
Picture this: you’ve been working on your product for years. You’ve got the packaging just right, the branding feels like an extension of your soul, and your friends are begging for samples. You finally land a meeting with a retailer, only to walk out wondering what went wrong. We’ve all been there—putting your heart into something only to get radio silence afterward.
Here’s the truth: getting your product onto store shelves takes more than passion. It takes a pitch that speaks to the retailer’s priorities, not just your own. And to get you there, let’s break down five common mistakes brands make when pitching to retailers—and, more importantly, how to avoid them.
1. Overloading the Presentation with Too Much Backstory
Retail buyers are busy. They’re managing dozens, sometimes hundreds, of products, and their calendars are booked solid. They don’t have time for a 15-minute origin story about how your grandma’s recipe inspired your product—even if it’s heartwarming.
Instead, focus on how your story connects directly to the product's marketability. A simple hook, like, “We saw a gap in the market for BBQ sauce that delivers bold flavors with clean ingredients,” sets the stage without dragging on.
Actionable Tip: Practice your brand story until you can deliver it in two sentences or less. Then, pivot to how your product solves a problem for their customers. You can always share more if they ask.
2. Weak Pricing Strategy (Hint: It’s Not Just About Being the Cheapest)
We’ve seen this happen—a small brand comes in thinking they need to undercut competitors to get noticed. But here’s the thing: pricing isn’t just about being the lowest-cost option. It’s about value.
If you price too low, you risk signaling that your product isn’t premium or cutting into your margins so much that scaling becomes impossible. Conversely, if your pricing is sky-high without a clear reason, retailers may balk.
Real-Life Example: Imagine a snack brand pitching their healthy chips at $7 a bag when competitors are selling for $3. If there’s no compelling reason—like unique ingredients or sustainable packaging—to justify that price, it’s an uphill battle.
Actionable Tip: Do your homework. Research what similar products sell for and understand where your pricing fits. Include competitor data in your pitch and clearly outline why your product is priced the way it is.
3. Focusing on Product Features Instead of Shopper Value
Here’s a common misstep: brands get caught up in listing features like "all-natural," "gluten-free," or "handcrafted." Don’t get me wrong—these are important. But buyers need to understand how these features translate into customer value.
Think of it this way: “Handcrafted” is nice, but does it mean customers will enjoy a richer flavor or feel good about supporting artisans? You need to connect the dots.
Actionable Tip: Phrase features in terms of benefits. Instead of saying, “Made with organic tomatoes,” try, “Made with organic tomatoes, delivering a fresher, richer taste that health-conscious shoppers crave.”
4. Neglecting to Showcase Hard Sales Data
Retail buyers love a good story—but they love numbers even more. If you’re pitching your product without data to back up its potential, you’re asking them to make a leap of faith. And retail is a numbers game.
If you’ve already had success at smaller stores or online, share your metrics. What’s your year-over-year growth? What’s your average order size? Even small wins—like growing 10% month over month in online sales—can bolster your case.
Actionable Tip: Include a simple slide in your pitch deck that highlights key performance stats. If you’re new and don’t have many numbers yet, lean into your market research—like showing data on the category’s growth and how your product taps into that trend.
5. Forgetting to Address What’s in It for the Retailer
This might be the biggest mistake of all. Too often, brands pitch their product as if it’s a no-brainer without explicitly addressing what’s in it for the retailer. Retailers care about three things: sales, margins, and customer loyalty. If your product can drive one (or all) of these, you’re speaking their language.
Fictional Scenario: Let’s say you’re pitching a line of plant-based protein bars. You know the retailer’s health section is growing rapidly. Instead of saying, “These bars are delicious and healthy,” say, “Your health aisle’s sales have grown 15% this year, and we’re confident our protein bars will help you capture even more of that market.”
Actionable Tip: Tailor your pitch to the retailer’s specific goals. If you know they’re focused on boosting private-label alternatives, mention how your product complements that strategy rather than competing against it.
6. Not Knowing Your Target Customer (And How They Align with the Retailer’s Audience)
You can have the best product in the world, but if you can’t clearly define who’s buying it—and how that overlaps with the retailer’s customer base—you’re missing a key part of your pitch.
Retailers want to know: Who’s your customer? Are they young professionals looking for convenience? Moms seeking healthier options? Budget-conscious shoppers? The more you can show that you understand your target audience, the more trust you build.
Illustrative Example: Imagine you’re pitching to a regional grocery chain known for its family-friendly appeal. Instead of saying, “We think everyone will love our product,” highlight specifics like, “Our product is a hit with millennial parents ages 25 to 40, who make up 60% of your core shoppers. Our data shows that 70% value products with clean labels and bold flavors, just like what your store promotes.”
Actionable Tip: Include your pitch's customer demographics, psychographics, and purchase behaviors. Even better, layer this information with insights specific to the retailer’s market areas. It shows that you’ve done your homework and understand their customer base.
Bringing It All Together
Pitching to retailers can feel overwhelming, but it doesn’t have to be. You can confidently walk into that pitch room by simplifying your story, pricing strategically, focusing on shopper value, backing your claims with data, and showing how your product adds value to the retailer’s business.
Remember: it’s not just about getting your product on the shelf—it’s about convincing the retailer that it deserves to be there. And when you do that? You’re not just building a sales partnership. You’re building a success story.
Good luck, and hey—if you ever need an extra set of eyes on your pitch, you know where to find us!