Pitching Retailers – What Retailers Want From You

When it comes to reaching out to retailers, first impressions mean a lot. As a wholesaler, it’s important to not only be prepared to communicate with retailers, but also to give them what they need and want in order to get their attention. This doesn’t mean you will even get an order, but the first step is to simply get their attention so that you can get an appointment. Once you have that, then you can concentrate on making the sale. But to start – let’s get their attention and keep it. Here are a few suggestions on how to do this:

1. Offer a unique product. Even better, offer a unique story to go with your product. Tell retailers how the product came to life. Make sure you do this FAST though – you only have a few seconds to capture someone’s attention, so your communication needs to be quick, effective and concise.

2. Share interesting facts that help support your product. This may include your dedication to leaving a smaller carbon footprint than your competition or possibly that you manufacture in the USA. Whatever your unique and important information is, let retailers know.

3. Remind retailers why customers want or need your product. Helping them understand this will make them want to see you for an appointment much more easily than if they don’t think customers need or want your product. But be realistic here, too. Retailers know their customers so if they tell you it won’t  work for them, don’t push it. No one likes pushy vendors – period. Do offer to send them more information, though. This can’t hurt – and possibly it may change their mind.

4. Be honest about the time it will take to meet with you. Don’t tell a busy retail store owner that you need 5 minutes of their time when really it takes you 5 minutes to set up your sales presentation and then another ten just to pitch your product. Be honest and they’ll appreciate this. If you are flexible with your availability, even better. And always, always, always understand that their customers come first. If you are at a retail store during store hours, you come second to all customers in the store at all times. Give them this respect and never act like they are doing you a favor for being there. Trust me, they are doing you a favor considering all the competition out there these days!

5. Make appointments to meet with retailers. Don’t show up unexpected and expect quality attention or interest. Respect their time and plan in advance to meet with them. Suggested route – email with PDF file of product information, follow up as necessary with phone call, then schedule appointment as appropriate. Some retailers prefer hard copies of line sheets and product information via snail mail, but I tend to lean on PDF files to save expenses and be more eco friendly when possible. Of course, provide them these tools if requested, though, and always have on hand during appointments.

Finally, after all the work it takes to secure an appointment with a retailer, make sure you are prepared and organized for your face to face meeting. This means having order forms ready to go, samples available, line sheets printed, and all other details polished and perfect for your face to face. Remember, retailers are short on time as it is, so give them the respect of being super organized and well polished in your presentation. The benefit for you? More likely that you will close the sale!

Retailers – we want to hear from you! What do you like wholesalers / vendors to do when pitching their products to you? Wholesalers – have some other suggestions? Please comment below. Thanks!