish because that had no impact so far?

00:14:36: All kinds of Excel-based requests my community gets!

00:14:40: Because there are too many requests... They're spending too much time filling these axles.

00:14:48: Then the sales management need to approve many of these extra files or email requests, whatever.

00:14:53: This I need to

00:14:53: abolish.".

00:14:55: How do you create an open working environment where your colleagues can bring our fundamentals to life?

00:15:02: So what we agreed was in my team is the eighty percent rule.

00:15:05: it means We never strive for perfection.

00:15:07: Perfection as a beast You know.

00:15:09: It makes us slow.

00:15:11: It takes too much time and effort.

00:15:13: so eighty percent if enough.

00:15:14: feel comfortable take the risk Where will there come?

00:15:18: And then we go for it.

00:15:19: But at the same time, We need to be risk-averse and have the openness To learn from our mistakes.

00:15:25: we do but this is what's important if you always try to make It super good!

00:15:31: We never deliver This in sales.

00:15:33: not acceptable right?

00:15:34: Go, Do Mistakes Learn Don't do that a second time but this Is What You Have to do.

00:15:38: Interesting.

00:15:39: Which three words best describe one Metro to you?

00:15:43: The first One is clearly collaboration.

00:15:45: I mean From day one.

00:15:47: My experience is clearly that here are so many fantastic people, open supportive helpful.

00:15:54: That's really great.

00:15:56: The second one Is for me trust because personally I need to have an environment where feel i can trust the People and this was what?

00:16:04: Feel at me too And when I see admit who and What.

00:16:07: I fortunately also hear from other colleagues now that they feel They're in a very trustful environment.

00:16:15: The third one, and this is maybe the one we need to go too.

00:16:17: It's agility.

00:16:19: so We are in a business environment that is super dynamic right?

00:16:23: So metro macro our FST companies We always need to change very very quickly And we need two adept Very quickly otherwise the market will just be faster than we have.

00:16:34: yeah, so collaboration trust and Agility these are they three words at describe One Metro.

00:16:41: best.

00:16:41: you high call.

00:16:42: Now we know what's important to you regarding our fundamentals and how do deal with them in your daily work.

00:16:48: And later on, We want to find out What else is important?

00:16:51: To you personally be it at work or in private life With your sound souvenir!

00:16:56: And here Is already a very short pre-listen... ...and once again Yeah that sounds interesting.. ..And as always we will find Out what It is and what it means for you Heiko At the end of this episode.

00:17:17: Now, let's talk about your core task.

00:17:20: The further development of our sales at Metro.

00:17:23: Heiko when I saw you presentation as the kickoff event for the Year of Alter Fresh and launch of Big Fresh campaign one sentence in particular stuck to my mind without sales everything stops.

00:17:37: How does this sentence describe personal attitude or conviction towards the big fresh?

00:17:46: You can have the best products, you can be better than everything.

00:17:52: But you need people bringing this to customers and I do not mean just leaving samples over there or showing them a prospect or catalogue because sales generates growth.

00:18:07: Growth ends in money and cash at the end.

00:18:10: so my belief is that The best company in the world also has fantastic salespeople.

00:18:19: Whether they are in-store or out of the store, but we need to convince our customers at the beginning off a relationship on what METRO is capable and for this you'll need people that are reluctant... ...that are convincing.. That believe in METRE in the product and everything we do And once we achieve it with us We then have an open door from where can further grow expand our business.

00:18:44: The success of the campaign depends above all on the collaboration, as you already mentioned.

00:18:49: Of the entire team in a sense of one metro.

00:18:54: But what special role does Salesforce play... ...in implementing our ultra-fresh strategy?

00:19:01: So Bernd we want our salespeople to have eight visits.

00:19:05: today We are not fully there yet Let's say six visit per day.

00:19:10: and do you know how big our salesforce is?

00:19:14: This continuously rising.

00:19:17: That's all I know.

00:19:18: it's, wow!

00:19:20: Five thousand people?

00:19:21: Yeah you see and we are talking about eight-and a half thousand people management tailor sales position And also of course field force positions.

00:19:32: The role is clearly that they convey Metro to the customer Because i would say that the vast majority of customers Are not metro customers.

00:19:43: They are customers of the salesperson and they want to buy from all our people out there.

00:19:51: That one I have this relationship, they prepare coffee when they come that talk business.

00:19:57: but they want you see people And The role the salesforces playing here is really to make a difference in Difference In saying and next time i'm coming.

00:20:09: we talked meat and the week after We talk fish because I have the belief and know that Metro is your best partner for these two categories.

00:20:19: And of course, it's same with fruit & vegetables!

00:20:21: So we bring... The sales force brings all the ultra-fresh competencies quality what was discussed earlier to our customer.

00:20:30: Why is this?

00:20:32: Most customers simply do not have time to go into the store frequently Because they've got stuff problems.

00:20:37: They need to take care of their restaurants so they rely on delivery.

00:20:41: and our sales forces bring the entire metro experience, a store experience of knowledge to the customer.

00:20:47: So this is the view at the benefits for all customers.

00:20:51: but when we look it other way around.

00:20:53: so why should the sales force?

00:20:55: people pay particular attention to these categories?

00:20:59: What's in them?

00:21:01: well I mean what's info?

00:21:02: then you can be there.

00:21:05: your can't be partner for oil flower toilet paper paper towels soap detergent or whatsoever.

00:21:11: But let's be honest, this is not center of the plate.

00:21:15: Center off-the-plate is what is key.

00:21:18: and as our sales force part there of their salary is variable they are interested to increase a variable path that always want over perform them on two achieve their targets.

00:21:30: so doing this The best way is winning ultra fresh building strong relationship with customers gaining that trust and then expanding.

00:21:40: Then they can talk detergent, soap or gloves whatever the customer needs.

00:21:46: but you never fully win a customer if you talk oil or flower.

00:21:53: this is where it starts.

00:21:55: Right at the beginning I mentioned so-called golden questions which plays specific role in these sales talks of our Salesforce colleagues.

00:22:05: What's behind that concept?

00:22:09: help in this sales talks.

00:22:11: What is very important when we talk about the relationship between customer and salespeople, it's that our sales people always do understand our customers right?

00:22:19: So to do so... We need to listen!

00:22:21: And I was told at a beginning of this project.

00:22:27: most of ourselves don't feel comfortable talking about UltraFresh asking for the needs of their customers to implement.

00:22:37: some golden questions, get to know what is the role of UltraFresh for these customers.

00:22:42: What are their partners?

00:22:43: What's important with which kind of products?

00:22:46: delivery days but particularly on UltraFish.

00:22:50: so it really meant a first overview open question where you can steer dialogue

00:22:59: and how do we deal with this typical customer objections regarding prices or maybe also service level, process complexity regarding these other fresh products.

00:23:11: Yeah so what we have done here?

00:23:13: We had a chef at Metro AG and we talked with Mark if he would design us as roleplay him being in the shoes of his chef exactly talking about this kind of objection.

00:23:27: So we wrote down what Mark said how to overcome those kinds of objections.

00:23:32: And then of course it's individual, but just saying Metro is too expensive.

00:23:38: I mean you need to dig deeper and understand how.

00:23:40: what are talking about your customer?

00:23:42: Is that this which kind of product where have seen for a different price?

00:23:47: or yeah Your service isn't good our services.

00:23:50: What do you mean?

00:23:50: Is it what kind of service if the invoice is at delivery date as well?

00:23:55: But what is service?

00:23:57: two often say it's people tend not to go in this direction, but who come back and saying yeah the service is no good.

00:24:03: But that was too general.

00:24:05: so you need have courage To talk with a customer in details And then build a pitch.

00:24:13: That includes what is important for your customers.

00:24:15: You know what to do.

00:24:17: Otherwise they are talking about delivery day And offer something totally different.

00:24:24: So I mean you need to dig into these objections.

00:24:28: We already talked a little bit about the community because it's strong community in the spirit of one.

00:24:33: metro is The basis for our success.

00:24:38: How important I go?

00:24:39: Is for you see activation often ultra fresh Community and our company for the implementation.

00:24:45: Of the big fresh.

00:24:46: Yeah, it cannot be more important.

00:24:49: so the community of Ultra fresh managers salespeople in-store managers, in store sales managers.

00:24:57: This is what makes a difference if these people are aligned If they share their knowledge on certain products this Is What Makes Them Feel Confident?

00:25:05: This Is What Make Them Go With Trust and confidence to customers.

00:25:09: now it's as absolutely key.

00:25:11: we would never ever be successful In this category only by trying To sell These Products with our People.

00:25:18: Never

00:25:19: yeah.

00:25:20: And when We Talk About One Metro then let's Have A look to the Country Perspective.

00:25:24: Is there already or are they all ready best practices from our countries that show how sales activation works properly?

00:25:32: For sure, we have this example.

00:25:34: But I don't want to limit it necessarily to one country because what you see in most countries is the Tuesday market.

00:25:40: so what's a Tuesday Market?

00:25:42: It is clear concept of saying look once a week on a Tuesday The ultra fresh managers and the sales teams offer store They come together And then talk ultra fresh certain products whether it's meat, fish fruit and veg whatever.

00:25:58: And this is what the sales force gets from the ultra fresh department?

00:26:02: At the same time The Sales Force shares customer stories with the Ultra Fresh Guys.

00:26:08: This Is What We See and What we Hear Really Successful Because People Understand Better.

00:26:14: Teams Understand Each Other Better.

00:26:16: This Is a Strongest Sales Activation.

00:26:19: As You Ask I Would Say Yes.

00:26:22: both sides feel confident, there is more understanding and they have more product knowledge.

00:26:27: Then we see already that ultra-fresh as part of incentive schemes.

00:26:30: We see different campaigns in the countries – rewards like in Germany, the Metro Ultras!

00:26:37: There are a lot good initiatives going on but all with one objective bringing cross functional teams together.

00:26:45: Very interesting to conclude this topic looking into future.

00:26:53: How will the year of Altafresh affect score and our growth, the growths of Metro in the long term?

00:27:00: So first off all, AltaFresh is a Horeca and Trader category.

00:27:04: Right so it's that they need this product horeca even more than then Trader I would say.

00:27:09: And if we want to be The number one partner for Horika out there Then We need to be an.

00:27:18: we are on the way To Be the Number One Partner For Center Of The Plate And when we achieve this, as I said earlier.

00:27:25: The doors are all open to talk with the customer about more

00:27:29: business.".

00:27:43: go there and you have a peace of mind.

00:27:55: And if we achieve this, ultra fresh plus the up-and-cross sale possibilities will really fuel our way to score.

00:28:08: Dear colleagues!

00:28:09: The big fresh mattress year off all the fresh has begun.

00:28:13: Freshness is our heartbeat fish meat fruit and vegetables everything our gastronomy customers want and value.

00:28:22: And now we are going one step further together!

00:28:25: The big fresh is more than just a campaign, it's a movement – It'a mindset…and We're making it tangable everywhere at Metro & Macro.

00:28:35: Our goal?

00:28:36: An additional € three hundred million in the ultra-fresh assortments... ...And we can only achieve this together as One Metro.

00:28:43: To this end there are new training courses Best practice stories powerful tools, a recognition program and an unforgettable incentive trip for the best ultra-fresh performers.

00:28:55: So sell fresh!

00:28:56: And win big.

00:28:58: make The Big Fresh visible.

00:29:00: bring your ideas energy and pride to the table.

00:29:03: together we transform products into experiences and Experiences Into growth.

00:29:09: you can find all the information and updates on THE BIG FRESH ON UNITED.

00:29:13: just click on the link in.

00:29:47: I

00:29:48: have it here.

00:29:50: You know, i will explain later.

00:29:52: yeah

00:30:03: Yeah...I think that's an easy one.

00:30:18: It is a coffee machine.

00:30:20: I would say

00:30:21: you're right!

00:30:26: So there are three key things.

00:30:29: First of all my morning routine Really?

00:30:32: I wake up and need the coffee.

00:30:33: I still have time for me.

00:30:34: The kids are sleeping so its my me-time.

00:30:40: It's also a kind of office campfire.

00:30:44: What I mean by this, how often do we say hey let's go for coffee?

00:30:47: Let's grab the coffee together and you have really nice small talk around coffee machine in our office.

00:30:53: so there is very strong social component behind it.

00:30:57: And third thing now that comes back to customers its last experience most times with guests because many of them finish a wonderful evening with the cup of espresso or coffee.

00:31:14: And also sometimes a cappuccino in Germany, which I will never get but they do it.

00:31:21: and there is so much meaning behind coffee for me its business But even more auto-private.

00:31:27: Yeah very cool.

00:31:28: So coffee as the campfire The coffee machine As the camp fire Of our business Maybe also... ...of the business of our salesforce people In particular, yeah.

00:31:38: Thank you very much for the great sound, Heiko and what a great story behind it!

00:31:43: Thanks for sharing with us today's episode of more podcasts.

00:31:47: A big thank-you to YouHeiko for all insights into the year of AltarFresh And our BigFresh campaign CellFresh and WinBig.

00:31:57: We have certainly learned about that.

00:32:00: All the best to You Heiko

00:32:01: And

00:32:04: also to you dear colleagues, a fresh and big thank-you for joining us.

00:32:09: If you have any topic requests or feedback on this podcast feel free to email me or message me on Teams.

00:32:15: above all don't forget to subscribe to more podcasts On your favorite podcast platform and recommend more podcasts To All Your Colleagues.

00:32:23: I'm looking forward to the next episode.

00:32:25: Bye bye and take care.