| Yesterday I received a call from a prospective client | | | | new. |
| with an interesting Do It Yourself home improvement | | | | Trade show participation is an opportunity for |
| product. The product is novel, priced right, well made, | | | | innovators, startup companies and small businesses to |
| possesses unique features and consumer benefits | | | | look far larger than in reality they are. The |
| and has absolutely zero direct competition. It should | | | | opportunity to present new items next to established |
| be a slam dunk to achieve distribution in any | | | | products and companies conveys a certain layer of |
| progressive big box retailer, shouldn't it? Uh, not really! | | | | solidity and appearance of prosperity. As retail buyers |
| Years ago retail chain store groups and department | | | | travel around the floor of a trader show it is likely |
| stores reviewed products on an appointment basis, | | | | that they will view your offering. Networking |
| and most provided open buying hours one morning | | | | opportunities abound at trade shows. Business cards |
| each week. Anyone could get in line and receive a | | | | are exchanged. Hands are shaken. Introductions are |
| hearing from a buyer, maybe there would be | | | | made. Sales collateral is provided. The opportunity to |
| interest, or maybe the introductory meeting would | | | | directly demonstrate a product to a buyer in a highly |
| be brief, but the innovator at least had a fighting | | | | charged environment is invaluable. |
| chance. Today the opportunity to walk in the door of | | | | Once contact is made, and interest is expressed, it is |
| a major retailer, gain an appointment and make a | | | | almost always a given that the opportunity to |
| proper presentation is becoming as rare as the dodo | | | | schedule an appointment is offered. The ice has been |
| bird. | | | | broken. Your face, name and product have been |
| Blame it on the internet. Blame it on retail | | | | impressed upon the buyer. He knows you, at least a |
| consolidation. Blame it on a lack of professionalism | | | | bit. Take advantage of this personal contact, you are |
| among today's merchant class. Blame it on scale. But | | | | no longer a cold calling nuisance. |
| realize that getting in front of decision makers with | | | | Another option for penetrating big box retail store |
| your innovative new product is a real uphill trek in | | | | shelves is what we call the "local option". I have |
| today's frenetic retail client. | | | | written in detail about this strategy before. It works. |
| My prospective client with the interesting DIY | | | | District or regional managers of chain stores typically |
| product had approached the obvious retail targets of | | | | have the ability to write purchase orders at the local |
| opportunity with gusto. By the time he contacted my | | | | level for products of local origin. They actually love to |
| consumer product marketing firm he was fairly well | | | | discover these regional gems, in many cases to rub |
| beaten down, confused and afraid. He simply could | | | | the corporate nose a bit. |
| not get past the gate keepers and receive a fair | | | | We place product in a group of district stores and |
| hearing from the decision makers that make or break | | | | support with on counter point of purchase aids and a |
| new product innovation. | | | | bit of local cable television. In addition, we create a |
| The first thing to recognize if you are seeking a | | | | publicity campaign targeting local media. Awareness |
| meeting with today's retail buyer is that it will be | | | | begins to build. As re-orders are written, we |
| very difficult, not quite impossible but difficult, to | | | | extrapolate a national sales model, based on the |
| obtain a traditional sales presentation with a category | | | | district stores actual sell through performance. When |
| buyer or merchandise manager. You are competing | | | | these numbers are projected against the national |
| with dozens, if not hundreds of competitors all | | | | store count we now have hard performance figures |
| seeking that meeting and hope of lucrative product | | | | that are unassailable. The marketer is no longer |
| placement on store shelves. There is only so much | | | | presenting a product based on assumptions. |
| space on store shelves, in warehouses and in retail | | | | The local district or regional manager is always keen |
| logistic links. | | | | to tout this discovery to the national merchandisers. |
| Your approach will be treated very much like any | | | | This endorsement of a product is invaluable. It is solid |
| cold call. Consider when you receive an unsolicited | | | | "Proof of Product Life". The door is now open at the |
| telemarketing phone call at home. What is the typical | | | | corporate level to present your program and receive |
| response: joy or disdain? We all know the answer | | | | a proper hearing from the powers that be-the |
| and so it is with a buyer receiving an unsolicited offer | | | | buyers. |
| from an enthusiastic marketer excited about their | | | | Another tool that is not utilized often enough is the |
| unique product opportunity. | | | | simplest: sales agents. The days of road salesmen |
| So how does the product innovator break through | | | | calling on each little town and shop are long over. |
| the filters and receive an opportunity to present their | | | | Retail consolidation has made it imperative that sales |
| wares to decision makers? We utilize several | | | | representatives build strong rapport with the big box |
| different strategies that, in essence, back door our | | | | retailers that make or break products. They live off |
| way into the buying suite. | | | | commissions that only increase with volume. |
| The most professional and direct method is to | | | | Salesmen are always looking for new products that |
| participate in trade shows. Industry and category | | | | burnish their relationship within buying offices. |
| specific trade shows are attended by decision | | | | The only way to grow your business is through |
| makers precisely because they are charged by their | | | | successful sales efforts. Remember ABC = Always |
| managements with discovering exciting new products. | | | | Be Closing! It is essential that you utilize every option |
| They are travelling on the stores expense account | | | | and opportunity to put yourself and your product in |
| and are expected to return with something very | | | | front of buyers. |