31 Tips to Win the Heart of a Retailer
18 May 2010
18 Comments
Everyone wants to know what everyone else does to get their products into stores! Here are 31 fabulous tips to try out. I think each and every suggestion is a valuable one and should be taken to heart and given a fair try. Thanks again to my fabulous Entreprenette Experts!
1. Remember your FB!
How to get retailers attention: FB - nah, it's not Facebook, it's Features & Benefits! To effectively sell, you must talk intelligently about what makes your product unique and compelling (its features) and how it will benefit the store and its customer (its benefits). Be prepared to have to justify these: with the retail market overcrowded and consumers still reluctant, have answers to questions from resistant buyer like "Why should I buy this"? Practice your F & Bs 'til they are second nature. And have a great FB page, too!
Thanks to: Victoria Tillotson of Victoria Tillotson Jewelry.
2. Make 'Em Love You
How to get retailers attention: I believe part of what you are selling is yourself so make em like you. Find a commonality, compliment them on the layout of their store and be personable. It is about THEM not you.
Thanks to: Margo Schlossberg of KuraDesign Accessories .
3. Show your stuff
How to get retailers attention: While a picture is worth a thousand words, there is nothing that will get your products into stores faster than bringing the actual item into your meeting. This allows the retailer to feel the quality, see the workmanship and know exactly what they will be selling. You believe in your product and know as soon as they see it they will too.
Thanks to: Jacqui Pini of Museum Way Pearls.
4. Be Kind to Everyone
How to get retailers attention: A buyer normally makes the ultimate decision, but you never know when they will ask for the opinion of their employees or co-workers (i.e. receptionist, sales rep, cashier). Be respectful, kind and courteous to everyone you see because they could be the decision-maker. It doesn't hurt to be kind anyway!
Thanks to: Linda Tong of KindNotes.
5. An offer they can't refuse...
How to get retailers attention: Present your buyer with an offer they cannot refuse - nothing from Goodfellows of course, but offer to send your products "risk free trial" for 45-90 days, allowing themr to return the items (in new condition) if they wish to. You'll find many will decide to keep the goods - and they usually order more!
p.s. always obtain a valid credit card to hold for the final buy, damages or non-return of goods. If they don't agree with this policy, I'd consider looking elsewhere.
p.s. always obtain a valid credit card to hold for the final buy, damages or non-return of goods. If they don't agree with this policy, I'd consider looking elsewhere.
Thanks to: Lee Romano Sequeira of Sparkle Plenty Designs.
6. Private Labels
How to get retailers attention: Retailer make more profits in articles branded as their own labels termed as Private Label. You will manage penetration if you are ready to supply articles under Private Labels. This, though has limitation when you need to promote your own brand.
Binary strategy would be a good idea wherein you propose 50% articles as your brand and 50% as private label. You need to offer olive branch in terms of reasonable credit. Alternatively offer on consignment sales basis getting paid for goods sold.
Binary strategy would be a good idea wherein you propose 50% articles as your brand and 50% as private label. You need to offer olive branch in terms of reasonable credit. Alternatively offer on consignment sales basis getting paid for goods sold.
Thanks to: Naresh Vij of Kaveri Consultants, India.
7. No undercutting your accounts
How to get retailers attention: If you sell your products both wholesale and retail, make sure to keep your retail prices consistent across venues, online and off. A retail buyer will not be happy to find that their customers can order the same item online for less than what it would cost in the store.
And they will look for another supplier.
And they will look for another supplier.
Thanks to: Andy Mathis of Andy Mathis Art Co..
8. Stalk them!
How to get retailers attention: Before contacting a retailer, do your homework and really get to know them. Find out what makes them unique, figure out what types of products they like to carry and if they already have products similar to yours figure out how yours differ. When you contact them start out by letting them know you know who they are "I love that fact that you only offer _____ products and feel my product ____ would be a perfect addition to the ______ category on your site. . ."
Thanks to: Heather Ledeboer of Mom 4 Life.
9. The Price Is Right
How to get retailers attention: Make sure your product is priced right from the start, taking into consideration high retailer markups and allowing room for your profit. Research is key, but once you have your perfect pricing formula, it's quite simple. If you plan on selling the product on your website as well, make sure your price isn't lower than the selling price of your retailers. Selling cheaper is the easiest way for your retailers to un-BFF you.
Thanks to: Boris Barshevsky of ItsHot.com.
10. Wear it/Use it &Respect it
How to get retailers attention: If you are selling clothing or accessory products, wear it or use it for EVERY sales call (even if you wear the same thing all week-no one knows where you were yesterday!)
When presenting, caress it...carefully,respectfully bring it out of your bag for presentation. Invite your customer to touch it/try it/handle it. It has value - so make it appear more valuable, appreciated and coveted. It works for me!
I prepare key words that I know are of interest to customer before the sales call.
When presenting, caress it...carefully,respectfully bring it out of your bag for presentation. Invite your customer to touch it/try it/handle it. It has value - so make it appear more valuable, appreciated and coveted. It works for me!
I prepare key words that I know are of interest to customer before the sales call.
Thanks to: Tracey Paul of Invite Me! Creative Announcements.
11. Get Excited
How to get retailers attention: Try to have the retailer carry your product right on the spot by being excited :} about your product as you present it. Tell a story about the greatness of it. If they seem hesitant, give the retail owner your product to keep. If you must schedule to come the next day, do. If your product is great, it will sell itself.
Thanks to: Chris Hendricks of All Aboard Marketing.
12. Consign or Trade Shows
How to get retailers attention: Go with small or new product to local retailers, leave a few samples for them to sell. If the retailers sell the products, they will pay you and possibly re-order. Great market research tool and way to get products to local retailers. Also, tradeshows ($$) that specialize in your product categories have the perfect audience of retail buyers that are looking for products just like yours. Here is a link of a website that tells you shows by industry, state etc. http://www.tsnn.com/ Good luck
Thanks to: Elise Wilkins of isABelt Ltd..
13. Get Yourself On the Shelf -
How to get retailers attention: When working with retailers first and foremost, do a little research on the store you are about to approach.Does your line match with what the retailer sells already? Know the terms that make you look like a pro OTB, line sheets, look books. Professionalism - have your business card with contact information and leave a line sheet. Make it easy for the buyer by showing what you have a coehesive-sellable trend-setting line they must add to their store!
Thanks to: Donnella Tileryd of Donnella's Closet.
14. Speak The Buyer's Language!
How to get retailers attention: My tip for getting your products into big box stores is to speak the buyer’s language! Be sure to do the research before the meeting. Make certain you know the meanings of all of the important acronyms such as RGD, RTV, EDI and more! This will get the meeting off on the right foot and your business will have a better chance of success, trust me!
Thanks to: Christy Cook of Teach My.
15. Do unto others...
How to get retailers attention: When you call the first words out of your mouth should be "Hi, I am calling with x brand/product. Is this a good time to talk?" So many people just launch into selling or promoting themselves or their product they never think about what the person on the other end of the line is doing. In less then a minute you show that you respect their time and their business. The natural response is for them to respect you and yours.
Thanks to: Elysabeth Fulda of Sphinx Group .
16. Ask And You Shall Receive
How to get retailers attention: I had success getting some of our clients that are authors into stores like Wal-Mart and Kroger regionally by selling them on the value of having "local" distribution. We were able to get them to buy books from the clients and sell them in the stores a "Specialty Items". This means they don't have to go through the corporate office, and the store manager can community directly with the client to get more. We were also able to get book stores set up in these stores through this process.
Thanks to: Cyrus Webb of Shadow Play Entertainment.
17. Make your presence a value
How to get retailers attention: My one tip to entrepreneurs on how to get into stores would be to make the added value of your product clear to the retailer. Focus on how bringing in your product will add value and visibility to their store and consumers which will in turn generate more sales for them.
Thanks to: Wendy M. Civale of Dolce Nonna.
18. Attend Gift Shows
How to get retailers attention: The best thing I did was to exhibit at Gift Shows (for us it was The Dallas and Atlanta Gift Shows). Once we attended a few gift shows, retailers were able to meet us in person and see our products, and they placed orders. The shows can be expensive...$3000 for a booth at the Atlanta show alone, and then there are travel, shipping and booth decorating expenses. But if you have a good product, you'll make the money back in spades.
Thanks to: Sue Berk of Sue Berk Designs.
19. get yourself in stores!
How to get retailers attention: Offering to send samples is a good way to get your product in the stores (and let them know they can either buy them or send them back).
Sending out press kits (aka: a few line sheets of your product and some info) is a good indroductory way of getting your foot in the door. Good photos and descriptions are key...keep it simple but attention getting.
Keep these places on file, just in case they don't get back to you, you can send out info again in the future. Persistance is important!
Sending out press kits (aka: a few line sheets of your product and some info) is a good indroductory way of getting your foot in the door. Good photos and descriptions are key...keep it simple but attention getting.
Keep these places on file, just in case they don't get back to you, you can send out info again in the future. Persistance is important!
Thanks to: Bonnie Riconda of Calico Juno Designs.
20. Personalize The Story!
How to get retailers attention: I sell wine gifts & apparel and when I go on the road, I feel the reluctance of these buyers to meet with yet another rep. I always start a meeting with how my concept came to be (drinking wine and listening to Johnny Cash!) and show them some lifestyle photos from my site, so they see my marketing approach. I follow with showing each design, all designed by me and assure them I oversee every step of their order. They love my personal story & touch and know I can make anything happen for them!
Thanks to: Liz Healy-Kay of I Walk The Vine.
21. Do your research!
How to get retailers attention: Walk into the store and browse to make sure your product matches the shop's collections, ambiance, and price range. This is key as you can NEVER tell if a shop is a good fit for your product by going to their website, reading Yelp reviews, or reading about them in a magazine. If the shop's a good fit, chat up the store employee, asking for how to best contact the buyer. Be sure to leave behind a business card or piece of promotional material, such as a postcard or line sheet.
Thanks to: Leslie Yang of Feisty Elle.
22. RepHunter finds your reps
How to get retailers attention: My suggestion is to outsource direct sales to Manufacturer rep group(s) that specialize in the company's industry with established connections and reputation. For instance in the Specialty Toy sector, there are numerous rep groups that cover 1-10 states and call on the retail stores individually to promote a line.
http://www.rephunter.net is a service that allows you to rapidly find reps who are looking for lines, and call on prospects in territories where you need representation.
http://www.rephunter.net is a service that allows you to rapidly find reps who are looking for lines, and call on prospects in territories where you need representation.
Thanks to: Carl Restivo of Innovative Toys, Inc..
23. Know Your Market
How to get retailers attention: Go to the store in person to see if your product is a good fit. If it is, introduce yourself and what you are selling to one of the sales staff and ask who the buyer is. If the buyer is there, ask to make an appointment to show your product - dont assume that they have time to talk to you right then. Have some product with you in case she asks to see it. If the buyer is not there, ask for her contact info so you can call to schedule an appointment. Leave a business card or brochure.
Thanks to: Ann Marie Hodrick of Heart's Desire Jewelry.
24. Aim high but start low.
How to get retailers attention: Recognize the value of catalogs and online venues FIRST. If your product proves successful in these, you will have some credibility and sales figures that can be used to encourage the bigger names (and the more traditional "chains") to carry your products. Most importantly, starting small and building a foundation of knowledge is essential. The requirements and volumes demanded by larger retailers carry much more risk and can be a workload that a small business may not be prepared to handle.
Thanks to: Matthew Griffin of Baker's Edge.
25. Consignment
How to get retailers attention: Research the pros and cons of consignment before approaching a store buyer to decide if it will work for you. Many shop owners are trying to cut costs this way and will ask if you will accept a consignment arrangement instead of a direct sale. Find a consignment contract (examples are available on the internet) that you are comfortable with and bring it along with you. Never enter into a consignment arrangement without an agreement in writing.
Thanks to: Ann Marie Hodrick of Heart's Desire Jewelry.
26. Understand Your Audience
How to get retailers attention: It’s not just the quality of your product that’s going to get you on the shelves. Remember that especially in these economic times, profits are what matter most to many retailers. Most companies are so obsessed with their product that they miss the chance to talk about the impact they will have on a retailer’s sales and the services they can offer to help bolster business. Overall, take the time to understand your audience and say what matters to them—not what matters to you.
Thanks to: Phil Edelstein of Two Leaves and a Bud.
27. Stay True to Your Product
How to get retailers attention: I think the best TIP and one I will always stay true to is – LOVE, BELIEVE and be PROUD of what you sell. I'm a walking billboard for my jewelry line and I know it's noticed and so far I've been fortunate enough to have retailers coming to me. This includes standing behind your product, using quality products and producing a product that you have no doubts about.
Thanks to: Ashley Jobe of Fresh Feather Designs.
28. Distribution for Success!
How to get retailers attention: Working with a distributor has many advantages. They often have strong relationships with the buyers of your retail products and can effectively get them placed on retail shelves. Entrepreneurs are often hesitant to give up a piece of their profit but will also become much more efficient as the distributor handles most of the legwork of getting the physical products into the shops. Don't make the mistake of not researching distribution options. You will make up the costs with volume!
Thanks to: Mikey Moran of CurrySimple.
29. How To Warm Up A Cold Call
How to get retailers attention: I always send out a mailer to the store first announcing my product.That familiarizes them with my merchandise. Then I make a cold call on them. Half the time they say, "Oh, I remember that. I was interested in that." It's harder for them to say NO to you face-to-face. They have to meet you and like you first before they'll do business with you.This works best with small to medium size companies where the decision maker is more likely to be present.
Thanks to: Dawna Boehmer of Dawna Boehmer's Studio LLC.
30. Demo, Dazzle and Deliver
How to get retailers attention: First, be prepared with a great product demonstration and fully developed website to show you're serious; then dazzle the retailer with your story in a way that gets them excited about your company and your product; finally show that there is already consumer interest in your product, so they know their customers will be interested in buying what you're selling. If you can't make a regional or national show to get in front of the right people, jump in the car, hit the road and make it happen!
Thanks to: Fred Scott & Kelsey Byus of Locally Grown Clothing Co..
31. How to Tingle the world!
How to get retailers attention: I co-invented The Tingler head massager - first order was on a napkin. We made millions! Here is what we did:
1. Have friends ask for your product by name at local stores.
2. Meet with the buyer/owner and ask for the order. They will have heard of your product!
3. Get press, buzz, get to celebrities! Publicists, make up person, bodyguard will get it to them
6. That one tip got us into InStyle magazine because of the stars, and created $500,000 in two weeks!
1. Have friends ask for your product by name at local stores.
2. Meet with the buyer/owner and ask for the order. They will have heard of your product!
3. Get press, buzz, get to celebrities! Publicists, make up person, bodyguard will get it to them
6. That one tip got us into InStyle magazine because of the stars, and created $500,000 in two weeks!
Thanks to: Wendy Robbins of Nowhere To Millionaire LLC.
As a retailer I love all the tips! They are excellent and so true! Taking the opportunity, I’m looking for Private Label candles and fashion forward gym bags (like Bebe Sport styles). If anyone offer them or knows of who does please let me know. Thank you so much!
I agree with Aline, these are terrific tips! I especially loved the tip on how to warm up a cold call by sending a flyer first. Aline, you can find some great private label candles at http://www.madisonavenuecandles.com. Thanks again Sarah for these helpful sales tips.
Christie Wanlass,
Kohana Skin
I absolutely love the tips, read throught the entire list, #31 is the best!!
Lots of great tips! I am really excited to start using these. I want to get my purses in more stores, but I currently make everything. Any tips on manufacturing to be able to fill more orders?
[...] 31 Tips To Get a Retailer’s Attention. Anyone who’s ever tried to penetrate the retail market knows the challenge of getting your products into small much less large retail stores. Without retail exposure you can always sell your products online of course, but winning over retailers can open up a whole new world for your business and create increased opportunities for your company to grow. Here are 31 tips to help you get started collected by entrepreneur Sarah Shaw. The Entreprenette Gazette [...]
I would agree these are great ideas about getting your merchandise into a retailer’s store, but where is the help in getting the merchandise sold by the retailer?
Where are the suggestions for how to display merchandise? How about finding lines that compliment your line so that both will sell better? Are we going to teach them inventory control so they order enough but not too much? Are we going to teach the retailers how to advertise or just give them some photos of the items and some co-op money? Do we teach them how to have an event as compared to just discounting merchandise in an ad?
It is not about the manufacturer or the product; it is about the retailer being able to move goods to the consumer and having the consumer return – with a friend – to do more shopping.
[...] not even in the retail industry, but I got so excited about Sarah’s 31 tips that I’m sharing them with you. Check them [...]
Thanks for these great tips! I’ve been doing research and putting together my catalog and line sheets to approach some retailers over the next few months. I’ve heard a few of these tips, but a few are new to me. I especially like the tips about personalizing my business and my products. Thanks!
sara
5 o’clock crows : handmade textiles
I ♥ synchronicity ~ These 31 tips have come just as I have decided after a decade away from the NYC retail / showroom scene to dive back in at the deep end. Thanks for your wonderful newsletters, audio visuals, etc….
Best to you. ~ Gracie
[...] 31 tips to get a retailer’s attention. Anyone who’s ever tried to penetrate the retail market knows the challenge of getting your products into small much less large retail stores. Without retail exposure you can always sell your products online of course, but winning over retailers can open up a whole new world for your business and create increased opportunities for your company to grow. Here are 31 tips to help you get started collected by entrepreneur Sarah Shaw. The Entreprenette Gazette [...]
[...] 31 tips to get a retailer’s attention. Anyone who’s ever tried to penetrate the retail market knows the challenge of getting your products into small much less large retail stores. Without retail exposure you can always sell your products online of course, but winning over retailers can open up a whole new world for your business and create increased opportunities for your company to grow. Here are 31 tips to help you get started collected by entrepreneur Sarah Shaw. The Entreprenette Gazette [...]
[...] 31 Tips for Winning Over Retailers [...]
LOVED THE TIPS. my partner and I re-invented the zip lock bags and have had some success but its moving very slow. We believe our bags will one day change the way America packs lunches, leftover and whatever other fun stuff you pack in your baggies. But i will def follow, remember and put some of these tips into practice.
Thanks!
Di
Thank you for the great tips and hints!
Great ideas and I will be using many of them!
I also do in store Demos. Retailers love the idea of the actual owner and/or inventor of a product to come to their store (who better to sell it!) and train the employees while I am there.
It also gives me access to their mobile phone (send them text messages to let them know I am on my way etc) and stay in touch with updates of how the Demos went etc.
Cheers,
Lisa Illman, President
Kritter Kommunity, LLC
http://kritterkommunity.com
lillman@kritterkommunity.com
CONTESTS
have contests for their employees (example: who ever sells the first Kritter Kondo, Outdoor Pet Enclosure today has lunch on me with a gift certificate from a local restaurant)
They contests really inspire the employees to work for you; this tends to be contagious.
There is a little friendly competition in all of us!
Lisa Illman, President
Kritter Kommunity, LLC
http://kritterkommunity.com
lillman@kritterkommunity.com
[...] not even in the retail industry, but I got so excited about Sarah’s 31 Tips that I’m sharing them with you. In fact, as I read this list it can work well for selling [...]
Thank you so much for the great advice. I’m a new Manufacturer Sales Rep for Dolce Mia and I must say, I hate cold calling but it does work, however, I love the idea of sending out information before the call and I am seriously going to try that. Thank you so much and I invite all of you to check out my website at http://www.odarlene.dolcemia.com. Continued success and prosperity to you all.