“The ‘hows and whys’ of selling to the general public” 

Selling direct to the general public is attractive because it allows the producer more control over pricing, and can help them take more of the profit for themselves. 

Producers planning to sell direct to the general public have to be able to answer two questions about their proposed product - why will people buy the product in the first place, and, once tried, why will they buy it again and again?  

Answers need to be found because, regardless of the product in question, consumers have hundreds of options to choose from, and competition for their money is fierce. 

To ensure successful sale of a new product the seller has to offer something which is in line with consumer trends, but which is different from or better than what is already available. 

The point of difference can be the product itself, the service which accompanies it, the emotional benefits which it brings, or a combination of all of these. People buy a product for a number of reasons, starting with basic product features. So a  food product has to look appetising, and smell good. Consumers are also interested in the service benefits a product can offer, so a  food product might be delivered right to the door to save time shopping. People also buy products for emotional reasons. In the case of  a food product this could be an attractive pack design, or perhaps the way the product has been produced emphasises something the buyer feels strongly about such as animal welfare,  produced by a local farmer, or a combination of  these. Finally, buyers will look at the price, weigh up all the benefits, and decide whether a product is good value for money.  

The important thing is to develop a strong, persuasive, and factually correct story about why the product is special, and charge a price which reflects those benefits. 

Market research should be done on consumer trends. Information can be gathered from bodies such as the Institute of Grocery Distribution and its offshoot the Food Chain Centre. A regular read through Farmers Guardian and general interest newspapers and magazines will also highlight trends. Market research should be done to identify what is already available on the market. The internet is a good source of information, as is checking advertisements in newspapers, a trawl through the yellow pages, and perhaps most importantly of all, walking around shops and farmers markets. 

Once all the benefits of the new product have been identified it will be necessary to give it a brand name and good pack design. The ideal brand name is short, easy to pronounce, and reflects the nature of the product. Good branding, which can be described as a combination of name, design and consumer benefits, is critical to successful selling.    

The next step is to consider how to let people know the brand is available and persuade them to try it.  

If  the idea is to sell it locally then this could be through contacting local newspapers and asking them whether they would be prepared to write an article about it. A local radio station might be interested in doing an interview about it, or a door to door leaflet drop could be carried out. If the product is to be sold through stores then the storekeeper might allow leaflets to be placed near the product, or he may allow a food product to be offered to people to sample. If farmers markets are used then leaflets should be available here also. If the internet is the main way of selling then the product should appear close to the top of the list generated by the search engine. 

Trial is important but repeat purchase is crucial to success.  

To ensure the public comes back again and again several things have to be in place. First the product has to live up to expectations – for example the taste, appearance and overall eating experience of  a food product has to be not just good but superb. Second, consumers need to be reminded about the product. An effective method is to collect the names and addresses of every customer and send them a newsletter on a regular basis. It may also be necessary to re run advertising, or  put out leaflets again. The other way of keeping up interest in a product is through innovation, perhaps adding a new variety of the original product. 

Selling direct is attractive because it allows the producer more control over pricing, and can allow them to take more of the profit for themselves. However, costs will be incurred such as investment in processing whether this is done on farm or contracted out to someone else and marketing. The other factor to take into account is that  diversifying into direct selling can mean loss of focus on the main farming enterprise, with severe financial consequences. And the sobering fact is that 9 out of 10 new products fail. 

However, by offering a product which is in line with consumer trends, is different from and better than what is already available, and is promoted to consumers on a regular basis, the risks of failure will be minimised.