Sharing Product Details With Customers

So often stores are saturated with products that customers never even know exist. Wall shelves are stacked deep and display bars are heavy with inventory that even employees aren’t educated about. As managers and store owners, it is essential to communicate product details with your sales team so that they don’t become lost in your store displays. Instead, your sales associates should actively communicate these details with customers in an effort to help customer’s make informative shopping decisions. Without sharing the details of your product information, it’s likely are losing sales.

[tweetmeme]To kick start this game plan with your sales team, a Product Orientation should be planned. This Orientation can be as formal or informal as you see necessary for your store, but the main goal either way should be to get your team educated on all your products. Whether you are selling footwear, soap, telephones or toys, there are always details to learn about that will help enhance your products in sell-thru. A few key things to consider include:

1. Have a reference spot dedicated to product knowledge for your associates to refer to. This could be a bulletin board in your stockroom or a binder filled with product information – or both. Identify key highlights on products that should be among the top details for them to share with customers. For example, if a new product has recently replaced an old product, identifying what makes the new one better would be critical in communicating to customers.

2. Create a list of “How To Share” details for your associates to reference. This list should give easy conversation openings into how they can share product details with customers. Aside from direct questions being asked by the customers, associates should initiate these conversations to help encourage sales. An example is, “We recently received this (name product here) and have found it’s (name specific feature here) to be very effective in (name purpose here).”

3. Give your associates challenges to meet in regards to educating themselves and educating customers. If you don’t set the bar high for them to reach, they won’t know how far they should go in terms of learning and sharing. Some associates will naturally want to learn new product details and in return, they will likely share these details with customers. But many associates need an extra push – and that push needs to come from you.

The goal of educating your team is not just to make your job harder and their days busier, but to gain additional sales as a result. Informative associates equal informed customers. Clients will become more educated on your overall product assortment and in return, more sales will be made. There is nothing more satisfying than a customer returning to a store after being given a great product sales pitch and saying, “I haven’t been able to stop thinking about that product you showed me.” Your reward? Sales. More money. Happy customers. Satisfied employees. The list can go on and on! So what are you waiting for? Start educating and start selling!

Preparing Your Pitch To Independent Retailers

It is an exciting day for any small business wholesaler when he or she lands their first retail account (outside of friends and family in the business giving you a break, of course). The adrenaline rush is enough to keep you going and hopefully enough to land you a few more accounts. But your retail “buzz” takes more than adrenaline to keep stores wanting to hear from you.

When you are preparing to talk to a retailer for the first time and your product is still new to the marketplace, there a few key things to do in an effort to ensure you are both professional and respectful to busy retailers. Assuming your pitch is angled towards small, independent retailers, the below points can help guide you in your retail communication outreach.

1. Have your product information well organized and professionally presented. You should have a buyer’s packet prepared for the retailers that will outline your company information, product information, wholesale and retail price points, case packs if necessary, opening order details and contact information. Don’t forget to include an order form, as well, or at least directions as to how to order. And pictures are a must. Crisp, clear photos that have a clean background allow the retailers to see your product and packaging. Don’t ignore this valuable step!

2. Introduce yourself to retailers before sending them your information. This may be as simple as tweeting them a message via Twitter that you would like to send them details about your product or calling them and quickly yet professionally telling them they can expect something in the mail. Some retailers will appreciate the heads up, others could care less. And yet some will be annoyed you took some of their precious time away if you take to long to get to your point (which is you are sending them product details). Either way, this step cannot hurt you unless you abuse their time. Remember to be short and sweet and respect that retailers are very busy, so keep your details brief yet clear so they understand who you are and what you are sending them.

3. Have your “pitch” vocally and written prepared so that you are clear, professional and accurate with your pitch details.Nerves can get to the best of us and sometimes it just takes a few “ummms” or “not sures” that can leave retailers thinking you aren’t ready for their business. Make sure to clearly describe your product, price points and why your product is right for their store.

4. Make sure to know who the retailer’s customer is before pitching their store. Your product can be amazing, but if you are pitching it to the wrong store, then it doesn’t matter how great it is. Make sure to do your homework and take the time to educate yourself as to which stores are right for your product. The retailer will appreciate you knowing their current inventory and for taking the time to understand who their customer is.

5. Give the retailers space. If you hear “no” or “not interested”, it’s your call as to how you follow up. But many retailers who say it mean it, so respect this and put your energy elsewhere. If you want to keep trying to pitch a store, try pitching it in a new way. Send them samples, offer consignment selling or just wait some time and follow up to see if they will reconsider your product. Showing them success of sales and press is always a great way to entice them to buy. But no matter how right you think your product is for a store and no matter how hard you try to pitch it, it’s possible some retailers just don’t want it. You may need to take no for an answer sometimes.

Each store, each product and each buyer is different. There is no sure proof plan when pitching retailers, but the best thing you can do as a small business wholesaler is have your product details well organized and professionally presented. Make sure to have confidence in your communication and answer all questions accurately to gain trust and respect, as well.

Still not sure what your next steps are? Let Retail Minded help you! Retail Minded offers Buyer Packet preparation, general consultations and much more! Contact nicole@retailminded.com to learn more.