You say your focus is on health and beauty, what if my programs and products are not in that category?

Our portfolio of companies is about 70% HBA, OTC, private label and 30% other. While we have a high success rate with all things HBA, we have recently began leveraging our expertise into other categories. In fact, we have branched out into: health foods, housewares, vitamins, diet products, paper supplies, glasses, and medicinal / wound care products.

What exactly do you cover in the health and beauty category?

Just about everything HBA, OTC, Salon, and private label related for men and women, kids and teens--through young adults to the elderly and ethnic. A partial list includes: colorants, brushes, clips, ties, moussess, gels, fixatives, balms, sprays, all things oral (mouth washes, toothpaste, floss, etc.) All things skin, eye, hands, feet and nails--cremes, lotions, waxes, polishes, removers, depilatory, etc. Also eye care and bath products.

What do you believe is the most critical element a vendor posses?

For one thing, it is patience. We work with vendors to ensure their program is rock solid--and their best foot forward--when presenting to a retailer. That may mean a vendors relationships with their suppliers must be flawless, packaging may need to be redesigned, price points changed, and repositioning explored--all which requires patience.

Why are you so selective in dealing with new vendors and their programs?

Over the years, Fred O'Kasick Sales has seen thousands of "potential" winners--whether they be a new company, product, or line extension--which need the professional guidance to dominate the markets. What we don't see in most of the companies is dedication, commitment, patience and willingness to learn. We screen companies against numerous "merchandising principles" to determine if they are ready to become a big player in their respective category. Sometimes we work 2 years with a company to get their programs together, and others 2 months.

Describe how your organization
is "hands on."

Whenever we discover new business or a retailer recommends a "new vendor" work with us, we begin by meeting with everyone involved with the program. Usually this means a plant visit, getting to know the main decision makers, looking at reporting systems / sales / marketing plans, EDI, and understanding your long term goals. Usually what dictates our involvement levels from coaching your sales staff, finding cost effective suppliers, and redesigning packaging and POS displays, depends on how well your current program differentiates itself from others in the marketplace.

What happens after we meet?

After the initial meetings, we review your program(s) internally to determine our ability to make your product a success. That is, we won't enter into an agreement with you unless we feel our relationship to be workable and profitable with all parties--your company, the retailer, and our organization. After that, we'll enter into a written contract which covers NDA's, payments, and territories covered.

How long do you work with a vendor?

This is usually up to the vendor. Sometimes we work with an organization just to offer marketing, pricing, and distribution strategies for a single product launch. Other times, we may just aid in a package redesign to target a new market. But, most of the time, we are in it for the long haul and usually become an extremely cost effective sales and marketing extension to effectively complement your organization.

Do you represent competing products?

Our current business has been built to its present level of effectiveness by its ability to tailor sales representation to suit the needs of individual manufactures / vendors. In essence , wise manufacturers take advantage of our judgment and experience of our markets and customers by letting us decide if we can properly represent competing items. Additionally, the requirements for exclusive representation--which we currently do for all our clients-- reduces our ability to offer higher levels of category management, brand positioning, and menuable actions to achieve cost efficiencies on your behalf.

We always weigh your product's potential coupled with our expertise to determine if it is going to be a successful long term relationship.