Suppliers may have valuable ideas for retail clients on how to grow the category and improve profitability, but need to communicate with them more effectively, says Christopher Gardier, Catalyst Consultants. Gardier works with companies to adjust sales messaging in a way that resonates with customers and makes them an “irreplaceable” supplier. He outlines ways to improve the sales approach and build an organization that solves retailers' business problems in this interview with Michael Sansolo. Gardier will address this topic at PLMA’s Annual Meeting and Leadership Conference, April 15-17, in Bentonville, Arkansas. His co-presenter is Julien Leblanc of blueprint N.A. Click here for details about the conference.