Vanture
CKN · Cashew Kernel · Sales & Marketing
Vanture · Internal Document
CKN SalesPlaybook
Cashew Kernel — Broker Sales Script & Training Guide
For internal use only · Vanture Sales Team · vanture.io
What Vanture Is — And Is Not
The 2¢/lb Transparency Model
How to explain this to a buyer
“We charge a fixed sourcing fee of 2 cents per pound on every cargo.”
“You see the factory price. We show you exactly what the supplier is offering.”
“Our fee covers supplier vetting, quality coordination, shipment follow-up, and market intelligence.”
“Most brokers hide their margin in the price. We don’t. That’s the difference.”
How We Compete Without a Platform Today
Our moat right now is behavior — not technology. We out-communicate, out-research, and out-serve every other broker.
Intelligence
Pre-loaded Buyer Data
- Know grade, volume, supplier, market before first contact
- Never ask questions we already know the answer to
- Signals depth — not generic cold calling
Commercial
Transparent Fee Model
- 2¢/lb disclosed upfront to every buyer
- Buyers see factory price directly
- No hidden margin games
Communication
Daily Market Updates
- FOB price by grade, every working day
- Crop news, freight moves, shipment outlook
- Stay top-of-mind between deals
Sourcing
Supplier Vetting Depth
- Suppliers scored across Vietnam provinces
- Bình Phước, Đồng Nai, Tây Ninh coverage
- Quality consistency verified, not assumed
Strategy
Contract-First Mindset
- Every deal structured toward rolling contract
- Not spot selling — we want repeat cargo
- Commission accrues per cargo, not per quote
Integrity
Honest Communication
- If we can’t supply, we say so immediately
- If quality is marginal, we flag it proactively
- Buyers remember who didn’t waste their time
Pre-Call Buyer Brief
Lead with the exact grade in your first message. W320, W240, W180, LP, SP, WS — already known from buyer list. Never ask what grade they buy.
Determines priority tier and contract structure. Small <1 FCL, Medium 1–5 FCL, Large >10 FCL/month. Use this to shape your offer, not discover it.
Research their supplier’s weaknesses before first contact. That’s your entry angle — browse our scored database below.
Informs quality standard (AFI for EU/US), color preference, packaging, and price tolerance. EU / UAE-GCC / China / USA / India each require different positioning.
Supplier Database — 15 Processors
Sign in to view namesLead With Insight, Not Introduction
“Hi, this is [Name] from Vanture Co., Ltd Vietnam. We specialise in exporting white cashew kernels. May I know if your team is currently sourcing cashew kernels?”
Buyer already knows you're a broker. Asking if they source cashews is insulting. Zero differentiation from 50 other messages they received this week.
“Hi [Name], I've been tracking W320 FOB Vietnam pricing this week — it's moved ~$0.04/lb vs last month on the back of Côte d'Ivoire crop news. Given your volume in [market], I think there may be a better sourcing window right now.”
You demonstrated knowledge before asking for anything. The buyer sees you are not generic — and wants to know more.
Channel Scripts
Subject line:
W[GRADE] FOB Vietnam — Sourcing Window Worth Reviewing
Body:
Dear [Name], I've been tracking W[GRADE] FOB pricing closely. There's been movement — and I believe there may be a sourcing window worth reviewing given your volume in [target market]. We work on a transparent model — fixed 2¢/lb fee, buyers see the factory price directly.
Connection Note (300 chars):
“Hi [Name] — I've been tracking W[GRADE] sourcing from Vietnam and noticed [Company] is active in [market]. I work with buyers on transparent sourcing (fixed 2¢/lb). Worth a connect.”
After connected:
“W[GRADE] FOB Vietnam has seen movement this week. Given your focus on [market], there's a relevant angle worth sharing. 15-min call?”
First message:
“Hi [Name], this is [Your Name] from Vanture. W[GRADE] FOB HCMC is at approx. $[price]/lb this week. Market has [moved/held]. Given your position in [market], this timing is worth a look. Transparent 2¢/lb fee — you see the factory price directly.”
Daily Market Update:
Vanture Market Update — [Date]
W320 FOB HCMC: $[X]/lb
W240: $[X]/lb · WS: $[X]/lb
Shipment window: [Month]
[1-line market note]
Discovery — Only Ask What You Don't Know
You already know grade, volume, supplier, and market. Discovery fills only the gaps below.
“Who on your team handles the final purchasing decision — is it you directly or do you work with a procurement committee?”
You need to reach the right person. Don’t spend time on someone who can’t say yes.
“When is your next planned shipment window — are you planning for [next month] or further out?”
Determines urgency and price lock window.
“What payment terms does your team typically work with — TT, LC, or CAD?”
Payment terms often determine whether a deal closes. Know this early.
“From your current sourcing experience, has anything been challenging recently — price volatility, quality consistency, or shipment timing?”
Let them surface the pain. You likely already know the answer.
“Just to make sure I put together the right offer — is [X FCL/month] still roughly accurate for your buying plan?”
Confirm rather than ask. Frame it as a check, not a cold question.
Quotation & Negotiation
W320 AFI: $[X]/lb · W240: $[X]/lb · WS: $[X]/lb
Spec: Moisture ≤4.5% · Broken ≤5% · Defect ≤10%
Packing: Vacuum PE · Validity: 48 hours
Payment: 30% TT + 70% CAD · Shipment: [Month]
Payment Terms Decision Tree
Negotiation Scripts by Situation
“Could you share your target level and estimated volume? I’ll check with the factory for the best possible support.”
“Of course — share your destination port and I’ll add freight for a landed CIF price within 24h.”
“For monthly contract volume above [X] FCL we may have room to adjust. Can you confirm the monthly commitment?”
“Let me check with our sourcing team on that — I’ll come back to you within [timeframe] with a confirmed position.”
Close & Follow-Up
Trial Cargo Proposal
“Based on our discussion — W[GRADE], [X] FCL, shipment [Month] — I'd like to propose we start with one trial cargo. Once you're comfortable with the quality and process, we can set up a monthly contract. Would that work as a starting point?”
Trial → Contract Pathway
Follow-Up Cadence
“Just checking if you had a chance to review the offer. Happy to adjust grade or packing.”
“W[GRADE] has [moved/held] this week. Allocation for [Month] is filling. Let me know if your team wants to confirm.”
“Factory allocation for [Month] is becoming limited. If your team is planning for this cargo, it would be good to confirm volume this week.”
“May I check if the offer is still under internal review? I can revise the quotation based on your target volume.”
“Checking if there’s any update on the purchasing plan. Happy to re-align when your next cycle is closer.”
Urgency must be backed by a real market reason — not manufactured.
Broker-Specific Objections
Framework: Acknowledge (never argue) → Clarify (understand exactly what they mean) → Redirect (move to your strength).
“Why not buy direct from the factory?”
“That’s a fair question. The value we add is not just price. We vet suppliers, coordinate quality, track shipments, and give you daily market intelligence. We charge 2¢/lb to handle that for you — transparently.”
Don’t get defensive. Acknowledge it is valid, then pivot to service value.
“We already have brokers / suppliers”
“Completely understood. We’re not asking you to replace your current supply chain. We’re happy to be your second source — a reliable backup when your main supplier has allocation gaps or quality issues.”
Don’t fight the existing relationship. Position as complementary.
“Your price is higher than X”
“May I ask — is the comparison based on the same AFI standard, packing spec, and shipment timeline? Sometimes the difference is in the spec, not just the price. If you can share the offer, I can do a direct comparison.”
Never assume the competitor offer is apples-to-apples.
“We don’t work with new brokers”
“That’s fair — trust is built over time, not claimed. We’re happy to start small. One trial cargo, full visibility on supplier and price, and you evaluate from there.”
Propose minimal commitment. One trial cargo is the lowest-friction entry point.
“Not the right timing now”
“Understood. When is your next purchasing cycle typically — [month]? I’ll plan to follow up closer to that window with the current market picture.”
Always get a specific follow-up date before ending the conversation.
Typical Broker vs Vanture
- Buyers frustrated with lack of transparency from current broker
- Mid-tier buyers (1–5 FCL/month) underserved by large exporters
- Buyers who value communication — market updates, fast response
- EU/GCC buyers requiring strict AFI standard and documentation
- Buyers locked into long-term factory contracts
- Very large buyers (>20 FCL/month) needing direct factory relationships
- Purely price-driven buyers with no interest in service value
- Buyers needing physical warehouse or pre-stocked inventory
Contact Sources & Tools
LinkedIn (Free)
- Search ‘cashew buyer’, ‘nut importer’, ‘commodity procurement’ + country
- Filter by title, company size, geography
- Check who follows Olam, Tan Long pages
- Check commenters on cashew industry posts
Trade Directories (Free)
- Tridge.com — buyer/seller profiles by commodity
- Alibaba / Global Sources buyer inquiry lists
- INC International Nut Council — member directory
- ANUGA / GulfFood exhibitor lists post-event
Import Data (Free)
- ImportYeti.com — US import records, searchable
- Search ‘cashew kernel HS 0801’ + target country
- Vietnam Customs data portals — partial access
- Volza.com — partial free global trade flows
Warm Network
- HCMC freight forwarders — know who imports from VN
- SGS / Intertek inspection contacts — see every shipment
- Your own suppliers in Bình Phước — know past buyers
- Ask every buyer for introductions after every conversation
Paid Tools
Channel Selection by Geography
Pre-Outreach Checklist
Company Research
Contact Research
[Market movement or supply event] + [Their grade / market] + [Why now]
“W320 FOB HCMC has firmed $0.04/lb this week on tight Bình Phước supply — for a buyer focused on the GCC market, the window to lock May shipment is narrowing.”
The 5-Minute Brief
Who I’m reaching
Name, title, company, confirmed as DM or closest to it.
What they buy
Grade + volume + market — confirmed from buyer list. No guessing.
My hook
One sentence: market movement, supply event, or timing angle specific to their grade and market.
My ask
What do I want from this message? A reply? A call? Be clear before writing.
Current FOB price
What is W[grade] trading at today? Have this ready.
Marketing Tactics
Marketing builds familiarity before sales arrives. If a buyer has seen your update before your cold email lands — your reply rate doubles.
Daily WhatsApp Market Update
Every DayFOB prices by grade, one market note, local Bình Phước price. Under 100 words. Same time each day. Keeps Vanture top-of-mind between deals.
LinkedIn Market Commentary
2–3× per weekShort posts: FOB price moves, Vietnam crop updates, origin comparisons. No sales pitch. 3–5 sentences. Builds credibility as a Vietnam market expert.
Weekly Market Report (PDF)
Weekly1-page summary: FOB price table by grade, crop outlook, freight note, 1 market call for next week. Buyers forward reports to colleagues.
Trade Events
2–4× per yearGulfFood (Feb), ANUGA (Oct), INC World Nut Conference. Pre-build target list from exhibitor directory. Follow up within 48h.
Daily Routine & Pipeline
Market First
Check FOB price movement before any outreach. Note crop news. Prepare daily WhatsApp market update.
Pipeline Review
Review every active deal: stage, last contact, next action. Update pipeline tracker before writing a single message.
Outreach Block
Complete 5-minute brief before writing. Max 5–8 new first-contact messages per day — quality over volume.
Respond & Close
Reply to all buyer messages within 2 hours. Every positive reply needs a next step in the same response.
Pipeline Stages
Red Flags — Qualify Out Early
Purely price-driven
Asks only about price, never quality or reliability. Will leave for $0.01/lb cheaper.
Demands open account
Payment after shipment with no deposit — credit risk Vanture does not take.
No response after 3 follow-ups
Move to parked. Re-engage next quarter with a fresh market update.
Asks to misrepresent spec or origin
Terminate the conversation immediately and log it for management.
The Steps Most Brokers Skip
The shipment arriving is not the end of the sale. It is the beginning of the next one.
“Confirming your W[grade] shipment has been booked. B/L and documents will follow within [X] days. ETA [port] approx. [date]. Let me know if you need anything before arrival.”
Proactive document update signals you are managing the shipment.
“Your cargo is on track for arrival around [date]. Please confirm your inspection or customs clearance team is ready. Happy to support on any documentation needed.”
Reduces last-minute friction. Buyers remember the broker who helped them prepare.
“Checking in on the W[grade] cargo. Has your team had a chance to inspect? We want to confirm the quality and count met expectations before closing out this shipment.”
Most important touchpoint. If there’s a quality issue, you need to know immediately.
“Thank you for letting me know. Can you share the inspection report or photos so I can escalate to the supplier immediately? We will come back to you within 48 hours with a position.”
Acknowledge, request evidence, set response timeline. Speed determines whether you keep the account.
“Glad the [grade] cargo performed well. We’re tracking [market update]. If you’re planning your next shipment for [month], now is a reasonable time to start discussion on price and allocation.”
Propose the next cargo before the buyer starts looking elsewhere.
Communication Style by Market
Do
- Precise — exact grade, spec, Incoterms
- Structured emails with clear subject lines
- Reference AFI, BRC/IFS certifications
- Respect response time — don’t follow up same day
Don't
- Use informal language in first contact
- Send WhatsApp before relationship is established
- Rush to price — EU evaluates reliability first
Do
- Build personal rapport before commercial discussion
- WhatsApp first — voice notes welcomed
- Available Sun–Thu during Gulf business hours
Don't
- Be purely transactional — relationship before business
- Ignore Ramadan schedule — expect slower responses
- Push for decisions in early conversations
Do
- Use WeChat exclusively — set up professional account first
- Send product photos and packing details upfront
- Be patient — decisions require group consensus
Don't
- Send email only — it will be ignored
- Use US/EU cert references — not relevant domestically
- Push urgency early — creates distrust
Do
- Quote in USD/kg — never USD/lb
- Expect aggressive negotiation — cultural, not personal
- Respond quickly — buyers check multiple suppliers simultaneously
Don't
- Quote USD/lb — marks you as unfamiliar
- Give your best price first — build in room to negotiate
- Expect decisions without multiple rounds
What Every Buyer Asks
Is Vietnam cashew quality consistent?
Vietnam is the world’s largest cashew kernel exporter — processing over 70% of global supply. Quality varies by processor, not by origin. Vanture pre-screens and scores suppliers across Bình Phước, Đồng Nai, and Tây Ninh — so buyers get consistent quality, not lottery results.
How does Vietnam compare to Ivory Coast or India?
Vietnam processes RCN from multiple origins including West Africa and Cambodia. Ivory Coast is increasingly direct-exporting but lacks Vietnam’s processing scale. India processes domestically but is more price-volatile. For consistent white kernel supply at volume — Vietnam is the benchmark.
What is Vietnam’s cashew crop season?
Vietnam’s domestic RCN harvest runs approximately February–May. However, processors run year-round by importing African RCN. Kernel supply from Vietnam is available 12 months — not seasonal. Pricing tightens April–June when domestic RCN arrives.
What is the typical lead time?
From deposit to shipment: approximately 10–14 days for standard grades. Transit: 18–22 days to Middle East, 25–30 days to Europe, 20–28 days to US East Coast. Total door-to-door: approximately 5–7 weeks for EU/US.
How do I know the quality before ordering?
Three steps: (1) COA from most recent production lot, (2) product photos including kernel white color, broken count, and packing, (3) physical sample — 500g to 1kg sent by courier before order confirmation. SGS or Intertek pre-shipment inspection available at buyer’s cost.
What certifications are available?
Most major processors hold: AFI, HACCP, ISO 22000. Some hold organic, Rainforest Alliance, or Fairtrade. BRC/IFS is available from select suppliers targeting EU retail. Always confirm specific requirements before supplier selection.
Grades
Standard Specification — AFI
The Vanture Standard
Walk in knowing the buyer
Grade, volume, supplier, market — pre-loaded before first contact.
Lead with insight, not introduction
Every message has a market intelligence hook specific to that buyer.
Be transparent about the fee
2¢/lb, stated upfront. It is a feature, not a vulnerability.
Every deal aims for a contract
Spot is a starting point. The goal is always monthly rolling cargo.
Prepare before every outreach
5-minute brief. Know the hook. Know the FOB. Know the ask.
Communicate even without a deal
Daily updates keep you relevant. Marketing is a daily discipline.
Qualify out early
Spot red flags fast. Don’t waste time on the wrong buyers.
Follow up after every shipment
Post-shipment is where the next deal is won. Never disappear.
Know the market — be the expert
Vietnam seasonality, certifications, lead times — know the answers cold.
Escalate before you commit
Non-standard terms, large volume — always check before agreeing.
Vanture · Start Sourcing