The single biggest shift to get buyers to engage with suppliers

Read time: 3 mins.

It’s raining outside and that only means one thing…goodbye summer, hello selling season.

As we enter into 9 months of different range review windows and with clients both launching into big retail over the next 2-3 months and also pitching, I thought I’d share a short note. It’s a strong word of advice for anyone looking to grow over the next 12 months.

And it stems from one of the most important statistics that has come out of YF research in recent years from brands already in, or wanting to be in, major multiples.

More than 80% of founders cite “getting through to the buyers” as their biggest growth challenge.

There are quotes that often accompany this 80% figure – lines that we hear countless times each week when we meet with brands:

• “If the buyer just met with me then they would understand how different we are”
• “They expressed interest at a trade show and then I’ve heard nothing since”
• ”They keep passing me around each other”
• ”They are just ghosting me”
• ”We have the money. We would invest so much more with them if they just responded to us”
• ”I have sent the buyer about 10 emails and 12 samples – I just want a response”
• “They just need to try the product – then they’ll understand”
• “All our customers keep telling us we should be in that retailer – I don’t get why they wouldn’t listen to that”
• “The buyer said they don’t like the product – I guess I need to wait for the buyer to change and then go again”.

To anyone that sees themselves in that 80% of people, I cannot stress enough how important it is to challenge yourself here to give your brand the best chance of success this season.

So, whether it’s true or not, the best starting point is the assumption that the buyer has read everything, tasted everything, seen everything. 

Put yourself in the shoes of the buyer. If you’re anything like me you probably receive countless emails into your inbox from digital marketing agencies telling you how they can fix your SEO, make your digital marketing better and constantly remind you of how terrible your website is.

And if you’re anything like me, you will read the subject and delete the emails because you don’t want what they are selling you.

• You “ghost” them
• They chase. “Just checking you saw my email?”
• You delete again, without even reading

It feels like a waste of your time and you already have so much to do. You don’t need digital marketing support – it’s just not on your list.

Until…someone comes along offering you something relevant to you and demonstrating an understanding of your needs; talking about things that actually matter to you, and helping you solve a problem you are facing.

Then you read, respond, ask questions and engage.

Do you ever have scenarios like that yourself?

It’s not rocket science. It’s needs-based sales.

If I were to place a bet, I’d say the problem is not that 80% of founders aren’t ’getting through to the buyer’ – it’s a credible reality that you are getting through to them but they aren’t interested.

And this is the hypothesis to take forward because it will drive the right questions and actions.

Then the only question that matters is ‘why?’.

Is it the product?
Is it the proposition?
Is it the branding?
Is it the messaging?
Is it the timing?
Is it the person?
Is it the category strategy?
Is it the alternatives?

Your value as a branded supplier is to make the right branded proposition for their customer, and communicate it to the right buyer in the right way at the right time…with a view to ultimately deliver growth for all.

The most valuable use of your time right now is to ensure you have this formula sorted – sense checked over and over and always careful not to drink your own cool aid or lose sight of the broader picture. If it didn’t land as you’d hoped last year, are you clear on what is different this time around?

As a company that advises on this day-in day-out for brands, applying that third party lens on things can often provide eureka moments about where your value is, how to communicate it and ultimately what will get you through the door. And it always starts with assuming the buyer knows everything.

Whether you engage us to support or do it yourself, this will be the single best thing you can do to have a great year.

Good luck as the windows start opening.

How can YF help?

If you need support looking at any of the questions or areas raised in this article – get in touch. We have direct experience with positioning and pitching to retailers, as well as end-to-end supply chain management, so if you are looking at getting ready for the busy season, we would love to support you.