Prevent Blunders When Calling on Retailers

As a sales representative, have you ever made a product presentation to a retail buyer and received no response? Then, after several fruitless follow-up calls, you receive a chilly reaction. Finally, you wonder if the item details ever reached the decision maker.

Retailers view company representatives in many ways. The relationship between seller and buyer establishes the level of business for the future. Prevent foolish mistakes. Earn the business by being a professional.

Numerous blunders can occur during the initial phase of establishing a relationship with a retailer. Here are three common mistakes — along with solutions.

Let’s imagine for a moment that a rep is trying to connect with a retailer to introduce a new produce item. The rep calls to schedule an appointment.

Mistake #1: Don’t Get Caught Off Guard

A sales rep gets connected to voicemail unexpectedly:

“Um … oh … okay … hello, my name is Bob and … um … I’d like to set up an appointment to show you some new packaged mushrooms. Um … you really need to see them. Can I come in to … uh … show them to you? I could be reached at 8X9–77X6. Thanks.”

Solution: Write a Script

Expect the unexpected. Always have a script ready in case you need to leave a voice message. Know exactly what you want to say as though you were speaking directly to the decision maker.

The worst thing you can do is stumble through your message. That only creates confusion and places you at the bottom of a retailer’s list. Develop a professional greeting. Clearly introduce yourself and your company. Be concise, confident and prepared.

Mistake #2: Do Your Homework

A rep finally gets an appointment with a produce director. Prior to the presentation, the rep makes a poor first impression with careless remarks:

“What was your last name again?”
“Wow, I didn’t realize your company was so large.”
“I really wanted to visit one of your stores before calling on you but couldn’t find one.”
“Who are your competitors?”

Solution: Research Your Prospects

Know everything about your customer beforehand — not when you’re sitting across the desk. Learn their name and the correct pronunciation. Study the company’s history. Understand their competition.

Most importantly, know what challenges they face and how you can help make their job easier. Don’t just do your homework — do it thoroughly.

Mistake #3: Don’t Fumble on Your Product

Nothing is worse than a rep who has only half the answers.

“Gee, I didn’t expect that question about the package.”

“I think large mushrooms are packed. No, wait — they must be medium. Um … you got me on that one.”

“I think they’re grown in California — or maybe Oregon. I know they grow them somewhere in the U.S.”

Solution: Know Your Product

Would you buy a new automobile if the salesperson said, “I’m not sure if it comes with tires”?

Be familiar with every detail of the produce item you are presenting. Study and research it. Know who grew it, who packed it, where it’s shipped from, how many are in a carton, how many fit on a pallet, and any other relevant specifications.

The retailer should never have to test your product knowledge.

Five Questions a Sales Rep Should Never Ask

Are you satisfied with your present supplier?
If I could save you money, would you take our product?
Who makes the decision on this item?
What will it take to get your business?
Can I meet your boss?

Retailers dislike these questions because they feel intimidating and self-serving. In fact, asking to meet a buyer’s boss can be perceived as an insult. It isn’t simply a courtesy — it can come across as overstepping boundaries in an attempt to force a final decision.

Lastly, sales reps should understand their prospects’ specific needs and focus on solving their problems while supporting their gross profit goals. Don’t rely on the same old dog-and-pony pitch. Tailor your presentation to demonstrate genuine value.

Professionalism, preparation and product knowledge win business. Blunders lose it.