Are you ready to reach out to mass retailers? When I was piecing together my mass retailer plan for RobeCurls, there were a few aspects I wish I knew going into it to be better prepared for conversations with buyers.

To help buyers understand the need for your product on the shelf and all the details in between, there are a few key documents that you will want to get in order before you reach out.

Sell Sheet

A sell sheet is a one page (sometimes longer) marketing document that provides a compelling overview of your product. This sheet is designed to be your opportunity to make a strong impression for potential buyers or retailers. To make a compelling sell sheet you will need to include engaging copy that provides information on the product features and benefits. By blending together the story of your product and eye-catching visuals in the document, you can deliver a concise introduction to what you offer and why it matters.

Pitch Deck

Your pitch deck is the key tool in captivating retail buyers. Remember, simplicity and clarity are important when drafting your pitch deck. Your pitch should be focused on what sets your business apart and written in a way that is easy to understand. When I was creating my pitch deck, I practiced over and over again to ensure my delivery was effective. By rehearsing what you are going to say, it can help manage those nerves for a smooth and effective delivery of your pitch. A pitch deck needs a few key slides that can not only effectively help explain your product, but place your ideas in the context of the industry as a whole and why customers will love your product.

Slide 1: The Hook

Slide 1 is the hook. Those first few seconds are crucial. Start your pitch with a captivating question or statement that instantly grabs the buyer’s attention. This moment will set the tone for the rest of your pitch.

Slide 2: The Introduction

The next slide should be an introduction of yourself and your company. For example, in my introduction for my pitch to Walgreens I said, “Hi, I’m Emily from RobeCurls, introducing innovation in hair care.” This intro clearly stated who I was and what I was doing.

Slide 3: Problem/Trends

Next up is problem and trends. Identify the problem your product solves and link it to current market trends. Identify gaps in the market and how your product can effectively connect with customers.

Slide 4: Solution

The solution is where you deliver the icing on the cake. This is when you share what unique selling proposition you have to give. Try to make it as concise as possible, but add that extra layer of sweetness for them to see just how important your product is for the market.

Slide 5: Key Features

Next up is key features, which is my favorite part of the pitch deck, because it is where I get to showcase my invention! Key features are the characteristics or specifications of a product. It describes what the product is, what it does, and how it’s built. It can include the size, color, functionality, design elements, and any technical specifications a buyer might need to know.

Slide 6: Key Benefits

The key benefits slide is how your product delivers value to a customer and should show how your product can improve a customer’s life and meet their needs. For example with RobeCurls, the key benefits are that it is a damage-free heatless hair curler that reduces frizz, minimizes breakage, and protects hair health while consistently creating long-lasting curls.

Slide 7: Competitive Comparison

Slide 7 should include how your product stacks up against competitors, as well as shares stats on pricing and any patents you have. This is the slide where researching your industry and understanding who the major players are can help you place your product in the bigger context of why your product should be the one on the shelf.

Slide 8: Traction

The traction slide is the space where you share your success metrics to showcase store presence, sales volume, social media impact, press, awards, and certifications. Don’t be shy here, your good metrics can work in your favor!

Slide 9: The Ask

Slide 9 is the ask. Be clear about what you want and how that retailer could benefit. Be specific on numbers and what you expect from the partnership.

Slide 10: Credibility

Assure the buyer of your readiness with your credibility. Be sure to mention your manufacturing capabilities and fulfillment timelines in slide 10 and any other important details that can convey your product is ready to be on that shelf.

Slide 11: Product Offering

Detail your product offering and include pricing structure, MSRP, wholesale prices, and what is included in the product all in slide 11. The product offering should be clear, crisp, and to the point with only the necessary facts and figures.

Slide 12: Retail Marketing

Outline your marketing strategies tailored for their stores – from in-store demos to social media marketing on slide 12. This is where the latest TikTok trends or current marketing campaigns could mutually benefit you and the retail store.

Slide 13: Your Opportunity

Emphasize why now is the opportune time for them to onboard your product on slide 13. Follow through on the pitch by creating an offer that they will want to go for. This part can be nerve wracking, but the more you practice your pitch, the easier this final statement can be. After all, you know how great your product is!

Slide 14: Contact Info

Conclude your final slide with contact details for further communication and any other extra slides that may be needed.

Capabilities Statement

Finally, you will need a capabilities statement for mass retailers. A capabilities statement is a concise, one-page document that showcases your business’s strengths and competencies to potential retail partners. Think of it as your business's resume. The goal here is to build trust with the buyer so when they place an order, you can reliably deliver on initial and continual orders.

What you need to include in this capabilities statement is:
→ Company information
→ Vision, mission, and values
→ Shipping and logistics
→ Any UPC barcodes, NAICS, DUNS codes, and insurance
→ Industries you serve
→ Key customers
→ Contact details

And don’t forget to mention the accreditations or awards that set you apart from competitors. This document can help you set up a strong and professional impression.

Tips for getting in touch with buyers

With all your documents in place and your retail store list set, now you just need the buyer information so you can get your foot in the door and pitch to them.

There are two ways to get in touch with potential buyers. One option is to pitch them directly. To do this you will want to look up their contact information on LinkedIn or through the retail store website. Many mass retailers will have diversity buyers, which are buyers looking for diverse-owned brands, as well as local and regional buyers that need to meet certain quotas. Don’t hesitate here to pick up the phone or craft an email. It’s really that simple and surprisingly cost-effective!

When it comes to emailing a potential buyer, start with a catchy subject line that stands out. In the email be sure to include a brief introduction about yourself before quickly highlighting your impressive product. Utilize stats, sales figures, social media buzz, press mentions, and notable awards. These facts all help buyers know that your brand means business along with a link to your website, catalog, and social media platforms. To finish the email on a strong note, showcase why your product is the perfect fit for their retail space right now.

With all the right documentation to back up your statements, your product will be well positioned to reach the right buyer, and ultimately, your dream retail store.