Your Product Must Sell Itself

Part I of a Four Part Product Series (Part II, Part III, Part IV)

Over the last few posts, we covered why a Small Wholesale Producer (SWP) decides to wholesale, the volume and exposure advantages they gain, and the resulting distribution challenges that arise and must be faced if growth is to continue.

That is a big picture look at our field, painted in broad strokes. Now it’s time to get down to the nitty gritty of how to create a successful product for wholesale.

The retail world is fiercely competitive. Shelf space is limited, and there is much competition vying for the same space. In the rare instance where your product is truly one-of-a-kind, you then have an uphill battle to familiarize your target customer with an unfamiliar product, just so that, if you succeed, future competitors can sweep in and piggyback on your success.

If you want to flourish in such a competitive landscape, your product must sell itself, since you’re not going to be present in stores to sell your product to their customers, and you can’t expect retailers and their staff to sell it for you.

For your product to sell itself, it must be aimed at a specific niche, positioned to stand out from the competition, and designed to catch the eye of your target customer.

In the next few posts, we’ll begin by looking at the steps involved in finding a niche and defining a target customer, so that you can focus your energy on targeting only those stores where your target customer shops. Then we’ll discuss how to stand out from the competition via your Unique Selling Proposition (USP). Lastly we’ll get into branding, which is how you catch the eye of your target customer. With a great USP and solid branding in place, you will have the shelf appeal needed to secure and retain a coveted spot in those stores you are targeting.

If you represent an existing brand that you feel is falling short of its potential, then begin your troubleshooting here. If you’re a new producer just starting out in wholesale, resist the urge to go to market until you have taken all the time you need to cover these bases. There is little that is more vital to your business and to your sanity as a salesperson. Having all this in place will create a sturdy foundation for all of your future sales efforts, and ensure that you’ll get the maximum return on your time and energy.

Up Next: Part II of IV