Selling to QVC has become a powerful marketing strategy for companies looking to attract customers and boost their revenue. With global TV shopping network giants such as QVC as well as HSN and other smaller networks, these platforms can offer a significant boost to a business’s bottom line. With a combined annual revenue of over $8 billion in the United States alone, these networks provide businesses with the certainty that they are tapping into a profitable market. So how do get the best out of QVC?

Here’s your complete guide to help you get started.

Why QVC?

When it comes to selling on QVC, companies can benefit from the extensive reach that this platform offers. In fact, QVC’s reach is around 380 million homes worldwide, providing an excellent opportunity for businesses of all sizes to showcase their products to a massive, live global audience. Businesses can take advantage of the captive audience by offering high-quality and interesting products that arouse the viewers’ curiosity, enticing them to make a purchase.

Another advantage of selling on QVC is the trust factor. As this TV shopping network acquires a positive reputation for offering quality products and fulfilling customer orders effectively, viewers tend to invest higher levels of trust in the showcased items. This trust can lead to higher conversion rates and customer satisfaction.

The QVC Selection Process

QVC is not just a retail platform; it’s a highly competitive arena where only about 5% of applicants secure a spot. To stand out, you must be well-equipped! 

• Competitive Edge: Emphasize your product’s unique selling proposition. QVC looks for items that can be mass-produced, reflecting a balance between quality and scalability. Your product should not only be ready for the limelight but also for the logistical demands of large-volume sales.
• Minimum Order Expectations: Be financially prepared for QVC’s minimum purchase order, which typically ranges between $30,000 and $35,000 at wholesale costs. This means you should be ready to supply, at a minimum, thousands of units to meet QVC’s inventory requirements.

One crucial aspect that businesses need to consider is the ability to demonstrate the functionality and benefits of their products effectively. QVC tends to give businesses limited airtime, so optimizing that window is essential. A dynamic and engaging presentation – often carried out by professional presenters – is a must. Showcasing the practicality, quality, and unique features of a product can greatly improve the likelihood of making a sale.

Moreover, businesses should not overlook the power of customer testimonials on QVC. Featuring existing customers who share their positive experiences with a product can help tremendously in swaying potential buyers’ opinions. By capitalizing on social proof, businesses can create a sense of urgency for viewers to make a purchase before the offer expires.

Crafting Your Product’s Narrative for QVC

Storytelling is a powerful tool on QVC. Here are some tips to get you started. 

• Engaging Storytelling: Your product isn’t just an item; it’s a narrative. Prepare to share the compelling story of your brand and product. What problem does it solve? How did it come to be? QVC viewers connect with stories, not just products.
• Visual Appeal: Before applying, ensure you have high-quality digital images of your product. QVC’s application process is stringent, and without professional-grade photos or an engaging online presence, your product won’t make it past the initial review stage.

Maximizing Your Product’s Impact on QVC

To ensure your product is a good fit for QVC, make robust strategies for the following. 

• Market Research: Regularly watch QVC to understand their portfolio. Notice the details: price points, product categories, and the presentation style. This insight will help you tailor your product to fit seamlessly into their lineup.

• Product Differentiation: Review QVC’s non-acceptance list and align your product accordingly. It’s crucial to offer something new and innovative that complements but doesn’t replicate what’s already available.

Preparing for the Pitch

Your pitch to QVC is your make-or-break moment:

• Demonstrate that you can handle large orders. You don’t need to have a massive inventory on hand, but you do need to show potential for scalability.
• Be transparent about your wholesale costs. Include every aspect from manufacturing to shipping. 
• QVC is looking for vendors who understand their numbers and can maintain profitability at the price points QVC requires.

The Art of Selling

QVC is all about the presentation. Ace the skills discussed below. 

• Live Demonstration Skills: Develop your on-air presence. Practice presenting your product in an engaging and informative way. Remember, you’re not just selling a product; you’re providing entertainment and information.
• Adapting Sales Techniques: Learn from successful QVC sellers. Adapt your sales pitch to fit QVC’s ‘story-selling’ model, where the narrative around the product is as important as the product itself.

Here are some client examples for you to review and learn from:

Post-Acceptance: Sustaining Success on QVC

Selling to QVC comes with its challenges too. Once you’re in, it’s only then the real work begins. It is advisable to have a plan for inventory management. Businesses must be prepared to handle large volumes of orders on short notice, as success on this platform can often result in a sudden spike in demand. Therefore, ensuring efficient logistics and supply chain management is essential for sustaining the newfound growth.

Be responsive, reliable, and ready to adapt to their needs. Your goal is to become a preferred vendor that QVC trusts for quality products and consistent supply.

Lastly, keep in mind that partnering with QVC may involve sharing a portion of the profits. It’s necessary to negotiate favorable terms and conditions, ensuring that the benefits outweigh the costs. Despite these challenges, a well-planned and executed foray with QVC can provide businesses with substantial returns on investment and increased brand awareness among their target audience.

Have you considered launching your product brand in retail? If so, our team at Retailbound can help. Since 2008, we have helped countless product brands launch and grow in the retail space. Contact us today to get more information.

About the Author

Yohan Jacob is the President and Founder of Retailbound. Retailbound is a comprehensive retail channel management consultancy that helps brands launch and scale their products in over 150+ retailers in both the US and Canada. Specializing in bridging the gap between product creators and retailers, Retailbound offers a range of services from retail strategy development, buyer engagement, sales management and channel marketing support. Whether the client is a startup or an established brand, Retailbound provides expert guidance to increase their retail presence, navigate buyer relationships, and drive sales growth both in-store and online.