What has your product done for the buyer lately?

February 19, 2018By Behind the Shelf Blog, Brand Marketing

by Jen Johnston, CHHC

In my last post, I talked about getting in the buyers’ brain prior to your meeting. I mentioned that before doing that, you need to understand the benefit for the buyer and how it differs from the consumer.Buyer meeting

I’ve seen my fair share of buyer presentations that focus on the features and benefits of the product for the shopper only. While it is good for the buyer to know what kinds of things will draw their shoppers to the product, they want to know what carrying this product will do for them.

Here are just a few examples of what you can say to the buyer.  “My product will:

  • simplify your shoppers’ selection process;
  • drive shopper loyalty to the store;
  • help you differentiate your category offerings vs. your competitors;
  • allow you to pioneer a new technology or form;
  • drive companion sales;
  • create incremental sales;
  • encourage shopper trade-up;
  • be more profitable (has a lower MSRP than a competitive product with higher margins); and/or
  • fulfill an underserved consumer need.”

Putting the consumer and buyer head-to-head, you can see how the benefits of using a product vs. carrying a product differ.

In addition to establishing your benefits to these audiences, consider which healthcare professionals you want to recommend your product and the independent pharmacist who also provides product recommendations but often is responsible for purchasing decisions as well. These audiences both have unique views on product benefits.

If you need help figuring out what value your product brings to retail and wholesale buyers, healthcare professionals, or independent pharmacists, please reach out! We love brainstorming strategy with emerging, existing, and expanding brands. Bringing a product from Concept through CommercializationTM is not always easy, but with the right strategic framework and a partner to help you, getting there is a little less stressful.