Home Business Advice Selling to retailers: what to put in presentation folders

Selling to retailers: what to put in presentation folders

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selling to retailers

If going into wholesale with your products is part of your business strategy then selling to retailers - creating marketing tools and presentation folders is something you will have to do. I see many brands are keen to rush in without doing the prep work first. In order for you to approach a retailer, you need to have all the information, and answers to all the questions they are going to ask, ready.

I used to create presentation folders for my retailers not only to help me navigate through the pitch but more importantly to leave them with something they could refer to, think about and, if necessary, discuss with me after I left the meeting. Not many retailers will jump on your offer or pitch straightaway. They need to see how your product offering could help them with their sales, if they already have demand for your type of product, maybe if they could differentiate themselves from their competitors with your product and what kind of market advantage they would get.

Here is what you need in order for you to create presentation folders:

1. Your story - brand information:

WHEN was your brand established? How long you've been trading? Show some credibility.
WHY did you set up your brand? Specify your USPs.
WHAT customers do you cater for? Specify your avatar.
HOW/WHERE do you sell? Mention your stockist network and sales channels.

2. All product brochures or lookbooks 
It should include product specs, technical drawings, if applicable, and health & safety notes.

3.  Pricelists 
I used to have recommended retail pricelist (RRP) with a % discount structure for retailers. It really depends on your pricing strategy and how much incentive you want to give them. For retailers to be competitive, especially if they are a brick and mortar business, they want to see the margin for online as well. It used to be that online retailers got less margins (I used to offer 10% less but don't take this a definitive number, it really depends on your market) than brick and mortar shops because their overheads were smaller. Note: As online shopping got more widespread and consumer's confidence has grown, this strategy may not apply anymore, so guide yourself by your market knowledge.

4. Delivery information
HOW:
Specify how your products are delivered e.g. whether you use a courier service, Royal Mail, pallet distributor or your own vans.
WHEN: provide information about stock availability and lead times. I used to indicate items in stock with a star so they could see what was available for next day delivery and what was on special order.
SPECIAL NOTES: Specify who is responsible for damaged stock once it leaves your premises and refer to your T&C
YOUR OFFER: Specify free delivery option over a certain amount of stock value.

5. Trade Application form 
It should include contact details, company details, area of business, business details, trade reference and any questions you want to ask in terms of trading.

Specify pricing, order procedure, invoices and proforma invoices, delivery policy, cancellation policy, return and damaged goods policy, payment terms, warranty, liability, samples and display stock terms, exclusivity terms and contract termination

6. Purchase Order Form (optional)
Apart from the obvious, it should include your logo, company and contact details, retailer's code number, payment options, payment terms and T&C on the back - I used to have letterheads with T&C professionally printed.

7. How to order guide 
Specify placing your order options - via phone, email, trade account login or a form as above. Also mention that orders are not processed until after order confirmation is received. Specify minimum and maximum stock orders - this is usually either stock value or items per collection.

8. Terms & Conditions / Conditions of Sale

Specify pricing, order procedure, invoices and proforma invoices, delivery policy, cancellation policy, return and damaged goods policy, payment terms, warranty, liability, samples and display stock terms, exclusivity terms and contract termination



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Hope this helps. Kxx

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