In this episode, ECRM’s Joseph Tarnowski sits down with Fresh Scent’s Andrew Allen to dive deep into the topic of developing strong retail partnerships, specifically focusing on what buyers actually need from brands to get (and stay) on the shelf.

During the discussion, they examine three pillars of a successful buyer-supplier relationship: Transparency, Service, and Expertise, and how each impacts your retail engagement.

 Key Takeaways:

• The Power of Radical Transparency: Andrew discusses why brands get points for being honest about their limitations. Rather than hiding weaknesses, being transparent about your capabilities builds long-term trust and allows buyers to rely on you as a true partner.
• Defining the "Two-Way Street": It’s not just on the brand; retailers need to be clear about their priorities. Andrew shares a brilliant question every brand should ask their buyer: "What’s most important to you—margin, velocity, or differentiation?".
• Mastering Patient Persistence: Buyers are barraged with emails and meetings. The secret to a successful follow-up is staying pleasantly persistent without being a nuisance, providing value with every touchpoint, and knowing when to give the buyer an out.
• The Importance of Incrementality: Understanding category dynamics and incrementality is what separates amateur brands from pros. Andrew explains how to prove your product is adding new growth to a category rather than just swapping one SKU for another.