What Retail Buyers Actually Say Yes To: The Commercial Story That Opens Doors

Retail buyers are not looking for “the next big thing.” They are looking for brands that will:

• Grow the category

• Sell consistently

• Deliver on operations

• Protect margin

• Reduce risk

If you want more doors, your story has to be commercial, not cosmetic.

THE BUYER DECISION FRAMEWORK

1. CATEGORY ROLE AND INCREMENTALITY
Buyers want to know what your brand adds that the shelf does not already have.

• What mission does this serve?

• Who is the customer?

• Why will this bring new spend, not shift existing spend?

2. RANGE SIMPLICITY
Complex ranges create slow decisions and lower compliance in-store.

• Clear hero SKUs

• A simple range architecture

• Easy-to-understand price ladder

3. PRICE AND MARGIN LOGIC
A brand can be loved and still fail if the numbers do not work.

• Clear RRP strategy

• Vendor cost and margin structure that supports retailer targets

• Promo mechanics that drive trial without destroying baseline

4. EXECUTION CONFIDENCE
The fastest way to lose a buyer is to create operational pain.

• Service levels and lead times

• Compliance readiness (Barcodes, cases, DC requirements)

• A launch plan that reduces early risk

5. PROOF OF DEMAND
Buyers want signals that customers will pick it up and repurchase.

• Existing sell-through data (where available)

• Content and discovery plan that supports conversion

• Clear differentiators that make it easy to choose

WHAT A STRONG BUYER PITCH INCLUDES

• A one-slide commercial summary: Range, RRPs, costs, margin logic

• A simple reason-to-believe story: What, Who, Why

• A launch plan with dates, assets, and execution owners

• A sell-through plan, not just “marketing plans”

• Risk management: supply, promo cover, and service standards

KEY TAKEAWAY

Buyers say yes when the story is clear, the numbers work, and execution feels safe.