Are you launching a new product in stores you’ve worked with regularly, or a small business approaching a retailer for the first time? Tired of letter-writing monotony? Here are a few boredom-buster ideas to help you write a product introduction letter to retailers.
Big Things Start Small!
One page! Make this your Rule #1: Always try to put your letter on a single page. Retailers are swarmed with product introductory letters daily, a long letter has a better chance of joining all the missing socks in a parallel universe, than landing on the desk of the zone manager in a busy mall, or the store manager of a retail outlet.
Highlight the Benefits
Show the retailer how your product will be a good fit in their stores. Big retailers look at numbers, while one with limited customers; an upscale boutique or a neighborhood convenience store, wants to know if your product will appeal to their customers. Will they buy it?
Here’s a sample letter, hope it helps (trademarks and names are fictional):
December 16, 2016
Ms. Betty R. Purdy
Manager Commerce Services
4494 Golden Street
Miami, FL 33176
Dear Ms. Purdy:
I am a frequent flyer to Miami, and after work I love to cook for guests. I always get the best for my guests, my favorite destination is always Sam’s Mart. I especially love the seafood section, and your patio furniture is just beautiful!
My name is Angela Hewton and I create personalized workout mats with inspirational designs. Since 2011, my Mativator® creations have been ‘mativational’ to 158,854 happy with their ‘mativational’ designs and quotes, and comfortable, durable, high quality material. Mativator® is a bestselling product at retailers all over Jacksonville, and we’re expanding our territory to meet the fast-growing demand in Miami. If you choose to place our product, your store would be the Flagship Mativator® outlet in Miami.
I would be delighted to drop off a few sample Mativator® mats for display at Sam’s Mart, and talk merchandising. I’ve completed the necessary steps of acquiring the D&B registration and GTN/UPC numbers, and will be happy to meet any other conditions you have for approving suppliers.
I believe my product will be a great addition to your Health & Fitness section. Mativator® is a vastly popular product, your customers will just love it.
Enclosed please find a Mativator® brochure and company profile. Should you have any questions, please feel free to contact me.
Looking forward to your positive response.
4586 North Street
Jacksonville, FL 32003
angela.hewton @ inspiredfitness . com