Landing a retail meeting is only half the battle. The real challenge is knowing what buyers actually care about once you're in the room.

In this episode, Adam sits down with Tia Ellis, founder of Wildflower Insights and former retail broker, to unpack what separates successful retail pitches from the ones that never turn into purchase orders. Drawing from years of helping brands generate more than $200 million in retail sales, Tia shares practical advice for founders who want to build retailer relationships, pitch with confidence, and avoid costly mistakes.

Whether you're preparing for your first buyer meeting or rethinking your retail strategy, this conversation offers actionable guidance you can apply right away.

In this episode, we discuss:

• Why selling to retail buyers is different from selling to consumers
• The biggest mistakes founders make during buyer meetings
• How to build relationships with buyers before asking for shelf space
• When brokers make sense—and when founders should do it themselves
• Creating messaging that attracts buyers instead of chasing them
• Preparing for retail meetings with confidence and clarity

Guest Links:

• LinkedIn: https://www.linkedin.com/in/tiaellis/
• Website: https://wildflowerinsight.com

Learn more:
See how Avidity can improve your shelf impact at aviditycreative.com.

Adam's LinkedIn: https://www.linkedin.com/in/adamfeller/