Do you ever feel like your buyer is impossible to pin down, even when you have something super valuable to share?
Let’s step into their shoes for a minute…
Consider the categories they manage, the constant flow of suppliers, new products to evaluate, and the many internal stakeholders they keep in the loop – all while hitting tough targets.
And that’s just work. With so many demands, buyers are stretched thin.
Getting on your buyer’s radar comes down to two things: being helpful and being consistent. If you’re consistently adding value and making their lives easier, they are much more likely to give you the time you want.
So, what are the things they’re too busy to do, that you can help with?
1. Delving into the data 📈
Buyers don’t have time to sift through endless reports and presentations, so they rely on you to highlight the insights that matter.
How to Add Value: Focus on the clear ‘so what’ in your work – don’t just present numbers; explain what they mean for the category’s performance and future.
Understanding your buyer’s specific KPIs (e.g. growth rates, share gain) is also essential. By centering your tracking around these priorities, you ensure your insights are directly relevant to their goals.
2. Keeping on top of their inbox 📥
Buyers get hundreds of emails every day from colleagues, suppliers, and other stakeholders. With a full inbox, you can’t blame them for skimming or skipping messages that aren’t immediately clear.
How to Add Value: Keep emails concise and lead with the key message in the subject line. In the body, include only essential information with a clear ‘ask’, or next step if needed. This makes it easy for your buyer to act quickly and reduces the chance of your message being overlooked.
As you build the relationship, find out their preferred method of communication – they might appreciate a quick WhatsApp or Teams message over another email.
3. Getting out to store 🛒
Buyers spend every day thinking about their stores, but rarely get the time to see them in real life. In-store observations provide invaluable insights, and we often spot things we would otherwise miss.
How to Add Value: Take the lead on regular store visits and share brief, focused updates on what’s new and relevant. Whether it’s a competitor’s new display, shifting shopper behaviour, or stock issues, highlight the ‘so what’ and why it matters for the category.
Even if your buyer gets out to store every week, they might not get to all their competitors and they are limited to their local area, so flag things they aren’t likely to catch.
4. Getting to know their customers 👩🏻🤝👨🏾
Understanding shopper motivations is critical, but buyers may not have direct contact with shoppers.
How to Add Value: Act as their eyes and ears by seeking opportunities to engage with shoppers, in-store or through research. Ask questions that address what your buyer wants to know, then share these insights in a way that truly brings shoppers to life and aligns with the retailer’s strategic goals.
If you can get an afternoon with your buyer, why not spend it chatting to shoppers?
5. Keeping on top of the key news stories 🗞️
Just like the rest of us, buyers need to stay up-to-date on category trends and industry shifts, but find it hard to carve out the time.
How to Add Value: Curate the top industry news stories and relevant category trends, focusing on why they’re important and how they could impact the category. This saves your buyer time and helps them stay informed without the need for constant monitoring.
Consider creating a weekly roundup or kicking off your meetings with the latest industry news.
By helping buyers with the things they don’t have time for, you position yourself as a trusted partner who truly understands their challenges.
When you make their lives easier, you’re not just offering support - you’re building a relationship that encourages them to engage with you and value your insights.
If you want to know more about building category relationships with buyers, we’ll cover that as part of our Online Bootcamp.
You can learn from experts and connect with your peers during this 6-week online bootcamp ideal for Category Execs and new Category Managers.
Click here to find out more or get in touch with your questions.
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