Here are several great tips on how to sell effectively as a brand to retail stores. It is a common challenge for startup and more established brands. It can be tough to land deals with sales brokers, buyers, distributors, and other decision makers. Selling effectively as a brand to retail stores is a much more comprehensive approach these days.
The landscape of retailing products and selling them through brick and mortar stores is complex. It often overwhelms brands and they seek assistance. The goal is to secure the buyer appointment and land the deal. Before this is possible, brands must establish themselves first.
Vertical marketing strategies, Search Engine Optimization (SEO), Social Media Marketing (SMM), and content is the most effective and most cost-effective ways to sell to retail stores. Buyers of all kinds will want to see a strong online presence and search market saturation for relevant topics, products, and information.
When a brand has established a stronger online presence, it is easier to land sales deals with brokers, distributors, and buyers. Marketing services by professional companies can assist with these solutions. This would allow a brand to stay focused on sales and key relationships to continue to sell effectively as a brand to retail stores. Understanding the type of buyer who will benefit from carrying the product line is important. What industry facts play a part. Standards already in place and expectations of the consumer all are part of the overall strategy.
Sales Brokers
There are commission only sales brokers and what is also called master sales brokers, who manage a team of sales brokers. Those still work on commission but also charge a monthly fee. Sales brokers are the sales force of retailing. Many specialize in niche industries and represent a handful of brands. Often, sales brokers already have established relationships with buyers and distributors. Sales brokers pick the brands which they represent carefully. Brands must have everything in place to work with sales brokers.
Distributors
Distributors are who many larger stores purchase products from. Distributors can be local, state wide, or national. The larger national distributors can be more difficult to land. Often, brands start out local, then state, and national. A distributor will buy the products directly from the brand, warehouse them, and sell them to buyers of retail stores. Often these buyers have catalogs and order for their entire store from distributors. Brands can sell directly to distributors or through sales brokers.
Retail Buyers
All stores and chains have buyers (covering store categories such as personal care) who are responsible for keeping the store shelves full of products. Brands can contact stores directly and ask for the buyer of their category. Either the store will allow to purchase directly from a brand or they will tell the brand what distributor they purchase from. Retail buyers will require to test the products and the sales sheet, including pricing if they buy directly. Brands should have those items ready for the buyers.
Agencies
Professional agencies with specific market experience can be very helpful. They assist brands to get ready and have the critical visibility to be taken serious by consumers, buyers, distributors, and key influencers. They assist with branding, marketing, PR, and advertising campaigns. Through consulting services, some agencies can assist brands directly by working with them towards sales oriented goals as well. Consulting services can assist a brand in learning how to sell effectively as a brand to retail stores.
