If you've ever been trapped in the supermarket checkout line behind a parent with a small child, you already know what we're about to tell you: People go crazy for candy. Remember little Timmy up there ahead of you? So sweet. So innocent. Then his mom said "no" to a Snickers bar, and his head started spinning like Linda Blair's in The Exorcist. Only scarier, and with more cursing.
Sure, Timmy was 4 years old, but there's something about chocolate, candy and mints that inspires similar enthusiasm in people of all ages. (Send a gift basket to any office and watch the ensuing rugby scrum over the last hazelnut truffle, and you'll see what we mean.) That makes sweet treats big moneymakers—if you know how to sell them. Learn how with the following guide to pitching, selecting and packaging chocolate, candy and mints.
The first thing distributors will need to address when selling chocolate, candy and mints is when to sell. Traditionally, edibles have been viewed as a fourth-quarter promotion, something to be sold for the holidays. And this is true, to an extent. "The fourth quarter is what we call 'low-hanging fruit' for a distributor to open new doors and new business opportunities moving forward, which is also an opportunity that many times can be missed," said Sheila Shechtman, CEO of Gifted Expressions, Shrewsbury, Mass. "It is a wonderful way to engage a new customer, versus cold calling, etc."
Still, if you're only selling edibles in the fourth quarter, you're missing out on a huge chunk of business. Chocolate, candy and mints sales are there year-round, but only if your clients know you're selling them. "Many companies purchasing promotional products do not have any idea that the distributor offers food solutions for shared gifting—not only for the fourth quarter, but for year-round hospitality gifts, company stores, corporate events, incentives, marketing promotions and more," Shechtman explained.