Valkyrie & Co’s Marina Bekker

Marina Beckker photo by Becky Yee 5


Marina Bekker photo by Becky Yee

For these of us on the inventive facet of enterprise, we will be as inventive as we need to be, however gross sales (and accompanying income) are what carry our merchandise out to actual world. So what’s it take to achieve success at each side? We sat down with gross sales knowledgeable and Valkyrie & Co founder, Marina Bekker to glean perception on what position gross sales has within the success of a product. 

Marina, how lengthy have you ever labored in gross sales?

Not too long ago I noticed that I’ve been promoting in a method or one other since I used to be a child.  I keep in mind strolling by a wholesale bag store with my mother once I was about 16 and asking to get one. I used to be advised you had to purchase 10 and also you get wholesale value. Although my mother thought I used to be loopy, I purchased the 10, introduced them to high school and offered them at 100% mark up. The final one I saved for myself although, in spite of everything that was the purpose, proper?

Folks which can be born with a ardour for gross sales are in a position to achieve this line of labor and a few can additional clarify what it’s that’s innate to them. It’s the distinction between understanding easy methods to communicate English and having the ability to clarify easy methods to use English grammar, like current excellent progressive, to somebody who doesn’t. Professionally, I can say I’ve been within the trade for 15 years. 

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your success in an trade the place nationwide manufacturers maintain a lot of the market what have you discovered to be the golden contact to achieve such a market with no identified model identify backing?

Once I entered the gross sales discipline it was essential for me to know who I’m and the story I’m telling to my group. Being an individual of integrity and a powerful work ethic and understanding that’s the energy I carry that to the desk. That’s the similar technique I’ve to stick to the product. 

There are a number of key components in my technique however with out revealing all my secrets and techniques I can identify my prime three.

It’s important to outline who you’re as a model. That sounds very simple however it tends to be the hardest facet for enterprise homeowners to construct as the inspiration of your product when you’re new to the sport. Any huge or small operation has to essentially focus and inside assets defining who they’re. A transparent perspective and concept may very well be the explanation you climb to new heights. Understanding that in gross sales, available in the market we’re in, you aren’t promoting a product however an concept or emotion and that’s what it’s a must to promote.

In case you are not area of interest however you’ve got a distinct segment voice, or conjure an emotion – now you bought one thing! Inside that, additionally retaining it easy. We’re achieved with the Rococo model of abundance in advertising and marketing and messaging. 

Marina Bekker photo by Becky Yee

Impatience is the killer for many of failed companies I’ve seen. If you wish to climb that wall and scale to the height you’ll have to consider the lengthy sport. Your finest curiosity is your buyer’s finest curiosity, it’s a must to virtually really feel like you’re on their group. This implies having capacity to take one step at a time, making the climb gradual and regular as you attain the momentum you want. Maintain your model integrity and imaginative and prescient to align together with your choices which could battle with straightforward gross sales. The purpose is to have an trustworthy partnership together with your prospects but additionally together with your model, which signifies that taking a step backwards is usually the very best technique so to actually inform a real story. There are sufficient dangerous connotations and stereotypes for gross sales folks. You should break that title and show that you’re right here for mutual success together with your shoppers, and it needs to be real. 

One other key technique in gross sales is confidence and never the total of scorching air sort of confidence the place you smile and promise every part is okay. You should do your leg work and provide your prospects with full detailed stories, delivered with stated confidence. Highlighting not solely the winners but additionally the losers. Whether or not you’re a purchaser or a gross sales individual, each side of the equation really feel overworked and underpaid, and are doing approach an excessive amount of throughout the time we’ve. However we as gross sales folks rely upon our gross sales for the success of our enterprise, the place as they don’t rely upon you in any respect. It’s important to stand out from the competitors in your absolute service, experience and information of easy methods to maintain climbing and constructing on what works. 

Getting over that fence isn’t straightforward however it’s a lot simpler if you understand who you’re, why you’re climbing, have a powerful integrity providing you with that push and select the most straightforward and direct steps alongside the way in which. 

Marina Bekker photo by Becky Yee

What’s the distinction in strategy for budding manufacturers vs. established manufacturers and personal label producers?

On the finish of the day, gross sales is straight-forward. Ideally, producers and wholesalers each should have the correct product, on the proper value, and most significantly on the proper time . In case you are in a call making position inside gross sales you then already know your market and rivals, in any other case you shouldn’t be promoting. What you layer on prime of that’s sensitivity to the consumer’s buyer and if they’re prepared for an idea you’re proposing. You consistently must stroll a high quality line between unwavering willpower and reluctant. How do you each be pushy and sought after? Gross sales methods and approaches are the identical for the US marketplace for product whether or not it’s a model or producer. 

How do you suppose you assist manufacturers recover from hurdles?

I assist manufacturers succeed by first understanding what makes their merchandise so wonderful, however that’s not what the true hurdle is. The actual challenges are the following steps that are understanding which battles are price preventing and which you merely should bend the knee and make buddies. It isn’t a straightforward process to service the big selection of various retailers and channels we provide within the US. Usually I see  manufacturers both making too many exceptions or none in any respect and staying very agency on what they need to do.  That’s the reason the mapping and construction is so essential. It helps to provide you a imaginative and prescient and precedence on your model. In case you can’t do one thing higher than the competitor, what CAN you do? What do you supply the buyer that they didn’t even know they wanted – and keep in mind it’s not a product, it’s an concept. 

Marina Bekker photo by Becky Yee

What are the advantages for working with a marketing consultant versus and in home group?

In home groups are unimaginable at understanding every part in regards to the intricacies of the corporate. They know the jargon, political tones and powers, processes templates and they’re extraordinarily loyal. Nonetheless, what a marketing consultant like myself brings to the desk is a brand new perspective. I include a wider vary of expertise and a contact on the heartbeat of the market, contemporary concepts, and much more to lose. As a marketing consultant, I’ve to be proper each time, as a result of my subsequent consumer can solely come from profitable for my final consumer.  If you find yourself in a discord with a good friend, normally you each imply properly however its onerous to grasp the opposite as a result of you have already got a rhythm in place. If you ask third occasion goal mediator to chime in, normally the important thing to the answer was not solely easy however completely completely different from one level or the opposite. It is very important invite others into your world to supply one other perspective which comes from visibility to a variety of completely different worlds not only one. I’ve come throughout so many alternative firms, every with their very own construction, tempo, and angle and it has helped me be the marketing consultant that I’m as we speak as a result of I can attain into that pool of options and concepts to high quality tune a technique for every consumer. 

Marina Bekker photo by Becky Yee

Are you obtainable to work as a marketing consultant for manufacturers?

I do work with manufacturers in addition to producers and begin up design homes. It has at all times helped them to get perception on what avenues they will take for the result they need to obtain. With so many alternative methods to get to the place you need to go on the market within the splitting alleys of the style trade, you don’t need to have missed the flip you wanted. Or, if you happen to do find yourself having taken the fallacious flip you need to make sure you’ve got a approach of proudly owning the place you landed and redirecting your self in direction of the street that results in progress and domination. 

As a marketing consultant I work with manufacturers in addition to producers to streamline processes, establish finest routes, give perspective on what their patrons need and see the partnership by their eyes I believe its essential for budding manufacturers to grasp the market they’re moving into. Numerous manufacturers on the market have a gorgeous product and/or message however may benefit from some experience in what “brings the boys to the yard” = what’s going to really end in gross sales. Which means a special approach of speaking and presenting and even jargon used. Following the paradigm or breaking it may very well be the distinction of success or failure

Study Extra about Marina Bekker


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