Overview:

The video covers how to conduct an effective merchant call or sales visit to maximize value for the merchant. It emphasizes the importance of proper planning, communication, introducing value through competitor information, market trends, training, new products, and working with the trade. The video also stresses the need to provide relevant data, such as sales figures from other stores, to drive sales and leverage internal competition. Additionally, it highlights the significance of record-keeping and follow-up after the visit.

Highlights

2:08 Communication and Planning

The video emphasizes the importance of making appointments, setting objectives (A, B, C), and ensuring that the visit adds value to the merchant. It stresses the need to understand the decision-makers within the store and establish relationships with them.

6:48 Introducing Value

The video suggests providing information on competitors' activities, market trends, training and trade breakfasts, and new products. It emphasizes the importance of working with the trade to drive sales and secure forward orders for new products. Additionally, it advises against relying solely on existing relationships and stresses the need to bring commercial value.

13:26 Forecasting and Working with the Trade

The video highlights the importance of forecasting and working with the trade to secure forward orders for new products. It provides an example of a successful strategy where a supplier bypassed the branch operator and worked directly with trade representatives to generate demand and secure orders, ultimately leading to the product being ranged in the store.

13:49 Providing the Right Data

The video recommends sharing sales data from other stores within the group to leverage internal competition and drive sales agendas. It also suggests using data from competitors, such as Bunnings and Mitre 10, to create a sense of competition and push for better performance.

14:38 Record Keeping and Follow-up

The video emphasizes the need for record-keeping and follow-up after the merchant visit. It suggests seeking constructive criticism on trade breakfasts and following up with trade end-users to ensure they are using the products and provide additional support if needed.