How To Present Your Products to Meijer
Saddleback recently had a meeting with Meijer to discuss selling our BBQ Sauce in their stores. Retailers want your product to make strong business sense and to feel an emotional connection with your product before putting it on their shelves. A strong pitch can help deliver on both counts, and it is important to remember a few key strategies to incorporate into your presentation.
As Meijer did with Saddleback, It is likely that the retailer will send you a number of different requirements to meet, and probably some spreadsheets and/or documents for you to fill out and bring to the meeting. It is imperative that you complete any documentation the retailer asks for, and to forget any would put you at a strong disadvantage up front. After you assemble what the retailer asks for, it is time to start filling out the rest of your presentation.
The more data you compile the better, and the numbers are critically important. At the end of the day, even if the retailer loves the story of your business, connects with the presenter and appreciates your product, if the numbers don’t work then your product isn’t going into their stores. The data sets that will likely be of utmost importance in this presentation are the following:
- Those in connection with velocity and productivity (see What You Need to Know To Get Your Products Into Meijer).
- Data concerning the price comparison to other similar products in the retailer’s stores.
- Gross margins for the retailer.
- If your product has connections with popular consumer trends, this should be presented as well.
While there certainly might be other numbers the retailer will want to see, those mentioned above should always be included.
The retailer should walk away from the presentation knowing the identity of your business and how that identity is expressed through the product you’re selling. Have slides covering the following background information in connection with your business:
- Information about your product that demonstrates it is unique.
- Any notable marketing campaigns or public recognition.
- Successful promotions you have ran and any you plan to run with the retailer.
- Space to sales, or the amount of space your product will take up on their shelves and the reasoning behind your product’s packaging size.
- If you can do so honestly, a statement about limited debt of the company and ability to meet any increasing production demands.
How to order the information included in this blog is an interesting question, with arguments running both ways. For Saddleback, we believe the numbers should be the last thing the presenter sees as it will ultimately make or break the deal. The retailer should walk away from the meeting with a strong understanding of why your product makes sound business sense. However, everyone’s business is different, and exactly how you deliver the final presentation should be adjusted to fit your style. Whatever has you presenting in a smooth and confident manner while effectively covering accurate information is the strategic path you should pursue.