How to Make a Sell Sheet Retail Buyers Actually Read
What a sell sheet is, what to put on it, the layout buyers expect, and a real example. Plus a free sell sheet template for CPG brands.
A sell sheet is a one-page summary of your product that a retail buyer can read in under a minute and keep after the meeting. It shows what the product is, why shoppers buy it, the items and pricing, the case pack and ordering details, proof that it sells, and how you'll support it at the retailer.
What to put on a sell sheet
- Product name, photo and a one-line description
- Three or four reasons it sells, in plain language
- An item table: item, UPC, case pack, suggested retail price and wholesale cost
- Proof: ratings, sales growth, repeat rate or other retailers carrying it
- Marketing and retailer support: ads, social, demos, promotions
- Ordering details: lead time, minimum order, distributor, contact
How to make a sell sheet, step by step
- Write for one buyerA Walmart sell sheet and a Whole Foods sell sheet should not read the same. Lead with what that buyer cares about.
- Lead with the shopperSay who buys it and why before you describe features.
- Put the numbers in a tableBuyers scan for the UPC, case pack, cost and suggested retail. Make them easy to find.
- Add proofOne or two strong numbers beat a paragraph of claims.
- Show the supportBuyers want to know who will drive shoppers to the shelf.
- Keep it to one pageUse a good product photo, clear headings and plenty of white space.
Sell Sheet Template
A one-page sell sheet template built the way retail buyers read: why it sells, an item and pricing table, proof, retailer support and ordering details.
Get the templateCommon sell sheet mistakes
- Too much text and not enough numbers
- No wholesale cost or case pack, so the buyer can't evaluate it
- Claims with no proof behind them
- Leaving off who to contact and how to order
- One generic version sent to every retailer
A real sell sheet example
Here is a finished sell sheet we built for Flushie Pre-Toilet Spray as part of a sample Walmart package.
Questions
Is a sell sheet the same as a pitch deck?
No. The deck is the full story you present in the meeting. The sell sheet is the one-page leave-behind the buyer keeps and shares with their team.
Should a sell sheet include pricing?
Yes. Include suggested retail and your cost to the retailer or distributor. Buyers can't evaluate an item without them.
What size should a sell sheet be?
Letter size (8.5 x 11 inches) is standard in the U.S. Make sure it reads well as a PDF too, since most are emailed.
See where your product stands
Related guides
How to Pitch a Retail Buyer (and Win the Line Review)
How to pitch a retail buyer: when category and line reviews happen, what buyers want to see, how to structure a retail pitch deck, and how to follow up.
Wholesale Pricing and Retail Margin: How to Price a CPG Product
How to set wholesale and retail prices for a CPG product: keystone pricing, margin vs markup, what retailers and distributors expect, and a worked price waterfall.
How to Become a Walmart Supplier
How to become a Walmart supplier: requirements, the application, what the buyer looks for, how line reviews work, and how to keep your item on the shelf.