How do you make first contact? What information do you present on first contact? What basic steps do you view as key check-points to move through in the process? Any relevant advice appreciated!
I’ve been operating a direct to consumer surfboard brand/factory for over ten years and we’re now looking to expand by selling to other retailers up and down the coast. I know our product is unique and valuable, but I have no B2B sales experience and want to make sure we don’t squander first contact with a bad pitch process.
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One of my clients that purchases outdoor gear, typically does so at trade shows. There’s one in Orlando he typically visits and purchases there for the store.
I’d also say sponsor an up and coming rider so that gets your name out there and help them get better gear for free.
East coast or west coast? I’d imagine this plays a role in how you go about it. Print out flyers and cards and start building those relationships! You want to be the retailers “guy”. Find out what the retailers like (cookies, lunch, whatever to get you a conversation) and bring them in consistently while explaining the benefits THEY get from selling your product. How much money they can make, why your product is worth selling even.
I know a little about this topic, dm’ed you with a question.
So grateful for our conversation. Replying to this comment largely just so you get the karma you deserve
Retailers as well as most other people like to talk about themselves and their business. Be inquisitive about their business. Let them tell you how great they are and agree with them. Tell them you are impressed with their business knowledge and ask them how your product could fit into their business. They will most likely sell themselves on your product for you.
I would be attending trade shows where retail store owners can see the boards first hand. Another option would be to utilize LinkedIn. Business owners are far more likely to accept a request from you to stop by and chat on LinkedIn since they can see your profile and validate what you’re all about.
First contact would be to build the relationship if you stop by the retail store cold. You don’t need a yes or no from them on if they’ll carry it on the first meeting. I would get to know the owner(s), their story, what makes them select a product / service, current pain points they face with other suppliers (you then use that to your advantage), and then describe your line of products. I wouldn’t take up too much of their time on the cold meet. My goal would be to get a scheduled time outside of store hours where I can sit down with them, bring a sample or two and then discuss pricing, delivery, warranty, etc - all the technical stuff. I don’t think I would talk pricing on the first visit unless it was a product or service that was sold mainly on price such as readily available consumables. If I was selling mops to a cleaning business generally all mops can do the same job. They would be heavily focused on price so I would go in asking what they pay per mop head and saying I can beat the cost.
I really like your approach to deciding how/if to prioritize the pricing conversation based on the nature of the product. Really simple and logical, but I’ve never heard anyone define it that clearly. Thank you for all your insights!