Five Questions To Ask Yourself Before Approaching a Retail Buyer

Most businesses spend a lot of time thinking about how to get a meeting with a retail buyer. Which is understandable.

Securing that meeting can feel like a big breakthrough.

But having spent many years on the buying side of the table, I've learned that some suppliers focus so much on getting the meeting that they don't spend enough time preparing for it.

The result?

A conversation that could have created real momentum ends up becoming little more than an introduction.

Before you approach a retail buyer, here are five questions I'd encourage you to ask yourself.

Not because there's a perfect answer to each one.

But because the quality of your preparation often determines the quality of the conversation.

1. Why Should This Buyer Be Interested?

Let's start with the most important question.

Not:

Why am I excited about my product?

But:

Why should the buyer be interested?

There's a difference.

Many businesses start with their story, their passion, their history, or the journey that led them to launch the product and those things matter.

But they matter most when they help explain why your product represents an opportunity.

The buyer is likely to be thinking:

• What problem does this solve?

• What gap does it fill?

• Why would my customer buy it?

• What makes it different from what we already have?

  
  

If you can't answer those questions clearly, you're giving the buyer a lot of work to do.

And buyers don't have the time to do that work for you.

2. Have I Done My Homework?

One of the quickest ways to lose credibility is to walk into a meeting knowing less about the retailer than the buyer expects.

That doesn't mean you need to become an expert overnight.

But it does mean understanding the basics.

• What type of customer do they attract?

• What does their current range look like?

• Where might your product fit?

• What trends are influencing the category?

• What opportunities can you see?

The businesses that stand out are usually those that arrive having done some thinking.

They demonstrate that they're interested in building a commercial relationship, not simply finding another outlet for their product.

3. Do I Know My Numbers?

At some point, most buyer conversations move from the product to the commercial reality.

That's where preparation becomes important.

Can you talk confidently about:

• Selling price?

• Recommended retail price?

• Capacity?

• Lead times?

• Margin considerations?

• Supply capability?

  
  

You don't need to know every number in the business. But there are certain questions you shouldn't be hearing for the first time in the meeting.

Confidence often comes from preparation.

And preparation often starts with understanding your numbers.

4. What Questions Am I Going To Ask?

A surprising number of supplier meetings consist of one person presenting and the other person listening.

The best meetings usually feel more like conversations.

The buyer has knowledge, experience and insights about customers, categories and opportunities.

Use the opportunity to learn.

Think about the questions you'd like answered.

• What would help you better understand their business?

• What would help you improve your proposition?

• What would help you decide whether this is the right opportunity?

Sometimes the most valuable thing you leave a meeting with isn't an order.

It's information. Always get the buyer talking.

5. What Do I Want To Happen Next?

This might sound obvious.

But it's often overlooked.

Many meetings finish with a vague: "We'll keep in touch."

And everybody leaves without absolute clarity on what happens next.

Before the meeting, think about what success might look like.

Could it be:

• Sending samples?

• Providing additional information?

• A follow-up meeting?

• Reviewing commercials?

• Discussing a trial?

Not every first meeting results in a listing.

Often the real objective is simply moving the conversation forward.

A Final Thought

Over the years, I've met businesses with fantastic products that struggled to secure meaningful progress with buyers.

I've also met businesses with less polished products that consistently opened doors.

The difference wasn't always the product.

Quite often, it was the preparation.

Before approaching a retail buyer, take a little time to step into their shoes.

Challenge your assumptions and ask yourself a few difficult questions.

And remember:

Your objective isn't simply to tell your story.

It's to help the buyer understand why your story matters to them.

Before You Go...

I'd love to hear your thoughts.

For those who have pitched to retailers, what's the biggest lesson you've learned from a buyer meeting?

And for buyers, what's one thing you wish more suppliers would do before approaching you?

Share your experiences in the comments. The answers may help somebody else prepare for their next conversation.