One of the biggest mistakes I made early on was thinking that if I built a great product… Retailers would naturally want it. It sounds reasonable. Build something innovative. Package it well. Price it fairly. Get a meeting. Write the order. Everybody wins. At least that’s how I imagined it. The reality was a little different.
Shelf Space Isn’t Free
Walk into any tackle shop. Every peg on that wall is valuable. It doesn’t matter if it’s a mom-and-pop shop in a small town or one of the largest outdoor retailers in the country. That peg has one job. Generate revenue. Every inch of shelf space has to justify why it’s there. Because if your product doesn’t sell…
Something else probably will. Retailers don’t have the luxury of carrying products because they’re interesting. They carry products because they move.
You’re Not Competing Against the Company Down the Road
This took me a while to understand. When you’re trying to get into a retailer, you’re not just competing against another jighead company. You’re competing against everything. Spinnerbaits. Soft plastics. Line. Terminal tackle. Sunglasses. Rain gear. Even the candy bars sitting next to the checkout counter. Every product is fighting for the same limited space. The question isn’t:
“Is this a good product?” It’s: “Will this product earn its place?” Those are two completely different questions.
Retailers Don’t Buy Potential
As entrepreneurs, we love potential. We see where a product could go. Retail buyers don’t have that luxury. They’re responsible for inventory. Margins. Turns. Cash flow. They don’t get rewarded for taking unnecessary risks. They get rewarded for making smart bets. That’s why buyers ask questions entrepreneurs sometimes don’t like. How fast does it sell? Who else carries it?
What’s your marketing plan? Will you support it? Can you keep it in stock? They’re not trying to make your life difficult. They’re trying to protect their business.
It’s Easy to Blame the Buyer
Every small company has done it. “They just don’t get it.” “They only carry the big brands.” “They’re afraid to try something new.” Sometimes that’s true. But more often… They’re looking at information you don’t have. Maybe another startup pitched the same category last week. Maybe that section has slowed down. Maybe they’re already overstocked. Maybe your product is good…
But the timing isn’t. Business has a funny way of making things feel personal when they’re often just practical.
Getting on the Shelf Is Just the Beginning
Landing your first retail account feels like you’ve made it. Then you realize the hard part is just starting. Now you have to earn that peg every month. If your product doesn’t move… Someone else’s will. Retail isn’t a one-time sale. It’s a continuous audition. The companies that stay on the shelf aren’t always the ones with the flashiest products. They’re the ones customers keep coming back to buy.
What I’ve Come to Appreciate
The more I’ve learned about retail, the more respect I’ve gained for good retailers. They’re making difficult decisions every single day. Trying to serve customers. Manage inventory. Support local businesses. Stay profitable. Just like the rest of us. They don’t owe me a spot on their wall. I have to earn it. And once I earn it… I have to keep earning it.
One Last Cast…
I’ve stopped asking, “How do I convince a retailer to carry my products?” Instead, I ask, “How do I build enough customer demand that retailers don’t want to be the ones who don’t carry them?” That’s a much harder question. But I think it’s the right one. Because the strongest position a small company can have isn’t a great sales pitch.
It’s customers walking into tackle shops asking for your products by name. When that happens… You’re no longer asking for shelf space. You’re helping retailers justify it. And that’s when a product stops being another item on the wall… And starts becoming a reason customers walk through the door.
Until next cast...
- Dave Erdly
Founder, Ebb N Flow Outdoors