So you have a product that you sell locally, for now. Whether it is a local cupcake business, bread producer, toy manufacturer, etc. this will apply to you because your goal is success and the more success, the better…right?
Growing your business requires incremental dollar sales month over month, year over year. Holding everything constant (product, price, distribution, placement, etc.) there is no reason to believe that the customers that you currently sell to or the shop that you currently sell at will produce more sales one year over the next. Therefore, the only way to grow when holding everything constant is to increase the number of stores that you are selling to.
There are two ways to go about this: continue to sell locally or expand into national or regional accounts such as Costco, Target, Toys R Us, etc. In either scenario from the above and similar to what you require for growth,what retail is looking for when deciding to take on new products in their finite space is also incremental dollar sales. What I mean by this is the following:
If you sell locally your famous mustard recipe, why would a retailer want to replace an item on their shelf that is already profitable for an item that has yet to be proven? The answer is this: you need to demonstrate to the retailers why your product will drive incrementality to their mustard category.
Incrementality within manufacturing is typically achieved through innovation or differentiation/unique characteristics of your product vs. the competitor. Perhaps for mustard, it could be that your mustard is Kosher Certified and USDA Organic whereas Grey Poupon or Boar’s Head is not. Also, maybe your mustard is incremental due to the unique packaging that doesn’t leave crustiness on the rim after closing the cap and storing in the refrigerator (I hate this!). Whatever the differentiation is, you must prove that it is valuable differentiation and therefore, incremental in dollar sales because existing mustard consumers will switch to your product for whatever that added value is.
Now there are two ways to get in on shelf at bigger accounts:
- Analyze the competitors within the space that you want to compete in and recommend to the retailer a competitor that you would like to “pick-off” because it is slow moving, but nutritional label, etc.
- Present to the retailer via research (surveys, customer testimonials, consumer needs, etc.) why your product deserves a slot on shelf
Developing these stories is the tricky part. Adam and myself have the experience of selling-in to national retailers over various industries and would love to hear your story and how we can help, if needed.