06: Sales
Getting in Front of Buyers
Getting your product in front of buyers is the gateway to getting your product on store shelves, and ultimately, into the hands of customers. But how do you do it? How do you catch the attention of busy buyers and make them want to give your product a shot?
Every week of TeaSquares I was pitching new buyers, updating potential buyers who were considering our product, and building relationships with existing buyers. It’s a constant and neverending process. Knowing that from the start can help set expectations so you don’t get encouraged throughout the process.
In 2018 I drove 2 hours from Chicago to Milwaulkee to pitch TeaSquares in person to the Mariano’s (Kroger) buyer along with 4 other founders within my investor’s portfolio. After the meeting the buyer immediately said “Yes” to me and 1 other company. That same year, I pitched to a different retailer, who say yes until one and a half years later. Every buyer, every store, and every situation is different.
Here’s a step-by-step guide to getting in front of buyers using various strategies, from cold emailing to leveraging online platforms.
Cold E-mailing Buyers
Cold emailing might sound old school, but it’s still one of the most effective ways to get in front of buyers—if you do it right. The key is to be direct, concise, and to the point. Your email should grab the buyer’s attention immediately and make them curious enough to want to learn more about your product.
Here’s how to approach it:
- Use the Foodbevy Buyer Directory: The Foodbevy Buyer Directory is a treasure trove of contacts. Start by identifying the right buyers for your product category. Tailor your emails to each buyer, showing that you’ve done your homework and understand their store’s needs.
- Craft a Compelling E-mail Pitch: Your pitch should be short but impactful. Highlight your product’s unique selling points (USPs), share any relevant data on sales performance, consumer demand, and market trends. Remember, you’re trying to convince the buyer why your product will sell off their shelf.
- Send Samples and Arrange Meetings: Along with your pitch, offer to send samples of your product. If possible, try to arrange a face-to-face or virtual meeting where you can present your product. This personal touch can make all the difference.
Follow Up: Buyers are busy, and it might take several follow-ups to get a response. Persistence is key—just make sure you’re polite and professional in your follow-up communications.
Applying to Retailer Websites
Many retailers have a formal process for submitting new products through their websites. While it might feel like you’re sending your product into the void, these applications are reviewed, and if your product stands out, it can lead to a conversation with a buyer.
- Research the Application Process: Each retailer will have its own process for accepting new products. Some might require detailed information, including your product’s ingredients, packaging, pricing, and sales data. Make sure you have all this information prepared before you start the application.
- Be Thorough and Professional: Treat the application process with the same level of professionalism as you would an in-person meeting. This is your chance to make a good first impression.
- Highlight Your Brand’s Unique Value: Just like with cold emailing, your application should emphasize what makes your product unique and why it’s a great fit for the retailer’s customer base.
Discovery Through RangeMe
RangeMe is an online platform that connects product suppliers with retail buyers. It’s an excellent tool for getting your product discovered by a wide range of buyers without having to knock on doors, as it provides 24/7/365 exposure to its community of 15,000 buyers.
- Create a Professional Brand Profile: Your RangeMe profile is like your digital storefront. Make sure it’s polished, complete with high-quality images, a detailed product description – including relevant keywords to boost discoverability in buyer searches, and any certifications or awards your product has received.
- Engage with Buyers: Once your profile is live, buyers can search and discover your products. Be proactive in engaging with any buyers who express interest. Promptly respond to messages and be ready to send samples or set up meetings.
- Utilize RangeMe’s Tools: RangeMe offers several tools to help you manage your product’s visibility and engagement on the platform, including insights on buyer behaviors on your Brand Profile and product pages, and NIQ category-level data. Take advantage of these to optimize your presence and increase your chances of being noticed by buyers.
Actively submit products: Brands at select subscription tiers have several different opportunities to submit products directly to buyers, further boosting their chances of being discovered.
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Pitching at ECRM Shows
ECRM Sessions are where buyers and sellers come together for private, prescheduled face-to-face meetings. It’s like speed dating for product pitches, and it can be a fantastic way to get your product in front of multiple buyers in a short amount of time.
- Prepare Your Pitch: Your pitch needs to be sharp and concise—these meetings are short, and you need to make an impact quickly. Focus on your product’s USPs and be ready to answer questions about your supply chain, pricing, and target market. ECRM provides information about the buyers with whom you will be meeting prior to each Session, so you can customize your presentation accordingly.
- Bring Samples: Samples are a must. Buyers want to see, touch, and taste the product they’re considering. Make sure your samples are well-presented and that you have enough to go around.
Follow Up After the Show: After the Session, follow up with the buyers you met. Send a thank you email, reiterate key points from your conversation, and provide any additional information they requested.
Ready to Pitch Your Product?
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ECRM hosts the most impactful and efficient product discovery Sessions in the retail industry. Get your product in front of the right buyers through one-on-one meetings designed to create long-lasting business relationships. With ECRM, you can:
- Pitch your product to multiple buyers in a short amount of time.
- Receive valuable feedback and insights to refine your pitch.
- Build lasting relationships with retailers who are looking for products like yours.
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Connecting with Buyers on LinkedIn
LinkedIn is a powerful tool for networking, and that includes connecting with retail buyers. It’s more personal than cold emailing but still professional, making it an ideal platform for starting a conversation.
- Build a Professional Profile: Before you start reaching out to buyers, make sure your LinkedIn profile is up to date and professional. Your profile should clearly communicate your role in the company and your product’s unique value.
- Engage with Their Content: Don’t just send a connection request out of the blue. Take some time to engage with the buyer’s content—like their posts, comment on articles they’ve shared, or join in discussions. This will help you get on their radar.
- Send a Thoughtful Message: When you do reach out, make your message personal and thoughtful. Mention why you’re connecting, reference any shared interests or mutual connections, and briefly introduce your product. If they’re interested, you can move the conversation to email or set up a call.
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Crafting a Compelling Buyer Pitch Presentation
Sometimes a buyer will ask for more information about your product or you’ll want to formally pitch them during a meeting. In this case you’ll need to create a compelling presentation.
- Know Your Audience: Tailor your pitch to the specific buyer and store. Do your research to understand their customer base, current product lineup, and what gaps your product can fill.
- Highlight Your Unique Selling Points (USPs): Your USPs are the backbone of your pitch. What makes your product stand out from the competition? It could be your product’s ingredients, your brand story, or your packaging. Whatever it is, make sure it’s front and center in your pitch.
- Leverage Data: Buyers love data. Include sales performance, consumer demand, and market trends that back up your claims. Show them that your product isn’t just another pretty face—it’s a proven performer.
- Tell Your Brand Story: Buyers aren’t just buying products; they’re buying into your brand. Share your brand story—why you started, what you stand for, and how your product came to be. A compelling story can create an emotional connection that sets you apart.
- Be Clear and Concise: Buyers don’t have time to wade through pages of information. Keep your pitch concise, focusing on the most important points. Use bullet points, headers, and visuals to make your pitch easy to scan.
- Include a Call to Action: End your pitch with a clear call to action. Whether it’s scheduling a meeting, trying a sample, or getting more information, make sure the buyer knows what you want them to do next.
Check out this example of a pitch deck from TeaSquares for inspiration. The most compelling data you can provide is data that proves your product will sell off their shelf.
Getting in front of buyers is a mix of strategy, persistence, and a bit of luck. But with a compelling pitch, a strong product, and the right approach, you can get your product onto store shelves and into the hands of customers.