How to Sell to Retail: The Secrets of Getting Your Product to Market

Enhanced descriptions from Syndetics:

Are you ready to take your business to the next level? If you've got a product to sell there's only so much growth you can sustain by selling directly to end users. The ultimate key to really developing your business into a bigger enterprise is to get it sold by retailers. But how do you convince a cautious retailer and give a great outward impression of your business, big or small? Working through a series of 5 logical sections broken down into 12 steps, How to Sell to Retail will teach you how to look big, plan big, pitch big, get big and stay big though successfully selling to retailers.

Table of contents provided by Syndetics

• Foreword (p. xiii)
• Biography (p. xv)
• Resources (p. xvi)
• Introduction (p. 1)
• Part 1 Look Big (p. 9)
• 01 Identity (p. 11)
• Introduction (p. 11)
• What is a mission statement? (p. 12)
• Culture, values and ethics (p. 19)
• Determining your positioning (p. 22)
• Your brand's visual identity (p. 28)
• Wrapping up (p. 31)
• 02 Presence (p. 32)
• Introduction (p. 32)
• Moments of truth... (p. 33)
• Your physical presence (p. 38)
• Your online presence (p. 43)
• Your social media presence (p. 48)
• Wrapping up (p. 53)
• 03 People (p. 54)
• Introduction (p. 54)
• People buy from people... (p. 54)
• Importance of your profile (p. 57)
• Being the go-to expert in your niche (p. 65)
• The extended team (p. 69)
• Wrapping up (p. 70)
• Part 1 Look Big - summing up (p. 71)
• Part 2 Plan Big (p. 75)
• 04 Customer (p. 77)
• Introduction (p. 77)
• Defining your ideal customer (p. 78)
• Knowing your customer - case studies (p. 83)
• Reaching the end user (p. 86)
• Understanding who and what influences your ideal buyer (p. 88)
• Pricing - a key part of your positioning (p. 90)
• Wrapping up (p. 94)
• 05 Competition (p. 95)
• Introduction (p. 95)
• Competitor analysis (p. 96)
• Why you need to know your competition (p. 103)
• Understanding the competition (p. 105)
• Wrapping up (p. 109)
• 06 Scalability (p. 110)
• Introduction (p. 110)
• What is scalability all about? (p. 111)
• Robust and repeatable processes and systems (p. 111)
• Planning the supply chain (p. 113)
• Ethical and environmental considerations (p. 117)
• Managing cash (p. 118)
• Securing funding (p. 118)
• Protecting your brand (p. 121)
• Wrapping up (p. 124)
• Part 2 Plan Big - summing up (p. 125)
• Part 3 Pitch Big (p. 129)
• 07 Preparation (p. 131)
• Introduction (p. 131)
• Developing a detailed understanding of each retailer uniquely (p. 132)
• Why does this client really need your offer? (p. 140)
• What is the benefit to the buyer of buying from you? (p. 144)
• What you need to include in your proposal or presentation (p. 146)
• Getting ready to present (p. 148)
• Wrapping up (p. 150)
• 08 Selling (p. 151)
• Introduction (p. 151)
• Planning the outcomes (p. 151)
• Making the initial contact (p. 154)
• Exploratory meeting (p. 161)
• The proposal (p. 163)
• The formal presentation (p. 165)
• Following up (p. 168)
• Wrapping up (p. 171)
• 09 Negotiation (p. 172)
• Introduction (p. 172)
• What is a negotiation and when should it happen? (p. 172)
• Points to negotiate to get your desired outcome (p. 176)
• Walking away (p. 183)
• Wrapping up (p. 184)
• Part 3 Pitch Big - summing up (p. 185)
• Part 4 Get Big, Stay Big! (p. 189)
• 10 Expansion (p. 191)
• Introduction (p. 191)
• Delivering on your promises to secure customer loyalty (p. 191)
• Using case studies to attract more interest from potential customers (p. 193)
• Creating an upward spiral of growth (p. 200)
• Wrapping up (p. 203)
• 11 Replication (p. 204)
• Introduction (p. 204)
• What is replication and why is it so important? (p. 204)
• Developing your robust and repeatable platform (p. 209)
• What areas of business do you need to replicate? (p. 211)
• Your role in the business you've created (p. 216)
• Wrapping up (p. 218)
• 12 Paranoia! (p. 219)
• Introduction (p. 219)
• Why a healthy dose of 'paranoia' is important (p. 220)
• Being aware of the threat of new entrants (p. 220)
• Don't assume you know your customer - keep checking! (p. 221)
• Developing a continuous improvement culture (p. 223)
• Wrapping up (p. 225)
• Part 4 Get Big, Stay Big! - summing up (p. 226)
• Conclusion (p. 230)
• Appendix 1 The Retail Champion (p. 231)
• Appendix 2 Independent Retailer Month UK (p. 233)
• Appendix 3 The Retail Conference (p. 234)
• Appendix 4 Retail Acumen (p. 236)
• Appendix 5 e-mphasis Internet Marketing (p. 237)
• Index (p. 239)