Getting your product on retail shelves is a milestone for any CPG brand, but earning that space takes more than a great product. It takes preparation, precision, and a pitch that shows you’re not just another brand — you’re a smart, scalable partner.
Retail buyers are pressed for time, manage dozens of product lines, and receive countless pitches. If you want to win the meeting, your brand must walk in with the tools, story, and professionalism to stand out.
Start with a Strategic Deck
Retailers expect to see a well-organized pitch deck that outlines who you are, why your product matters, and how it will succeed on their shelves. As outlined in the NielsenIQ CPG pitch deck guide, your presentation should cover category context, shopper insights, margin structure, promotional plans, and distribution readiness.
This is not just a product showcase — it’s your chance to prove you understand the retail game. Tell a story that connects with the retailer’s priorities, not just your passion for the brand.
Refine Your Verbal Pitch
Even the best decks fall flat if the pitch delivery doesn’t land. Especially at tradeshows or fast-paced meetings, your ability to clearly and confidently present in under three minutes is critical. Startup CPG recommends opening with the “why” behind your brand, highlighting one or two specific differentiators, and ending with a clear ask.
Practice until the pitch feels natural. Avoid jargon. Make eye contact. And keep the focus on how you drive value for the retailer, not just what makes your product cool.
Be Financially Fluent
Knowing your numbers builds trust. Retailers will want to know your cost of goods, wholesale and suggested retail pricing, expected trade spend, and promotional strategy. If you’re fuzzy on any of those details, that’s a red flag.
Our Unit Economics Tool helps brands calculate and present these numbers clearly, whether you’re pitching your first co-op deal or expanding into a multi-region chain.
Anticipate Buyer Questions
You’ll need to be ready for tough questions. Buyers may ask about your supply chain, velocity in other accounts, marketing plan, or ability to scale. Many of our clients work through these scenarios using our Process, which helps stress-test logistics, pricing models, and product readiness before the meeting.
The more you can demonstrate you’ve thought beyond your first PO, the more seriously you’ll be taken.
Professional Follow-Up
The pitch doesn’t end when the meeting does. Send a thank-you email that includes your deck, data sheets, and a summary of next steps discussed. If you promised a sample, deliver it quickly. If you said you’d follow up in two weeks, make sure you do.
Reliable communication reflects how you’ll behave as a partner. If you’re organized here, they’ll assume you’ll be organized when filling orders.
Your Next Move
Pitching isn’t just about excitement — it’s about clarity and credibility. Whether it’s your first retailer meeting or your fiftieth, how you show up determines whether you leave with shelf space or a second chance.
If you’re preparing for an upcoming buyer meeting and want expert support on content, pitch readiness, or pricing models, reach out. At Come Sell or High Water, we help you turn pitch meetings into partnerships.