Layers of Sales
When you sell to a retailer, they want to know exactly one thing: Can they move this product, or will it just sit around on the shelves collecting dust? In order to convince them that your product will sell, you need to show them that it’s something the end customer wants. This is a little trickier than selling to the end customer directly. In the latter case, the customer knows what their needs are. Your job is to show them why your product is the best solution for those needs.
But when selling through channels, you have an extra layer to deal with. First, you need to show your customer that they have a particular need in the first place. Then, you need to show them why your product is the best option for filling that need.
It’s important for the sales process that you stay connected to the end customers, even when you’re not selling to them directly. Talk to them regularly, take polls or surveys, and find out what it is they need in your field. Those needs may change over time, and it’s important that you stay on top of those changes. Test your products with the end customers and see how they react to them. Use those reactions to refine both your product and your sales pitch, so that you’re in tune with them and their needs. Then, present the results of those tests, polls, surveys, and other connections, to your retail clients. Show them that your product is something the end customer wants, and why it will sell better than your competitors’ products.
Staying connected with the end customer through additional channels and layers takes extra effort and attention. But it’s worth it. Showing retailers that you have your finger on the pulse of their customers is the best way to convince them to become your customers. That way, everybody wins.
