3 things professional buyers seldom asks, but should?

Question 1 - How will your product stand out compared to my existing portfolio?

Seldom have I been told, that I as the producer/maker/brand was the experts of my field and that the buyer would like to hear about my key findings, prior to commenting on either pricing / sales potential / PR opportunities and more. 

Why should they ask such question?

A retailer working with 5.000 SKU’s or more would/should have a different product focus than a suppliers who brings a portfolio of 100 or less and spends her/his workwith with only this.  

Lets assume, that the sales person sitting infront of them has implemented her/his products range with many other similar leading retailers around the world and and carefully mapped the effects. This experience and knowledge should be the hardest evidence and most valid data to evaluate/discuss prior to negotiation the implementation with them as a new customer/partner.

Question 2 - How can we partner to create the strongest possible alliance?

The initial questions have more often about

• The level of discounts,
• The level of marketing contribution
• The possible full free return plan, should they fail to sell.

There has been superb cases, where retail partners have opened their gates and asked dedicated storytellers/producers to enter their stage and make magic, which stand stands as sales records or best media and traffic builders based on the investment. 

The unity and synergy of strong supplier and “media/sales channel” relation should in my oppinion always be the goal, but wirdly enough seldom strived for by the buying side. 

Question 3 - Which of your other clients/partners can I benchmark against to optimize my performance?

Learn from experience and constantly tweak to improve - you will likely not be the first client of the brand sitting infront of you.

Since you will likely not have the time to bring totally unique ideas to the table, without long brainstorming sessions and as time is limited, why not ask the simplest question “what has made you successful with my colleagues in this industry” 

In recent years, the digital data collection accross the board from social media platforms to webshops has given brands rock solid knowledge about their brand position and their prime audience.

Already now, it allows them to target only the best partners and seek/focus on the ones asking the right questions. 

Now, one can blend data and passion, but 20 years ago, when the data was limited the wrong buyer mindset could be a serious barrier for entry and success.

Without the passion one learned to walk away from such meetings, as it would likely drain, rather than amplify your story and the potential sales of your collection. You could be sure that such cased could not help you to build your brand - must likely they could devalue of seriously damage it.

At pH value, we help to engage with the right partners, to seek and define the highest potential mutual outcome of the dialogue. Should the buyers need help asking the right questions, help if available.

You can benefit from experience and get ahead of the pack or maintain your pace and position at the front. 

Ask questions - get answers - get ahead