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What really happens when you attempt to contact retail buyers? |
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Written by Jim Debetta
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The first time I ever tried to call a retail buyer at a major retail chain I got the receptionist. This lady was of no help to me. I asked her who bought the category I was trying to sell. Her response seemed to suggest that I was calling Fort Knox and asking for the code to the front gate. I tried to be charming, witty, friendly and even clever. Nothing worked. It is not always like this. It depends on the size of the retailer most of the time. After hanging up with her, I went on the internet to try and find any information I could that would help me identify who the buyer was, but I could not find much. However, I did get the name of someone at the company. I think it was a marketing executive. So when I called back, I tried to disguise my voice and asked for so and so... This worked, sort of. I was put through to that person's voice mail.
Now what. I decided to leave a message and act as if I had reached this person purposely. A few days later I got a call back. I tried again to be clever and said “OHHHH, aren't you the buyer for the sporting goods category?” He said no and transferred me over to the right buyer. What I am telling you is that you can try this route and it might work (mainly with smaller retailers but most buyers are hip to this tactic and won’t transfer you) or you can learn and save yourself time and aggravation. The best way to contact a retail buyer is via email these days. Buyers read email early in the morning and late in the day but just can’t seem to keep up with the endless voice mails which take more time to listen to and respond to. By subscribing to an online company like Hoovers, this information (getting names of some buyers at big retailers) will be easier to ascertain. Many of the buyers are very busy and don't want to waste time getting to know you. They want to know the cold hard facts - like what you have to sell, why it will sell, how it will sell and how much profit margin they can expect... and always be prepared to answer questions such as who you are, when can your products ship, and who else you have sold your products to (if at all).....in case you get lucky! |
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