Whether you’re kicking off your cascade season or you’re ready to take your plans to retailers, it’s time to consider some common mistakes you might be making.
Over the years, I’ve worked closely with retailers on their ranging decisions, and I’ve built hundreds of sell-in stories for brands. I've seen firsthand what resonates and what makes a retailer presentation bomb.
Avoiding these common pitfalls could be the difference between securing a partnership and getting lost in the shuffle.
So, before you finalise your sell in deck, let's discuss the 5 biggest red flags you should avoid…
1. Making it all about YOU ☝️
Spending years building fixtures in merchandising centres, I’ve heard what buyers really think of suppliers. The most common complaint is always, “they only care about their own business”.
When building your pitch, it's crucial to shift the spotlight away from your brand towards how your product can contribute to helping the buyer hit their targets. Focus your story on how you will help to grow the category and how you will meet the unmet needs of their shoppers.
Retailers are seeking products that not only fill a gap in their range but also drive overall category growth and satisfy shopper demands. By demonstrating how your product can achieve these objectives, you show that you understand the retailer's priorities and are committed to building a mutually beneficial partnership.
2. Believing your product will sell itself 🙄
If I had a tenner for every brand manager who’s told me, “I don’t need a category story, my product will sell itself”.
This is a common trap in pitching to retailers, but it's vital to remember that standing out requires more than just a great product.
For every product a retailer wants to put on the shelf, something else has to come out. So you need to convince your audience that its worth the risk of losing an existing line.
Retailers are bombarded with pitches all the time, so you need to highlight what makes your product truly unique and bring this to life in a creative way.
Show retailers exactly why your product is different and how it fills a gap in the market, this will make all the difference in capturing their attention and securing a partnership.
3. Death by PowerPoint 💀
We've all been there... stuck in a never-ending presentation, eyes glazing over as slide after slide fills the screen.
Instead of subjecting your audience to a one-way information dump, turn it into a two-way dialogue. Share stories, ask questions, and invite retailers to actively participate in the conversation. By encouraging engagement and interaction, you can address challenges early and tailor your story to focus on the things the buyer really cares about.
Keep it interactive. Whether it's through taste tests, product demonstrations, or quiz questions; involving your audience in hands-on experiences can bring your pitch to life and make a lasting impression.
Remember, your goal isn't just to tell them about your new product but to get them excited and bought in to your vision.
4. Fudging the numbers 🤥
In my course Creating a Category Led Sell In Story, one question that crops up regularly is, “Can't a brand just fudge the numbers to look good?”.
It's a question that speaks to a common misconception in the industry – the idea that bending the truth with numbers is a shortcut to success in pitching to retailers.
But, let me tell you from years of experience, most buyers are smart people who know their category inside out. Trying to trick them with inaccurate or manipulated data is a surefire way to undermine your credibility.
Instead, focus on using reliable data and presenting it in a clear and transparent manner. Be upfront about your sales figures, market research findings, and any other metrics you're using to support your pitch.
If your performance to date hasn't been great, be honest, share what you've learned from your mistakes and tell them what you're doing to address it.
By providing accurate information without any ambiguity, you demonstrate integrity and build trust with the buyer.
This also goes for confidentiality… I see far too many pitch decks where a brand uses confidential retailer sales data and ‘disguises’ it by labelling it ‘Retailer X’. This trapping demonstrates to the buyer that you outright can’t be trusted with confidential information.
5. Presenting the same content to every retailer 🔄
Failing to tailor your story can signal a lack of understanding and consideration for the retailer’s unique needs and preferences.
While it may seem efficient to use a one-size-fits-all approach, a buyer may view it as a lack of effort or genuine interest in their business.
The best practice is to have a master pitch deck outlining the core of your story, which you can use for every retailer. However, it's essential to then tailor this content by incorporating specific data and insights for each retailer and its shoppers.
Don’t have any retailer data? No problem! Get out to store and incorporate photos. Have a browse of the retailers website to understand their strategy, or make the most of free insight!
For priority accounts, consider offering exclusive tagging or shopper activation opportunities to set your pitch apart and show the retailer how committed you are to building a partnership.
Which of these red flags have you been guilty of?
Have you experienced any that I didn't mention?
Remember that steering clear of these pitfalls is just the start of your journey towards crafting a great sell in story.
If you want a bit of help getting started on your sell-in story, check out my online course.
The video lessons will coach you step-by-step through the process giving you plenty of practical examples as we go.
Don’t forget to use the code BLOG10 to get 10% off.
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