Many retailers gladly tell brands to post on buyer-targeted websites instead of allowing direct emails or calls, but this effectively serves as a “spam” filter for the retailer and it can be remarkably costly for brands. Even the greatest entrepreneur needs sales support, and we believe brands should secure that sales support before they engage with an account buyer. Engaging with a buyer before you understand the costs and challenges of big account distribution can be devastating. Smaller brands, in particular, need insights and a distribution expert to make sure they aren’t part of the 70% of brands that go out of business their first year in retail. Furthermore, big account buyers are inundated with emails, calls and even letters from thousands of brands each month, and they leverage key partners to filter through this noise. Successful reps become the prime filter for these buyers, and their sales skills help the buyers understand why your product will delight their loyal customers. For more information on this topic, please see Why wouldn’t I just bypass the middleman and go straight to account buyers?

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