A good pitch can make or break an export sales deal! So let’s take a look at ten top tips that you can incorporate into your next export or even domestic sales pitch.
1. Promote your business
Focus on who you are, what your business vision is and how you leverage ESG/sustainability practices. Highlight provenance attributes.
2. Outline the role of your product offer
Describe the strategic intent of the product, and the consumer need it fulfils.
3. Articulate your Unique Selling Point (USP)
Highlight innovation, packaging, product delivery, meeting a consumer/category need. Ensure this is framed so it sets you apart from the competition.
4. Consider the market
What ‘shape’ is the country economically–look at interest rates, unemployment, political stability and any trade agreements with Australia.
5. Consider the category environment
Has the category you wish to launch into displayed growth over the last few years? What is expected growth moving forward? Are western/Australian products in demand?
6. Explore the consumer landscape
Who ideally is your target market? Try to understand what their purchase motivations are and how you will connect with them to trial your product – for instance, the Millennial or Gen Z consumer is highly reliant on technology, so using social media could be the way to go.
7. Investigate the retail environment
Articulate that there are the appropriate stores to support your offer – the pitch needs to address whether you are pitching directly to a retailer or a distributor. In general western/Australian products carry a premium to local products or those imported from other Asian countries. So are there suitable premium A-class retailers to support the product?
8. Understand the competitive environment
Provide an analysis of competing products in the market, their price-points, product features and country of origin – demonstrate some category insights, articulate how you see your product offering fitting in and offering an advantage to existing products available in the market (usually at the expense of an underperforming product).
9. Develop a product pricing model
Prepare a price model, covering costs, to arrive at a suitable FOB/CIF, factoring in distributor margins if required, tariffs if applicable, and anticipated retailer margin, and whether GST/VAT applies. Everyone along the value chain needs to make money. Model top down and bottoms up–the end point is to understand the viability of your offer, both from a market acceptance point of view, and meeting your own profitability requirements.
10. Communicate the support and service you’ll provide
Clearly articulate your ability to meet requirements, support a launch, openness to travel and the fact you have dedicated staff to oversee the relationship.
