Your products are finally off the production line and ready to sell to retailers. But where do you begin? Or maybe your brand is successful in regional retailers but you can’t seem to get your foot into big box retailers. The truth is, it’s not enough to have an amazing product. You also need to have a solid business plan to present to retail buyers.
Based on our experience from both the buying and selling sides of the retail table, and now sharing advice to help entrepreneurs get into national retail locations, here are four pitch strategies we’ve found hit the sweet spot of retail buyers across America.
1. Answer the question, “What’s in it for me?” A common mistake is to focus on what the retailer can do for your product. Expand your thinking! A key to capturing a buyer’s interest is showing them how your product meets her financial needs and strategic vision. Financial needs are usually related to revenue or profit margin. Strategic vision can be corporate goals or growth strategies.
For example, let’s say your company, Friendly Tools, sells manual hand tools that are easy to use, compact for storage and designed with the novice user in mind. Think about the strategies important to the home improvement retailer you are targeting. If their goal is to attract more novice home improvement do-it-yourself-ers (DIYers), the following demonstrates how Friendly Tools’ can rework their retail pitch to align with this retailer’s needs:
- The Friendly Tools brand of manual tools can help drive traffic and sales among your target shopper: the novice home improvement DIYer.
- Friendly Tools can help to increase your top-line revenues with our unique brand positioning of “Made by DIYers for DIYers.” No other competitive brand competes in this space, therefore, our product line won’t cannibalize sales of your current products. Rather, we can help you bring in additional revenue.