Ask The Expert: How do I get connected with large retail buyers

Shelley HUNT, Founder Pretty Smart – Beauty Business Strategies

Shelley Hunt is a beauty industry expert with more than 20 years of wide-ranging experience, including buying, merchandising, marketing and managing for Nordstrom, the national fashion specialty retailer. She has also worked with multi-million-dollar cosmetic brands such as MAC, philosophy, Trish McEvoy, Stila and Dr. Perricone during the infancy stages of their business development. With a long history of helping foster emerging beauty talent, Shelley is able to quickly identify brand potential and resolve obstacles to success ensuring healthy, sellable, enduring brands buyers want and customers demand.

QUESTION:
How do I get connected with large retail buyers and what are the advantages/disadvantages that I should consider in going this route for distribution?

ANSWER:
Getting connected with large retail buyers is not a science however getting in front of them to present your product is extremely difficult without a connection or the proper “hook”.

Since retail buyers see thousands of product submissions each month they will often determine a brand’s success seconds after opening a package. The goal for a new product is to bypass a blind submission—where a buyer receives product in the mail and reviews it on their own without a presentation—and seek someone who can connect you or introduce you to the buyer in person.

These “contacts” have established buyer relationships. Buyers trust their opinion and know they’re prescreened the product to insure it’s a fit. More importantly, buyers do not have time to hand hold entrepreneurs so by aligning with an expert, the buyer is ensured all the logistics are covered in case they agree to launch your product.

These experts are generally industry consultants, former buyers, branders, PR/marketing gurus and retail venders. If they’re truly an expert, they will only set up a meeting if they believe in your product, your potential, and if you’re willing to do whatever it takes to meet the retailer’s needs.

They’ll help prepare you for the meeting; review your marketing program, packaging, and let you know how to prioritize and streamline your presentation since you may get only a few minutes of a buyer’s attention. They’ll also make sure the decision makers are in the room so when you leave the presentation, you know if it’s a “go” or a “no”.

As far as going the large retail route for distribution, there are several advantages and disadvantages. Advantages include broad, national distribution, generally a large opening order which will allow you more advantageous terms with your suppliers, and a reference retailer for the press. Disadvantages include hiring a sales support team for ongoing in store education and events to insure your product sells through and that you get a reorder. A huge assumption many entrepreneurs make when starting out is that the opening order is just the beginning or a fruitful relationship. If you don’t invest that opening order profit wisely on events, PR, sales support—it just might be your last order.

Connect with Shelley in the Ladies Who Launch Network.

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