There is a moment that every experienced roadshow sales professional lives for — and every brand founder who has stood behind a Costco roadshow booth has witnessed it at least once. A member walks past, eyes forward, focused on their shopping list and their next destination in the warehouse. Something catches their attention — a smell, a visual, a sound, a genuine burst of enthusiasm from the sales representative. They slow down. They stop. They accept a sample. They taste it

Over the years, I’ve seen countless product sampling events — and one common mistake stands out. Many companies train their brand ambassadors to talk first and sample second. The intent is good: engage shoppers, educate them about the product, and then offer a taste. But here’s the problem — most shoppers don’t have time for a long pitch before sampling. When customers see a sampler talking endlessly or just standing behind a table with no samples out, they keep walking. The

Over the past five years, retail buying has transformed more than at any other time during my 30+ years in sales with brands like Levi’s, Godiva, TUMI, and SodaStream. The pace of change has been both exhilarating and demanding, reshaping how products are sourced, presented, and sold across every retail channel. In the past, successful buying decisions were largely guided by experience, instinct, and trusted relationships. Knowing your category, understanding the customer, an