Seeing a product on store shelves is something most entrepreneurs dream of. But what’s the process of getting a product into stores? What steps can entrepreneurs take to realize their dream of walking the aisles and seeing a reflection of their hard work?
To answer this question, we turned to nine entrepreneurs who have “been there and done that” when it comes to successfully convincing stores to stock their products. Here are their tips on how to get your product into stores.
Getting your product onto the shelves of major retail stores is an exciting milestone for any business I’m sure as an entrepreneur you’ve fantasized about seeing your creation prominently displayed next to established brands at your local Target or Walmart, But how exactly do you make that dream a reality?
In this comprehensive guide, I’ll walk you through the entire process of getting your product into retail stores, from understanding when you’re ready to pitch to national chains all the way to managing sales once your product hits the shelves. I’ve compiled the most important tips and strategies from experts to help you successfully transition from selling online to scoring major wholesale retail orders.
Know When You’re Ready for Retail
The first step is honestly evaluating whether your business is truly prepared for the demands of retail distribution, Scaling too quickly to stores before you’re ready can actually cripple small businesses
Mike D, founder of the barbecue sauce company Mike D’s BBQ, cautions entrepreneurs to carefully evaluate the capacity of their production and operations before making the leap. You need to ensure you can fulfill large wholesale orders without compromising your own ecommerce sales and inventory. Sit down and run the numbers to determine if you have the profit margins and supply chain logistics to support major retailers.
It’s better to wait until your systems and processes are running smoothly at your current production levels before trying to go national. The last thing you want is to land a massive retailer like Walmart but then be unable to meet demand. Start conservative by getting into some local mom and pop shops first to get your feet wet in wholesale before diving into the deep end.
Know Your X-Factor
Once you’ve determined your business can handle the increased sales volume, the next step is identifying what makes your product truly unique and better than competitors.
Mike D credits much of his retail success to his barbecue sauces’ distinct flavor profiles that fused African American and Latino influences and stood out from other local brands. Big retailers need to understand at a glance why stocking your product would be beneficial compared to similar items already on their shelves.
- Analyze your competition and make a list of how your offerings differ in terms of features, quality, materials, price point, etc.
- Consider any specialties like organic, vegan, etc. that you cater to
- Identify the specific consumer demographics your product appeals to
You need a clear value proposition answering the retailer question of “Why should we carry your product over another?” Be ready to concisely explain your product’s x-factor.
Master Your Retail Pitch
Now that you’re confident your business can handle a retail expansion and you’ve identified your product’s unique selling points, it’s time to perfect your pitch to buyers. This will likely require both in-person meetings with local stores as well as more formal applications to national chains.
For local boutiques and chains, do your research to identify the relevant purchasing decision makers and when they’re available to meet. Bring sell sheets, samples, and information on current sales and social media followings. Be prepared to explain why your product would be a profitable addition to their inventory.
Mike D suggests following up persistently after the initial pitch until you get a definitive answer. Don’t just drop off materials and hope for the best. Friendly, persistent outreach shows you’ll also be a reliable partner in keeping their shelves stocked.
For major national retailers like Walmart, look on their corporate websites for supplier and vendor application portals. Follow their formal process for submitting your product for consideration, which will likely include detailed sales forecasts, production capacity information, and compliance with all packaging and labeling requirements.
Leverage Online B2B Marketplaces
In addition to direct outreach to potential retailers, you can also list your products on online B2B marketplaces like Faire to get them in front of thousands of small business buyers. Thriving marketplaces like this allow you to create a seller profile and list products wholesale with tiered pricing.
Retailers can then browse your listings, learn about your brand, and place bulk orders with just a few clicks. The platform handles all order processing, payments, shipping labels, and returns. This allows you to scale distribution much faster without the legwork of signing up retailers one by one.
Consider Trade Shows
Trade shows provide opportunities to connect with numerous retail buyers under one roof, allowing you to pitch to multiple prospects in a short time. But this visibility comes with a hefty price tag. Booths at large trade shows can easily cost thousands per day.
Weigh the opportunity cost before investing and make sure the expected sales pipeline justifies the expense. You may want to attend a show first without exhibiting to evaluate if the retailers in attendance align with your target market. Talk to current exhibitors to gauge their experience connecting with buyers.
If a major trade show still seems premature, consider organizing a local pop-up showcase and invite regional stores. Much more affordable to produce but still provides valuable face-to-face interactions.
Manage Retail Relationships
Congratulations, your product is now available on retail shelves! But the work doesn’t stop once purchase orders come in. Maintaining strong retail partnerships over the long-term requires ongoing relationship management.
You’ll need to provide assets like high-res product images and descriptions for their ecommerce pages and print catalogs. Send regular updates on any new products, limited editions, or promotions they can participate in.
Provide training for in-store staff on your product line so they can better assist customers. Visit stores carrying your product to answer questions and gather feedback. Keep the communication channels open in case any problems arise.
Set clear expectations regardinglead times, minimum order quantities, and delivery dates to stores. You’ll need to closely monitor inventory levels they are carrying to anticipate reorders.
Don’t Abandon Your Own Sales Channels
A common mistake companies make when expanding into retail is shifting all focus onto wholesale and neglecting the sales channels that got them there in the first place. Maintaining a diversified distribution strategy is crucial.
Your own ecommerce site, social channels, and physical store (if you have one) allow you to directly reach customers and gather feedback. Don’t stop marketing and promoting yourself just because you now sell through retailers. A strong direct-to-consumer (D2C) presence makes your brand more attractive to retailers in the first place.
Use your own platforms to promote your retail availability and drive customers to find your product in their local stores. The blanket promotion retailers provide for all their inventory can’t match your specific focus on your products alone.
Key Takeaways for Getting Into Retail Stores
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Thoroughly evaluate your production capacity and profit margins to ensure your business can handle large wholesale orders without sacrificing quality or service. Don’t rush into retail until your operations are ready for primetime.
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Identify your product’s competitive x-factor and unique value proposition. Retail buyers need to understand what makes your offering worth shelf space compared to substitutes already on the shelves.
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Master your pitch and aggressively pursue meetings with purchasing decision makers, especially for local and regional chains. Getting face time is key.
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Leverage online B2B marketplaces like Faire to access thousands of retailers and simplify order processing.
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Weigh costs vs. benefits before investing in major trade shows. Local pop-up events can also yield valuable connections.
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Manage retail relationships post-launch by training staff, monitoring inventory levels, and keeping communication open. Don’t take partnerships for granted.
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Maintain your own sales channels and customer engagement. A strong D2C presence and brand lift benefits retail relationships.
Start Local and Network
Talk with business owners and create a demand in your community and encourage your customers to ask for it! Many entrepreneurs use farmer’s markets and more to really create a local and loyal customer base who will push your projects as well. -Loren Howard, Prime Plus Mortgages
Earned endorsements make the best case for your product. Sampling small business owners and doing personal follow-up is a great way to earn your way into a product mix, but sample carefully to make sure it is a good fit for the current inventory and “vibe” of the store. If youre sampling a CBD cream to a pet store or a kitchen store, it will be a much harder sell. -Amy Feind Reeves, JobCoachAmy
The most reliable method is to attend a relevant trade show as an exhibitor. While this isnt possible at the moment across most of the world, there are still opportunities to exhibit through virtual trade shows and connect with potential buyers and product distributors. In my previous career as a buyer, trade shows were the largest source of discovering new products and building relationships. Id highly recommend exploring this avenue. -Ahmed Mir, Nature and Bloom
Hit Good-Fit Stores Hard
Landing a coveted spot on the shelves of a retail store is a dream most entrepreneurs with products have. But, how exactly do you get from selling items out of your car to having them featured at a big box retailer? The first step is to look for the right store. Get specific about where your product will do well and go after those brands. We sell a physical female product that wouldnt be successful at just any retailer. You have to narrow your searches and hit the stores that would be a good fit hard. With this in mind, we went all in and attended a tradeshow that put us in front of retailers, The Indie Beauty Expo, and it was there that we were able to talk with retailers and seal the deal. -Stephanie Schull, Kegelbell
The increased demise of retail businesses during the COVID-19 pandemic makes it more challenging than ever to get ones product into retail. Surviving chains are reducing the number of vendors. So, as it has been for some time, focus first on how to build a substantial business online. Having an impressive online sales history makes your company much more compelling to buyers of large chains who carry your product line. -Jeff Williams, Bizstarters
Getting Laughing Man, a coffee company we did work for, acquired by Keurig enabled their coffee brand to be carried in Costco. Since Keurig owns several attractive distribution relationships, we viewed an acquisition as one of the best paths to achieve distribution at scale to achieve the mission behind the company. The acquisition path may seem like a distant pipe dream for some entrepreneurs. But, the bottom line is that brands need to establish relationships with companies that own the distribution. Sometimes, acquisition is a path worth pursuing if it means your overall company vision can be realized. -Brett Farmiloe, Markitors
No matter how small your town is, networking and connecting with the people around you is always the best way to find jobs, recommendations, non-profit groups, a babysitter, and hey maybe even a date! I live in a relatively small US town and the number of people in business here that both know each other and are successful is of high correlation. Playing “tradies” and offering up your services for low cost or a sample is a great way to open a door for a great business partnership. Start by introducing yourself and handing out business cards. See if theres any way you can support them or them. -Annika Ehrig, Whiteboard Geeks
Getting the message of the product on point is key to getting recognized before any retail buyer meetings. Grow the brand both online and offline via the media channels that resonate with your product’s audience. Get your product on the map before you get your product into the store. -Joe Flanagan, VelvetJobs
Selling Techniques – How do I get my product into mainstream stores?
How do I contract with stores to sell my product?
Follow these steps to contract with stores to sell your product: 1. Start small First, find local businesses or small businesses whose brand aligns well with the product you want to make. Starting small can increase your chances of getting your products into a larger retail location.
How do I get my products into stores?
The process of getting your products into stores is a five-step process: Know yourself. Plan sales and marketing. Research the right stores for your products. Engage the decision-maker. Support the retailer. Get ready to learn how to get your products in stores. Step 1. Know thyself
How do you Price a product?
Your proposed unit cost of the product: In your pricing, ensure you consider costs like manufacturing, shipping, packages and retailer fees to determine a unit cost. Make sure the prices you choose allow the store to make a profit on the products. 4. Engage the store owners through creative marketing
How do you present a product to a retail store?
When presenting your product to a retail store, it is best to mark out your product’s trajectory in the given area. Show how your product has boded online and where the sales have come from. If you are more so centered locally, show them that you have a loyal following in the area that can make a splash in a retail store.
