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I imagine most of us in this business know the owners of many small retail businesses in our market. Actually, knowing some of these business owners for a long time, I’ve determined that I never want to be in retail, but that’s another conversation… One of the retailers I know well also knows that I write this sales memo each week. Here’s what she sent to me recently;
I carry a line of concentrated gourmet stocks and sauces from "More Than Gourmet," and have been a good customer for the past two years. Their products do pretty well and I've reordered several times. My rep has periodically contacted me to encourage me to also try their shelf-stable stocks and wine sauces, and sent me some samples last fall.
So... I got a call a few minutes ago from someone at "More Than Gourmet," who introduced herself as a new rep and indicated that she had gotten my name from the girls at Country Carriage over at Mill Falls (another neighborhood shop,) who encouraged her to call me. Before I could even tell her that I was already a customer, she launched into a full-blown sales pitch about how well their product line has been selling and how much she'd like to send me some samples.
I politely (I think) interrupted her to say that I had already sampled their product line and was, in fact, carrying a full line of their demi-glaces and stock concentrates, which were doing well, as I had reordered them several times.
"Oh," she says, "are you ordering our products through a distributor?"
"Nooooo. I'm ordering them direct from you guys, and have been for the past two years."
Silence. Then much apologizing. I suggested she check the files and pull up my order history before she called me again. Politely, I think...
I believe preparation and doing your homework before making a sales call should be in order, no matter what business you're in...
Are you the seller who doesn’t do your homework? Are you the seller who doesn’t listen and just goes into a business with the idea of just telling your story and not understanding what your client or potential client need, want or are doing to succeed, or if they are even already working with your company? If so, you are not only wasting your time but that of the business person you are meeting with. My guess is that you will also be a short term seller in any business, not just ours!!!!!!
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