People always ask me how to get a meeting with a Chain Store Buyer. It’s a common question that comes up all of the time in my workshops and classes. And although there are a variety of ways to get a meeting with a Chain Store Buyer, I wanted to discuss one very simple approach that can help you get started quickly.

Now, before I share this approach, I will say that this is NOT my favorite way of getting a meeting with a Chain Store Buyer. However, it is an excellent option if you can’t seem to get the attention of a buyer that you really want to work with. Let me explain…

Most people don’t know this, but just about every chain store has something called Vendor Day. Vendor Day is a day of the week, month, quarter (depending on the chain store) that buyers take the time to review new vendor opportunities. And they do this because Chain Store Buyers are constantly looking for new innovative products. Chain Store Buyers have to stay ahead of their competition and are always looking for new and interesting products to purchase. This is excellent news because chain stores want to know about you!

So how does Vendor Day work? Well, during a typical Vendor Day, Chain Store Buyers will meet with a variety of potential vendors in 15 to 30 minute increments. Sometimes they give you more time if they are feeling generous :-). However, during this time, the potential vendor will have a few minutes to do a song and dance for the buyer. Basically this is the time to pitch your heart out to the buyer as to why they should buy your product.

The great news is that you can get a Vendor Day appointment fairly easily. All you have to do is contact the Assistant Buyer and ask them to include you in their next vendor day. Yes, all Chain Store Buyers have assistant Buyers. And if you don’t know how to get access to a buyer’s or assistant buyer’s contact information, click here to watch a quick video I made on this subject. Anyhow, just contact the assistant buyer and tell them that you have a new product and that you would love to be included in their next Vendor Day…it’s as simple as that.

Now, here’s what I don’t love about Vendor Day. You are meeting with a buyer on a day when the buyer is meeting with all of your competitors as well. Not cool! It’s very hard to differentiate yourself when the buyer sees 10 other vendors in the same day. I personally hate that because I want the buyer to focus solely on my product. However, I will utilize Vendor Day if I cannot get a meeting with a buyer with my other strategies.

This is why I decided to write an article about the topic of getting an appointment with a Chain Store Buyer. Sometimes, no matter what you do, you cannot get a buyer to pay attention to you. So utilizing Vendor Day can be an excellent approach if you need a simple method to get in front of a chain store buyer fairly quickly.

To your success.

Karen Waksman