Top 5 Tips - Get Your Co-Man Calls Answered

Co-manufacturers are inundated with calls from brands that want to work with them - updwards of 100+ per month. Some manufacturers are diligent at responding to each one, but most have created a set of mental tools to filter to the serious brands as quickly as possible.  The typical brand response rate on cold calls is about 5%, but our team consistently gets to 50%+

How?

We're clear on the project requirements, we use the call to highlight the strength of the project, and we have a clear followup - to move to an NDA/RFP, or (if they don't want to move forward), to collect alternative options.

Here's some crystal clear guidance on how to make your co-man calls effective:

1. Distill Your Project

Manufacturers are swamped with inquiries. Speak their language by knowing these key details before calling:

• Formulation: Is your recipe well-defined?

  • Yes: Perfect. You only need to know your current process, not how it scales to their equipment. You'll build a vocabulary around the specific equipment you need as you do more of these calls.  If you're confused before you begin, reach out to us - we're happy to give you a crash course on relevant equipment.
  • No: You're not ready for the co-man calls yet.  Your best path is to get a fully fleshed our process by workshopping it in a commissary kitchen, or employing an R&D facility partner. Co-development with a manufacturer is possible, but it's uncommon and is not a preferred path because the IP on the recipe will need to be negotiated heavily with lawyers.

• Packaging: Do you know what you need?

  • Yes: Great!
  • Maybe: Approximate ideas (e.g., “6-8oz glass bottle”) work as a start.
  • No: This could signal a lack of market prep. Make sure you have at least prospective ideas on packaging needs to determine if a manufacturer will be a potential fit.

• Target Volume: Do you know your production goals?

  • Yes: Fantastic.
  • No: It's fine to use projections here.  They don't have to be perfect, but they are necessary for the manufacturer to understand if you're in the ballpark of their production sweet spot.

• Ingredients: Do you want the manufacturer to source them?

  • Yes: This is called “turnkey” manufacturing.
  • No: This is “tolling.” Either works for a first call.

2. Find the Right Contact

Do some research - LinkedIn is your best friend for this one. Typically, within the manufacturing organization, you're looking for someone with the title "head of sales" or "owner" if it's a smaller manufacturing operation. They will almost never have anyone with a "co-manufacturing" or "private label" title.  Also, don't target anyone with an "operations" title - those are people on the floor running the machinery, not talking to potential clients.

If you're unclear on who to ask for, just pick up the phone and ask for the right contact. Start with:
"Hi, I’d like to learn more about producing our product at your facility. Are you the right person to speak with?"

If you can start that call with a name, based on your Linkedin research, even if it's the wrong one, you're much more likely to get to the right person.

(Rescale has utilized on-the-ground outreach & AI to provide the most comprehensive and up-to-date list of appropriate contacts, if you'd rather skip this step.  Book a time to learn more here.)

3. Perfect Your Pitch

Your script should be concise, professional, and highlight your credibility. For example:
"Hi! I’m calling from [BRAND], a [PRODUCT] brand looking for a manufacturing partner for [PACKAGING]. [Quick sales pitch]. Do you have a minute to chat?"

It's tempting to dive deep into your needs, volumes, and preferred certifications here.  Don't do this! Cast a wide net at this stage - it will help drive multiple bids on your project, and those competing bids will drive costs down.

Examples:

• "Hi! I’m Sarah from Sarah’s Cookies. We’ve scaled to 100 retail partners and need a new facility for our 6oz shortbread cookie bags. Do you have a minute to chat?"
• "Hi! I’m Tom from Tom’s Hot Sauce. We’re growing fast and need support to produce our 6oz glass bottle hot sauce as we project $100k in sales this year. Do you have a moment?"        

4. Qualify the Manufacturer

This stage can be intimidating, but focus on key questions:

• Do they have the capabilities you need?
• Are they taking new clients?
• What’s the best email for follow-up?

If they mention unfamiliar equipment or processes, don't get intimidated! Refocue the conversation to outcomes (e.g., “smooth consistency like ketchup”) and ask to share a project brief under NDA. Keep proprietary details private until an NDA is signed.

Example:
Co-man: “Do you need a sheer mixer?”
You: “We need a smooth consistency like ketchup but are open to your process. Can I send over our project brief?

The goal? Determine if they’re a fit and secure next steps while keeping conversations clear and professional.

5. Ask for referrals!

If they’re uninterested, thank them and ask for referrals on your way out the proverbial door.  "Do you know anyone else that may be a better fit for me?"  This is a true secret of consultants. Manufacturing is still a very word-of-mouth industry, and many manufacturers will know another partner that's a little larger or smaller, as they'll often send each other business when they receive a misaligned fit.

Happy hunting!  If you have project specific questions, don't hesitate to reach out via email or book a call with me.