How to put your products on store shelves: 6 steps (2024)

Moving from e-commerce to retail is a big step for any business.The rewards can be huge wholesale Orders, new customers, and delivering products to new destinations.

It sounds exciting to have a product on store shelves, and it is. However, it is also a move that requires strategy.

Michael de los Santos, better known as Mike D (as you can see that name on his line of barbecue sauces and rubs), explains the process by which a product gets to the shelves. Mike knows a thing or two about how to get products on the shelves, and he’s here to share his best advice with others. entrepreneur.

6 steps to get your product on the shelves

1. Understand when your retail store is ready
2. Know what makes your product unique
3. perfect the pitch
4. Join the online wholesale market
5. Consider a trade show (is it worth it?)
6. Don’t rely solely on retailers

1. Understand when your retail store is ready

Mike D’s BBQ Found throughout the eastern United States. Mike started online and grew his store in Durham, North Carolina, and now his sauces are available in dozens of stores. Retail company—One is as far away as northern Wisconsin.

For small business owners, getting products on the shelves isn’t something that should be done in a hurry. In fact, Mike waited until he was sure his business could support retailers. But how does he make that call?

The most important thing to consider is your own e-commerce sales and whether you have enough products to support both. Wholesale to retail stores. You don’t want to be in a situation where you can’t ship your own sales to fill wholesale requests, or you can’t supply products to retailers because you sold too much online.

“You need to see if going into a store is right for you at that time,” Mike said, adding that scaling up too quickly will only lead to “disaster.”

take a good look at you manufacturing industry Process and evaluate whether it makes economic and logistical sense.Can you scale to meet anticipated wholesale demand? Yes. supply chain issues Will it make production difficult? Are you already having difficulty entering your online sales?

Mike knew he was ready because production was steady and he knew he was available. fulfill orders We sell online, in our own stores, at events, and we still have room to produce for wholesale.

Pricing is also important. If profit margins are already low, it may not be sustainable to charge even lower wholesale prices unless you can lower costs or increase overall prices.

Before you dive into retail, sit down and do the math.

2. Know what makes your product unique

Before you promote your product anywhere, you need a strong message about what makes it different from other products sold in potential stores.

For Mike, his selling point was the sauce. In North Carolina, BBQ sauces are typically tomato-based or vinegar-based. In his line, he combined two bases to create an entirely new product. He also drew flavor and spice inspiration from both African American and Latin American traditions. In short, it creates a product that stands out in a crowded market.

“I needed a unique selling point that was different from other products in my niche,” says Mike. “If you have a product you’re selling, you need to differentiate it from other products on the market.”

That uniqueness, he says, is exactly what you’re selling. Potential distributors want whatever you offer to be something new, something they haven’t offered yet. It will also make your pitch more memorable.

think about:

• How to compare your product to top competitors
• If special materials or ingredients are used
• If satisfied Specialized fieldvegan, organic, allergen-free, etc.
• If you can offer lower prices than your competitors
• If your product appeals to a specific demographic

You need to have a good understanding of the differences between your products and be able to quickly explain and sell those differences.

3. Perfect your pitch

Mike’s initial pitch to get his product on store shelves didn’t really go that well. But he learned from his mistakes, and so can you. On his first attempt, Mike went into a local store and asked who was in charge of purchasing new products. When that person was away, he left information and products on the table. Naturally, he didn’t reply.

“We never had the face-to-face conversations we needed to move it forward, but we learned from it,” Mike said. When it comes to visiting a store, especially a local dealership, it’s important to have a face-to-face conversation. You should prepare a sales sheet or other materials that describe your product, what makes it unique, and its price. And of course, there are some samples to leave with your manager.

Next time Mike was able to pitch directly and leave samples and information. I stopped by again the next day to check in. The store owner ended up ordering two cases of each item.

“That personal approach worked, but the first stop was a disaster,” Mike says.

Do your research beforehand so you know exactly who in your store you’ll be pitching to, when they’ll be available to pitch to you, and if there’s a specific time of the month or year when you might consider adding new products.

In that pitch, you should also talk about current sales and whether there’s any other hype around the product, such as a strong following on social media. Add who will buy your product. That may be the demographic the store is trying to attract.

Finally, you need to show the store that you can deliver. wholesale orders Full amount and on time. “An important part of preparing for a meeting is making sure you check these boxes,” says Mike.

After the pitch, Mike said we should keep in touch. He checks in the next day, then waits a week, then he waits another week. “If after the third follow-up they say they’re still not interested, I say thank you for considering the product,” he says.

learn more: How to Write an Elevator Pitch in 2024 (+ 3 Free Templates)

4. Participate in online wholesale markets

As an entrepreneur, if you have a small store or chain, going to meet them in person and making a personal connection is always your best bet, but as you grow, there are other ways to reach out to potential retailers. there is.

There are some online, wholesale market Here you can list your products for potential distributors to find.

Over 100,000 brands sell products on Faire, and custom listings include descriptions, images, pricing information, and business details. Faire retailers can search for these products, learn more about the brand and its products before purchasing, and contact business owners directly. The best part is that Faire is fully integrated with your shop’s backend. Fair: Wholesale sale Since it’s an app, you can manage everything seamlessly.

Faire also offers retailers risk-free shopping benefits, including 60-day payment terms with eligible retailers, free returns on your first order, and easy online ordering from anywhere. This is why hundreds of thousands of retailers shop at his Faire, and more are joining every day.

“If you’re new to personal pitching, don’t be afraid,” says Mike. “People are looking for products to sell, especially with supply chain issues.”

You may also need to go online if you want to participate largest retailer. For example, Walmart requires you to apply using their online supplier system.

5. Consider exhibitions

Trade shows are a traditional way for entrepreneurs to meet distributors. You may be able to connect to dozens of stores, but it can also be a gamble.

The microphone is exhibition Before considering purchasing a booth. This will tell you what products are being featured, who your competitors are, and how many buyers are actually participating. Talk to your vendors and see if they are actually making meaningful connections.

Cost should also be kept in mind. At a trade show booth he may run thousands of dollars a day, so you need to be confident that your investment is likely to pay off. Therefore, you should only consider trade shows if you are committed to selling in-store as part of your business strategy.

Instead of an exhibition, you can also organize your own exhibition. pop-up shop And invite local retailers.

6. Don’t rely solely on retailers

Getting products into stores can be a big boost for small businesses, but it doesn’t do the heavy lifting for them.

Once in the store, it’s your job to make sure customers know where to find their products and maintain relationships with store management. To maintain demand, you also need to keep your online business and marketing strategy strong.

If you put in the effort, getting your product on store shelves can be a huge boost to taking your business to the next level.