How to Sell Your Products to Retailers Without Scaring Them Away

My Journey as a Handcrafted Seller and How You Can Build Confidence with Retailers

Hey handmade sellers! As someone who’s been in the handcrafted business for a while (since 1990, woah) , I’ve had my fair share of experiences working with retailers. Let me tell you—getting your products on store shelves is an amazing feeling, but it’s not always easy. If you’ve ever pitched your line to a store and got radio silence, you might be making a common mistake. And I’m here to help you fix it.

Let me share something important about retailers: they’re always a little scared. Yep, even the most confident shopkeepers are secretly worried every time they place an order. Why? Because spending money is literally painful. Studies show that when people spend money, parts of the brain that process pain light up. So imagine doing that every day with your business on the line—it’s no wonder retailers feel nervous.

What Are Retailers Really Afraid Of?

Retailers have one big fear: that the products they stock won’t sell. Even if they’ve done their research, there’s always that lingering doubt. What if I’ve made a mistake? What if these products sit on the shelf collecting dust? For independent shopkeepers, a few bad decisions can lead to serious consequences, even store closures.

That’s why, when you’re selling your products to retailers, your job is to make them feel safe. They need to trust that you’re a reliable supplier and that your products will sell. Unfortunately, many creative sellers accidentally make retailers feel even more nervous without realizing it.

My Experience with Pitching Products

Early in my business, I learned this the hard way. I was so focused on showcasing my brand’s story and the unique benefits of my products that I forgot to address the retailer’s biggest concern: Will this product sell?

For example, I had this beautifully designed wholesale catalog, filled with information about my ingredients, my background, press, reviews and even some awards I had won. Sounds great, right? Well, not so fast. While I thought I was proving my expertise, retailers saw something different. They thought, “Does this person understand what it’s like to run a store? Can I really trust this supplier?”

What I should have been doing was focusing on how my products would benefit the retailer—not just how great my brand was.

How to Make Retailers Feel Confident in Your Brand

Here’s the good news: You can fix this! The key is to make retailers feel like they’re in safe hands from the moment they see your catalog or pitch. Here’s how:

1. Focus on How You Help Them:Instead of talking about yourself, highlight what you bring to the table. Do your products have a proven track record? Can you provide fast shipping or offer low minimum order quantities? Make it clear how you’ll make their life easier.
   

2. Build Trust from the Start:Retailers need to know that you understand the business. Share examples of other stores that carry your products or mention sell-through rates. You can even add a section like “Why Retailers Love Us” to show how you’ve successfully worked with others.
   

3. Offer Solutions, Not Just Products:Retailers are looking for products that will solve their customers’ problems. So instead of just listing features, highlight the benefits. For example, instead of just saying, “This serum contains hyaluronic acid,” say, “This serum keeps skin hydrated all day long, making it perfect for customers who need long-lasting moisture.”
   

4. Be Clear and Transparent:Retailers don’t have time to dig through confusing or artsy catalogs. Be upfront about pricing, shipping, and terms. The easier you make it for them to say “yes,” the better!
   

Make Your Pitch Retail-Ready!Remember, retailers are looking for partners, not just products. They want to feel confident that your skincare line will be a hit in their store. Focus on how you can help them succeed, and you’ll see more “yes” responses.

What’s One Thing You Could Change in Your Pitch to Make Retailers Feel Safer?

Have you ever pitched to a store and not heard back? What do you think you could tweak in your approach to help retailers feel more secure? Let me know in the comments—I’d love to hear your thoughts!

By shifting your focus from what you want to what the retailer needs, you’ll not only make them feel more confident but also increase your chances of landing those big wholesale orders. Let’s make your next pitch the one that gets a “yes!”

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