HOW TO PITCH TO RETAIL BUYERS
One of the most important persons in the retail business is the retail buyer. The retail buyer is the person who takes responsibility for the planning, selecting and purchasing the goods sold in retail. The retail buyer is practically a product procurement officer. A retail buyer has to be on the track for new product to ensure that new goods are on stock and existing goods are reviewed. Pitching to a retail buyer is like pitching to a retail outlet. It is what the retail buyer buys that the retail outlet would stock. Tips on how to pitch to a retail buyer are highlighted subsequently.
First, it is the goal of every retailer to make money and still have sustained customer relations, thus, this is what the producer or the distributor pitching the product has to pay attention to. The manufacturer can help by ensuring that he looks at making profit from sale in large quantities than from sales in few. That is, she is willing to make a dollar on one thousand products than make three dollars on one hundred. By this, the retailer can make profit and still sell the product at customer friendly price.
Second, what can help a retailer appreciate and accept a product is the advertisement and awareness given to it on the media – either social or mass. A product people can easily recall its advertisement would sell faster than that they have never seen or heard of. The producer has to ensure that the product is well advertised. Hardly would a retailer turn away a popular product because customers would definitely come looking for it.
Third, every business person wants to make profit everywhere possible. The realization of this by the producer and the distributor would help to pitch the product faster. The producer can give promotions and attractive discounts to retailers. These promotions and discount would attract the retailer into stocking the product. For instance, a product with a fixed price is distributed to retailers at 30% off the normal bulk and distribution rate; this inevitably would bring in more money to the retailer from the sale of that product.
Fourth, virtually everyone is attracted by beauty, elegance, nice designs and visual effects. The packaging given to a particular product goes a long way in getting not only consumers to appreciate it but retailers to stock it. The designs given to packaging are essential. A product may be good and very effective but with substandard packaging, a less effective product which is more expensive can sell faster than it. This is the power of attractive designs and packaging.
Fifth, the producer or the distributor has to harness the power of trade shows. Trade shows are events where producers and distributors get to exhibit their products to the public glare. At these events, the retail buyers would be around to see whose tender that would have to invite next to distribute. The producer or distributor can network in this event to meet retail buyers and pitch his products.