Presenting Your Product to a Buyer
Dos, Don’ts and Tips for Success
Landing a face-to face meeting with a busy buyer often
takes perseverance and that itself may seem like an occasion
worth celebrating. Before you even contact a buyer, however,
it is important to prepare yourself so you can maximize your
hard won opportunity.
Preparing Your Presentation As you begin preparing your presentation, be aware of your
market and customize your message based on the specific
company and its customer. For example, if the company prides
itself on supporting local, emphasize your local ingredients,
production location and employment of local staff. Put
yourself in the buyer’s shoes and answer the questions, “why
will buying this product solve my need?” and “how will this
product help the account serve customers and make a profit?”
When customizing your presentation it is also important to
understand specific account requirements and have that
information about your product available. This can include an
ingredient statement, nutrition label, UPC code, liability
insurance, case specifications, pack size, current
distributors (if any), wholesale price and shelf life.
By Laura Barton, Trade Development Manager,
Oregon Department of Agriculture Prior to working for ODA, Ms. Barton worked for a
specialty food company and made numerous presentations to
stores, retail chain headquarters, foodservice buyers,
brokers and distributors.
Once you know the market you are presenting to and have
your product facts organized, focus on the key selling points
for your product. Present this information verbally as well as
in written form. The following questions can help you develop
those selling points.
What are the characteristics that differentiate your
product from other products?
What are the benefits of the product?
Are there any special certifications that a buyer can
use as selling points or to fill a niche demanded by
specific customers (such as Kosher or organic)?
Are the ingredients sourced locally?
Has the product won any awards or received media
attention?
Can you offer a demo program, or support themed
promotions where your product might be a great fit (such as
a Father’s Day special, or Valentine’s Day gift idea)?
Do you offer point-of-sale materials?
Is there an interesting story behind the development of
the product?
Finally, before making your pitch to a potential buyer,
practice! Your presentation should flow easily, succinctly and
get to the point. Be prepared to give your presentation within
10 minutes. If a buyer gives you more time, it’s a bonus.
Getting an Appointment
As you prepare your presentation, be aware that there are
strategies that can help you attain an appointment with a
buyer. Find out the best method and time to contact the buyer.
Chain stores often have certain protocols including filling
out forms or sending samples prior to scheduling a meeting.
After you have made this initial contact, it is critical that
you follow-up to be sure the buyer received your material.
It may be beneficial for you to team up with a broker or
distributor that can help you get an appointment with a buyer
and successfully pitch your product. Working with a broker
establishes a team effort. You bring the knowledge and
enthusiasm for the product while the broker, who often has
standing appointments with buyers in different categories,
brings their contacts and knowledge of the process.
Your pride, enthusiasm, preparedness and product knowledge
will make favorable impressions on potential buyers.
Introducing new items to new buyers can be exciting and, when
you make the first sale, you can really celebrate.
