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Sales teams spend many hours foot-slogging from retail outlet to retail outlet, visiting buyers, showing them samples and moving heaven and earth to make a sale.  When they finally have a tidy order in your sweaty hand - time to pop the champagne and celebrate?  Not quite – in fact, the sales job has only just begun.

Here are five myths salespeople generally believe about retailers. I’ll debunk them for you so you can wise up to the real world and really get those goods moving.

1. Stock is delivered and on the shop floor in a timely manner. 

Unfortunately more often than not this is not the case. I urge you to call on a store and ask to assist. Check the inwards goods area. Ask to see the reserve areas as well. I wouldn’t be surprised if you find box upon box of goods waiting to be unpacked and moved, especially in the build-up to peak periods.

2. Your stock will be well displayed. 

Just check it out. Visit a store and see where they have put your goods. Is this the best possible place for your product to sell? You really will have to play a part in assisting in this area if you want your brand to be visible and convenient to buy. 

3. Regular stock takes ensure stock integrity is correct. 

Well yes, they do regular stock takes - although some may be six monthly and if you are selling items which are subject to high theft rates that will be of absolutely no use to you.

4. Stock discrepancies will be adjusted in the system. 

Unfortunately not!  All computer systems rely on the honesty and accuracy of the people using them.  We have spoken with experienced Store Managers who would not alter the stock levels in the system to account for the theft in the store because it would affect their bonuses.  And yes, they even admitted it to us.

5. The store staff will be enthusiastic about selling my product. 

Unfortunately this is not always the case.  In a recent mystery shop we found companies offering a “kickback” definitely got the attention of the sales staff.  I believe this is an extremely short-sighted practice by the brand putting it in place and by the retailer for allowing it.  I am a firm believer that quality and service will always win through. 

So when you get that big order from a retailer, please understand that you are only half way to actually selling your product – you now need to assist them to sell it through to the end customer.  The effectiveness with which you do this will hugely affect brand and product awareness, sales and stock turns. Our current clients all take comfort in the fact that we work each of these areas through with their retailers, focusing on specific issues at a time.