So, you’ve developed your product, fleshed out your brand’s story and are ready to take it to market. You know the types of retailers you want to connect with, but not sure exactly which retailers to reach out to. How do you deploy a successful sales strategy to find the right retailers for your brand, and build valuable relationships from the get-go?
Retailers have access to more brands and products than ever before. Unfortunately, the internet has made the shotgun approach to engaging retailers too easy, and smart retailers filter those generic linesheets straight to the spam bin. To get through the gate, you need to have focus, commitment and a clear, thoughtful strategy.
If you want to make it to their shelves, follow this 4-Step plan to stand out from the competition:
1. Do your research
Now that you’ve determined a key demographic for your product, you need to find specific retailers that fit your brand’s persona. Starting with a Dream 100 list of retailers you want to connect with is a great way to weed out the retailers that don’t quite match your vision.
Once you have your Dream 100 list, it’s time to take your research a little deeper. You have to be able to tell each retailer why your brand is a good fit and that you have built in demand. Spend time learning about each retailer, from the types of products they carry to how many retail stores they have. Your goal is to have this relationship be more than a one-time transaction. Show you have done your homework and can prove your brand’s messaging and target audience align with their vision.
Here are some questions to consider:
- Are they a general store, or do they serve a specific niche?
- What trends are they seeing that your brand would be a good fit for?
- Can you give them numbers of current customers in the same zip code of their stores?
- Can your product be a good add-on to an existing product?
- Are they looking to make a connection you may be able to introduce them to?
2. Find your connection
To build a strong B2B relationship, you must consider compatibility, timing and convenience. You want to make sure you’re reaching out to the right person, at the right time, with the right “pitch” of your brand. You want to make this as easy for the retailer to pursue as possible.
LinkedIn and social media are great ways to find contact information. Do a search for the company and find the proper title. If an email isn't listed for one person, another employee might have theirs listed and you can copy the format. When you find the right person, email is generally best for the initial touch so you can send a personal note as well as attach a linesheet.
3. Make your move
Most people get too corporate in email. Yes, you want to check for spelling and grammar, but keep the tone conversational, not salesy. You should personalize your message to the person you are sending it to. Be human! No one likes to receive an email that looks like spam. If they have a sale or event going on or coming up, comment on the design of the ads. Be friendly, be relevant, be personal.
Show that you've researched their store and the opportunities for your brand and tailor your message to each retailer. Create custom linesheets to showcase the specific items you’d recommend the retailer purchase. Give as much detail as you can to eliminate back-and-forth questions, but keep it short, sweet and to the point.
Hi Jim,
I hope you had a nice holiday break and you didn’t get hit too hard by the snowstorm. We're big fans of ultralight backpacking and loved the Christmas Promo you had on outerwear and camping gear.
A quick check showed that 5,000 of our customers are actually in the same zip code as your locations. Attached is a linesheet of our top selling outdoor sleep equipment, specifically for backpacking customers in those zip codes. Fun fact - , our Density Defying Sleeping Bag and Ultra Lightweight Pad are actually designed to fit in the Gregory Z Pack you are currently featuring. Perfect for those backpackers who don’t want weight to become a worry.
Real quick, what’s the price tag on your most compact sleeping set?
Justin Velthoen
Director of Strategic Alliances
Outdoor Brand
4. Follow up
Use your B2B eCommerce platform to follow up with your potential client to keep your brand top of mind. Sending thoughtful, timely emails with product recommendations specific for each retailer is a great way to stay relevant and build trust.
Contrary to belief, most retailers appreciate a follow-up reminder (when it is done in a way that shows you can provide real value and have their best interest in mind.) Keep your retailers engaged by leveraging the calendar and using industry trends to create a sense of urgency around your product
Know who is the best to target, know what specifics they are looking for, know how you can provide that value, and connect in a real way. The best emails offer a complete solution and find ways to make it easy as possible to say yes. Make sure you don't just hand over a linesheet like a hot potato!
Remember, if it all works out, you will have a relationship that lasts for years. Why not start it off as friends?
