How to Sell Products to Stores - Top Ten Tips on How to Sell Products to Stores!

this is Karen Waxman founder of retail

MBA and in this particular segment we're

going to be covering the top 10 tips for

getting your products into major

retailers now the reason I decided to

create this particular segment is

because I believe it's important that

you get a little insight into how major

retailers operate and what makes them

more inclined to buy and I'm hoping that

these tips help you get started there's

a lot of misconceptions out there and

I'm thinking these tips will kind of get

you feeling like you can get your

products in the stores which is

ultimately why I do what I do because I

do believe that anyone can get their

products and their major retailers if

they have a product they believe in

that's a product that they think should

be in stores I believe that I can help

you do that but with that said let's

talk about the top 10 tips first one is

that major retail buyers are looking for

you most people don't realize how

important it is for major retail buyer

to buy new and interested interesting

innovation it's a huge part of their

purchasing strategy at the end of the

day major retailers are dealing with a

tremendous amount of competition and

their customers are finicky and they

want the next best new cool thing in the

store so the retail buyers know this so

they're always looking for new products

this is the best time effort to get your

products into a chain store you just

need to understand how to prepare your

product in order to get the buyer to buy

the second tip is that you don't have to

be a big company selling major retailers

in fact most of the companies that I've

represented over the years have only

been stocked small startups it's really

true that the buyers I'll care more

about finding the right product and they

do about the size of your company if you

have a great product that they believe

will generate revenue for their company

trust me they will care about that more

than anything they don't care as to

whether or not you're big company or

small they just want to make sure that

you're set up properly to be able to you

know ship products to them at night and

I talked about that in my actual program

but just know that you don't have to be

a big company to sell the major

retailers I know this because I have

been representing companies who just

starting out and so forth so and

obviously I teach this to all sorts of

students who don't for small and just

getting started

tip number three packaging is essential

to your success if I can give you any

advice on selling to major retailers

it's that you should always spend more

I'm money and effort on packaging the

reason is is that when you walk into a

store you're not looking at your product

you're looking at the product and its

packaging people are not going to buy

your product just on the product Lo and

packaging really doesn't matter so a

person needs to make sure that whatever

product that they have that their

packaging is on point because ultimately

a buyer is going to pay attention to

that because they know the packaging

drive sales and that's what matters to

buyers so packaging is absolutely

essential to your success tip number

four you must do the necessary homework

and research to help you win most people

don't realize how much information is

available to them by simply walking into

a store and checking out product aisles

the truth is that you can find out

exactly but what a buyer wants to

purchase simply by looking at what you

put on there what they put on their

store shelves a store shelf will tell

you what the retail price should be what

your packaging should look like and

everything I mean if you think about it

from a buyer's perspective they said yes

to one of your competitors which means

that they purchased your competitors

products which are currently on the

store shelves which means that the buyer

likes that product the way that it is

they like the pricing they like the

packaging they like it's the way that

it's set up and just by simply going

into a store and doing the necessary

homework and research you can ultimately

learn how to get your products in the

stores so tip number five avoid vendor

departments really what that means is

that you should avoid contacting the

front desk of a chain store and asking

how you should get their products in the

stores basically you should avoid doing

what everybody else does which is

filling out the forms that they provide

you online so if you call a major

retailer and you try to get your

products in stores most people call the

front desk

front desk redirects them to a

department either a place on their

website or an 800 number or something

and they ask you to fill out a bunch of

forms and submit your products to them I

think that is the worst way to get your

products into stores because you cannot

differentiate yourself you're doing what

everybody else does and you basically

leave it up to fate and whoever is

processing stuff online to determine

whether or not your products should get

into stores

what retailer professionals do they

contact the buyers directly which is how

I teach people and I teach you what to

say to buy

ultimately get them to buy but at tip

number five is a five is avoid vendor

departments and go directly to the

buyers don't follow protocol don't go

after chain stores by calling the front

desk and filling out forms there are

other ways to get your products into

stores tip number six find the right

buyers name and contact information most

people don't realize that there are

places that you can go to to get a

buyers contact information and

ultimately figure out which buyer is

responsible for your product type so

there are companies like to give you an

example there's a company called the

chain store guide you can go to chain

store guide comm and they actually sell

list of buyers names that's one example

I actually have a full tutorial on this

in my program but that's one example

chain store guide actually sells buyers

buyer contact information and when you

look at their contact information you'll

see what the buyer is responsible for

buying seal if you have a consumer

electronics product you can find the

specific buyer that will buy your

product and there are companies out

there who actually sell that content

that you can use and it's very important

that you find the right buyer for your

product type again I cover all this in

detail in my program but it's important

to note tip number seven make nice with

the assistant buyers what does this mean

well most people don't realize that

buyers usually start their career as an

assistant buyer and basically what that

means is that buyers assistant buyers

become buyers very soon so all buyers

start as assistants and then they

eventually become buyers and most people

treat assistant buyers as basically

secretaries people who are assistants

and so forth but I think it's a very

very bad idea because assistant buyers

will be buyer soon and ultimately if

you're nicer those assistant buyers you

will ultimately be able to get your

products in the stores you have no idea

how many times I've gotten a product

into a store because I was nice to that

assistant buyer I was different to them

than everybody else because I knew how

valuable they could be in the long run

because I knew they would ultimately

become that buyer for that product type

and so I'm always nice to the assistant

buyer and that's something to consider

as well tip number eight explore vendor


so what's vendor day vendor day is a day

of the week the month or the year where

enables vendors potential vendors people

want products to come to their corporate

office and basically pitch them to one

day where the buyer actually goes and

enables you know maybe ten vendors in

one day to go and essentially pitch

their wares you usually have fifteen to

thirty minutes with that buyer and it's

your time to shine and wow them

and so that is vendor day so again

buyers do this all the time because they

are constantly looking for new product

so anyways I think it's very important

that you know that vendor Day is one

great way of getting in front of a chain

store buyer now personally I have a

whole other way slew of other ways I get

products in the stores and it's

definitely not related to vendor day

because I like to have one-on-one

meetings with buyers I don't like my

competitors there on the same day as me

so I'm always going to try and get that

buyer alone but if there's no other way

of getting a product into a store I will

ultimately go through vendor day and to

give you a quick tip on how you can do

that how you can get a meeting with that

buyer for that vendor day simply call

their assistance and say I would like to

be a part of their next of your next

vendor day so the assistant buyer can

help you get a meeting with that buyer

on vendor day so that's something to

consider but again there's so many other

ways to get products into stores and I

usually use vendor day as my last

approach but it's definitely a way of

getting in front of a meeting with a

buyer and again it's like 15 minutes you

have and then back to back that buyer is

meeting with vendors all day and then

ultimately if they like your product

they will potentially buy your product

but that's what vendor day is and it's

something to note tip number 9 it's a

numbers game I can't I can't even tell

you how many students of mine who have

called me after they started going after

chain stores and they just don't realize

how how many retailers they have to go

after in order to get that one hit and

the thing about selling to retailers is

that you just need one chain store to

say yes to your product put it into

their store for have the product to sell

during a test to ultimately get your

whole business to change one major

retail order a successful retail order

can change your business completely and

so it is a numbers game you have to

contact a lot of these chain source

because you're going to get a lot of

knows it's part of selling to chain

stores but ultimately the good news is

is that you will ultimately only need

one chain store buyer to buy your

product and it to be successful in order

for you to succeed so just know that

it's a numbers game and that you should

never give up and that you will

ultimately if you believe in your

product can get your product in stores

and I teach you exactly what to do to

get products in the stores but just know

that it's absolutely a numbers game and

all you need to meaning that you have to

contact a lot of different chain stores

and then ultimately all you really need

though is that one shot and people get

that one shot and that's where their

lives change and that's why I think it's

so cool to sell the chain stores and the

last tip I can give you is just don't

give up I know that it seems

overwhelming the concept of selling your

products to the major retailers but I'm

telling you it's not that complicated it

just takes time and effort and focus and

desire if you really believe that your

product should be in stores you don't

give up you continue and you ultimately

get your products into stores I've had

students who you know reached out onto

tons of buyers it's very discouraging

and frustrating and then one day they

get that yes and their whole lives are

changed and it was so worth the journey

so if I can give you an advice it's

don't give up this is karen Waxman

founder of retail MBA and I hope these

top 10 tips for getting your products

and chain stores helps you get at least

a feel for what it's like to get your

products in the stores

obviously I cover the entire run-through

of how to get a product into stores

including how to pitch buyers in my

retail MBA program but I felt like this

was a really good start to get you going

this is karen Waxman founder of retail

MBA please leave your comments below and

ultimately please be able to look out

for the additional content that I create