What’s In A Buyer’s Packet

Many of my clients seek my support because they have a product they want to sell to retailers, but they don’t know how. While there are many steps involved in preparing yourself to communicate with retail buyers, one of the most important things that wholesalers should have prepared BEFORE they reach out to a potential buyer is a buyer’s packet.

The contents of a buyer’s packet will vary based on what your product is, who your target market is, what your budget is, and what your marketing outreach plans are. In general, though, a traditional buyer’s packet consists of the following:

Letter of Introduction – A buyer’s packet should always open with a great letter of introduction. Short and sweet, this letter should not be too lengthy but should answer the questions of who you are, what the product is, who the target market is, and offer a peak into the product itself with some great descriptive shout outs. Tell a story about the product or the inspiration behind the product. Offer a glimpse into why someone may need to have this product. The goal of the letter should be to inform but also to persuade. Don’t get too wordy, though. No one has time to read a novel – make sure it’s short and sweet.

Price Sheet – A price sheet includes both wholesale and suggested retail prices. Make sure that you are at least doubling your wholesale cost for the retail cost so that retailers gain back their investment of purchase. I find many wholesalers are not prepared for their product to sell at retail because their prices are out of reach, so take the time to consider this before communicating with retailers. And remember – do not sell your product at wholesale online and expect other retailers to sell it at a higher price point. Even if you have your own website, you must sell your products at the same retail prices points your customers are to expect to keep your retail customers. I see too many start up wholesalers make this mistake and it backfires on them.

Overview – Whether you are giving a product overview or designer overview, you should have a deteremined overview identified so that your audience is aware of what you are selling and if necessary, who you are selling, as well. I refer to “who” in the case of designers. If you are launching a clothing line with your name attached, potential buyer’s will want to know who you are, so make sure to tell them. However, if you are launching a product without the association of a personal name, describe the product so that the audience fully understands it’s purpose, it’s target market, and why they should consider buying it. A great overview I recently saw was of PopATot, a fabulous portable activity center for children. The home page of their website also includes a great overview of this product, Remember that when providing an overview, you want to offer answers to questions before your customer even asks while also enticing them so that they want to learn more or make a purchase.

Line Sheet – The line sheet is a must have for all buyer’s packets in my opinion. When done correctly, it offers a portrait of your product by including product photos, descriptions, prices, available delivery dates, and any other necessary details. Keep it organized by category and try to avoid using paragraphs but rather outline your product details.

Order Form – An order form can consist of an actual form to order your products on or it can be a guide as to “how to order” your products. Either way, make sure your ordering details are clearn and understood. If you need tax ID numbers from your potential customers, let them know this. In addition, this is a good place to include the terms of orders placed. For example, do you have a flat shipping feel or do you bill for actual shipping charges? Make sure to identify this. Also, do you take cash/check/money order/credit cards? Let your potential customers know this upfront. Once again, answer questions before they have to ask if possible. If you have color selections, size variations, case packs, or anything else specific to your product, make sure these details are all identified. Finally, make sure the order form is laid out in a clean, professional format that is easy to read and easy to write orders on.

Some buyer’s packets may include Look Books, product samples, customer testiomonials, Q&A sheet, care instructions, and more. Make sure your buyer’s packet best represents your product and your brand so that retailers will want to reach out to you and order. Afterall, that’s the goal, right?!

If you would like a customized Buyer’s Packet for your brand or product, let Retail Minded work for you! Contact Retail Minded at to learn more.


  • Molly Krava
    March 1, 2009

    This is great info. I am always looking for ways to promote my art glass to retailers (or whoever might buy it). So I just wanted to say thanks.



  • Eric Busboom
    March 2, 2009


    This is a great overview of a specific tactic, but there is also some strategy in the article:

    “The contents of a buyer’s packet will vary based on what your product is, who your target market is, what your budget is, and what your marketing outreach plans are. ”

    This, of course, means that the seller should have a good handle on their target market and has done some marketing planning. I’ve found that many vendors don’t really understand their market position, so when they create marketing materials, the materials are confusing or directed at the wrong type of buyer. Getting solid marketing materials without marketing planning requires a lot of luck.

    To remove the need for luck, vendors should do basic market analysis. The terms they should understand include “Market Position” and “Unique Selling Proposition” and, a bit more advanced, “Marketing Mix.” A Google search for these terms will give many great websites, but an excellent place to start is Trout & Reis’ book “Positioning: The Battle For Your Mind”

    I’ve created a few guides to basic marketing, with links to other sources, online at:


  • bernadette
    April 23, 2009

    Do u have something like this for retailers looking to start accounts with new brands!

    • Nicole Reyhle
      April 25, 2009

      Bernadette, I think that a professionally written email that highlights the following would be well accepted from most brands. You should tell the brand you are interested in about:

      1. Your consumer demographics – which is ideally in line with their demographics
      2. Your current assortment of products
      3. Your neighborhood shopping details if you believe this will help make them more inclined to be attracted to you as a retailer
      4. Your desire to represent their product and how you will do this (Will you have special events to promote it? Elaborate on any details)
      5. Your contact information and request for when you want to bring in their product to your store

      I hope this helps! Great question!

  • Dave Wendland
    July 31, 2009

    Depending on the retailer you are pursuing, we generally suggest five P’s:

    Product information/points of difference
    Profit opportunity – return on inventory investment for retailer
    Placement recommendation – where to put the product and why
    Profiles of shoppers (real insights work best)
    Promotional strategies – how will you drive it to the consumer

    Good luck. There’s plenty of room for innovation at retail. The key is getting the story right and following through.

Post a Comment


This blog accepts forms of cash advertisements, sponsorship, paid insertions or other forms of compensations. While we may receive commissions when you click on some of our links and make purchases, this does not impact our reviews, comparisons, opinions or thought-leadership perspectives. Please note we also welcome contributed content and there may be links that are affiliate oriented within these contributions, as well. Retail Minded always aims to deliver trusted news, education and support for our readers.

Read More about our Privacy Policies


Retail Minded on Entrepreneur
Retail Minded on Fiverr
Retail Minded on Forbes
Retail Minded on Gift Shop
Retail Minded on LRG
Retail Minded on Museum and More
Retail Minded on NBC
Retail Minded on Party Paper
Retail Minded on today