Road 2 Retail
Episode #172 What to include in a presentation to a retailer
Episode 172 Today the Road 2 Retail team discusses what you should include in that first presentation to a retailer. You have achieved a few key goals: you identified a retailer that is a good demographic match for your brand, and you got a meeting with the buyer scheduled. Now what? Check today's episode to hear how to optimize the content of your presentation. These insights stem from our experiences with many brands over many years of making these presentations ourselves, supplemented by input from over a dozen interviews with senior retail merchants. Follow the Road 2 Retail so you don't miss any episodes (details below). Learn more or send us questions at www.road2retail.com.Specific points covered today include:- Be concise! Buyers don't need another 60-page deck. To you this may be the biggest meeting of the year; to the buyer it is simply meeting number six today- Make it a conversation and not a lecture- seek engagement- Details, studies and claim support belong in the appendix of your presentation- not in the core 10–15-page deck (yes- this is the optimal length based on buyer feedback)- Remove uncertainty for the buyer as much as possible- bringing in a new brand is a risk to them and the performance of their category assortment. Provide assurances that your source of supply is solid, your claims are substantiated, and you have money to drive awareness, trial, and turns at the shelf- The importance of articulating the specifics of your demand plan- in general against your target consumer and specifically what you will do to drive demand within the retailer you are presenting to- Many more key issues are discussed in today's episode. DM us questions after listening!Follow the Road 2 Retail podcast on the following platforms:Apple podcasts-https://lnkd.in/gs3BfXbd Spotify- https://lnkd.in/ewWcnYpY YouTube channel- https://lnkd.in/gH2Dk_q6.Thanks to our sponsors: Floret, a deduction management platformwww://https:tryfloret.comThe Emerson Group- A trusted CPG partner and omni channel expert to brands https://www.emersongroup.comEnjoy the show! Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedIn!
