7 Steps on Selling Beverages to Retailers
This article is for you if you are ready to get your beverage business off the ground and onto retail shelves.
How to Sell Beverages to Retailers
1. Start at the farmers market
Before approaching retailers, you need to first test your concept to see if it is going to work. The farmers market is a great place to do market research. Have conversations with customers and get their feedback. Track the number of sales and ask everyone questions. For example, you can ask customers which grocery stores they usually visit. This way, you will know which stores to reach out to when you are ready.
2. Get into local stores
As a business owner, you need to start small and work your way up. Approaching local grocery stores is a good starting point if you want to sell your beverages to retailers. Simply show up in-person and bring samples. Ask the owner or manager if they are interested in carrying your product. Being a regular customer would be beneficial since you already know the owner and manager. People are more willing to help familiar faces. Otherwise, you need to convince these stores why they should put your product on their shelves.
You can talk about the store’s mission. For example, your beverages would be a perfect match if they are organic and the store wants to cater to the health-conscious customer.
3. Attend trade shows
Retail buyers use trade shows to discover unique products and enhance their store’s catalog. As a seller, you should first know which trade shows to go to. Where are you most likely to find buyers for your beverages? You can ask acquaintances for referrals and do some research of your own.
Next, you must fill out applications. Some trade shows have waitlists and expensive fees. Know what you are getting into. You will decrease your risk of attending if you have initial sales because you can confidently say that the concept works. Convincing buyers to place orders becomes easier when you have a solid sales history.
You should do two things at the trade show: sell your product and talk to the community. Attend the event as a team. A few people can watch the booth while others can explore and network with other attendees. Look at what the other companies are selling. Exchange business cards. Some of these contacts may not be applicable right now, but they might be in the future.
4. Reach out to national retailers
You are now ready for the big leagues. One of the most difficult aspects of getting your beverages into a national retailer is being able to have a conversation with a buyer. Try a variety of methods and see which one gets you the most results. Reach out to decision-makers using email and regular mail. Make phone calls and send messages on Linkedin. Sometimes, pitching directly to retailers in-person may be the most effective. Some stores receive too many emails and do not have time to read everything. Also, keep in mind that some stores may have formal processes for pitches. They may ask potential vendors to send application materials to a management office where they will be reviewed and hopefully approved.
5. Pitch your products
Talk about the history of your company and what makes you different from your competitors. Explain how the retailer will benefit by putting your beverages on their shelves. Talk about your sales history and broader industry trends. Anticipate these questions ahead of time so that you can prepare solid answers. What are you doing to increase sales? Talk about your marketing strategy. For example, are you doing infomercials or buying ad space in print publications? At the end of your pitch, answer questions and ask for business cards.
6. Follow up
Use the contact information on the business cards to keep in touch with the buyers. Send thank you emails and discuss details that you may have forgotten to talk about. Following up is essential because retailers have a lot of things to do. Friendly reminders help move the process along.
7. Consider alternative options
Getting your beverages onto retail shelves may help increase your sales, but it may not significantly help your profits. Retailers have slotting fees that negatively impact vendors’ profit margins. Consider selling directly to consumers by using an online store.