The Three Questions Every Retail Buyer Asks (Even If They Don’t Say Them Out Loud)
- Jon Allen
- Aug 21
- 1 min read
Walk into a buyer meeting and you’ll hear the usual questions: What’s your case cost? Can you meet our OTIF standards? How do you support your items at retail?
But those aren’t the questions that truly determine whether your product makes it to the shelf. Underneath the formalities, buyers are really asking themselves three things—silently:
1. Will this product sell? Retail buyers aren’t in the business of taking chances. They want proof—velocity data from other retailers, category trends, or even strong social engagement that suggests consumer demand. If you’re a new brand, that proof might come from smaller wins: regional sell-through success, influencer partnerships, or pre-orders from online campaigns. The goal is to demonstrate that your product won’t just occupy space—it will move.
2. Can I trust this supplier? A buyer might love your product, but if they sense you’re inconsistent on delivery, weak on compliance, or slow to respond, the conversation ends. Trust is built on execution: meeting ship windows, hitting quality standards, and staying proactive when challenges arise.
3. Does this improve my category performance? Your pitch isn’t about your brand—it’s about the buyer’s category. Will your product drive incremental sales, bring in a new customer demographic, or increase basket size? Framing your product as the answer to a category growth problem is the fastest way to get a yes.
A seasoned food broker makes sure these questions are answered before the meeting even starts. They build the pitch around proof, reliability, and category impact—so by the time the buyer asks a question, they’re already thinking about where your item fits in the planogram.
