Getting a product onto retail shelves is rarely a sprint; it is a marathon that takes place behind the scenes long after the initial pitch at the buyer’s office or at an ECRM Session. Emails. Sending Samples. Jumping on zoom calls with various departments. Back and forth, back and forth. And often in the mix – long periods of waiting.
Chithra Kannan is the Founder of skin care and baby care brand Skin Centrick. She is a RangeMe Pro subscriber and has participated in several ECRM Sessions, and has landed about 10 deals from connections that were made at each.
I caught up with Kannan at ECRM’s Beauty Session in Dallas to pick her brain for some insights on what it was about her follow-up practices that helped her ink all of these deals. Here are the key takeaways from our conversation (you can watch our full interview on video below). .
1. Embrace the Long Journey
One of the most common misconceptions for new entrepreneurs is that a successful meeting leads to an immediate purchase order. Kannan emphasizes that the process is often measured in years, not weeks.
“You have to learn to be patient,” says Kannan. “You don’t go in store on day two or day three or in two months. It’s a long journey. In many cases, whatever connections I have built in January 2024, they are paying off now in 2026.”
Whether a buyer is waiting to see how a current category performs or simply managing a massive portfolio, brands must be prepared for a timeline that can span 12 to 24 months.
2. Find the ‘Goldilocks’ Frequency of Communication
The most difficult part of the follow-up is knowing how often to reach out to a buyer once you have met with them. Kannan suggests finding a middle ground where you stay in the limelight without becoming a nuisance. Kannan makes these suggestions.
- Avoid over-communication: Don’t ping every week asking for updates.
- Avoid ghosting: Do not disappear for too long..
- Give them space: Remember that buyers meet hundreds of brands; they need breathing room to make decisions.
“You need to know that interval’s right,” says Kannan. “So from my perspective, I don’t just say hi and then ghost myself. But at the same time, you don’t want it to constantly ping every week or two to say, ‘Hey, any update, any update.’ You have to find that comfortable middle ground.”
3. Lead with Value, Not Just Check-ins
When you do follow up, instead of requesting updates as mentioned above, Kannan recommends providing substantive updates that prove your brand is growing and relevant. Examples she gives are:
- New SKUs: Reach out when you launch new products to see if they fit a current need.
- Market Success: Update buyers when you successfully onboard with other major marketplaces or retailers, as this provides validation and proof of a legitimate business .
- Holiday Greetings: Use seasonal moments to keep your brand top-of-mind.
Keeping buyers appraised of your growth can give them more confidence in taking you on. “With that follow-up, they see how your brand is growing,” says Kannan.
(Note: We also touch on this a bit in our recent blog post, What do Buyers Really Want? Here are 3 Pillars of Success for Emerging Brands)
4. Secure a Smooth Transition When Buyers Switch Desks
Retail is a high-turnover industry where buyers frequently change desks or categories. Consistent communication ensures that if your contact moves on, you aren’t left starting from scratch.
“If you have a consistent communication with them, they will alert you that a new buyer will be in place,” says Kannan. “They do the handshake and give you that smooth transition, and then you are able to more easily establish that relationship with the new buyer.”
5. Scale Smart and Stay Transparent
Finally, Kannan warns against the pitfalls of going too big, too fast in your follow ups. She advises brands to use their data to suggest specific regional launches – like major cities where sales are already high – rather than over-committing to thousands of stores that might outpace your production capabilities.
“Always try to show what is in it for them, why they should have you in store,” says Kannan. “ Should be a win-win situation. Why do you guys need us and why do we need you.” By focusing on a win-win narrative – how the brand helps the retailer and their shoppers – brand owners can leverage their follow ups to build the trust necessary to turn the relationship into a lasting retail presence.