Pitching to retail buyers: How to be confident

Pitching to retail buyers: How to be confident
Danielle Fisher
Danielle FisherDanielle Gerry

Posted: Thu 11th May 2023

Pitching to retail buyers can seem so daunting at first. But being able to pitch your product effectively is essential if you're to gain visibility and get ahead of the competition. You know this as it's what you have to do on your social media!

You'll need to make sure you do your research, know your numbers and be creative and confident when pitching, among other things. By following the five steps below, you can improve your chances of success when it comes to selling your products.

For more retail pitching insight, connect with Danielle on Enterprise Nation today

How to confidently pitch to retail buyers: Five key steps

Step 1: Make sure your brand deck is punchy and super-clear

As you'll know, buyers are short on time and aren't usually the kinds of characters who like to wait patiently while someone waffles through 35 pages of slides. So make sure your brand deck has everything they need to know about your business in a smart and time-efficient format.

BONUS TIP: Don't forget to include 'proof of concept'. This should be a key part of your presentation.

Step 2: Have a USP worth shouting about

What sets your brand apart from all those other similar products out there? Look at your competitors' unique selling points (USPs) and see what makes their products different to yours.

Be honest with yourself here. You need a concrete USP – like using different materials, or targeting a specific group of customers – so avoid simply claiming to do 'better' or that you're 'sustainable'.

Step 3: Know your competition

Having a clear understanding of who you're currently competing with in your industry is vital when pitching. As we've established, it's important to differentiate yourself from the rest and give your products USPs that will make them stand out against anything the competition is selling.

Try researching what other companies are doing – you can follow them on social media to look at their lines, offers and how they market their business – and use it as inspiration when coming up with new, innovative ideas for your brand.

Step 4: Be prepared – think Dragons' Den

Presenting any product pitch means being fully organised and prepared. Make sure you have all the facts, figures and information ready so you can respond quickly if potential buyers need more detail about your offerings.

Rehearse your presentation beforehand and have a good idea of what questions buyers might ask you. Have a small selection of samples of your products so you can show them to anyone who requests one.

Step 5: Follow up boldly

Following up with potential buyers is crucial, as it helps them remember who you are and the products you've pitched. Make sure you document any discussions that took place during meetings, so you can refer back to them when sending follow-up emails or making phone calls.

It's also important to thank buyers for their time and remind them why they might choose your product range over others on the market.

BONUS TIP: Don't start your email with 'Sorry to chase' or 'I just..' This can make you sound apologetic, when you nothing to apologise for.

Relevant resources

Danielle Fisher
Danielle FisherDanielle Gerry

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