A Brand's Guide to Sourcing New Retail Buyers

When you're a brand looking to break into the retail market, it’s crucial to understand the decision-making process of your retail buyers.  

Buyers are responsible for curating products that align with their store’s identity, customer preferences, and operational efficiency. To get your brand onto their shelves, it's essential to anticipate their questions and expectations. 

We’ve created a guide to walk you through how buyers evaluate new vendors and what you, as a brand, need to know to improve your chances of securing a partnership.

Your Guide to Sourcing New Retail Partnerships 

1. The Importance of a Comprehensive Catalog

Buyers typically request a digital or physical catalog before any meeting to get a clear picture of what a vendor offers. The catalog serves as the first impression of your brand’s operational capacity, product range, and ability to meet their needs. As a brand, ensure your catalog:

• Clearly displays your product variety and depth.
• Highlights bestsellers or unique products that differentiate you from competitors.
• Includes logistical details such as production timelines and shipping policies.

A well-organized catalog showcases your offerings and signals to buyers that your brand is professional and prepared to meet demand.

2. Key Questions Buyers Will Ask

To gauge whether a new brand is a good fit, retail buyers will ask a range of questions about your company's background, production capacity, and growth potential. Here’s what you should be ready to answer:

1. When was the company founded?
   Buyers want to know your brand’s experience level and track record in the market.
2. Where is production or warehousing located?
   Shipping times and costs are important for buyers, so be transparent about your production and logistics.
3. Is the company expanding?
   Buyers are keen to partner with growing brands. Be ready to share your plans for entering new markets or expanding into different product lines.
4. Who are your national and local accounts?
   This helps buyers assess your brand’s market reach and credibility. If you already have accounts in their region, they will be more confident in your reliability.
5. Do you offer trunk shows or demo days?
   Many buyers see value in brands that are willing to engage directly with their customers. If you can host events, demos, or pop-ups, it enhances your appeal.
6. Are there special order capabilities?
   For apparel and custom product vendors, buyers appreciate flexibility, especially with one-off or small orders that require no minimums.
7. What are your embroidery or customization fees?
   Buyers will factor in any additional costs related to customization, so be prepared to discuss this upfront.
8. Do you provide staff training?
   If your product is technical or requires expertise, offering free staff training is a bonus that can sway a buyer’s decision.
9. What trends are you seeing in your industry?
   Show your knowledge of industry trends and how your brand is positioned to capitalize on them. Buyers want partners who understand the market.
10. Who are your biggest competitors?
    Be ready to discuss how your brand stands out from competitors and why a buyer should choose you.
11. What are your bestselling products?
    Highlight products that have already proven successful to give the buyer confidence in your ability to deliver on sales potential.

3. Negotiating Terms: What Buyers Expect

When a retail buyer is interested in a new brand, negotiations begin. Keep in mind that buyers are looking to minimize their risk, especially with newer or smaller vendors. Here are some negotiation points you should be ready to discuss:

• Staff Product Allocation Based on Prebooks:
  Buyers often allocate inventory based on prior season performance and their projections for future sales. Ensure your brand can support these forecasts.
• Free Hangers for Apparel:
  Offering free hangers for apparel brands allows buyers to display your products in the best possible light without additional costs to them.
• Favorable Invoice Terms and Dating:
  Be prepared to offer flexible payment terms, especially if you’re a newer brand trying to break into their market.
• Reduced Embroidery Fees and Logo Application Costs:
  For buyers focusing on customization, reducing these costs can make your products more attractive.
• Complimentary or Reduced Freight:
  Offering reduced or complimentary shipping can help remove a key barrier to entry for buyers considering your products.

4. The Buyer’s Risk and Reward

Buyers often take on a risk when working with a new vendor, so it’s important to reassure them that the potential reward is worth it. They need to be confident that your brand will resonate with their customers and that your operations can meet their needs consistently.

As a newer or smaller vendor, positioning yourself as flexible and ready to meet these needs is critical. Highlight any incentives or reduced fees you can offer to show that you value the partnership and are committed to a long-term relationship.

Understand the Buyer's Mindset with a New Vendor Checklist

As a brand entering the retail market, it’s essential to understand the buyer’s mindset. To ensure a smooth process, download our New Vendor Meeting Checklist, which outlines everything you need to prepare for your next buyer meeting. This checklist covers:

• Key questions buyers will ask
• Necessary documents and catalogs to prepare
• How to negotiate favorable terms

By using this checklist, you’ll be ready to approach retail buyers with confidence, positioning your brand as a top choice for their store.

Once you're ready to see how RepSpark can help you further build connections with new and existing retail buyers, reach and we'll be happy to show you.