SELL-IN SUPPORT: Getting to yes by getting the buyer to say no
There is no shortage of individuals or organizations happy to take a retainer and a percentage of sales to try to help sell your product into major retailers.
However, there are dramatically different approaches used which produce dramatically different results. And there is no guarantee of success.
This is largely driven by the fact that some of these brokers have not recognized or embraced important new realities:
The old school approach to selling, which relied on relationships and connections to gain access, is no longer the competitive advantage it used to be.
It takes a minimum amount of attention to make a new product success, and the more products or clients an individual manages, the less attention each one gets.
While the success of your product will benefit both you and the broker, the failure of your product will be devastating to you, but cause minimal consequence to all but the smallest broker.
Buyers now make distribution decisions based on data and insight, not assumptions and speculation.
Getting a buyer to say yes to your product requires them to say no to dozens of other products vying for the same shelf space.
These last two points are most important…and they are the basis of our sell-in support services. Our approach is thorough and focused and systematic to give you the highest possible probability for success. It relies on quality over quantity to capitalize on two more truths:
Retailers are desperate to discover new products. They just don’t have the time and resources to entertain a bunch of unprepared pitches.
Twenty good line reviews might gain distribution for a few of the products, but you need one great line review that gains distribution on your product.
We help clients sell their story with a proven process that appeals to how distribution decision are made:
It begins with finding common ground where your products and strategy fit with the retailer’s corporate and category strategy or it solves a key problem they have.
It involves painting a picture of category dynamics…both inside and outside the retailer…to frame the opportunity and establish credibility.
It uses the shopper’s voice to demonstrate the fit, desire and incremental sales opportunity of your item.
It prepares for a longer battle and provides the evidence and confidence for the buyer to delete an existing item and say no to other items fighting for the same space.
It incorporates omni-channel strategies and content creation plans to drive awareness and interest before shoppers ever arrive at the store shelf.
For a flat price, we provide a turnkey solution that prepares you for line reviews and sales calls. Once distribution is gained, we connect you with other experts better equipped to handle the day-to-day management of setting up items, analyzing sales and monitoring replenishment to keep items in-stock. By separating these responsibilities, our focus can shift to crafting you sales sustainment plans for year-two and beyond.
Sound different than other brokerage solutions you’re heard about?
Contact us to learn more.