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Add to that the retail stores you regularly patronize, and you're ready to go. While nearly every retail store is a potential client, those stores will generally fall into three basic categories: Mom and Pop, Small Chain, and Franchise or Major Chain. SELLING TO 'MOM AND POP' STORES The local stationery shop, liquor store, truck stop, convenience market, gift shop, and all those -her privately owned retail stores that line the streets and strip malls of virtually every city and town are prime prospects for your merchandise. Here's why they should buy from you: 1.You offer fast, personal service. 2.Your prices are outstanding. 3.Your product quality is excellent. 4.You offer a tremendous selection. 5.Your product line is constantly updated with new items. 6.You're local. 7.You're dependable, professional, and easy to work with. Of course, that last reason is up to you, and it's CRITICAL! Otherwise, you'll have to cover the difference until they pay you the balance. 'MOM AND POP' STORES 1.Easy to meet the person in charge of buying. 2.Can be a friendly, less formal relationship. 3.Smaller orders. 4.Often immediate payment SMALL CHAIN STORES 1.One person (possibly the owner) may be in charge of buying for all stores. 2.Can be a friendly, less formal relat Article: FINDING POTENTIAL WHOLESALE ACCOUNTS By Darren Hendricks Every retail store is a potential user of specialty merchandise or gift items. That's a pretty stressed statement, but it's true. And where some Wholesalers might make a mistake is to meet only the obvious choices; gift shops, novelty and collectible outlets, general merchandise dealers and the like. But what not far a locksmith? Or a bookstore? How hereabouts stationary stores? More and more of them are featuring gift displays. So, the local phone directory is a ready-made list of potential clients. Add to that the retail stores you regularly patronize, and you're ready to go. While nearly every retail store is a potential client, those stores will generally fall into three irreducible categories: Mom and Pop, Small Chain, and Franchise or Major Chain. SELLING TO 'MOM AND POP' STORES The local stationery shop, liquor store, truck stop, convenience market, gift shop, and all those -her privately owned retail stores that line the streets and strip malls of virtually every city and town are prime prospects for your merchandise. Here's why they should buy from you: 1.You offer fast, personal service. 2.Your prices are outstanding. 3.Your product quality is excellent. 4.You offer a tremendous selection. 5.Your product line is constantly updated with new items. 6.You're local. 7.You're dependable, professional, and easy to work with. Of course, that last reason is up to you, and it's CRITICAL! You've probably heard the saying: 'People do operation with people they like.' It's true! These types of stores are usually family-owned and operated, so in all likelihood the folks working in the store are the ones you'll want to talk to. Start ... with a letter, phone call, or best of all a personal visit. Introduce yourself as a local wholesaler of popular gift merchandise, and ask to speak to the person who handles purchasing. Make an to show your line. Don't worry if you get turned down the first time. Call again. And a third time. Don't stop until you get that appointment! Next ... show up for the presentation on time, with samples, joint-stock association cards, catalogs, price lists, and your order book on hand. Conduct a friendly, brief, yet thorough presentation. Explain how these products can increase THEIR sales - remember; they're interested in what you can do for them, not the other way around. SELLING TO SMALL regalia STORES Occasionally you'll run against small chains, where there may be several,even a couple dozen stores operating under the same name. Often a single owner, who oversees much of the purchasing for all the stores, runs these. Again, you offer all the same reasons this person should buy from you, and you'll follow the same steps in making contact, handling a sales appointment, and filling the order. Payment: Try for the identical terms you'd propose to a 'Mom and Pop' store. Again, if possible, don't fill an order without at least a deposit large enough to cover your costs. Otherwise, you'll have to cover the difference until they pay you the balance. 'MOM AND POP' STORES 1.Easy to meet the person in expense account of buying. 2.Can be a friendly, less formal relationship. 3.Smaller orders. 4.Often immediate payment SMALL manacle STORES 1.One person (possibly the owner) may be in maturity of marketing for all stores. 2.Can be a friendly, less formal relationship. 3.Orders may be larger, due to more stores. 4.You may still be able to negotiate immediate payment, or at least a substantial deposit. 5.Sometimes a chain-of-command to go through. 6.Usually a professional, 'bottom-line' relationship. 7.Potentially huge orders. 8.Possible 'Net' payment terms. SELLING TO LARGE tie down STORES AND FRANCHISES Here's where you can make some really high-volume sales. Don't be intimidated by the size of the operation, or the fact that you're contacting a corporate agent in some instances. You've still got all those same great reasons that this parlour should buy from you. Start with a personal visit to the store. Ask the store manager for the name of the person responsible for purchasing giftware. In some cases, the manager has the prestige to make those purchases (especially if it's a franchise, in which case the manager may also be the owner). Other times, you'll be dealing with a corporate buyer. If the manager has the purchasing authority, you'll proceed as you did in the examples above. If a corporate user handles all purchasing, you'll contact the corporate buyer. Introduce yourself. Give a pilot training summary of the lines you carry the day that you accredit will be a good fit for her stores. Ask for a personal appointment. Important: Many times - maybe even most of the time - you'll get turned away on your first call. Don't be discouraged! The agent may simply be testing your professionalism and follow-through. By art over in a couple weeks, you demonstrate those qualities. Next ... be on time and extremely normal when you show up for the appointment. Get to the point; and be ready to talk price. The buyer's job is to get the best possible price, so the more you can help her, the shuffle the cards your luck of landing an order. Next ... when you get a Purchase Order, immediately contact your supplier to determine availability. If there's a problem, notify the corporate customer right away: Example: 'I compute your order for 250 of Item #29435. I'm able to deliver the bulk of the order - up to 150 items - immediately. I'll deliver the via media by the end of the month. Will that be satisfactory?' Finally ... fill the order and have it shipped directly to each of the stores, in the quantities the has specified. Payment: In dealing with large tether and some franchises, expect that you'll be asked to espouse 'Net' terms; typically 'Net 30.' Technically, this means they are required to pay you the full grade due for the order within 30 days of merchandise delivery. In The Real World ... ... this could mean up to 60 days in preparation for you receive any payment. And with 'Net' terms, you'll receive NO deposit. So, you have to 'float' the cost of the order for that time. Some Wholesalers use credit hand as 'financing' for these larger orders. That way, they're not out-of-pocket for the costs, and when payment arrives they're able to payoff the card and keep the profits.
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