Innovative nutraceutical brands often come up with genius solutions to common problems. But if they can’t present those solutions in competent and effective ways, it becomes easy to lose a brilliant product in a sea of competition.
In the fiercely competitive world of nutraceuticals (a global industry estimated to reach nearly $1 trillion by 2030), it’s important to make the most of every connection with a buyer. One of the best ways to do that is through ECRM conferences.
Once a seller has booked their spot and planned expensive one-on-ones with potential buyers like Walgreens and Vitamin Shoppe, though, what can they do to give their sales pitch an edge that stands out? Take it from a team of ECRM veterans with well-established relationships with the biggest buyers: you want to have a plan in place. Here are a few suggestions to help you hone your pitch and make the most of those precious few minutes you get with each potential buyer.
1. Focus Your Pitch on the Buyer
You may have created a product that can revolutionize a consumer’s life, but that isn’t the focus of an ECRM pitch. The center of your target here? The buyer.
A buyer-centric pitch should be concise and impactful. Aim for short, powerful wording that highlights the best parts of your offering and differentiates them from the sea of alternatives on the market. Tailor things to each individual buyer, too, and make sure you allow time for buyer interaction and follow-up.
2. Think Bigger Than the Product
Buyers want to know that they’re buying more than a product to stock on their shelves. They want to see a strong ecosystem supporting each SKU.
Be ready to present more than benefits and features. Also consider things like:
- Pricing and margin alignment: Line up your MSRP and wholesale pricing with category norms and research buyer margin expectations. Remember, the lowest price isn’t always the best sell. Instead, justify price points with value and efficacy.
- Marketing: Be ready to show how you intend to market a product. Things like clear PR campaigns, social proof, and digital strategies can add a significant degree of appeal to an offering.
- Team credibility: Why is your team superior? Make it clear that your products are backed by the best and that they can trust your team to deliver consistently over time.
3. Go Beyond the Presentation
If you want your presentation to pop, you need to go beyond the ten minutes you get with a brand. You want to build bridges with buyers before, during, and after an event like ECRM. This creates a degree of trust that makes it easier to close deals.
This is where working with a partner like TruLife Distribution can help. Our team has decades of collective experience working with ECRM buyers. We know how to make connections and can help you establish a degree of trust that could take you years to cultivate on your own.
Polishing Your ECRM Presentation
ECRM is an effective way to get your health and wellness products in front of highly qualified leads. However, it comes at a cost, and the last thing you want to do is fritter away precious seconds of a buyer one-on-one answering the wrong questions or focusing on insignificant minutiae.
Use the tips above to prepare for the best presentation possible. Focus your pitch on the buyer. Think holistically about your offering. Build bridges beyond the presentation.
If you want a partner with extensive experience at ECRM and similar buyer conferences, we would love to connect. Book a free consultation with our TruLife team, and let’s talk about how we can help you make the most of each buyer connection in your present and future network.