Advice needed

[Fuzzydon]

Hi everyone, I've just joined here and hope to ask advice.

I just wanted to know the best way to get our products into retailers. Do you as retailers prefer samples and a letter or a personal phonecall or appointment?

Would very much like to hear your thoughts. Thanks!:D

[m8internet]

Retailers are looking for products that are unique, complementary to an existing range, include a gimmick, or an alternative to an existing range

Small retailers will probably prefer a "free" sample, basic brochures, and an outline cost price
Personal visits are more appropriate for this type of sales strategy
If interested, they will probably place a small initial order
If they are not interested at this stage, move on

Larger retailers will prefer if you contact their central logistics or buyer
Written applications are more appropriate
Again, if they are interested they will probably place a small initial order, to run in a limited number of stores
If successful then a further order can be expected and probably to all (relevant) stores
One problem with this though is, can you cope with a sudden change in demand?

If you aim your product at the right retailer, then there may be no need to go any further!
For example
If you produce a specialist baby wear item, and Mothercare place an order, this may be enough to supplement your own direct sales
However, remember that Mothercare may cancel the orders at any time, so make other retailers aware that you an established retailer in place
They may come back with an agressive counter-offer (and it does happen!)

[Fuzzydon]

Thanks for that info, very interesting :D

[emmab]

I have to say that I do prefer to be given samples. That way you can see the product and rate it for yourself. Plus I think it has more of an impact and it will give you more of a chance to sell your product.

[Fuzzydon]

Thanks EmmaB, I will keep trying :D

[retailworld]

If we 'local buy' at store level then I like to be able to see the product, and then maybe a follow-up call about a week after. It depends on the product. If you were selling something easy to send as a sample then I would do it. Of course, if you're selling a TV, then it wouldn't be an option.

Retailers at store level with a multiple rarely have time these days to think about products. I have to admit to forgetting to call people back when they have phoned me whilst I was in a meeting.

Assuming we're talking about Fuzzydon, I would suggest send a single item plus an A4 flyer with your other products on. Whaever you do, sell your USP so we want to buy the product off you.

[Fuzzydon]

If we 'local buy' at store level then I like to be able to see the product, and then maybe a follow-up call about a week after. It depends on the product. If you were selling something easy to send as a sample then I would do it. Of course, if you're selling a TV, then it wouldn't be an option.

Retailers at store level with a multiple rarely have time these days to think about products. I have to admit to forgetting to call people back when they have phoned me whilst I was in a meeting.

Assuming we're talking about Fuzzydon, I would suggest send a single item plus an A4 flyer with your other products on. Whaever you do, sell your USP so we want to buy the product off you.

Thanks Richard, that's what I did, a sample was sent of three of our products with leaflet and USP highlighting that there was a 100% markup minimum. Maybe it just wasnt for them or bad timing before Christmas?

[retailworld]

Christmas range are generally decided by early September at the absolute latest. Easter planning starts the minute Christmas is sorted, and everything else falls in between. HIgh street retailers are busiest in the six weeks before Xmas so it might be just that your products have been overlooked.

How do you address your letter to? If our store receives a letter for the 'manager' it generally ends up with the admin team. If its directed to the correct person then it reaches them, so they can make an informed decision.

[Fuzzydon]

Christmas range are generally decided by early September at the absolute latest. Easter planning starts the minute Christmas is sorted, and everything else falls in between. HIgh street retailers are busiest in the six weeks before Xmas so it might be just that your products have been overlooked.

How do you address your letter to? If our store receives a letter for the 'manager' it generally ends up with the admin team. If its directed to the correct person then it reaches them, so they can make an informed decision.

Thanks Richard, I really appreciate your input. The letters were addressed to a specific person, I telephoned before and asked who to send samples to: i'e: group buyers name.

[retailworld]

Yes, thats the best thing to do, and shows that you've taken time to find the right person in the company.

As I work at store level, I don't often get samples as they go to head office, but when an odd product turns up with my name on it, I usally phone or email, out of courtesy, to acknowledge receipt.

Anything else we could help you with? Which companies have you approached?

[Fuzzydon]

:D
Yes, thats the best thing to do, and shows that you've taken time to find the right person in the company.

As I work at store level, I don't often get samples as they go to head office, but when an odd product turns up with my name on it, I usally phone or email, out of courtesy, to acknowledge receipt.

Anything else we could help you with? Which companies have you approached?

Hi Richard, we have approached just local small businesses at the moment. Guess I felt we must be doing something not quite right for no feedback. We are thinking of instructing a merketing company. What's your view on them ? Thanks:D

[m8internet]

Marketing companies are a complete rip-off
It is cheaper to setup a campaign yourself and run an advert in the Job Centre
Once the campaign is completed you need to review each and every response, and this gives you a much better feel of the data and their responses!
The final step is to follow up all the leads, yourself

One of the ironic things that might come out of the above is you find that one person gets you more leads than any of the others...
If this happens, get back in contact with them, and get them more work although it might be further afield

[retailworld]

I would have thought most would have least acknowledged your sample/letter.

If its not too cost-prohibitive, do you want to send me a pack? I could reveiw it and compare it to others I have received. If you wish to do this, PM me and I'll give you some details.

Agree with m8, I couldn't really suggest a marketing company. They have their purpose, but I don't think it would be right for you yet. Again, I'm happy to help if I can with anything.

m8... Job Centre? You've confused me! :confused:

[m8internet]

What is the product...?

I have two contracts with Marketing Companies, work as a mystery customer
Send me a sample too (contact me via PM for my address or do a WHOIS on my Domain Name) and I will give both a trade and retail customer review

By going to the Job Centre I meant that you prepare the marketing plan, then employee one or two people casually to carry it out

[retailworld]

By going to the Job Centre I meant that you prepare the marketing plan, then employee one or two people casually to carry it out

That makes sense now... ;)

[suth29]

HI

I'm a Buyer who has been with large companies for 10 years, although I've worked in clothing I assume the process would be the same for you wanting to see someone and have your goods stocked.
Honestly speaking, I tend only to see people if they don't give me the hard sell over the phone. I and other buyer's preferred people who rang and then having had a discussion, sent in some samples. Following this we would arrange an appropriate meeting.
Sending in letters...they are rarely looked at.
I hope this helps!