Why Do Buyers Keep Raining on My Parade?

Kelli Ivie - KIC
Sep 16
2 min read

Updated: Sep 17

You have a great idea. You've poured your heart and soul into a new product, and you're convinced it's the next big thing. But then you get in front of a retail buyer, and their response isn't what you expected. They point out every flaw, question your pricing, and leave you feeling deflated. It can feel like they’re raining on your parade, but what they’re really doing is giving you the tough love your product needs to succeed.

They're Not Raining on Your Parade, They're Testing Your Umbrella

A buyer's job isn't to be a fan; it's to be a gatekeeper. They have a limited amount of shelf space and thousands of products competing for it. Their tough questions and critical feedback aren't meant to discourage you; they're designed to identify the products that are truly ready for the market.

They are trying to answer a few simple questions:

Will it sell? This is their number one concern. They need to be convinced your product will not only move off the shelf but also generate a profit for their store.

Is it retail-ready? This goes beyond the product itself. They're looking at your packaging, your pricing strategy, do you have adequate inventory and, most importantly, will it resonate with the customer. They need to know you can deliver what you promise, on time and at scale.

Is it a fad or a brand? Buyers want to invest in brands that have staying power. They’ll question your brand story and market strategy to see if you have a plan for long-term growth.

How to Weather the Storm

Instead of taking their feedback personally, view it as an invaluable gift. This is your opportunity to refine your product and strengthen your pitch.

Validate Your Product: Do your research. Is there a genuine need for your product in the market? Have you tested it with consumers to get honest feedback? Be ready to show them the data that proves your product is a must-have.

Master Your Numbers: A buyer will immediately zero in on your pricing and margins. Know your Cost of Goods Sold (COGS), your retail and wholesale prices, and the profit margin for both you and the retailer. If your numbers don't add up, your product won't get on the shelf.

Perfect Your Pitch: Your presentation should be concise, compelling, and data-driven. Highlight your unique selling proposition (USP) and be prepared to answer every question about your product, from its materials to your marketing plan.

Be Ready for "No": Rejection is part of the process. Every "no" is a chance to learn, refine, and improve your product and pitch. Take their feedback, revise your strategy, and come back stronger.

Don't let a buyer's critical feedback get you down. It’s an essential part of the journey from a good idea to a great product.

You did the hard part, you created something amazing. Go shine!