By Bethany Davis, President, Bentonville Team
(from our Walmart retail expert video series)

Walmart’s Open Call is your chance to make a lasting impression, but success depends on preparation. Two topics that trip up many suppliers? Your D&B Supplier Score and how many items to bring to your pitch. Here’s a quick breakdown to help you get both right.

1. Know Your D&B Supplier Score (SER Rating)
Before you can get a Walmart agreement, you need to understand your D&B (Dun & Bradstreet) credit score. This is a key part of how Walmart evaluates supplier readiness.

Here’s what to know:
• Get your report: Purchase your D&B credit report to find your SER (Supplier Evaluated Risk) rating.
• Understand the scale: It runs from 1 to 9, with 1 being excellent and 9 being poor.
• Walmart’s requirement: You’ll need to score between 1 and 6 to qualify for an agreement.
• Pro tip: If you’re between 1 and 6, share that score confidently in your pitch. It shows you’re retail-ready and financially stable.

2. Choose Your Items Strategically
Here’s how to nail your selection:
• Lead with your best-selling item. Know exactly which product is your strongest performer and start there.
• Show your “brand block.” Think visually: what would three or four of your products look like together on a Walmart shelf? Bring those to paint the full picture.
• Avoid overwhelm. Don’t show up with 10, 50 or 100 SKUs and ask Walmart to choose. That signals uncertainty.
• Guide the merchant. Use your pitch to show you understand your category and customer. And prove which of your top items will succeed in the Walmart environment.


Your goal is to make it easy for the Walmart merchant to say yes.
Show that you’re financially solid, operationally ready and strategically focused and you’ll instantly stand out as a partner they can trust.


Need help perfecting your Open Call strategy? Contact us. Your secret weapon team is ready to help you get your products on Walmart shelves and online.