Latest news with #JoelGoldstein
Forbes
17-07-2025
- Business
- Forbes
Getting On The Shelf Is Only Half The Sale
Joel Goldstein is the President of Mr. Checkout Distributors. You finally did it. Your product made it to the shelf. It's sitting upright, facing front, ready to meet its future. But here's the truth: Most brands learn too late that getting on the shelf is only half the sale. Retail isn't a destination—it's a dynamic living, breathing environment where products compete not just on price or packaging, but on presence. Once you're stocked, the clock starts ticking. The product must move. And if it doesn't, you're not on the shelf—you're on borrowed time. Too many brands believe that placement is success. They celebrate the purchase order (PO) and forget the sell-through. But retail is ruthless. If your product sits too long, it becomes background noise. It fades. And eventually, it's replaced. Your job doesn't end when the delivery arrives—it begins. This is where the smart brands separate themselves. The ones who show up after the sale—who check inventory, ask questions and support the retailer, not just invoice them. We saw this firsthand with a small, family-owned gourmet popcorn company we worked with—handmade, five bold flavors in eye-popping bags. They landed a dozen independent retailers in their first month. But instead of moving on to chase more, they circled back. They walked the aisles. They trained the clerks. They set up tasting stations on Saturday afternoons. Customers got to try it. Staff got to love it. Retailers saw it fly off the shelves. That same product, placed and left alone, would've stalled. Not because it wasn't good, but because nothing sells itself anymore. Not even popcorn. Movement matters. Retailers may like your story, but they love results. You must be more than charming—you must be proven. When your product moves, you buy yourself more time, more space and more trust. Don't confuse marketing with motion. Ads are great. Instagram posts help. But a strategic hand-sell from a trusted store owner will always outperform a paid placement. If you want a real edge, give retailers the tools to sell for you. Arm them with talking points. Give them signage. Let them feel like part of your story. Because when they believe in your product, they don't just stock it—they sell it. Actively. With pride. With personal conviction. And that kind of support can't be bought. It's built. There's also the hard truth: If your product isn't moving, you need to know. Not months later, when the PO's dry. Now. A retailer who gives honest feedback is worth more than any distributor who gives you scale without insight. Take their input seriously. Change what isn't working. Iterate quickly. Retail rewards the responsive. Getting on the shelf is your product's first day of school. The world won't adjust to it—it must learn to stand out, perform and be picked. And your job as the brand is to stay close, pay attention and guide that growth. Because no matter how beautiful your packaging or how unique your ingredients, if your product doesn't move, it doesn't stay. And in retail, shelf space isn't owned—it's earned again and again. So get on the shelf, yes. But don't stop there. Turn your product into a presence. Turn your placement into pull. Be seen. Be tried. Be talked about. Because half a sale isn't enough. Not when the next product is always waiting. Forbes Business Development Council is an invitation-only community for sales and biz dev executives. Do I qualify?
Forbes
12-05-2025
- Business
- Forbes
Early Wins In Independent Stores Trump Fast Placement In Mass Retail
Joel Goldstein is the President of Mr. Checkout Distributors. getty Launching a product is an exercise in both courage and calculation. It's easy to be lured by the perceived prestige of mass retail—national distribution, broad exposure, shelves lined in high-traffic chains. But the reality is often more sobering. Fast placement in big box retail can stretch a brand too thin, too quickly, placing immense pressure on margins, operations and inventory with little room to refine or adapt. In contrast, early wins in independent retail offer something far more strategic: controlled momentum, deeper engagement and the foundation for long-term viability. Independent stores are where real market feedback lives. These retailers serve close-knit communities where purchasing decisions are driven by trust, relationships and a shared sense of values. When a product lands on these shelves, it's not just being stocked—it's being introduced. Store owners become brand advocates, and customers become early adopters. There's time and space to observe, learn and adjust—elements often lost in the high-stakes, high-volume world of mass retail. Every product has its rhythm, and independent retail allows you to find it. Packaging, pricing and promotional strategy can be tested and refined with far less risk. A missed forecast doesn't trigger widespread chargebacks or steep penalties; instead, it sparks a conversation. A pivot is possible. These early environments are forgiving, and that flexibility is invaluable in shaping a brand that can scale with confidence. Beyond logistics, the psychological impact of early wins is significant. A successful rotation in a neighborhood market can validate the product, build confidence and create social proof. Each reorder is a signal—not just that the product sells, but that it belongs. Independent retailers don't allocate shelf space lightly. When they support a product, it's because it has earned its place. That endorsement is worth far more than a temporary presence on a crowded corporate planogram. Independent wins are not just about survival—they're about story. A brand that grows through small retailers builds a reputation rooted in authenticity and resilience. The narrative shifts from 'We got lucky with a big chain' to 'We built this one store at a time.' That story is powerful. It resonates with future buyers, press and even the national chains that later take notice—not because of your pitch deck, but because of your track record. Fast placement in big-box retail may look impressive from the outside, but it's often a bet with high stakes and little forgiveness. Without demand already established, the product can stall. Shelves are unforgiving. The velocity required to stay listed can be punishing, especially when coupled with chargebacks, slotting fees and margin cuts that leave little room for error. A stumble can shut the door for years. By contrast, growing through independent retail builds leverage. It allows a brand to scale on its own terms, with proof points grounded in real-world performance. It also builds relationships—directly with store owners, regional distributors and the communities that champion local businesses. That goodwill doesn't just lead to sales; it creates sustainable momentum. Launching a product is more than getting on the shelf—it's staying there. It's being invited back. It's building loyalty that no national ad campaign can buy. Independent retailers offer the space to do that—to refine, to learn, to grow deliberately and strategically. They are the proving ground where brands aren't just placed but embraced. So, when given a choice between fast placement and foundational wins, choose the path that lasts. The shelf in a small store may seem modest, but in it lies the potential for everything that comes next. Forbes Business Development Council is an invitation-only community for sales and biz dev executives. Do I qualify?
