How to collaborate with retail chains? Practical tips and mistakes to avoid

This year’s WorldFood Poland conferences were packed with valuable insights and practical advice on trading with buyers. Among them was a lecture by Maciej Wójtowicz from Fruits2Retail , who discussed the common mistakes made in dealings with retail chain buyers. As an expert with extensive experience working with large networks, he highlighted five frequent errors that can effectively discourage buyers and hinder the development of long-term business relationships.

Supplier mistakes that drive buyers away – what to avoid?

During his presentation Maciej Wójtowicz pointed out one of the most common mistakes suppliers make – starting conversations with buyers with overly general questions unrelated to the topic of negotiation. A retail buyer is a person with many other responsibilities and limited time for meetings. A good practice is to quickly get to the point and present specific information that will assist in making a decision. Therefore, preparing for the meeting with concrete proposals, product data, benefits and solutions to help the buyer achieve their goals is essential.

Wójtowicz also noted a lack of independence among suppliers. Bombarding buyers with unnecessary questions and showing no initiative often leads to frustration and the termination of business relationships. To build a professional image, it is worthwhile to familiarize yourself with available materials, such as manuals or guides and try to answer most questions independently.

How to capture buyers’ attention?

Buyers, especially in large retail chains, manage numerous products and tasks. Many suppliers, particularly beginners, may not realize that their product is just one of many options the buyer must consider. It is important to avoid assuming that your offer is the most important. Instead, focus on how your proposal can solve the buyer’s specific problems.

Flexibility in negotiations – how to adapt to retail chain requirements?

The fourth mistake is overzealousness, such as trying to change the rules of collaboration to suit your own needs. This might include requests to adjust delivery dates, label preferences, or other details. It’s crucial to remember that at the beginning of a partnership, it’s better to adapt to the chain’s requirements. Over time, if the relationship develops, you can work on negotiating more favorable conditions. Initially, demonstrating flexibility and willingness to cooperate is more important.

Understanding the buyer’s role – how does it affect successful collaboration?

The final “sin” is failing to understand the buyer’s role and responsibilities. A retail chain buyer manages a variety of tasks, from margin management and price negotiation to introducing new products. Their job is not to become thoroughly familiar with every supplier’s product. It’s essential to understand that your matter is only part of their work. Patience and adaptability to their schedule are key.

Partnering with a retail chain is a challenge that requires professionalism, flexibility and an understanding of the buyer’s work. If you want to expand your knowledge and build valuable industry connections, join us at the next edition of WorldFood Poland, taking place at EXPO XXI in Warsaw from April 8-10, 2025. It’s the perfect opportunity to meet experts, showcase your products, and discover the latest trends in the food industry!

11th International Food & Drink, Food Processing and Packaging Exhibition

8-10 April 2025 | EXPO XXI Warsaw

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