Western Economic Diversification Canada
www.wd-deo.gc.ca
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Getting Your Product on Store Shelves
Once you've decided on how to manufacture your product, you can move on to the final step. How you want to distribute and sell your product.
Do It Yourself
There are a number of options in the do-it-yourself category. Direct to consumer channels include trade shows, farmers' markets, websites, catalogue and mail order or hiring sales staff.
Selling Through Retailers/Wholesalers
If you want to sell your product through retailers or wholesalers, you need to understand what store buyers want.
- Store buyers typically see up to 1000 new item presentations a year.
- They are paid to achieve results - sales, gross margin, inventory turns, net profit, labour and customer satisfaction. They are only interested in dealing with people and products that complement these needs.
- Buyers need to be able to see the competitive advantage of your product - price, quality, product availability (consistent supply), uniqueness, complimentary to an existing line.
- Buyers also respond to personal things, such as the ease of doing business with you, whether you are local (many buyers like to buy local) or if you are part of a selling group.
Your Presentation
When making a presentation to a buyer, Be prepared and Be professional. You usually have about 30 minutes. Here are some tips.
- Visit the potential buyer's place of business and pick up information on the company.
- Complete the new item listing package or form. Most companies have these, but if not, use your company letterhead and include information on your company and product, terms of sale and costing information.
- Make an appointment and ask how long you have.
- Include your business plan executive summary, marketing plan, samples of your product and list of competitive advantages.
- Be prepared to discuss pricing options.
- Focus the presentation on your product and its advantages. Ask when and whom to follow up with.
