The Challenge of Turning an Idea into a Business

The entrepreneurial spirit is alive and well in America with innovative people coming up with ideas for smart, useful products each and every day. As a former corporate buyer, it’s exciting to me to now work on behalf of manufacturers. Unfortunately, many of the manufacturers I meet with have not effectively transformed their ideas into successful business plans that will withstand the scrutiny of today’s demanding buyers.

Here’s a typical problem I encounter when I meet with a manufacturer who is looking for help getting their products onto buyers’ shelves: They’ve created what they boast is the “best product in the world”. They’ve put their heart and soul into creating it – but now they have 10,000 units sitting in a warehouse, a shiny new website, and no sign of any interested buyers.

Manufacturers like this don’t have a practical strategy for marketing, packaging and shipping their products. Some are not even setup to process payments from likely buyers. As a former buyer, I know exactly what you really need to have in place in order to be successful. The truth is…we love to help manufacturers just like I’ve described implement proven processes and systems that will help them become successful.

How We Help Manufacturers

Many of these manufacturers who approach us are surprised to learn they will need to make a substantial investment in packaging, marketing and technology. We take time to explain why each element is necessary in order to work with quality buyers…the kind of buyers who will order enormous quantities of product.

For example, we help manufacturers streamline their production process. We discuss what kind of product liability insurance you will need. We can also help familiarize your organization with electronic fund transfers and other payment technology you will need to make purchases run smoothly.

We also cover packaging concerns, helping our clients to see how to package the product in a way that ensures it can make its way through the buyer’s distribution platform without being destroyed by the time it gets to the customer. In addition, we can help you create packaging that is attractive and functional in the space it takes on the buyer’s shelves.

Many of the buyers we work with have seen manufacturers who aren’t really ready for ‘prime time’. This makes them even more sensitive! We apply decades of experience on both ‘sides’ of this relationship to make sure the manufacturers we represent have anticipated every buyer question, objection and requirement before that all-important first meeting.

The Best Manufacturers have a Marketing Plan

One of the most important areas where we help manufacturers is with the development of a practical, realistic marketing plan. Buyers will respond much more favorably when they see that the manufacturer has thought well beyond the purchase, e.g., that packaging and shipping concerns have already been taken care of. When a buyer sees this kind of strategic thinking, they understand that your organization will be a dependable source for the best new products.

Obviously, this process takes time, but we believe in thinking long-term. All of the manufacturers we work with have a stellar line of products, but in order to be successful, they must also have a plan that covers the buyer’s concerns from the time the product is produced to when it sits on the their shelves. If your organization wants to sell higher quantities to larger buyers more often, you’ve got to have these plans in place. If you’re not there already, we can help. We are in it for the long-haul; we tell our buyers that we are committed to offering unparalleled service, great quality, and strategic thinking. This is what we think about every day.