For those in the consumer packaged goods (CPG) and over the counter (OTC) worlds, ECRM and retailer category reviews can feel like speed dating: awkward, shallow, and leaving you wondering when or if you’ll see them again. But there are things that you can do to turn this one-time encounter into a long-term relationship, starting with the presentation that you use when sitting down with a potential buyer. Your pitch should consider the following:
Why should I get to know you better?
Start with a truly “ownable” brand position. This isn’t about telling your date what you think he or she wants to hear and it’s definitely not painting the picture of how you see yourself. It’s about your unique selling proposition. What’s the one thing that consumers want, that you have, that no one else can deliver?
Can I have your number?
Buyers evaluate many things, such as your value proposition, your likability, and your plans for growth, but in the end, your numbers are the things that they are most interested in. Start with a recap of what your brand has done over the past year in terms of units and dollars from both factory and retail. Highlight gains in market share within the category. Show which retailers are carrying your products and then drill down to the facts for the specific chain. Know what you are trying to achieve before going in (e.g., more stores, more facings, more SKUs, a secondary location, etc.) and share your story in a way that supports those objectives.