We looked into the common objections by retailers to salesman. The toughest objection to crack is when retailer doesn’t respond. He just shakes his head and moves on. Or before you say anything, he says that he has stock and is not interested to buy. Here, we will look into how to handle this.
Objective in this situation is to not sell but to strike a conversation, build a connection, showcase the product and then see if anything can be worked out later.
“Sir, I understand that you are not interested in buying our products at this point. That is fine but I just want to showcase our products. We are doing a lot of marketing activities, our products are getting popular among consumers and there are good chances that you may get a few enquiries. The information I share with you may help you to understand your customer needs better and when you want to buy, we will be more than happy to supply to you.”
Introduce about you the salesman, name, native, past experience, when he joined the present company. Seek the shop keepers support in giving advices, references, consumer preferences etc. Share/exchange business cards.
At this point when the retailer is not under pressure to buy, and when the salesman is knowledgeable, simple and capable of understanding retailer’s concerns, he will open up. Then, products can be introduced, prices can be shared, supply mechanism, frequency can be discussed.
No matter, how disinterested the retailer will be. There is always a chance that he will face issue with present supplier in terms of quality, pricing, supply and terms. If we are able to build a relationship with him, we will be the first alternative that will come to his mind. Knowing that he has a solid alternative in us, he will start pressurising the present supplier for better deals.
A way to strike a conversation would be to keenly observe the shop. All retailers like to publicly display their say political affiliations, favourite God/Godess, owner’s car, their values, likings. One can talk about it. Each shop has its own strengths like cleanliness of the store, reputation in the locality, heritage, variety of items available, competitive pricing, size of business. Salesman can observe and appreciate the retailer and talk more about it. Also, they can discuss among their common contacts.
Eventually, probe more about the nature of business, how the retailer has grown the business, family connections, native place, his interests etc. Then, get into the demand for coconut oil in his shop. What do consumers ask for quality, price, brand etc What does he like about his present supplier, would he use it at his home?
All along the way, the salesman must be attentive, never look at his cell phone, read between the lines, be patient when the retailer is doing something else, keep eye contact, nod, stay in the topic. Never lie whenever he talks about himself, company, products, competitors, market. Keep all the information handy for ready presentation. Another point that is mentioned separately is “don’t attempt to sell”.
Before leaving, inform the retailer that the distributor or sales van would visit him for enquiring. Also, salesman would visit him say next week same day. Ask him if he needs any more information that he has to work on before coming next time.
