Learn how to approach retail stores to sell your product

Okay, so you want your products on the shelves of your favorites stores. 

Great! But now what?

While you might know that your product has a lot of potential and would do well with wholesale, how do you get there? If you’ve been researching this, you might be feeling overwhelmed, but don’t worry I’ve been there too.

It seemed like I was going to have to send out thousands of emails and that it was a complicated process. However, it is actually a lot simpler than you may think…

Before you pitch your product: Choosing the right retail stores to sell your product.  

The most important part of reaching out to retailers is not talking to them at all. It’s all about the research phase. 

You need to find retailers and independents that are going to align with your brand. 

Does it really matter? Isn’t a sale a sale, regardless of where it comes from? 

Nope, because we’re thinking about the long game and building sustainable relationships is where it’s at! 

So let's say you're an eco-brand and you make say like an eco skincare brand. Your branding is all about sustainability and supporting local and things like that. You're not going to want to go and be sold in Walmart. Because that is not in alignment with your brand ethos. 

You’re also not going to go after an indie boutique where all they sell is fast fashion pieces at a super low price. For their customers, all of a sudden seeing this eco skincare brand makes zero sense. That is not what their customer is going into the store to look for. 

Selling your product into retailers that don’t align with your brand image hurts your image to other retailers and the end customer. If you sell your brand in the wrong spaces and then you approach a dream retailer, it’s not going to look good.

They will go and look up the other stores that you're being carried in, and will come back saying, “We don't want to work with a company that works with a company like that.” 

It’s confusing for your end customer and confusing for retailers. 

That’s not all. Say you are in a location that doesn’t match your brand ethos. Your product is most likely not going to sell well. It’s going to collect dust, and the retailer will blow it out on discount. That doesn't look good either. Because then people wonder what's wrong with your product because it’s being sold at such a low price. 

So be strategic and intentional about the retailers that you’re going to approach and make sure they align with your long-term goals for your brand. 

Ready to approach a retailer? Pick up the phone! 

Once you've done your research, you are going to pick up the phone and you are going to call them to introduce yourself. 

It is really simple. It’s a matter of: “Can I have a conversation? I'd love to show you my products.” 

Can’t I just email? 

The reason why making a phone call before sending an email stands out is that many retail stores and buyers are bombarded with emails from brands they've never heard of. These emails often come across as spammy, with attached line sheets and product information. By calling first, you have the opportunity to make a personal connection and stand out from the crowd. 

Sometimes, you might even speak directly to the buyer during the call, allowing you to introduce your brand and have a meaningful conversation. After the call, follow up with a brief email, mentioning the conversation and providing additional information if requested. Instead of attaching line sheets or sending links to your website, include your social media links, as people are more likely to click on them to learn more about your brand. This approach increases the chances of your email being opened and your brand being noticed.

What about following up? 

You want to walk a fine balance between following up and being annoying. 

Again, think about your retailers as well and the timing of your follow ups. Don’t follow up on the weekends or busy periods because you’ll simply be a pest. They’re managing people and product levels and all the rest of it. 

If you want to get your product in stores, you're going to have to do a lot of outreach.

A decent wholesale conversion rate is 5-10%. 

What does that mean? It means that, on average, if you want to have your product in four retail locations, you’ll have to reach out to a minimum of 40 stores. Being strategic in your outreach will help increase your conversion rates too.

We want to understand those expectations because you’re going to have to put in the work. Some people will say no. And that’s okay. That’s normal. 

You will grow and at some point, those retailers will be coming to you. But in the meantime, you need to do the outreach and do the work.

Trust me, with practice it gets easier.

You can get your product into stores on your own...but you will get there faster with a wholesale consultant!

Ready to take your product to the next level and secure partnerships with your favorite retailers? It's time to consider working with a wholesale consultant!

Navigating the wholesale world can be daunting, but with the right guidance, you can streamline the process and maximize your chances of success. A wholesale consultant can provide valuable insights, connections, and strategies to help you effectively pitch your product to retailers that align with your brand ethos.

If you’re ready for the next steps in your business growth, book a free strategy session today!