How to Sell to Retail: The Secrets of Getting Your Product to Market

How to Sell to Retail: The Secrets of Getting Your Product to Market

by Clare Rayner


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It is notoriously difficult for a small brand or start-up business to sell products or services to a retail chain. Feared for ruthless buying habits, fierce negotiations skills and the ability to swiftly reproduce someone's ideas, pitching to a retailer can be a double-edged sword. How to Sell to Retail takes the reader through a unique, proven, 12-point plan that includes the critical ingredients to ensure they hit above their weight and make a great first impression - not only will chain buyers sit up and listen, they'll want to establish a long- term relationship.

For those who have a product to launch to market, services or solutions to sell, this book is a practical guide to developing a professional, credible impression and successfully competing with much larger companies.

Product Details

ISBN-13: 9780749466800
Publisher: Kogan Page, Ltd.
Publication date: 03/28/2013
Pages: 264
Product dimensions: 6.20(w) x 9.10(h) x 0.20(d)

About the Author

Clare Rayner
, "The Retail Champion," is one of the most well-known and respected retail consultants in the UK and lead for the UK Independent Retailer Month, a "Shop Local" campaign. She has held senior consulting roles with global software giant SAP, and international management consulting brand, Accenture.

Table of Contents

Foreword xiii

Biography xv

Resources xvi

Introduction 1

Part 1 Look Big 9

01 Identity 11

Introduction 11

What is a mission statement? 12

Culture, values and ethics 19

Determining your positioning 22

Your brand's visual identity 28

Wrapping up 31

02 Presence 32

Introduction 32

Moments of truth… 33

Your physical presence 38

Your online presence 43

Your social media presence 48

Wrapping up 53

03 People 54

Introduction 54

People buy from people… 54

Importance of your profile 57

Being the go-to expert in your niche 65

The extended team 69

Wrapping up 70

Part 1 Look Big - summing up 71

Part 2 Plan Big 75

04 Customer 77

Introduction 77

Defining your ideal customer 78

Knowing your customer - case studies 83

Reaching the end user 86

Understanding who and what influences your ideal buyer 88

Pricing - a key part of your positioning 90

Wrapping up 94

05 Competition 95

Introduction 95

Competitor analysis 96

Why you need to know your competition 103

Understanding the competition 105

Wrapping up 109

06 Scalability 110

Introduction 110

What is scalability all about? 111

Robust and repeatable processes and systems 111

Planning the supply chain 113

Ethical and environmental considerations 117

Managing cash 118

Securing funding 118

Protecting your brand 121

Wrapping up 124

Part 2 Plan Big - summing up 125

Part 3 Pitch Big 129

07 Preparation 131

Introduction 131

Developing a detailed understanding of each retailer uniquely 132

Why does this client really need your offer? 140

What is the benefit to the buyer of buying from you? 144

What you need to include in your proposal or presentation 146

Getting ready to present 148

Wrapping up 150

08 Selling 151

Introduction 151

Planning the outcomes 151

Making the initial contact 154

Exploratory meeting 161

The proposal 163

The formal presentation 165

Following up 168

Wrapping up 171

09 Negotiation 172

Introduction 172

What is a negotiation and when should it happen? 172

Points to negotiate to get your desired outcome 176

Walking away 183

Wrapping up 184

Part 3 Pitch Big - summing up 185

Part 4 Get Big, Stay Big! 189

10 Expansion 191

Introduction 191

Delivering on your promises to secure customer loyalty 191

Using case studies to attract more interest from potential customers 193

Creating an upward spiral of growth 200

Wrapping up 203

11 Replication 204

Introduction 204

What is replication and why is it so important? 204

Developing your robust and repeatable platform 209

What areas of business do you need to replicate? 211

Your role in the business you've created 216

Wrapping up 218

12 Paranoia! 219

Introduction 219

Why a healthy dose of 'paranoia' is important 220

Being aware of the threat of new entrants 220

Don't assume you know your customer - keep checking! 221

Developing a continuous improvement culture 223

Wrapping up 225

Part 4 Get Big, Stay Big! - summing up 226

Conclusion 230

Appendix 1 The Retail Champion 231

Appendix 2 Independent Retailer Month UK 233

Appendix 3 The Retail Conference 234

Appendix 4 Retail Acumen 236

Appendix 5 e-mphasis Internet Marketing 237

Index 239

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