How to Develop and Use a Sell Sheet

Sell sheets are an important asset when trying to land new accounts.

These high quality, one page, information sheets provide information about your company and product in a professional, eye-catching way that is both easy to understand and memorable.

Your sell sheet also provides you the opportunity to promote your product on demand. Always carry some sell sheets with you; you never know when you will run into your next customer.



  • □  Company name and contact information;
  • □  Order information including main contact;
  • □  Company logo;
  • □  Product logo (if different than company);
  • □  Productdescription;
  • □  Photo of retail/food service package;
  • □  Universal Product Code (UPC code)(scannable photo recommended);
  • □  Photo of product in use;
  • □  Individualunitsize;
  • □  Individualunitweight;
  • □  Units per case;
  • □  Master case photo;
  • □  Case specifications (weight, size, pallet);
  • □  Minimum order amount; and
  • □  Lead time – between order and delivery.Optional:
  • □  Company story;
  • □  Nutritionfactstable;
  • □  Certifications (Gluten Free, Ocean Wise);
  • □  Customer testimonials;
  • □  Allowances, special offers, in-store demos;
  • □  Distributor information; and
  • □  Recipes.


What makes the product stand out?
Will the product fit into the retailer system? How does the vendor support consumer sales?


The general recommendation is “no”. Separate price sheets will give your sell sheets a longer shelf life and make them more versatile.


Sell sheets for export markets should contain similar information as for domestic markets but they must be tailored for each specific market. Market research is required to determine the information required by international buyers.

For example new images may be required to appeal to international customers or sizes and order amounts may differ. Depending on the market you may need to translate your sell sheet as well.

Hire a Professional

A professionally designed sell sheet speaks highly of your product and your company. Design, imagery and printing costs will be offset by the sales achieved with a professional product. Your sell sheet should be error free; be sure to proofread it carefully.

Differentiate Your Product

Use your sell sheet to emphasize how your product stands out from the competition. Highlight the qualities that differentiate your product.

Bring to First Meeting

Bring sell sheets, price lists and product samples to your first meeting with a buyer.

Refine Your “Sales Pitch”

Your sell sheet and your “sales pitch” are made for each other. Together they make a powerful statement about your product. See the Ministry of Agriculture’s guide on “How to Develop and Deliver a Sales Pitch”.

Use High Quality Images

Professional images have a positive impact on your audience and elevate the

importance of your sell sheet. Blurry, amateur shots will do the opposite. High quality images are seldom a wasted investment as they can be repurposed on your website, other advertising or in social media.

List Prices or Not?

Sell sheets without prices can also be used for consumer demonstrations and for customers with different pricing levels.

Think Double-Sided

Maximize the entire sheet

of paper to tell your story. Include the most important information on one side and optional items such as recipes or consumer testimonials on the back.

Do You Have A Product We Should Know About?

National Network of DSD Distributors, Foodservice Distributors & Retail Store Owners

Mr. Checkout is a network of over 1,100 independent distributors and 155,000 independent retail owners across the USA, parts of Canada and the Caribbean. Distributors and independent retail owners use Mr. Checkout to find new products that are ready for retail and can handle rapid growth through independent channels.