When it comes to pitching to retailers, confidence is important — but preparation is everything. Without research, your pitch is just another email in a buyer’s inbox. The brands that get noticed are the ones that do their homework.
Do Your Homework First
Before you send that email or make that call, know who you’re talking to. What type of products does the retailer already stock? Who are their customers? Where do you fit on their shelves? This kind of prep shows that you understand their business, not just your own.
I once worked with a snack producer who sent the same email to 50 farm shops. Only two replied. When we looked closer, we realised half of those stores didn’t even stock savoury snacks. A quick tweak in targeting led to 15 conversations within a week. That’s the power of research.
Build Relationships Before You Pitch
Follow your target retailers on social media. Engage with their posts. Show genuine interest in what they do. Retailers are far more likely to respond to someone who’s already part of their online community. And if you’re attending trade shows, make it a priority to meet them in person.
Speak Their Language
When you pitch, keep it short, clear, and focused on what’s in it for them. Replace “I’d love to get my product into your store” with “Our customers are asking where they can buy locally — your shop would be a perfect fit.” Frame your offer around the value you bring.
Know the Decision-Maker
Retail decisions are rarely made by one person. For smaller stores, you’ll often deal directly with the owner; for larger garden centres, there may be multiple buyers. Do your research so your message lands with the right person.
Pitching to retailers isn’t about shouting the loudest — it’s about being the most relevant. Show you understand their customers, demonstrate demand, and approach them like a partner, not a salesperson.