Know-How Exchange : Strategy

You need a rep or as Phil says, a distributor to handle the sales.

Many products do not go thru distribution but direct to the store. There are pros and cons to distributors and reps. But both avenues work on performance only.

The way to find out the best way is to go into a store that you would like to see your product in and ask the buyer. Ask them who they think as a rep (or distributor) your product is a good match for. That accomplishes two things, you find a rep/distributor this buyer likes. And, one that is effective and actually works vs just taking orders.

Now I realize that you may not live in a HQ city where buying for a store is done. In that case talk to the store manager. For example, I'm bringing a new product to a major chain. I walked it to several local locations and they think it's a winner. The local stores showed me a competing product and that products weaknesses. They gave me the name and contact info of the right buyer-- out of area. Now wasn't that a fuzzy warm call when I followed up-- telling the buyer I've already waltzed this into your stores and they love it. No distribution. In fact the larger stores will avoid that cost redundancy and are sophisticated buyers-- don't need another middle man.

Beth, I'm afraid you need to get someone who can develop marketing and business plans for you and guide you through the maze of retail distribution. It's not going to be easy, and it will require an up-front investment ... but it's the only way to do this with even a slim chance of breaking even or making some money.

Assuming your product is solid and meets the basic requirements for consumer acceptance, the whole thing depends on how well you market it. Even after you get the distribution you want, the product won't just jump off the shelves and into consumers shopping carts if you don't generate some awareness and demand.

I applaud your energy and commitment to the project, and I don't want to see you blindsided by a system that doesn't make it easy for newbies. If you want to move forward, get some professional help to put the marketing and business pieces in place with and for you. (You need to get and stay involved, of course.)

It can be a very exciting and rewarding adventure, but it can also be quite expensive to get to a threshold where you're a viable player.

After reading Goodman's response-- I thought I'd add some of the pitfalls-- and why you need a plan as he suggests. One, cash flow. As in my example of an order I am closing in on. Retail stores pay 30-60-90 days. Can you handle the cash flow? They'll often ask for extended terms, so that the product is sold before the invoice is due. This is all negotiable. I worked with one major chain and countered with a 2% discount for fast payment, and they took it. And boasted those cash terms on my 3.5 mil sale meant "found money"(do the math, it's not chump change). The manufacturer knew the cost of financing that order and was happy, win win. Money that goes straight to the bottom line. The chain I am closing on is scaring me. Not cause of product, identifying buyer, making the sale-- but the product is a start up and terms can kill the sale. They can't afford to put product in their 2K plus locals and carry the paper. (Luckily they have super rep on their side...)

Stick with some local stores to get your feet wet. And, back to your original post - you make your own luck.

The business plan is, first and foremost, for YOU. It's the roadmap for how you're going to make the business work.

If it's a really good business plan and it includes the marketing strategy, then you just need to get started implementing. And if it requires an infusion of cash, then you might want to present it to investors and see if they find it as attractive as you do. Maybe it will need some reworking for them, but maybe not.

It's hard to imagine why, if you have a "really, really good business plan," you are asking us about marketing the way you are. Doesn't your business plan include the cost of marketing and the strategy set for each of the marketing mix elements? How did you decide on a selling price? What's the product positioning?

I think Randall had the right advice: Post a project in the Hire an Expert section of this website and get someone to look at your plan, develop whatever you need on the marketing front, and approach the whole thing with the same professionalism you've brought to bear on the product development front.

There's one more piece of information that might be in order here. Marketing books (and CDs and DVDs and the like) is quite a special case within the world of marketing. It's not the same as marketing toothpaste or laundry detergent or potato chips or women's underwear.

I discovered this the hard way when I authored a couple books and decided to market them myself. It's a long story, but I learned a lot. (You can see some of the results at www.dialoguepress.com . If you then click on "services" and go through the various topics there, you'll get an idea of what I mean.)

Anyway, one of the things I would advise is to be sure whoever is working with you on the marketing and business plans has specific, hands-on experience with book marketing. If they don't have that kind of experience, it's very unlikely they'll figure out all the ins and outs and differences, no matter how much [non-book] marketing experience they have.

Also, you might want to get your hands on a couple of very good books on this topic:

1001 Ways to Market Your Book,
by John Kremer
https://amzn.to/aIC6Ci

The Complete Guide to Self-Publishing,
by Tom and Marilyn Ross
https://bit.ly/9QbSEH

You are wise to be conservative about which storefronts represent your line. But as you expand, part of your decision about working with a distributor will depend on whether you want to stick to the small stores or get to the national chains. You can continue to go it alone if you stick to the smaller outlets, but a distributor is essential if you want to reach out to the big guys

Beth, As you state a biz plan is a road map. And it flows-- it should be constantly reviewed and changed to be fluid or your business can become static and unresponsive to change. So you may get lost as you state-- or you may decide where you are going isn't where you want to be.

I personally prefer direct reps vs distributors. There are good distributors, but many just add their 35% to push paper. I have always regretted when a mamufacturer makes me work with them. But, if they are inventorying, handling the credit and breaking down bulk purchases (in my industry some product is broght in my container and rebundled) then they have a value. It is simply not true that you need a distrubutor to get better placement in stores vs a rep. How many stores do you see Sealy mattress in? Guess what, no distributors, only reps.

Check out sites like UAMR, and especially, MANAonline. MANA has great articles "are you ready for a rep" and the same info is transferrable should you go distribution. You will see firms that specialize in placement of product is chain stores. Either case, you will have to woo these guys. They will only take on a line that they feel can be a profit center.

If there is a rep (or distributor) in your area (and you can search the above sites database) take them to lunch. If they are working your niche, they can tell you in a flash the product's potential, if they can sell it and where.

I just got retained by a manufacturer to assist them in bringing a new product to market for just that reason. In a short 15 minute conversation they realized they were going in the wrong direction, and now they're paying me to help change that. I dont' know your market, but someone in your backyard does.

So best advice, is to toodle to a rep, a distributor, to a couple local stores so you can get reaction and a couple success stories. Once you get the momentum going, keep it flowing.

As a rep, I like to just walk in cold. They can't hide from me when I'm there vs in the store. But in your case, you might want to call. Yes, they get a lot of calls, but it's his job to find innovative product that sells. You may want to tell him you are a local, small business that you'd like his input on your new product.

You are in a special niche. You need someone who sells media. Beyone that, I can tell you how the wholesale to retail business works, but I don't have experience in media.

Go to sites like REphunter, UAMR or Manaonline.com.

Instead of posting for a job, look for a rep that handles like items. Google for media distributors.

You can post a project here if you want PR person.

But I wouldn't do anything without research and getting input from buyers. That, is free.

Another thing you can do is look through the profiles of the top experts here on the MarketingProfs Know-How Exchange. Many/most of them are consultants who would be able to help you ... each with a different set of experiences and specialties.

When you find one that seems like he/she might be right for your project, send an email and ask if they're interested, what they'd charge, etc.

Of course, you will need to be prepared to pay a reasonable consulting fee, but that's no different than posting a project ... only this way YOU get to pre-screen the experts and only involve the one(s) you think would be best for you.

A side benefit: You can browse through some of their responses to questions in the archives here to see how they think, what approach they typically take, etc. Might be even better than checking references.

A large retailer will have a similar problem to what you're having - getting customers to buy your product. Instead of trying to sell your product everywhere, focus on a school, an after-school program, a homeschool community, a local do-it-yourself art studio for kids, etc. Once you figure out what's the proper approach to this (local) group, replicate in your area in other communities. Once you have a following, that'll create demand, and demand is what retailers are looking for.