Connecting sellers and buyers together

Ron Says It

This produce business is mostly about buying and selling. Every single day there is action out in the produce trenches where salespeople are selling something, and buyers are purchasing it. This is the industry at its best.

A sales representative once called on me to make a product presentation.  His very excited opening words were, “Ron, I have the best deal on earth for you.” When hearing that phrase, I instantly remembered something my early mentor taught me as a junior buyer. He said, “Whenever a sales rep offers you the so-called best deal ever, run for your life.” 

A buyer listens and reviews specific items that a seller presents. After completion of the sales pitch, both parties then move forward to the next important step — the negotiation table to close the deal. My experiences in this area came to reality many times. Some were productive while others failed. However, many of the failures could have been prevented through mutual concessions. This can be very difficult when each has different goals.

The toilsome process

There are many challenges involved between selling and buying produce. Sellers do not simply enter an office, shake hands, show a sample, tell a joke, and close the deal in an instant. Likewise, buyers do not merely take a few peeks at a product line, yawn, and immediately sign off on the program. The process consists of many areas that influence the action and reaction of the presentation.  

Therefore, what are some of the solutions in bringing sellers and buyers together? How do both parties come to a compromise position? What are the strategies on each end?

In order to reach satisfactory agreements between seller and buyer, let’s first consider the objectives of both.

The Seller — Main objective is to present product items and programs to the buyer in hopes of reaching a sales commitment. The seller uses product knowledge, samples, fact sheets, itemized detailed information, and prices to influence the buyer. 

The Buyer— Main objective is to purchase selected items within company standards at favorable prices that will sell fast and generate required profit. The buyer must know exactly as much as possible about the seller, their background, knowledge, company, and especially the program. Buyers have an advantage with their authoritative position in domineering the meeting.

Building an alliance

Sellers are not made up of one size fits all in the sales representative field. Each has different knowledge, skills, styles, and especially personalities. One may approach a buyer with an exciting, positive, and sparkling attitude, while another may be straight-faced, factual, and reserved. In all, they are quite different from one another.

Buyers fall into more of a decision-making category only concerned about accommodating the consumer and company without taking too much of a risk. Buyers are very cautious and protective when it comes to deciding product purchasing, as it can make or break the profit line. They must be highly skilled in managing inventory turns, selecting quality based on company standards, be aware of availability, forecasting amounts required, and determine the best prices. 

Different times – Different means

Selling and buying in the days of the past were much different than today. There were a lot of charming prowess used by the sellers and tough stubbornness on the part of the buyers. Some claim that this may even still exist today. There were neither sophisticated programs nor technological solutions in the old days, just take it or leave it offerings. Shouting and arguing took place rather than negotiating and compromising.

Times are far different today. We should let go of the past and forge ahead. As a former decision maker, I was more interested in a solution to our challenges rather than only a product and price. That’s the way it is today with many retailers. They need help from sellers, not just item and price. Solutions do not appear in a case of product. They have to arrive ahead of the product.

Selling today is also about helping each other resolve problems, not just about products. Buyers are willing to pay the asking price of an item if it includes a solution that works for everyone. One solution is —— “How can you help us make our gross profit?”

Focusing on relationship

The worse mistake you could make as a seller or buyer is not to be prepared ahead of time. Each has a different objective and uses a different business tactic. Many negotiations can become intimidating. This is why it is imperative to place all issues flat out on the table before making a final decision. If there are numerous disagreements with one another, both will wind up with less productive results. 

During this constant produce-changing industry, decisions to purchase items and programs require value, solutions, superior service, and reasonable prices. Offer customers experience, not just another new item. 

Being a good seller and buyer today requires all the knowledge and understanding possible about the entire process. The biggest requirement, though, should be focused on a strong relationship between both sides.

Produce has been rewarded with some outstanding hard-working salespeople and buyers. Nevertheless, nothing is successfully accomplished in this produce industry without solid teamwork.