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

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. Testimonials and endorsements 1 Contents 9 Foreword 13 Biography 15 Resources 16 Introduction 17 My inspiration 17 My background 18 So what is the 12-point plan? 22 Part one Look Big 25 01 Identity 27 Introduction 27 What is a mission statement? 28 Culture, values and ethics 35 Determining your positioning 38 Your brand’s visual identity 44 Wrapping up 47 02 Presence 48 Introduction 48 Moments of truth... 49 Your physical presence 54 Your online presence 59 Your social media presence 64 Wrapping up 69 03 People 70 Introduction 70 People buy from people... 70 Importance of your profile 73 Being the go-to expert in your niche 81 The extended team 85 Wrapping up 86 Part One: Look Big – summing up 87 Part two Plan Big 91 04 Customer 93 Introduction 93 Defining your ideal customer 94 Knowing your customer – case studies 99 Reaching the end user 102 Understanding who and what influences your ideal buyer 104 Pricing – a key part of your positioning 106 Wrapping up 110 05 Competition 111 Introduction 111 Competitor analysis 112 Why you need to know your competition 119 Understanding the competition 121 Wrapping up 125 06 Scalability 126 Introduction 126 What is scalability all about? 127 Robust and repeatable processes and systems 127 Planning the supply chain 129 Ethical and environmental considerations 133 Managing cash 134 Securing funding 134 Protecting your brand 137 Wrapping up 140 Part Two: Plan Big – summing up 141 Part three Pitch Big 145 07 Preparation 147 Introduction 147 Developing a detailed understanding of each retailer uniquely 148 Why does this client really need your offer? 156 What is the benefit to the buyer of buying from you? 160 What you need to include in your proposal or presentation 162 Getting ready to present 164 Wrapping up 166 08 Selling 167 Introduction 167 Planning the outcomes 167 Making the initial contact 170 Exploratory meeting 177 The proposal 179 The formal presentation 181 Following up 184 Wrapping up 187 09 Negotiation 188 Introduction 188 What is a negotiation and when should it happen? 188 Points to negotiate to get your desired outcome 192 Walking away 199 Wrapping up 200 Part Three: Pitch Big – summing up 201 Part four Get Big, Stay Big! 205 10 Expansion 207 Introduction 207 Delivering on your promises to secure customer loyalty 207 Using case studies to attract more interest from potential customers 209 Creating an upward spiral of growth 216 Wrapping up 219 11 Replication 220 Introduction 220 What is replication and why is it so important? 220 Developing your robust and repeatable platform 225 What areas of business do you need to replicate? 227 Your role in the business you’ve created 232 Wrapping up 234 12 Paranoia! 235 Introduction 235 Why a healthy dose of ‘paranoia’ is important 236 Being aware of the threat of new entrants 236 Don’t assume you know your customer – keep checking! 237 Developing a continuous improvement culture 239 Wrapping up 241 Part Four: Get Big, Stay Big! – summing up 242 Conclusion 246 Appendix 1 The Retail Champion 247 The Retail Champion – mission 247 How The Retail Champion can help you! 247 Appendix 2 Independent Retailer Month UK 249 Appendix 3 The Retail Conference 250 The Retail Conference – mission 250 About The Retail Conference 250 Appendix 4 Retail Acumen 252 Retail Acumen – mission 252 Retail Acumen – services 252 Appendix 5 e-mphasis Internet Marketing 253 e-mphasis Internet Marketing – mission 253 About e-mphasis Internet Marketing 253 Index 255 Business & Economics,Industries,Retailing,Purchasing & Buying "For people with a product to sell, there's only so much growth that can be sustained by selling directly to end users. The ultimate key to really developing a business into a bigger enterprise is to get it sold by retailers. However, retailers are cautious about who they do business with - they don't like to take risks, so it's important to give a great outward impression. Working through this series of 5 logical sections, broken down into 12 steps, How to Sell to Retail will explain how to look big, plan big, pitch big, get big and stay big though successfully selling to retailers"-- "Are you ready to take your business to the next level? If you've got a product to sell there's only so much growth you can sustain by selling directly to end users. The ultimate key to really developing your business into a bigger enterprise is to get it sold by retailers. But how do you convince a cautious retailer and give a great outward impression of your business, big or small? Working through a series of 5 logical sections broken down into 12 steps, How to Sell to Retail will teach you how to look big, plan big, pitch big, get big and stay big though successfully selling to retailers"--

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.

"The Lean Practitioner's Handbook bridges the gap between the tools and concepts of Lean and the practical use of the tools. It offers a practical, easily accessible resource for anyone preparing for, implementing or evaluating lean activities covering key areas such as: aspects of a Lean Programme; scoping a programme; value stream mapping; 2P and 3P events; Rapid Improvement Events; managing for daily improvement; engaging the team; spotting problems and communicating progress. In addition, it offers a quick snapshot summary of the key tool and concepts of Lean plus easily applicable templates"-- Provided by publisher "Are you ready to take your business to the next level? If you've got a product to sell there's only so much growth you can sustain by selling directly to end users. The ultimate key to really developing your business into a bigger enterprise is to get it sold by retailers. But how do you convince a cautious retailer and give a great outward impression of your business, big or small? Working through a series of 5 logical sections broken down into 12 steps, How to Sell to Retail will teach you how to look big, plan big, pitch big, get big and stay big though successfully selling to retailers"-- Résumé de l'éditeur "Are you ready to take your business to the next level? If you've got a product to sell there's only so much growth you can sustain by selling directly to end users. The ultimate key to really developing your business into a bigger enterprise is to get it sold by retailers. But how do you convince a cautious retailer and give a great outward impression of your business, big or small? Working through a series of 5 logical sections broken down into 12 steps, How to Sell to Retail will teach you how to look big, plan big, pitch big, get big and stay big though successfully selling to retailers"-- Provided by publisher "For people with a product to sell, there's only so much growth that can be sustained by selling directly to end users. The ultimate key to really developing a business into a bigger enterprise is to get it sold by retailers. However, retailers are cautious about who they do business with - they don't like to take risks, so it's important to give a great outward impression. Working through this series of 5 logical sections, broken down into 12 steps, How to Sell to Retail will explain how to look big, plan big, pitch big, get big and stay big though successfully selling to retailers"-- Résumé de l'éditeur "For people with a product to sell, there's only so much growth that can be sustained by selling directly to end users. The ultimate key to really developing a business into a bigger enterprise is to get it sold by retailers. However, retailers are cautious about who they do business with - they don't like to take risks, so it's important to give a great outward impression. Working through this series of 5 logical sections, broken down into 12 steps, How to Sell to Retail will explain how to look big, plan big, pitch big, get big and stay big though successfully selling to retailers"-- Provided by publisher 零售顾问克莱尔·雷纳出自一个商业世家,其家族的零售业务已经有150多年的历史了。雷纳自小就在父母的零售企业工作,之后参加过麦当劳的快速通道管理项目,还为几家知名的英国零售商工作过,其中就包括玛莎百货(Marks and Spencer)、BHS百货公司、电器零售商迪克森(Dixons)、百货零售商爱顾商城(Argos)和西夫韦连锁超市(Safeway),即今天的莫里斯连锁超市(Morrison's)。雷纳将和你分享她从实际工作中获得的宝贵经验,告诉你如何维系跟零售商之间的合作关系,并最终总结出12条可操作的计划。雷纳在本书中阐述真知灼见,非常适合想把商品和服务推销给零售商的供应商。对于尚在成长和扩张中的供应商,她这儿的有用信息可谓取之不尽用之不竭。getAbstract在此诚挚地把这本内容丰富的佳作推荐给正在着手向零售商推销产品和服务的供应商们。