Writing a good email pitch to a retailer or sales rep is not as difficult as it sounds.
I have experience with receiving email pitches, so I can share with you which are good email pitches and which are not — from my perspective.
General rules for email pitches:
- Make them short. Buyers don’t want to wade through a bunch of fluff to get to the meat of your message.
- Don’t make assumption on what the buyer wants or needs. Telling them your product is perfect for their store, for instance, is an assumption based on nothing but your word.
- Include all the pertinent information in the email. Complete contact info along with pictures and price sheets for your products should be included or attached to the email.
- Address the buyer by name, if possible.
- Since I only rep Idaho products, I first look to see if the company is located in Idaho. If it is not, I send them a thanks-but- no-thanks return email.
- If the email is addressed to “Dear Sirs or Madam”, or is an obviously group email sent to “undisclosed recipients”, I delete it.
Every person you contact by email should be a person or company you researched before you sent the email. Anyone looking at my company would know that I rep only Idaho companies. Folks that send me requests from other states are just wasting my and their time.
Group emails are the extreme of this issue. Never, never, never send out emails to a group of stores or reps. You would make a much better impression if you found out a bit of information about the store to share with the buyer in your email.
An example could be: “I see you feature handcrafted gifts in your shop, so I think you may be interested in my handmade XYZ items.” A note like this will show the buyer you have taken a personal interest in their store.
Since buyers are busy people, don’t assume a non-answer is a no! I would wait a few days to a week to follow up with the buyer via a phone call. Use your email as a point of reference:
“Hi I am Sandy with ABC company that specializes in homemade XYZ items. I sent you an email about my products on (date) and was wondering if you had time to review my information.”
Just be friendly!
One last point, DO NOT send samples unless the buyers asks. Over the years, producers have sent me box(es) of unwanted to samples that did nothing but fill up my house and, actually, just irritated me! Not a good practice — and not cost efficient either!
Using the tips above, go out and send your emails — of course, wait until the holiday season is over for the best results!!