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How to Sell to Retail
Book

How to Sell to Retail

The Secrets of Getting Your Product to Market

Clare Rayner
Kogan Page, 2013
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7

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Retail consultant Clare Rayner hails from an entrepreneurial family with a retail background that stretches back more than 150 years. Rayner grew up working in her parents’ retail business, attended the McDonald’s fast-track management program and worked with several well-known British retailers including “Marks and Spencer, Safeway (now Morrison’s), BHS, Dixons and Argos.” She shares her ideas – from the inside – on how to get retailers to buy from you, structuring her suggestions as a workable 12-point plan. Her knowledgeable book is perfect for suppliers who want to provide products or services to retailers. She’s a font of useful information for supply companies that aim to grow and expand. getAbstract recommends her informed treatise to suppliers setting out to provide products or services to retailers.

Summary

Your Program for Selling to Retailers

Follow a 12-point plan to persuade retailers to carry your product or sell your service. This plan teaches you how to “look big” by learning to “punch above your weight”; how to “plan big” by making only promises you can fulfill; how to “pitch big” when you present your offering; and how to “get big” and “stay big” by scaling your small business into a big business.

1. “Identity”

Retailers choose the companies and products they present with care. Due to low margins, retailers seek a reliable return on their precious shelf and display space. They are equally vigilant about the services they market. Retailers work only with organizations in which they have confidence and trust. You must present your company in ways that gain a retailer’s trust. For that, you need two mission statements – one for retailers and one for the customers who buy and use your offering.

Your mission statement identifies your company and what it does. An ideal mission statement is precise and short – approximately 50 words. Include four elements. First, state your proposition, that is, describe your product or service offering. Second, identify...

About the Author

Retail consultant Clare Rayner, known in the United Kingdom as “The Retail Champion,” worked in many retail companies and served as a senior consultant with SAP and Accenture.

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