I get this question a lot. There are many reasons why retailers aren’t banging down your door to carry your product. Here are a few…
1. They have no idea who you are and what your product is. Low or no brand awareness is the number one killer of any brand or product. How can a retailer buyer know who you are much less carry your product if they don’t know who you are or what your product is? The solution is to do some effective, targeted trade advertising and attend relevant trade shows. You don’t need to break the bank to increase your awareness levels. Postcards are another inexpensive way to get the word out.
2. Your product is too innovative. I’ve covered this topic elsewhere but it warrants a repeat here. Innovative products are hated by retail buyers because they are risky. Risk = less buyer bonus. The buyer is not totally to blame here. Truly innovative products may require a shift in consumer behavior. If you don’t have the money to get people to change their behavior your product will most likely fail.
3. A great product isn’t enough. You created your product, the brand name and packaging… and they suck. However you don’t want to hear it. You know better than the buyer, a marketing expert, etc. Too bad, you aren’t getting in. Your product is great but it is presented poorly with a crappy brand name and package. Success chances = zero.
4. You don’t have the right relationships. I covered this topic in more detail in my last post. Retail is all about the right relationships. If you don’t have them, you need to get them. You can cold call a retail account all day and send endless samples but the phone never rings. You need the guy that was in the buyer’s wedding party to get you the appointment.
5. You don’t have a plan to support the product. The retailer isn’t going to help you sell the product. They want u to do it? What is your plan to get consumers into the retailer to buy the product? Sales don’t typically happen by osmosis.
