Tips on How to Pitch to Retailers

by Startacus Admin
If you’ve created a product that you’d like to be sold in retail channels, knowing how to pitch is essential. It doesn’t matter if you are pitching to an independent store owner or if you’re pitching to a large multiple - getting your pitch right is a must. Here are some basic Tips on How to Pitch to Retailers that we reckon should help...
Do your research
Doing research on the retailer you are pitching to is absolutely essential. If your product stands any chance of being bought, you’ll need to make sure that it fits in with their current stock.
Research not only the products that they currently stock but also perhaps what products their competitors stock. If you can identify and fill a gap in their stockholding, it could help your pitch no end. Your goal after all is to ensure that your product gets on their shelves, so research is key.
Be able to define your USP
It’s vital when you are pitching to a retail buyer that you can clearly define and highlight what your USP is. It is likely after all that they will have heard pitches from many businesses that are very similar to your own. Make sure that you can convey what is unique about your product - what differentiates it from other products they may have seen or currently stock. There has to be a hook - a reason why they should buy from you. It might be an entirely innovative or unique feature, it might be a quality issue or it might be that your pricing is what differentiates you - whichever it is, make sure that you know what it is and that after your pitch, the buyers know too.
Know your numbers
A retail buyer will expect you to know your numbers inside out. They will want to know how much it will cost them to buy from you - any discounts for bulk ordering and any special offers for repeat ordering. If you are asked questions about quantities, about pricing negotiation and about practical things like order fulfilments, you have to know the answers off pat. Stumbling over your answers, calculating things incorrectly or looking confused when asked something ’number’ related will convey a wholly unprofessional impression. Know your facts and figures so well so that no question will leave you stumped.
Be honest
Let’s face it - it could be very easy to get carried away in a pitch and over-promise. If a retailer is interested in your product and expresses a desire for large quantities or a need to have your stock on their shelves quickly, it’s important that you are upfront and honest about your startup’s abilities to fulfil these needs. If you accept a large order and don’t have the resources or manpower to ensure that it is fulfilled, you are making a big mistake. Likewise if a retailer puts pressure on you with regards to delivery timescales that you know are unrealistic, you have to let them know. Over-promising and under-delivering can have a really detrimental impact on how your business is perceived and also on its long term reputation. Be honest from the off.
Practice your pitch
Some people are natural sales people and can pitch comfortably to people at any level of an organisation. Others however are not quite so comfortable and this discomfort can come across during a pitch and convey a lack of confidence. That subsequently can affect how confident a buyer is in that person and their product. If you are perhaps anxious about pitching or feel that you won’t be able to do your product justice, then practice is essential. The more you rehearse the pitch, the more comfortable you should feel doing it on the day itself. However, if you are really struggling, it might be worthwhile considering if there is someone else within your startup who could pitch more confidently. We all have our own strengths after all, so it’s vital to use them where they work best.
We hope that these basic tips on pitching to retailers help you if you’re about to do just that.
If you are - best of luck!If you're thinking of creating your very own retail empire, why not use these guys - they'll make it all as easy as fun.
If you like what you see here on Startacus, why not become a member of our growing community? It's free! And you'll get all this - exclusive access to our Business Toolkit, discounts and offers galore for your business via our member only business deals, the chance to network and connect with loads of fellow self-starters, and maybe even become our celebrated 'Self-Starter of the Week' and tell the world your startup tale! Join right here for free...
Subscribe to our newsletter
If you would like to receive our startup themed newsletter, full of the latest startup opportunities, events, news, stories, tips and advice, then sign up here.
Berlin-based music startup, Jambl secures $500,000 investment from Gismart, a leading developer and publisher of entertainment-focused apps and games

We asked the Hollabox App team to share their top predictions on how technology will challenge fake news and reviews in 2020.

Further development by Wishu, the social marketplace aimed at generation Z creative freelancers, waith the launch of its iOS app

Tracworx is a real-time patient tracking system that results in excellent patient care throughout the entire patient journey

The environmental initiative, Returnr that aims to replace single use takeaway packaging with equivalent reusable solutions

Thriftify is an online platform that connects the most sustainable & ethical source of goods with consumers who care...

Women in Tech themed half-day event and startup pitching competition to take place during next year’s Derry City and Strabane District Council’s Enterprise Week

HyperJar is a FinTech startup and digital app which is making it easier for people to plan, share and spend their money

More FinTech headquarters based in London than any other city according to report just published from Savills and flexible office specialist Workthere

PropTech innovation continues with the launch of Track, a property and money manager app aimed specifically at younger homeowners
Published on: 24th September 2013
If you would like to enable commenting via your Startacus account, please enable Disqus functionality in your Account Settings.







- Gismart invests $500k in innovative music startup Jambl 9th Dec 2019 Berlin-based music startup, Jambl secures $500,000 investment from Gismart, a leading developer and publisher of entertainment-focused apps and games
- Derry & Strabane Tech event championing women in tech and tech inclusion announced 5th Dec 2019 Women in Tech themed half-day event and startup pitching competition to take place during next year’s Derry City and Strabane District Council’s Enterprise Week
- London leading the way for global FinTech headquarters 4th Dec 2019 More FinTech headquarters based in London than any other city according to report just published from Savills and flexible office specialist Workthere
- London-based startup Perlego raises £7 million 19th Nov 2019 Major investment news for Perlego, the London-based startup that is on a mission to make education material accessible for all