The hardest objection is the retailer who will not even listen. Our advice to salespeople: don’t sell, connect.
In our last post we listed the eight objections salesmen hear most often from retailers. One of the hardest is no response at all: the retailer shakes his head, or says he has enough stock and is not interested, before you have even begun. Here is how to handle it.
The aim: a conversation, not a sale
Do not push for a sale. Aim to start a conversation, build a connection, show the product and leave the door open for the future.
You might say:
“Sir, I understand you are not interested in buying right now, and that is perfectly fine. I would just like a moment to show you our products. We have been doing a lot of marketing, and our products are becoming popular with consumers, so you may get a few enquiries. What I share might help you understand what your customers want. Whenever you are ready to buy, we will be happy to serve you.”
Introduce yourself briefly: your name, where you are from, your past experience and when you joined the company. Ask for his help: advice, feedback on the market, references and what his customers like. Exchange business cards.
When a retailer feels no pressure to buy, and the salesman is respectful, knowledgeable and truly interested in his problems, the conversation can open up. Then you can introduce the products, share prices, and explain how and how often you deliver.
However uninterested he seems, a retailer may one day have trouble with his current supplier — with quality, price, supply or terms. If you have built a good relationship, you will be the first he turns to. And knowing he has a good alternative, he may even get better terms from his present supplier.
How to start a conversation
Look carefully round the shop. Many retailers display things they care about — their vehicle, their values, their interests. These make good conversation starters. Praise what is good about the shop: its cleanliness, range, history, prices, reputation or size. If you know people in common, mention them.
In time, ask about his business, how he built it, who in the family helps, where he is from and what interests him. Then turn to coconut oil: what his customers prefer, what quality they expect, how much price matters, and which brands they know. Ask what he likes about his current supplier, and whether he uses their oil at home.
How to behave
- Pay attention; keep your phone away.
- Listen closely, and read between the lines.
- Be patient if he is busy with something else.
- Keep eye contact and stay with the conversation.
- Never lie. Be honest about your company, products, competitors and the market.
- Keep key facts ready to hand.
- Above all, do not try to sell. Just connect.
Before you leave
Tell the retailer that the distributor or sales van will call on him soon. Say you will visit again next week on the same day, and ask if there is anything he would like you to bring.
Read more: Eight reasons shops say no to a new brand