Because blending in is not a strategy.
So, you’ve got a great product. One that’s loved by friends, family, the local deli, and your nanna’s book club. A-may-zing.
But when it comes to pitching to retail buyers, “everyone loves it” isn’t going to cut it. If your pitch sounds like a copy-and-paste job – full of nice words but no commercial backbone, you’re likely to be met with polite smiles. . . and a swift “we’ll keep you in mind” (if you’re lucky).
Want to make sure your pitch stands out? Take my quick Retail Strategy Check-Up quiz. It’ll show you how strategic your pitch really is, and what to tweak before you hit send.
Now let’s talk about how to swap ‘nice’ for ‘nailed it’. Here’s how to pitch your product to retailers.
What retail buyers actually care about
Before you worry about fonts or fancy animations in your slide deck, get clear on what buyers are really looking for:
- Category fit – How does your product complement or grow the range they already have?
- Evidence of demand – Not just passion. Show data, testimonials, or early traction.
- Pricing and margin clarity – Have your numbers ready and show you understand retailer margins.
- Operational readiness – Can you deliver? On time? In full? Without drama?
Mistakes that make buyers switch off
Even great products get overlooked if the pitch goes wrong. Watch out for these:
- Too much story, not enough strategy
- Generic claims (like “we’re passionate” or “we’re on a mission” – so is everyone)
- No understanding of the category landscape
- Unrealistic growth or supply assumptions.
What to include in a winning pitch deck
If you want to be taken seriously, here’s what you should be showing:
- A one-line summary of what makes your brand standout (your “hook”)
- The size and opportunity of the category you sit in
- A brief overview of your range and why it’s relevant now
- Sales performance and traction so far
- Pricing, supply, and support in plain English
- What you’re asking for and why it makes sense commercially.
Don’t forget the buyer is human
A bit obvious, but easy to forget when you’re trying to impress.
Keep it clear, honest, and helpful. If they have to work hard to understand your offer, they won’t bother.
Need a hand with your pitch?
Whether you’re building from scratch or refreshing a deck that’s feeling a bit meh — I can help.
My Retailer Review Pack + Pitch service takes your story and turns it into a compelling, insight-led pitch deck. One that gets attention for the right reasons.
Or if you’re not quite there yet, take my Retail Strategy Check-Up quiz to see how your foundations are looking first.
