We looked into common objections faced by salesmen while dealing with retailers. One of the toughest to handle is when the retailer doesn’t respond—he simply shakes his head or says he has enough stock and isn’t interested, even before you begin. Let’s explore how to handle this effectively.

The objective in such situations is not to push for a sale but to strike a conversation, build a connection, showcase the product, and create an opportunity to work together in the future.

Suggested approach:
“Sir, I understand that you’re not interested in buying our products right now, and that’s absolutely fine. I just want to take a moment to showcase our products. We’ve been doing a lot of marketing, and our products are gaining popularity among consumers. There’s a good chance you may receive a few enquiries. The information I share might help you better understand your customers’ needs. When you're ready to buy, we’ll be happy to serve you.”

Introduce yourself briefly—your name, where you're from, past experience, and when you joined your current company. Seek the retailer’s support for advice, market feedback, references, and consumer preferences. Share or exchange business cards.

When the retailer is not under pressure to make a purchase, and the salesman is respectful, knowledgeable, and genuinely interested in understanding the retailer's challenges, the conversation can open up. At that point, you can introduce the products, share price details, and explain your supply mechanism and frequency.

No matter how disinterested the retailer seems, there’s always a possibility that he may face issues with his current supplier—whether in quality, pricing, supply, or terms. If you’ve built a good relationship, you’ll be the first alternative he considers. Knowing there’s a strong backup option, he may even negotiate better terms with his existing supplier.

How to start a conversation:
Carefully observe the shop. Many retailers like to display their political affiliations, religious beliefs, vehicles, values, and personal interests. These can be great conversation starters. Appreciate the shop’s strengths—cleanliness, variety, heritage, pricing, reputation, or size of business. Mention any mutual contacts, if known, to establish familiarity.

Eventually, explore topics like the nature of his business, how he grew it, family involvement, native place, and his interests. Then transition into coconut oil—ask about consumer preferences, quality expectations, price sensitivity, and brand awareness. Ask what he likes about his current supplier and whether he uses their oil at home.

Important behavioural tips for the salesman:

• Be attentive—avoid looking at your phone.
• Listen actively and read between the lines.
• Be patient if the retailer is engaged in something else.
• Maintain eye contact and stay focused on the conversation.
• Never lie—be honest about your company, products, competitors, and the market.
• Keep all key information ready for quick reference.
• Above all, don’t try to sell—just connect.

Before leaving:
Let the retailer know that the distributor or sales van will visit him soon to follow up. Mention that you’ll also visit next week on the same day. Ask if there’s any specific information he’d like you to bring during your next visit.