4 Key Reasons Why Companies Struggle to Effectively Reach Category Managers

In today’s highly competitive marketplace, sales teams often face challenges when trying to connect with category managers. Many vendors find themselves frustrated with what seems like a lack of response—emails are left unanswered, phone calls are missed, and offers go unacknowledged. But what’s really going on behind the scenes, and what might vendors be missing?

The reality is that category managers (Catmans) face significant time constraints, with overflowing inboxes and back-to-back meetings. Prioritizing these demands is essential, and this often means certain inquiries—especially from new suppliers—may not receive immediate attention. To improve outreach success, vendors should consider the unique challenges category managers face and tailor their approach accordingly. Below are four key reasons why some companies may struggle to get a response, along with strategies for increasing engagement.

1. Timing Matters: Knowing When to Reach Out

Timing is everything. Category managers are often most responsive during certain times of the month or business cycles, such as the beginning or end of a fiscal quarter, when they may be evaluating new offers or planning upcoming product cycles. Reaching out during these strategic windows can greatly increase the likelihood that your message will be seen and considered.

2. Offer a Clear Value Proposition

Category managers are laser-focused on enhancing their category's performance, whether through revenue, margins, or customer satisfaction. To capture their interest, make sure to articulate the unique value your product brings to the table. Rather than general benefits, highlight the specific advantages—such as increased profitability, enhanced customer loyalty, or product innovation—that directly impact the category’s growth.

3. Professional Reputation and Communication Style

Creating a positive impression is crucial in every communication. Unfortunately, overly aggressive follow-ups or a lack of clarity can lead to friction. Professional, concise, and respectful outreach is essential. Position your product as a supportive addition to the category, and avoid any communication that might come across as forceful or impatient. When your approach is professional, you’re far more likely to receive a constructive response.

4. Quality of the Proposal

The proposal itself can make or break the chance of establishing a partnership. An ideal proposal should be clear, organized, and easy to evaluate. Include well-calculated financials, a straightforward explanation of how the product fits within the category, and any additional insights that support your offer. Avoid unnecessary complexity or unrealistic projections, which may detract from the overall appeal of your proposal.

At Svitez Group, we understand these challenges deeply. As an experienced cosmetics distributor for the Polish market, we’re committed to helping brands navigate this landscape by tailoring our approach to meet the unique needs of Polish category managers. With expertise in how to distribute in Poland and practical insights on how to sell cosmetics in Poland, we ensure that each brand we represent gains maximum exposure and effectively connects with its target buyers. Our approach enables successful partnerships and sustainable growth in Poland’s thriving beauty market.