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Savvy Sell-Through Tips to Keep Customers Coming Back for More - Part One
One of the headiest experiences for an entrepreneur is landing a big order from a retailer. It validates everything you’ve been working toward, and in the way that counts most: Someone else believes in your product, and thinks consumers will, too.
But getting your products onto store shelves, even at Wal-Mart or Home Depot, is only the first step for retail success. Now you have to try just as hard to be sure your products move, well enough to give the retailer the confidence to place more orders with you.
Repeat after us: Positioning, positioning …
It should go without saying that just where your product is displayed in a store can make all the difference between selling through and not even getting close. The bigger the retailer, the less say you have in positioning, and the more limits on how much of a “merchandising zone” you can create in their store. However, because both you and the retailer want to move product, it’s not impossible to get a fair hearing.
Contech Electronics was able to get Home Depot to place its ScareCrow motion-activated sprinklers in the pest-control section — where CEO Mark Grambart wanted them — instead of the lawn sprinkler section. ScareCrow startles deer and other critters by squirting them with water when they show up, so Grambart suggested placing his products where they’d offer a specific solution to Home Depot customers with a specific need.
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