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Do you want your goods to be sold in stores? In this six-step instruction, small business owner Mike D demonstrates how to do it.
For any business, making the transition from e-commerce to retail is a significant step. The rewards might be enormous: large wholesale orders, brand-new clients, and getting your goods into places they have never gone before.
It sounds wonderful to get your product into stores, and it is. However, it’s a move that needs to be executed with strategy.
Mike D, whose moniker appears on his line of barbecue sauces and rubs, is Michael De Los Santos, who helps you navigate the process of getting your product into stores. Mike is ready to give his best advice with fellow entrepreneurs and has a wealth of experience getting your product into shops.
Get your product into retailers in six easy stages
It’s important for small business owners to take their time getting their products into retailers. Actually, Mike held off until he was certain that his company could sustain stores. How do you make that call, though?
The most crucial factor to think about is if you have adequate inventory to sustain wholesale sales to retailers in addition to your personal e-commerce sales. You don’t want to be in a situation where you have too many online sales and are unable to supply merchants, or where you are unable to dispatch your own orders due to satisfying wholesale demands.
Mike advises being sure that moving into stores is a good idea at that particular time, noting that growing too quickly might only result in “disaster.”
Examine your production process closely to see if it makes sense logistically and financially. Are you able to expand to accommodate projected wholesale demand? Exist any problems with the supply chain that would complicate production? Do you already have trouble completing online orders?
Since his production was steady and he could fill orders at events, in his own store, and online while still having room to manufacture for wholesale, Mike realized he was ready.
Cost is another crucial factor. Setting a much lower wholesale price if your profit margin is already small might not be viable unless you can reduce expenses or raise prices generally.
Before you take the plunge into retail, sit down and do the numbers.
- Recognize what sets your product apart.
You need to have a compelling argument for your products that sets them apart from what the potential retailer is selling before you go out and make your presentation.
Mike’s sauce served as his main marketing feature. Barbecue sauce in North Carolina is usually made with vinegar or tomatoes. He blended the two bases into a brand-new product for his label. For the flavors and spice, he also drew inspiration from his Latino and African American ancestry. All of these results in goods that stand out in a competitive market.
According to Mike, “I had to have a unique selling proposition that set me apart from other products in my niche.” “You have to set yourself apart from the competition in the market if you are selling a product.”
He replies that’s precisely what you’re selling: that individuality. What you’re offering should be novel—something that distributors don’t already have available. Your pitch will become more memorable as a result.
Consider:
How your product stacks up against the leading competitors
If you employ specific components or materials
If you cater to specialized markets like those that are vegan, organic, or allergy-free
If you are able to provide a more affordable price than your rivals
If a particular demographic is drawn to your items
Being familiar with the unique features of your items can help you pitch them to potential customers.
It’s imperative that you set yourself out from competitors if you have a product to sell.
Mike D, Mike D’s Barbeque owner
Mike was able to leave samples and information and make an in-person pitch the next time. The following day, he returned to check in. In the end, the proprietor of that store ordered two cases of each of his products.
“That first stop was a disaster, but that personal approach worked,” Mike claims.
Find out in advance who specifically you will be pitching to at the store, when they are available, and whether they consider adding new products at specific times of the month or year.
You should discuss your existing sales as well as any additional buzz about your products, such as a sizable social media following, in that pitch.
Include information on the type of customers you have; it may correspond to a target market for your store.
Finally, you must demonstrate to the retailer that you can fulfill wholesale orders completely and on schedule. Making sure you have those things crossed off is really the key to getting ready for such meetings, according to Mike.
Mike advises, “You should stay in contact after a pitch.” He arrives the following day, waits a week, then returns after another week. “I tell them thanks for considering the product after that third follow-up if they say they’re still not interested,” he explains.
Find out more: 3 Free Templates + How to Write an Elevator Pitch in 2024.
- Participate in internet wholesale markets
For smaller stores and chains, as an entrepreneur, you should always try to establish a personal connection in person. However, as you expand, there are other ways to engage with potential merchants.
You can publish your products on several internet wholesale marketplaces so that prospective distributors can locate them.
Over 100,000 brands use Faire to market their goods, and their bespoke listings come with photographs, descriptions, price information, and company facts. Retailers can use Faire to look for these products, get brand and merchandise information before making a purchase, and get in touch with owners of the businesses. The best feature is that Faire fully integrates via the Faire with the back end of your shop:Use the Faire: Sell Wholesale app to do everything with ease.
In addition, Faire provides merchants with risk-free shopping advantages like free returns on initial orders, 60-day payment periods for qualified merchants, and convenient online ordering from anywhere. For this reason, Faire is used by hundreds of thousands of shops, and new ones sign up every day.
Even if you’re new to making personal pitches, Mike advises you to not be frightened to do that. “People are searching for goods to sell, particularly in light of supply chain problems.”
If you want to shop at the largest stores, you might also need to go online. For instance, Walmart requires you to apply through their online supplier portal.
People are searching for goods to sell, particularly in light of supply chain problems.
- Take into account trade exhibitions. Mike D is the owner of Mike D’s BBQ.
Trade exhibits are a customary means via which business owners can meet distributors in person. They can be risky, but they can also possibly link you to dozens of stores.
Costs must also be considered. Given that trade show booths can cost thousands of dollars per day, you want to be sure that your investment will yield a positive return on investment. Trade exhibits should thus only be taken into consideration if you are firmly dedicated to using in-store sales as a component of your business plan.
You may even host your own pop-up shop and invite nearby merchants as an alternative to trade shows.
- Don’t rely solely on physical stores
Although it can’t do the heavy lifting for you, getting your products into stores might be a tremendous boost for small firms.
Once you’re in stores, it’s your responsibility to keep up a positive rapport with the management of the store and ensure that your customers know where to find your products. In order to meet demand, you must also maintain a strong internet presence and marketing strategy.
Getting your products on shop shelves could be the game-changing moment that propels your business to new heights, provided you put in the necessary work.
Use Shopify to offer direct and wholesale to customers.
Shopify is the only platform with integrated capabilities that facilitates B2B and DTC sales from a single store. Customize product and pricing publishing, quantity rules, payment conditions, and more to personalize the shopping experience for every customer—all without the need for coding or third-party programs.
Look into B2B on Shopify.
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FAQ: How to get your goods into retailers
How can I get a shop to carry my product?
A proposal made in person can be successful if you wish to target local retail establishments. However, if you’re considering a larger regional or national chain, there are workers that are committed to locating new merchandise. Find out who the chain’s buyers are and how they take pitches by visiting their website or giving them a call at their corporate number.
How can I convince stores to carry my merchandise?
Pitching products to large retailers follows a more structured procedure. To find out who the retailer’s buyers are and how they accept pitches, visit their website or give their corporate phone number a call.
How should I present my goods to a retailer?
You can personally pitch local establishments, but be sure to do your homework in advance to find out who to contact and when they’re accessible. For larger chains, find out more about the purchasing procedure by visiting the retailer’s website or giving its corporate phone number a call.
Where do shop owners purchase their goods?
Retail store owners usually purchase their items from distributors, wholesalers, or manufacturers that specialize in different products. To locate distinctive and popular products for their stores, they could also visit trade exhibitions or use internet marketplaces.
