Top 10 Tips for Pitching to Retailers

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We know pitching to buyers is your bread and butter. Getting your product into buyers’ hands hinges on your ability to communicate your value proposition, your data and your strategy. But what if you could use our expertise to put your already-amazing sales presentation over the top?

Here are our top 10 tips for delivering a knockout pitch to retailers:

  1. Know your audience. If we had to give you one golden nugget of advice on pitching to retailers, it’s to know your audience. Knowing your product is important, but a feature-driven approach won’t show retailers how your product will fit into their current offering or stand out on shelves. Before your pitch, research the retailer and customise your presentation to fit their needs.
  2. Know your product. It may sound like a no-brainer, but whenever you pitch, you run the risk of being asked a question you can’t answer off the top of your head. You may be able to rattle off market trends and pricing options, but do you know to succinctly explain your distribution and logistics strategy? Have a couple quick talking points in your back pocket for every aspect of your pitch.
  3. Tell a story. Humans are hard-wired to pay more attention to stories than facts. In fact, we’re up to 22 times more likely to remember information if it’s part of a story. Use psychology to your advantage by structuring your pitch like a story with an attention-grabbing hook, turbulent middle and revelatory end. For more tips on using narrative in your presentations, check out our blog, Presentation Storytelling in 5 Easy Steps.
  4. Centre your audience. If your presentation is a story, your retailer should be the hero. They have a problem (needing to increase footfall, grow the category, meet KPIs), and it’s your job to guide them toward the solution (your product).
  5. Use your data wisely. Maximise the impact of your market research, consumer insights and demand forecasts by weaving them into your larger story. Without context, your data won’t pack as much of a punch. Build your case with data at turning points in your pitch and give your audience context and clarity with easily understandable data visuals.
  6. Highlight your USP. Spotlight the element that makes your offering unique, valuable and marketable. It’s tempting to give a play-by-play of your product’s ten best features, but buyers won’t remember ten facts – they’ll remember one. Give the most weight to the feature that makes your product stand out.
  7. Minimize on-screen text. Remember, your presentation is a visual aid, not a sell sheet. If your audience is reading the words on the screen, they aren’t listening to you. Consider offering a comprehensive sell sheet (physical or virtual) at the end of your presentation or sending it before the meeting to ensure you make the most of your in-person time.
  8. Rehearse. Practice your pitch until you can give it in your sleep. Knowing your pitch by heart can help you project confidence, answer unexpected questions and connect with your audience. Rely on your notes only for jumping-off points but avoid putting your entire script in your notes.
  9. Optimise your CTA. Whether your goal is to schedule a follow-up meeting, secure a commitment to purchase, or gather feedback, your CTA should be clear, concise, and easy to understand. Avoid ambiguity or confusion by providing straightforward instructions on what action you want your buyer to take.
  10. Listen. Discussion is a key part of any presentation, but you shouldn’t limit audience interaction to your end-of-pitch Q&A. Feedback can include reactions, body language and verbal cues. Pay attention to your audience’s feedback and adapt your pitch as you go on.

Thanks for reading. Go forth with these invaluable tips and prosper! Or, if you’re looking for a specialist presentation design agency to build a fully branded, bespoke and beautiful sales pitch just for you, hit us up! We’re waiting by the phone.

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