How to Contact Distributors
How to Contact Distributors and Get Your Product in Front of Buyers
Getting your product in front of buyers and category managers can be a challenging yet rewarding process. To help you navigate this journey, here are some effective strategies and tips to reach out to distributors and increase your chances of success.
Utilize LinkedIn and Email
The best methods to contact potential buyers and category managers are LinkedIn and email. These platforms offer direct access to key decision-makers in the industry. Craft a professional and concise message that highlights your product's unique features and value proposition.
Understand the Market
Before reaching out, it's crucial to understand how your product differentiates itself from competitors. Consider the following questions:
How does your product stand out?
Is there a current competitor in the market?
What’s your value proposition?
How crowded is the category?
Is the market growing or shrinking?
Where does your product fit in?
Understanding the market landscape helps you tailor your pitch and demonstrate why your product is a valuable addition to their portfolio.
Identify Dedicated Contacts for Small Brands
When contacting distributors, always ask if they have a person dedicated to new and upcoming brands. These individuals focus on helping small brands grow and navigate the complex business landscape. They can provide valuable insights and support tailored to your needs.
Showcase Your Retail Success
If you already have products in retail locations, make sure to let potential buyers know. Provide customer names and regions where your products are sold. Demonstrating success at retail makes your product more appealing and reduces perceived risk.
Explore Other Sales Channels
If your product isn’t in any retailers yet, it may be difficult to get into a distributor without incurring risks and costs. Consider exploring other sales channels first to build a track record of success.
Prepare a One-Page Sell Sheet
Once you secure a meeting, prepare a concise one-page sell sheet to email to the category manager. They receive hundreds of requests each year and expect this type of summary. A good sell sheet should include:
Product description
Unique selling points
Suggested Retail Price (SRP)
Success stories or testimonials
Getting the SRP right is critical. Seek help from CPG consultants if needed to ensure your pricing is competitive and appealing.
Timing and Handling of Samples
Send samples after securing interest, not before or in your cold message. Ensure that samples reach the intended recipient rather than getting lost in the office break room. Samples are your chance to make a strong impression, so timing is key.
Avoid Spamming Category Managers
Category managers receive numerous cold messages daily. To stand out, show how your product will grow their category and limit your follow-ups. Know when it's time to move on if you haven’t received a response. Persistence is important, but overbearing follow-ups can be counterproductive.
Embrace Rejection and Learn from It
Rejection is a part of the process. If you're getting rejected, it means you're actively trying to grow your brand. Learn from rejection emails by asking yourself:
What could you have done better or differently?
Was there feedback you can use to improve?
Use these insights to refine your approach and strategy.
Strategic Follow-Up
Keep in touch without being overbearing. If you get into a retailer, update the distributor. Show empathy and understanding of their perspective. Strategic follow-ups help maintain relationships and keep your product top of mind.
Key Takeaways
Differentiate your product clearly. Understand your costs and Suggested Retail Price (SRP). Handle rejection gracefully and learn from it. Stay proactive and keep pushing forward.
Navigating the path to getting your product in front of buyers and category managers requires strategy, persistence, and adaptability. By following these tips and continually refining your approach, you can increase your chances of success. If you have any questions or tips, feel free to share them in the comments below!
For more insights and tailored advice on how to get your product in front of buyers and category managers, connect with Mangrove Management Consulting. We offer customized solutions to help CPG brands navigate the complexities of distribution and achieve sustainable growth.
