30 Minutes With a Walmart Buyer: How to Make Them Count

Getting the meeting is the opportunity. Being prepared for what comes next is how you turn it into a business.

You finally got the meeting.

Maybe it came through Walmart Open Call. Maybe it came after months of outreach, buyer introductions and follow-ups. Either way, earning time in front of a Walmart or Sam’s Club merchant is a big opportunity.

And often, you don't have much time to make your case.

For suppliers selected for Walmart's 2026 Open Call, that means a 30-minute, one-on-one meeting with a Walmart or Sam's Club merchant to showcase their product and discuss potential opportunities across stores, clubs, Walmart.com and Walmart Marketplace.

Thirty minutes can go quickly.

So how do you make them count?

At The Summit Group, we spend a lot of time helping brands prepare for merchant conversations. While every category, merchant and product is different, there are a few questions every brand should be prepared to answer.

1. Why This Product?

It sounds simple, but this is where a pitch can easily become too complicated.

A merchant doesn't need your entire company history before understanding the product.

Start with the opportunity.

What consumer need are you solving? What makes your product different? And why does it deserve space in the assortment?

Your story matters, but the strongest story connects directly to the customer and category.

Be prepared to clearly communicate your product's point of difference, target consumer, category opportunity and the problem it solves.

And whenever possible, support that story with data.

2. Why Walmart or Sam's Club?

Wanting national distribution isn't a Walmart strategy.

A strong pitch demonstrates that you've thought specifically about the Walmart customer or Sam's Club member.

Why does your product make sense for this retailer, this category and this consumer?

That could mean addressing an assortment gap, bringing innovation to the category, delivering a compelling value proposition or reaching a consumer already shopping the category.

The more specific you can be, the stronger the conversation becomes.

3. Why Now?

A great product is important.

Evidence that consumers actually want it is even better.

Come prepared with the strongest proof points you have. Depending on the maturity of the brand, that could include:

• Sales growth and velocity

• Existing retail performance

• Ecommerce or Marketplace results

• Distribution growth

• Repeat purchase or customer retention

• Ratings and reviews

• Category or consumer trends

• Social engagement or other indicators of demand

You don't need dozens of slides.

You need the right proof points to demonstrate that there is an opportunity worth exploring.

4. Which Items Should Lead?

More isn't always better.

One mistake brands can make is trying to show everything they sell instead of making it easy for the merchant to identify the strongest opportunity.

Know your hero SKUs.

Which items have the best sales story? Which offer the strongest value? Which fill the clearest assortment need? Which are operationally ready to scale?

A focused recommendation gives the merchant something tangible to react to and can create a much more productive conversation than presenting an entire catalog.

5. Can You Support the Business?

This is the part of retail readiness that can get overlooked when everyone is focused on the pitch.

What happens if the merchant says yes?

Walmart describes its Open Call targets as not only shelf-ready but also ready to scale.

That distinction matters.

Before the meeting, brands should understand their manufacturing capacity, lead times, inventory position, logistics capabilities, pricing and margins.

A successful retail launch isn't just about generating demand.

It's also about being able to fulfill it.

You Got the Yes. Now What?

Getting a "yes" from a merchant is exciting.

But it isn't the finish line.

In many ways, it's the beginning.

Once an opportunity moves forward, the conversation can quickly shift from the pitch to execution:

Supplier Setup → Item Setup → Content → Forecasting → Inventory → Logistics → Replenishment → Retail Media → Launch → Ongoing Execution

And every piece matters.

The best product in the world can still struggle if content isn't ready, inventory isn't positioned correctly, forecasts aren't understood or the supply chain can't support demand.

That's why we encourage brands to think beyond the merchant meeting before they ever walk into it.

Don't prepare only to get the yes. Prepare to execute after you get it.

Know Your Ask Before You Walk In

Finally, know what you want to accomplish.

What items are you proposing?

What placement or opportunity are you hoping to explore?

What is the logical next step?

And if the answer isn't an immediate "yes," what information do you need to continue the conversation?

A successful meeting doesn't always end with an instant commitment. Sometimes the next step is additional samples, more data, another review or a different path into Walmart's ecosystem.

Open Call itself reflects that breadth: Walmart says potential opportunities can range from a handful of local stores to hundreds of Walmart stores and Sam's Clubs, as well as Walmart.com and Walmart Marketplace.

Go into the meeting knowing your ideal outcome but be prepared to listen.

The Bottom Line

A buyer meeting is an opportunity.

Preparation is what allows you to capitalize on it.

Know your consumer. Know your numbers. Know your hero items. Know your operations. And most importantly, know why your brand makes sense for Walmart or Sam's Club.

Because getting 30 minutes with a merchant is only the first step.

What you do with those 30 minutes and what you're prepared to do afterward, is what can turn an opportunity into a lasting retail business.

At The Summit Group, we help brands navigate every stage of that journey - from preparing for merchant conversations and building the sales story to item setup, supply chain, ecommerce, Marketplace, retail media and ongoing account management.

If your brand is preparing for a Walmart or Sam's Club opportunity, let's connect.