• The Window of OpportunitySelling major retailers can be an extremely profitable market niche for your company. Don't overlook the majors simply because you don't know the tricks of the trade.
Certain product categories are reviewed only at certain times of the year. If you miss a category review, you may have to wait an entire year. The reason for this is that a retailer works from a plan-o-gram, the way in which a shelf is set up, so you must be prepared to make your presentation when your product category is being reviewed.
• The Patience of a Saint
If you're not prepared to spend a year to get your product onto the shelves of a major account, don't waste your time and money in a half hearted effort. It takes time to get products placed with the majors, so if you're not willing to invest the time, then you are better off selling the moms and pops.
• Know Your Competition
If you don't know what the company you're trying to replace is charging, then how can you possibly make an intelligent presentation? You have to know everything about your competition. Do you have the resources and know-how to get this information?
• Will Everyone Make Money?
Do you know the margins required on your particular product in order not to be laughed out of the buyers' office? Can you afford to sell at those margins? Are you going to make any money? Will they make money? You can be sure the majors are going to make money, they know exactly what margins they want to make on a product. You had better know this too.
• Do You Have An Attractive Package?
You have only a few seconds to catch the consumer. Does your packaging say, "Buy Me?" Do you have the ability to design something that is eye-catching and tells the story? Good packaging helps move product.
• Can You Get the Buyer to Look at Your Product?
Buyers today are overworked and understaffed. They are responsible for hundreds and even thousands of products. Get to know the buyer you will be dealing with because you may only have one chance.
