In CPG, products get you noticed, relationships keep you on the shelf. Here’s how to win over buyers and brokers the right way.
Why Relationships Matter More Than “One Big Pitch”
Landing a retail placement isn’t about delivering a perfect pitch and walking away with a handshake deal. It’s about cultivating trust over time, building rapport long before you ever talk numbers. In my three decades in CPG, I’ve seen great products get passed over because the founder treated the interaction as a one-and-done event, focusing only on the immediate sale. I’ve also seen average products flourish because the founder knew how to listen, follow through, stay present in the buyer’s mind, and consistently show they were a dependable partner worth investing in.
As SBI Growth’s guide points out, buyers are human. They remember the people who make their jobs easier, bring solutions instead of problems, and consistently show up with professionalism.
The Three Phases of Building Relationships
Phase One: Before the Deal
This is where most brands underestimate the opportunity. The relationship starts long before your product is on their shelf. Research their store, understand their category gaps, and connect the dots between your product and their shopper needs.
- Follow their company and category updates on LinkedIn.
- Attend trade shows where they exhibit, and introduce yourself casually before any pitch.
- Send relevant, non-salesy updates — an award you’ve won, a local press feature, or notable velocity data.
Phase Two: During the Pitch and Negotiation
Once you’re in the room (or on the video call), it’s not just about selling your product — it’s about showing you’ll be a good partner. This means being prepared, concise, and respectful of their time.
Buyer meeting etiquette tips:
- Arrive early or log in a few minutes ahead for virtual meetings.
- Bring samples in pristine condition — packaging scuffs send the wrong signal.
- Have sell sheets and velocity data printed and ready, but don’t overwhelm them with too much at once.
- Listen more than you talk — ask about their goals and challenges.
- Don’t bash competitors; focus on what makes you unique and valuable.
Phase Three: After the Deal
This is where the relationship either deepens or fizzles. Many brands disappear until it’s time to renegotiate, and by then, it’s too late to fix a weakened connection.
- Share monthly sales updates without being asked.
- Flag potential issues early, with a proposed solution.
- Offer seasonal promotions or exclusive products for their stores.
- Check in even when you’re not selling — a quick “Saw this trend, thought of you” email goes a long way.
A Fictional Model Interaction: The “Better Bar” Brand
To make this real, let’s walk through how a fictional protein bar brand — Better Bar — could build a strong buyer relationship from scratch.
Before the deal:
Better Bar’s founder, Jordan, notices that a mid-sized regional grocery chain doesn’t have many plant-based protein bar options. He follows their category manager on LinkedIn, attends a local expo where they’re speaking, and asks a thoughtful question about consumer trends after their panel. Two weeks later, Jordan sends a short email congratulating the buyer on the chain’s sustainability award and includes a link to a local news story about it — no pitch yet.
During the pitch:
Jordan arrives 10 minutes early, lays out samples neatly, and starts by asking, “What’s been working well in your snack set this year?” He listens as the buyer talks about how plant-based snacks are growing but they’re struggling with repeat purchases. Jordan responds by explaining Better Bar’s loyalty program, which gives customers free bars after 10 purchases, and shows velocity data from their top-performing stores.
After the deal:
Three months later, Jordan sends a mid-quarter update: “We’re up 12% in your top five stores since launch. We’d love to run a ‘buy two, get one’ promo in August to catch back-to-school shoppers.” The buyer agrees, and the relationship continues to strengthen with consistent updates and responsiveness.
Do’s and Don’ts for Relationship-Building
Do:
- Be reliable — if you promise data by Friday, deliver it Thursday.
- Show up for in-store events or demos whenever possible.
- Give credit — if a buyer suggests a change that works, let them know it made a difference.
Don’t:
- Disappear after the first order ships.
- Overwhelm with constant emails or irrelevant updates.
- Neglect smaller accounts — today’s small store might be tomorrow’s big opportunity.
Building Relationships with Brokers
Brokers can be invaluable allies if you treat them as true partners rather than just salespeople. They have relationships you can tap into, but those connections are only as strong as your commitment to keeping them informed and supported.
From my own experience, the best broker relationships happen when you:
- Share your goals clearly so they can prioritize the right accounts.
- Give them the same tools and updates you’d give a retail buyer.
- Stay engaged in the sales process — don’t hand it off completely and disappear.
As Adobe’s relationship-building article points out, loyalty is earned through consistent, value-driven interactions. Brokers are no different — they need to see that you’re invested.
Relationship Maintenance: Your Quarterly Touchpoint Plan
Keeping relationships strong doesn’t require constant contact — just consistent, meaningful communication. Here’s a simple quarterly plan:
Month 1: Send a short sales update and any notable wins.
Month 2: Share a relevant article, trend, or consumer insight.
Month 3: Propose a promotion or in-store event idea.
Rotate this cycle so you’re always adding value without becoming noise in their inbox.
Final Thoughts: Play the Long Game
Relationships with buyers and brokers are built over months and years, not a single meeting. When you invest in trust, respect their time, and consistently deliver on your promises, you create a foundation that can support your brand through challenges and open doors to bigger opportunities.
If you’re ready to develop the kind of retail and broker relationships that lead to long-term growth, our About page will give you insight into how we work, and our Process outlines the exact steps we take to set our partners up for success.