It’s a misconception that if a retailer passes on your product they must not like it.. That’s not true. Retailers rarely avoid brands because of the product itself. They avoid them because of risk.
Every new brand is an unknown. Even if the packaging looks great and the price is just right the retailer still has to think about what could go wrong.
* The Inventory Gamble
The question any retailer asks is: Will this product actually sell?
Before a product hits the shelf that answer is just a guess. If a retailer buys to much and the product doesn’t sell their money is stuck in inventory that’s not moving. This limits their cash flow and their ability to try things making them cautious.
* The High Cost of Shelf Space
Retail is a business. For your brand to be on the shelf another brand has to be removed.
A retailer isn’t just asking if your brand is good – they’re asking if it’s better than the brand they’re replacing. Giving space to a brand requires a lot of confidence, which is why most buyers stick with what they know.
* The Reordering Bottleneck
Even if your brand is a success it can still be a problem. If your brand sells out quickly can the retailer restock it as fast?
If the reordering process is slow or hard the retailer faces gaps in stock leading to lost sales and unhappy customers. If they aren’t confident you can keep up with demand they may decide the initial order isn’t worth the hassle.
* The "Ghost" of Past Failures
Retailers remember the brands that didn’t work out. They recall the brands that promised a lot but left them with products and poor customer service. When you approach a retailer you aren’t just being judged on your merits; you are being measured against every brand that failed them in the past.
Why Brands Misread the Hesitation
When a buyer says "no " brands often think the product wasn’t a fit. But usually the hesitation is about the terms of the deal:
The minimum order feels too big.
The logistics of reordering seem fragile.
The risk of trying something is too expensive.
What Retailers Actually Need
To get yes" votes the industry needs to make it safer for retailers to try new brands. Selling will always involve some uncertainty. The process shouldn’t be punishing. Retailers are looking for:
* Lower Barriers to Entry: The ability to start with orders.
* Streamlined Logistics: An automated reordering process.
* Better Data: insights into why a brand might fit their customers.
Making the "Yes" Easier
If you're a new brand don’t just sell your product – sell a partnership that reduces risk. Focus on making the decision-making process easy. When the trial feels manageable retailers are more likely to give a brand a chance.
Bridging the Gap with Ordrly
At Ordrly we’re solving this problem. We help retailers discover, test and reorder brands; without hassle and with more confidence. By making the buying process safer we help great products find the shelf space they deserve.
Answer this question successfully and see your more retailers buy your brands products, How are you making it easier for retailers to say yes to your brand?