How to pitch to retail buyers

April 27 2021

Business, Marketing, Retail

Pitching to retail buyers can be a daunting prospect for many upcoming brands, whether they’re a smaller more independent retailer or a major superstore. If you want to know the best tips to get you pitch perfect, then look no further.

1. Make it memorable

Firstly, Make sure your pitch is clear, memorable and engaging. Think about how you can make your presentation different and interactive, not just a simple powerpoint deck. Key visuals, infographics and video can be important where relevant. Make your sales pitch come to life, especially if you’re promoting an exciting and disruptive product.

2. Research the competition

Knowing your market, and the competitors within is essential. Buyer’s want to know that you’ve done your research. Know and be able to pitch your UPS, how are you different? What can you do better? How do you stand out from them? These are all questions you need to have the answers to, because buyers will see these as essential, explain to them why they should choose you and your brand over the rest.

3. Why your products?

Explain how your products will grow that specific buyers category, you need to add value and something different to what they already have. Talk about the financial impact your brand is going to make to the whole category. Will your products make shoppers trade up? Will it attract a new demographic? What proof do you have of this? Providing evidence to back up your claims is essential.

4. Think about marketing

Ensure you have a marketing plan in place when pitching. These buyers want to know how you are going to support them in selling the product, driving awareness and ultimately increasing demand for your products. Preparation is key when pitching to retail buyers, be ready to answer all the questions they have, especially regarding marketing.

5. Be concise and informative

Buyers are very busy, and long, dull pitches can often make them switch off and become less engaged. Make sure your presentation hits the key, critical selling points of your products. E.g. Price point, USP, target audience, marketing/demand. Try to keep your presentation deck to around 10-15 slides, making them slides purposeful, informative and engaging.

6. Manage your margin expectations

Make sure your margin expectations fit to the specific retailer and category you are pitching to. It’s important to understand what these expectations are in order to not be turned down at the first point of call.

Looking for more tips and inspiration? Check out this article by The Guardian on how to pitch to big retailers.

Now you know how to make your pitches perfect, time to get in front of the retailers! At the Buyer’s Discovery Club Live Events, you get the chance to pitch to buyers from the biggest retailers. What are you waiting for? Find out more here

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