Keeping Sales Alive





Your Experience
Your Solution
Now that I have made a deal with a buyer, my goals are met.
Your job has just begun. You must keep your sales alive by constantly creating new interests in your product.

Out of sight, Out of mind

Keeping your retail store sales alive is a never-ending process. The Stores are constantly bombarded with new information about competing products. You must stay aware and on top of the competition at all times.
Out of sight is out of mind. You must regularly send relevant information about your product to the retail stores; Persistently run competitive sale ads.

Inform stores about:

  • Success stories
  • Product improvements
  • Ways to increase the sale of your product
  • Sales competitions
  • Education about your products
  • What else a product can be used for
  • Advertising campaigns
  • Display material
  • Awards

Your organization, on all levels, need to visit the retail chains several times a year to have the feeling for retail. When your people are out there they should speak with the store personal that area relevant to the person in your organization. They should find out what the stores need and what the competitors are doing and will be doing. Your service folks would speak with the stores about service. Your accounting would take a dialogue about the store accounting praxis. Your logistic department would speak logistics. Your marketing people would speak with the stores about potential marketing material. Your sales people would speak about the need for local sales activities.

In the long run lowest market price is not sustainable since new competitors sooner or later will undercut your prices.


Jens Welling


The author of this article Jens Welling has worked with retail purchase, retail sales and retail marketing over the last 15+ years. Jens Welling has written a number of articles as a good source for any new and established company who want success with retail sales. Below are short descriptions and links to other articles.

Why You Have To Do Your Homework
Selling through retail is one of the toughest sales channels there is. Reactions come instantly. There is no mercy for mistakes in retail sales. One word covers what you need: Preparation. ...Read more

Choosing Sales And Distribution Channels
Make the right choices from the very beginning. Group the sales channels and start with the companies that fit your size and that do not compete head-on with each other. Use the distribution channels actively to get contacts inside the sales channels....Read more

Category Management
Learn to understand and use Category Management to your advantage and earn money....Read more

Unique Selling Points (USP)
Take the time to find out exactly WHOM your consumers are. You need to find your Unique Selling Points (USP). Once you get to know them, you'll know what to say to them!...Read more

Price Strategy
Right from the beginning, you have to be aware that On-line stores will “dump” your prices if you are not in control. Base your price strategy on your long-term goals: Where you want to sell the most products....Read more

What The Buyer Wants To Know
The buyer does NOT want a lot of information. He/she is living in a very high-paced environment and only wants your information in brief bullet points. Follow some simple rules and you will give the buyer what he needs....Read more

Exit Strategy
You must prepare your business for the anticipation risk of large quantities of products to be returned. You need an exit strategy. The returned products can be used to create new sales channels and partnerships, turning this somewhat hopeless situation into a profitable one....Read more

Price Setting
Consumers have psychologically priced a product with a certain amount that they are willing to pay (price point). If you exceed their psychological value, you risk failing in retail....Read more

Negotiation Tactics
It is obvious to focus on price as a sales factor. However, help yourself by prepare for negotiation tactics by highlighting the other Unique Selling Points (USP) - and at a minimum explain the price per performance compared to competitors....Read more

Rejection From Buyer
The buyer can reject you for several reasons. You must talk to the buyer to find out exactly WHY you got rejected.....Read more

Marketing Strategy
Selling to a retail chain often means you have to advertise in their catalogues, newspaper ads, etc.
This alone does not create a brand; you must also supplement the retail advertising with your own marketing strategy....Read more

Education Management
Your energy must focus on the stores (retail training). Face-to-face education is the most effective but also the most time-consuming and expensive....Read more

What retail warranties are you ready for? Depending on your sales channels, you must consider the quantity of products that may be returned...Read more

Building A Brand
You must raise the consumers' awareness and perceived value of your product through brand development.
Once you do this, consumers can and will identify your product as a brand....Read more

A high tech vendor will eventually have late delivery of products regardless of penalties. So what should a vendor do when the logistics fail?...Read more

Keeping Your Store Sales Alive
Keeping your retail store sales alive is a never-ending process....Read more

Product Development
One of the advantages to having a relationship with the sales channels is that you can discuss future product development....Read more