Buyers want to drive total category growth, as this is what their targets (& usually their bonus) are based on.
So the Brands that can prove HOW they will help the buyers unlock this growth are the ones that they will naturally back (all other things being equal) - and there are only 5 ways that this can be done. 

​This article explains what these are, what growth strategies should be considered as a result, and how brands can explain to the Buyer why they should back their brand.

I spent 10 years working as a Buyer for Tesco & Sainsbury's so have seen a lot of sales pitches.   In that time consistently the most compelling pitches I saw were the ones based on Stories.  Insight-driven stories which made me listen, and offered a new perspective of how my category could be grown. 

This article explains why, and how to start writing one... 

Introduction
So you’ve spent months perfecting you pitch, explaining how all the latest trends and consumer insights point to your product becoming the next big thing, and your Buyer is still sitting there with a poker face, showing no intent of actually listing your brand?  

​Then here’s 4 tips to seal the deal…

Exclusive listings are near the top of most Buyers' shopping lists when they are looking for new products as they help to differentiate their range, offer the chance to drive lasting growth in their market share, as well as some degree of profit protection.  But does it work both ways?  Are there similar benefits for new brands in return for shutting down other sales avenues, or is it a one way street?

In this article we answer that question by looking at it from both sides and the benefit of 20 years experience in the trade...