You’ve created a fantastic product and you know it will fly off the shelves.
For some reason whenever you pitch it to buyers they don’t feel the same.
During my years in Category Management I worked alongside buyers and merchandisers on their range reviews. Throughout the process they have to make some very tough decisions.
Buyers don't have time to second guess which products make it into the range and which are removed.
If you’ve worked in the consumer goods industry for a while, I’m sure you've often heard the phrase “the shelves aren’t elastic”. This always makes me cringe, but the reality is there's only so many items that make it into the selection.
It doesn’t matter if you are a start-up looking for your first listing or a well-known brand trying to get the latest new product on the shelf...
Sell-in stories are important.
The main goal of your retailer pitch should be to prove that you deserve the space on shelf more than anything else in their consideration.
You need to show
a) It will sell
b) It will add something different to the category
Here are 5 questions to answer in your pitch deck to help you get listed:
1. Who’s going to buy your product?
Whatever your product is, it exists for a reason.
There are people out there with an unmet need.
When you’re pitching to a retailer, it’s important to bring these people to life to demonstrate there is a ready-made market. Real people who are looking for this solution.
As part of your sell-in deck, try to show who your target shoppers are and use hard facts to prove that they will buy your product.
2. What makes you different?
Step into your buyer's shoes. They have seen plenty of pitches like yours - so what is distinctive about you?
Articulate the story behind where the idea came from, where your passion lies and what you hope to achieve with this launch.
An authentic brand story suggests that you’re well placed to meet a consumer need and that you’re willing to do what it takes to make this a success.
3. How will you add value?
Show the retailer that you understand the wider context of the category you play in.
Consider the performance and dynamics of the category to reveal how your products will make a difference.
If you’re not adding anything new then why should they list you?
Will you attract a different shopper? Will you encourage existing shoppers to spend more?
4. What is your track record?
Wherever you're selling today, let the buyer know that you're in demand.
Show that you can outsell products in their current range. Demonstrate how you’ve brought new shoppers into the category and that they have given you great reviews.
Make the retailer feel like they are missing out!
5. What’s in it for the retailer?
Ultimately, whoever is listening to your pitch will want to know, “what’s in it for me?"
You need to demonstrate that listing your product will help the retailer meet their targets.
An ambitious size of the prize can peak their interest, but don't give a number so outlandish that they don't take you seriously!
It’s always worth understanding what that specific buyer is looking for as well. Do they want something groundbreaking that will attract a new shopper demographic? Or do they want a low-risk solution from a supplier they can rely on?
The key to a good sell-in story is to reassure the buyer that the risk is worth the opportunity. The more evidence you’ve got to do this, the more likely they will be to say yes!
Are you looking to pitch to a major retailer?
Using market and consumer insight, I can work with you to develop a compelling sell-in story with clear rationale and help you land that YES!
Get in touch for more information.