Grow Your Distributing Business by Looking Like One of the Big Wholesalers

Grow Your Distributing Business by Looking Like One of the Big Wholesalers

Whether you're a one-man show or have several trucks on the road, it's important to present your company in the best light possible. The fact is impressions matter. If you drive around looking like you've just put your last $20 in your gas tank, or give the impression you're trying to unload some products just to generate cash, your failing at the impression game.

In order to ensure you're putting your best foot forward professionally, take a look at the large wholesalers you're competing against. They didn't get to be "Big Boys" just by having a catchy name. They have sales systems and tools designed to properly promote the products they're featuring.

There is nothing more important than your method of sales presentation to your customer. I'm not saying you have to go out and spend thousands of dollars on a state-of-the-art computerized order taking system. Heck, you can take orders on paper pads, if that is what works for you. What I'm talking about is more along the lines of "Deal Sheets" and "New Item" sell sheets.

A "Deal Sheet" is a sales piece which depicts several, or many, items at a time. It contains a picture (preferably color) of each item along with information such as the store's cost, the display count and suggested retail price. Some wholesalers provide bi-monthly "Deal Sheets" to their customers. However, a monthly format will do just fine.

"New Item" sell sheets are exactly that - a piece showing the most recent additions to your line. These are likely items you've added between "Deal Sheet" publications. These pieces contain the same product information as "Deal Sheets" but depict typically one, two, or maybe three products at a time.

With current technology, generating these sales tools is amazingly inexpensive, and, after you get the hang of it, not that time consuming. More importantly, the contribution these sales tools make to the bottom line is astounding.

For example, a four-page, full-color Deal Sheet is a sales machine which exhibits up to 160 items at a time. Generally, the items are listed at regular list price, however, the customer is given the impression that these are special prices only available for that particular month.

Present the sheets to our customers upon making your regular sales calls. I bet you'll find your customers pour over those sheets like they were looking for gold. It's not uncommon to sell an additional 3 to 5 extra items per stop by having a piece of literature the customer and shop from. They remember things they had been meaning to order, find items they didn't know you carried and even take advantage of a close-out or two you're offering.

What a beautiful thing.

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