Mastering the Sales Pitch

The paperwork is done. The line sheet is perfect. Now, it’s time for the most anxiety-inducing part of wholesale: The Pitch.

For makers, the thought of "selling" often conjures images of pushy salespeople and aggressive closing lines. As a creator, that feels uncomfortable and inauthentic.

Here’s the secret:

A great pitch is not about selling; it's about building a partnership.

You are not asking a store to do you a favour. You are offering them a vetted, profitable product that will make them money. When you pitch from a position of value, the anxiety vanishes. Follow these steps to master the wholesale pitch and transform your sales anxiety into excitement.

1. The Mindset Shift: From Seller to Solution

Before you write a single word, change your mental framework:

• Stop saying: "Please buy my product."

• Start asking: "How can my product solve a problem for your customers?"

When you pitch, focus on how your product fills a gap in the store’s current inventory. Does your ceramic line offer different finishes than their current one? Does your candle offer a unique scent profile that they don't have?

Focus on what you give, not what you want.

2. Research is Your Confidence Booster

A personalised pitch is 100x more effective than a generic blast email. Research gives you the confidence to pitch the right store.

• Visit Their Site/Social Media: What brands do they already carry? What is their aesthetic (minimalist, bohemian, luxury)?

• Identify the Gap: If they sell expensive luxury candles, pitch your premium, mid-range candle line to fill a price gap. If they sell clothing, pitch a small line of complementary accessories.

• Find the Buyer: Do not email "info@." Use LinkedIn or the store's "Meet the Team" page to find the specific buyer's name. ChatGPT also offers names of buyers for stores.

3. The Pitch Anatomy: The 3 C’s of a Winning Email

Keep your pitch email concise, respectful, and easy to read. Aim for three short paragraphs—no more than five sentences each.

A. Connection (The Hook)

Show that you’ve done your homework.

"I love the way you’ve curated your jewellery selection to include local, coastal artists. Specifically, the display with the [mention a specific piece or display] caught my eye."

B. Concept (The Value Proposition)

Introduce your product and why it belongs in their store.

"My line of sustainably-sourced linen goods offers the same aesthetic, but with unique patterns in on-trend colours for customers looking for gifts. We also offer quick turnaround (7-day lead time) to ensure your shelves are always stocked."

C. Call to Action (The Next Step)

End with a simple, low-pressure action.

"I’ve attached our current Line Sheet for your review. Would you be open to a quick 5-minute call early next week if you’d like to discuss how we may complement your current collections?"

4. Know When to Stop Talking

Whether pitching via email or in person at a trade show, the moment you’ve delivered your value proposition and asked your question, stop talking.

Give the buyer space to think, process, or ask questions. The awkward silence is a powerful sales tool.

The greatest wholesale pitch is not a monologue; it's the start of a mutually profitable dialogue.

Ready to Confidently Open the Doors to New Retailers?

Pitching is a learnable skill. It requires preparation, a great lookbook, and the right strategy.

The Wholesaler Maker Course gives you proven pitch scripts and follow-up templates designed to eliminate anxiety and maximise your response rate.