The 3 Biggest Mistakes Businesses Make in Retailer Pitch Meetings
A few posts ago, we talked about prepping for retailer presentations and what to include in your deck. But what about the actual pitch meeting? The stakes are high, and you want to leave a lasting impression. So, how should you prepare, and more importantly, what mistakes should you avoid?
Let’s face it: selling to direct to consumer (DTC) is a whole different ballgame than selling directly to a retailer. With retailers, it’s not just about proving that your product is loved by consumers - you also need to convince them why your product deserves a place on their shelf. You’re not just selling your product, your selling your value to their business while also building a relationship.
Today I’m breaking down the 3 biggest mistakes brands make during retailer pitch meetings and give you some pratical tips to make sure you avoid them.
Mistake 1 - Not Reviewing the Set
Walking into a pitch meeting without understanding the retailer’s shelf set is like showing up to a test without studying. It’s a definitely a way to truly miss the mark!
To create an impactful story, you need to know:
What’s already on their shelf? Research their current assortment and identify gaps.
What’s driving growth? Are there segments and/or brands within the category that are performing well in the market but missing in their set?
Are you the right fit? Look at your pack size, product type, and pricing. Does it align with their shelf and shopper needs?
Pro tip: If you’r unsure, don’t guess - ask. Retailers appreciate when you take the initiative to get clarity, and it shows you’re serious about understanding their business. If you don’t have that kind of connection with the retailer, use your network as there is someone out there that can give you some clarity.
Mistake 2 - Not Showing How Your Brand Supports Retailer Profitability
Here’s the hard truth: Retailers are in the business of making money. If your product doesn’t help them hit their margin goals, it won’t make it onto the shelf.
Think of it this way, every inch of shelf space is valuable real estate, and your product needs to prove it’s worth the rent. Most retailers aim for at least 40% margin to keep their business profitable.
Ask yourself:
Does your retail price point balance profitability for the retailer and affordability for the shopper, and what does that look like short term and long-term?
Are you providing data to show your product’s potential to drive category growth and incremental sales?
Pro Tip: Make it a win-win. Show the retailer how your product will bring value to their bottom line and resonate with their shoppers. They’re taking a chance on you just as much as you are taking a chance on them.
Mistake 3 - Overwhelming the Buyer with Too Many Slides
Retail buyers are busy and their schedules are packed with back-to-back meetings. If you walk in or jump on a virtual call with a 50-slide deck and 10+ people, you’ll lose their attention before you event get started.
The key is keep it simple and impactful. Make sure you have the right people in the room. You’ve got 30 minutes max to tell your story, so make every minute count.
Here’s the winning formula:
Start with the problem: What gap or need are you solving for the retailer or shopper?
Present your solution: Why is your product the answer?
Show your value: How will you drive sales, category growth, and profitability?
Pro tip: End with a call to action that makes it clear how you want the buyer to move forward. Whether it’s committing to a follow-up scheduling a store test, or discussing next steps, don’t leave them guessing.
Your Retailer Pitch Cheat Sheet
Avoid these mistakes boils down to three things:
Do your homework. Know the set, the gaps, and how your product fits in.
Prove your value. Show the retailer why your product benefits their business and shoppers.
Simplify your story. Make it easy for them to see why you’re the solution they’ve been looking for.
Let's Build You Winning Pitch Together
If you’re ready to nail your next retailer pitch meeting, let’s connect! I specialize in helping brands like yours craft data-driven selling stories that resonate with retailers, drive growth, and build lasting relationships.
Book some time with me to schedule a quick chat, and let’s make sure your next pitch is your best one yet. Looking forward to helping you turn pitch meetings into growth opportunities!
