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How to deal with stores that are not placing orders?
How to deal with stores that are not placing orders?
Luisa avatar
Written by Luisa
Updated over a week ago

Getting enquiries for your products is of course what we strive for. But not every request inevitably leads to an order. So what can we do if an enquiry does not lead to an order?

To look at this in more detail, let's look at different cases:

1. The store does not get back to us at all after we have sent all the information.

What can we do: First check whether you have really provided all the relevant information. Make sure that you have followed up with the shop: The spoken word often counts more than an email. Also be aware of what kind of request the shop has made: General information? General interest in buying? If you sent a very general email with information about your brand ( perhaps even without reference to the enquiry), it may have slipped through.

How can we avoid this: Possibilities here would be a fixed deadline (e.g. because your products are linked to a certain delivery time or because you want to guarantee the shop exclusivity in a certain area), a clear call-to-action (what do you expect the shop to do?), an individual offer (e.g. a new customer discount) or more initiative (e.g. proactively send relevant information, more info on awards, testimonials, etc.).

2. The store cancels with a specific reason.

What can we do: If we know the reason why the shop does not want to include the products in the assortment, it is, of course, advisable to shed more light on it: What problem does the shop have? How can I avoid this problem? (e.g. minimum order value too high, shipping conditions not suitable, etc.) When would be a better time to win the deal? (eg seasonal products, specific Christmas offer, etc.) The more you understand the reasons, the better you can avoid them early on.

How can we avoid it: Since it is generally difficult to convince someone who has already made a decision, you should therefore take a close look at how such rejections can be avoided in the future. The following applies here: How can I sell my products well right from the start? What special features does a potential customer need to know about my products? How can I set my products apart from those of my competitors?

Tip: Write yourself an objection treatment, so you know exactly how to react in the best possible way to recurring reasons for rejection. And try to build a personal bond with your potential customers. Even if you don't get an order this time, it will be easier to follow up again at a later date.

3. The store cancels without a reason

What can we do: If we don't find out the reason, it is all the more important to look closely here: Where could I have lost the customer? What barrier does the customer see? What could I learn from previous conversations?

If you proactively approach your potential customer again to ask about the reason for the decision, there is at least a chance to find out the real reason. And in the best case, this can then be dealt with directly if you have prepared well for all objections.

How to avoid it: To avoid getting a rejection without a reason, it is important to establish a very personal level right at the beginning. The more a potential client trusts you, the more honest the answer will be.

Otherwise, the same applies here: What lessons can we learn from this to convince them right from the start next time? 56% of buying decisions are made before the first contact - so it is advisable to look at the entire buying journey from the beginning again and again.

4. General

As a general rule, even if the shop doesn't order now, it doesn't mean they won't do so in the future. So always stay good with potential customers and never see a rejection as a rejection of your products or your brand. In many cases, several things come together to make the final decision.

Be sure to set yourself reminders to proactively follow up: Do you have seasonal products that are good to bring into the conversation at another time? Have you launched new products? Is the Christmas season coming up and would your products make great gifts? These are all good occasions to remind yourself of your favorite shops.

Contact management is essential in order to ideally get the most out of your potential customers and perhaps build a long-term relationship. Do you have a distribution list for your resellers? Then include potential customers in this list to keep them informed about new products or similar.

Every rejection should be seen as a basis for improvement! You can generate learnings from it, derive your objection handling from it, put more focus on your USP, etc. So try to get the best out of it anyway!

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