4 Tips to get your buyer to say yes

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…

1.  Prove your rate of sale
Buyers are naturally risk averse & always want proof of what you think you’ll sell so they don’t end up with dead space on shelf.  They may have a range tail, but at least they know what those weaker brands already sell, rather than taking a risk on something new.
 
You have a rate of sale elsewhere, but how will it change in the new retailer?  If you forecast it will sell more, what is your proof?  Is the new retailer a better fit for your brand?  Are there less competitors on sale?  Are you investing more on activation?    
 
Your forecast should obviously be as appealing as possible, but make sure it remains credible & realistic, otherwise you may lose the Buyer.  It doesn’t always need to be huge, as long as it’s incremental (see tip 3)

2.  Prove their Shoppers want you
Traction in other channels & retailers is very important, but what really sets you apart is being able to show that shoppers in your target retailer are crying out for your brand.
 
Talk to their Shoppers, show they have problems or pain points that are not currently served.  Prove the need & show the range gap that your brand can fill.

3. Prove you will grow the whole category
Much as you need to prove your brand will sell, it’s no good to the Buyer if it just steals from others & has no effect on TOTAL category sales (see my post last Friday).
 
Maple Syrup, Tabasco sauce & Camp Coffee will never top the sales charts, but they are listed in good distribution because they are UNIQUE.  If retailers take them out they will lose sales as nothing can replace them & shoppers will go elsewhere.

4. Tell the Retailer what they should delist to get you in - & prove it
Finally - be clear that no retailer has elastic shelves – you only get listed if another SKU gets delisted & showing the Buyer how they can simplify their range & create space in the category always helps your case.
 
Grocery ranges should be very sophisticated, with each product playing a specific role & extending real choice for shoppers.  But there are nearly always some ‘me-too’ products on the shelves – multiple similar products at the same price, or size/flavour/colour variants of the same brand.  Using a lens of what is or is not unique & driving incremental sales should help you quite quickly find space, but always back it up with actual sales data when you can.

Conclusion
Much as you love your brand, the only thing that matters is what the Buyer thinks so put yourself in their shoes.    All they really care about total category performance, so it’s crucial to think in those terms.
 
Data & Insight rules – you may have a great pitch, but make sure you can PROVE the points above and you will stand a much better chance of getting the listings you want.  Good luck!

Masterclass
To support companies build their distribution and grow their brands, we have previously run a masterclass called 'How to Sell to Supermarkets', based on Simon’s 20 years experience working in the trade, including over 10 as a Buyer for Tesco and Sainsburys.  This included a detailed review of how and when Supermarkets actually buy, how to create a killer pitch, where to source all the insights to back this up and how to approach negotiations to get the deal you want; as well as case studies & extensive Q&A.  If you'd like to join the waiting list for our next date please get in touch by clicking the button below.

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