I was talking to a colleague the other day, and he told me about an experience he had with a retailer. I just felt that I had to share this with you, to show how so many retailers can't see the wood for the trees.

So, two people are calling in to see this retailer. This is not, as I am sure you are aware unusual. Occasionally it could be the area representative and his manager or sales director or some such other chief. The retailer knew that these two people were calling in to see him, but to be fair, probably didn't realise quite why. He probably thought they were going in to drink his coffee.

The two sales professionals (and I will come back to that phrase) were going to see him to try and understand why he wasn't selling as much of this particular product range as a lot of other customers.

This type of meeting usually comprises of lots of questions and always includes; Who? What? Where? When? And Why?

Now you may think that these people are just trying to get more business out of this poor guy. Quite true! But why? Well firstly that is their job, but secondly and more importantly is the fact that they need retailers to be successful. If the retailer is successful then the manufacturer (in this case) and the brand are successful.

Is this guy grateful that he has two sales professionals trying to help? No!
He actually states that in no uncertain terms that he is 'fed up of reps trying to tell him how to run his business'.

Now as a retailer reading this you might agree with this guy. But before you get ready to stone the next poor rep that walks through your door read on.

Instead of seeing this as an intrusion into your showroom and business, and a bloody cheek to boot, why not think of it as an opportunity? Yes, an opportunity. These two people are sales professionals. Sales professionals with years of experience of seeing untold numbers of showrooms and retailers. Instead of venting your spleen at them because it's been a bad day or England lost and (theoretically) they can't answer back. Why not down load as much information as you can?

You will find that as long as you are not asking for sensitive information about a competitor that they will be only too pleased to try and help. Just think of the possibilities.

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