The Secrets of Retail Distribution Deals ....Part II

In our previous post, we discussed some preliminary measures you can take to help score a major distribution deal for your product with a major retailer.  In this post, we'll take a brief look at some of the lesser considered tactics that are just as helpful and successful.

1. Don't underestimate the power of DRTV.
There's a reason why so many products launch on channels and platforms like the Home Shopping Network - because they work!  And now, with some many platforms being seamless transmedia shopping experiences (in home, online, mobile, and retail), it is even more appealing to consider.

2. Opt for a broker.
Did you know that you can save time and effort by enlisting the help of a sales broker?  A good sales broker can work on your products behalf and actually place your product on the shelves in retail stores.  The downside is it will require a cut in revenue, as most work on a commission, but with products placed in stores and increased sales, it will be well worth it.

Of course, there are numerous ways to to score a lucrative distribution deal, including, but not limited to  catalogs, VARS (value-added resellers) and dealer networks, but this list should help sum it up.  What do you think? Can you share some of your success or horror stories with your retail distribution deals?

The Secrets of Retail Distribution Deals..Part I

So you've got a great product that should be in the hands of everyone.  You've set up a website, market your product, and even have your product in the hands of a few local retailers.  But how do you score a deal with a mass retailer such as Target or Walmart?  While these steps are not all inclusive, this checklist should set you on the right path to success.

1. Know thy retailer.
Knowledge is power.  Study the inventory and customer profile of the potential retailer to get a better understanding of what will appeal to buyers. Every retailer has developed a brand, study the brand of the retailer to know how your product fits into that story.

2.  Don't pitch to deaf ears.
Implementing a pitch strategy that is broad and wide is not going to yield very positive results.  If you've done the research already, you'll have a narrowed list of target retailers. Now, comes a little more research. From the list of retailers, track down the buyers.  Intuit recommends leveraging Linkedin or ZoomInfo to get their contact details.

3. Don't forget your Trade shows.
Yet another really helpful way to gain the attention of Mass retailers is to have a presence at an industry trade show.  Although trade shows can be tedious and expensive, the pay-off of having a captive audience for your product is priceless.

Steps 1-3 are great ways to set you on the path to major retailer distribution success.  In Part II, we'll explore some of the lesser known or considered, yet success tactics to landing your retail distribution deal.