You are a sales representative with a responsibility to sell a new company product to a retailer. The first step is setting up that challenging appointment. You would prefer to see the top decision-maker, but you realize that may not be possible.

You anxiously make a phone call, hoping to get a date and time approved.

Does it sound easy so far? Don’t bet on it. There is a lot of calling, recalling and leaving messages on a consistent basis. This function can take days and even weeks of effort. Furthermore, if you leave a bunch of messages, chances are slim a return call will happen.

As a sales representative, have you ever made a great product presentation to a retailer and not received a response? Then after making several follow-up phone calls trying to find out about any interest in the item, you get a chilled reaction.

Finally, you wonder if the item details had even reached the decision-maker at all.

Many errors are possible during the early stages of trying to get a foot in the door of a retailer. Here are three of those mistakes along with solutions.

Let’s just imagine for a moment that a rep is trying to connect with a retailer to introduce a new produce item. He or she starts out with a phone call to schedule an appointment.

Mistake #1:

Get caught off guard

Rep being connected to an answering machine and not expecting it:

“Um … oh … ok … hello, my name is Bob and … um … I’d like to set up an appointment to show you some new packaged mushrooms. Um … you really need to see them. Can I come in to … a … show them to you? I could be reached at 8X9-77X6. Thanks.”

Solution: Write a script

Always have a script ready in case you get connected to an answering machine or even the top decision-maker. Know exactly what you want to say on the phone as though you were actually talking directly to the decision-maker. Develop a professional greeting and introduce yourself and your company. The worst thing you could do is stammer and stumble through your message. This will only cause confusion and put you on the bottom of a retailer’s list.

Mistake #2:

Don’t do any homework

A rep finally gets an appointment with a retailer after weeks of hard work. Prior to the presentation, the rep makes a bad first impression with some poor statements.

“What was your last name again?”

“Wow, I didn’t realize your company was so large.”

“Where is your corporate headquarters located?”

“I really wanted to see one of your stores before calling on you, but couldn’t find one.”

“Who are your competitors?”

Solution: Research your prospects

Know all about your customers beforehand. Know his or her full name and the correct pronunciation. Study the company history and its founders. Know what turns them on about a product or program. Know their competition. Most of all, know what help they are looking for to make their job easier. Don’t just do your homework, do it right.

Mistake #3:

Fumble on your product

Nothing is worse than a rep that has only half of the answers.

“Gee, I didn’t expect that question about a sell-by date on the package.”

“I think the mushrooms are packed the large size. No wait, they must be medium. Um … Gee, you got me on that one.”

“I think they’re grown in California or maybe it’s Oregon. I know they grow them in the U.S. somewhere.”

Solution: Know your product

Would you buy a new automobile if the salesperson replied, “I’m not sure if it comes with tires.” Be familiar with every little detail of the produce item you are presenting to a retailer. Study it, read about it, ask others and research it on the Internet. Who grew it, packed it, where is it shipped from, how many are in a carton or on a pallet? This is not a product test for the retailer. Stick to what you are selling.

Five questions a sales rep should never ask a retailer:

“Are you satisfied with your present supplier?”

“If I could save you money, would you take on our product?”

“Who makes the decision on this item?”

“What will it take to get your business?”

“Can I meet your boss?”

Retailers hate those questions because they are intimidating. In fact, asking the produce buyer or director, “Can I meet your boss?” is an insult. It isn’t merely to shake hands, but more like overstepping grounds to convince the boss into closing a final deal.

To sum it up, retailers look at company representatives in many different ways. The relationship between a seller and a buyer will establish the level of business for the future. Prevent foolish mistakes. Earn the business by being professional.

Ron Pelger is the owner of RONPROCON, a consulting firm for the produce industry, and a member of the FreshXperts consortium of produce professionals. He can be reached by phone at 775/853-7056, by e-mail at [email protected], or check his web site at www.power-produce.com.