{"id":12249,"date":"2023-05-23T11:18:47","date_gmt":"2023-05-23T19:18:47","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=12249"},"modified":"2023-05-18T16:55:16","modified_gmt":"2023-05-19T00:55:16","slug":"5-reasons-why-a-buyer-says-no-to-your-product-and-how-to-change-it-to-a-yes","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/5-reasons-why-a-buyer-says-no-to-your-product-and-how-to-change-it-to-a-yes\/","title":{"rendered":"5 Reasons Why a Buyer Says &#8220;No&#8221; to Your Product (And How to Change It to a &#8220;Yes!&#8221;)"},"content":{"rendered":"\n<figure class=\"wp-block-embed is-type-rich is-provider-embed-handler wp-block-embed-embed-handler wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"5 Reasons Why a Buyer Says &quot;No&quot; to Your Product (And How to Change It to a &quot;Yes!&quot;)\" width=\"900\" height=\"506\" src=\"https:\/\/www.youtube.com\/embed\/xEjKticIQj8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>\u201cYou\u2019re too expensive.<\/p>\n\n\n\n<p>\u201cWe don\u2019t work with your distributor.\u201d&nbsp;<\/p>\n\n\n\n<p>\u201cWe already carry something similar on our shelves.\u201d<\/p>\n\n\n\n<p>\u201cYou just missed your category review\u2026.\u201d<\/p>\n\n\n\n<p>Sound familiar? There are countless reasons why a wholesale buyer says no to your product line \u2013 or even worse, never responds to your sales pitch in the first place. Today I\u2019m sharing the top 5 reasons why a buyer says no, and how you can craft a rebuttal that shifts their thinking and lands you on that dream retail shelf every time.&nbsp;<\/p>\n\n\n\n<p>Why do we care about the reasons why a wholesale buyer says no? It\u2019s simple: we must anticipate the rejections and prepare for the OBJECTIONS so we can make a plan on how to overcome them. Once you know what a buyer might say (or not say!) about carrying your product line, you can figure out how to craft a rebuttal that works every single time, for every single situation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>5 common objections from buyers<\/strong><\/h2>\n\n\n\n<p>Here are some of the most common objectives brand founders hear when pitching to wholesale buyers:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Their products are too expensive and likely won\u2019t sell on our shelves.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>They already carry something similar: or they already have that category covered with their current assortment.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>They don\u2019t work with your distributor, and\/or don\u2019t have the capacity to purchase directly from you, and are not willing to add in a new order and receiving process just to work with your brand.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The category review has passed and they don\u2019t have the capacity to review your pitch.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>They don\u2019t trust you or your brand, and don\u2019t believe it\u2019s worth it to bring in your product line.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>While a buyer may never utter the words \u201cI don\u2019t trust you,\u201d it\u2019s critical that you realize that any other \u201cno\u201d is just a version of this sentiment. No matter what the buyer claims the reason is for not bringing in your product line, the underlying reason is that they don\u2019t trust that your product is going to help them hit their category goals. Simply put: if you hear any of the above excuses as a \u201cno\u201d it\u2019s actually because they don\u2019t trust you and your brand.&nbsp;<\/p>\n\n\n\n<p>Why don\u2019t they trust you? It\u2019s because you haven\u2019t convinced them that you\u2019re trustworthy, and you haven\u2019t conveyed that you\u2019re going to help them achieve their category objectives. Your sales pitch is missing critical information that creates trust.<\/p>\n\n\n\n<p>So if you hear \u201cWe don\u2019t work with your distributor and we don\u2019t have the capacity to buy direct,\u201d that buyer is really thinking to themselves, \u201cI don\u2019t trust that it\u2019s going to be worth the hassle of adding on a new distributor, or figuring out the logistics of dealing with you directly.\u201d<\/p>\n\n\n\n<p>It\u2019s crucial that you recognize this, and that you remember the REAL reason why buyers bring in new product lines: it\u2019s to help them meet their buying goals. Typically those goals are around increasing sales in the category, padding margin in their category, reducing spoilage, or some other MEASURABLE metric for their category. Buyers do NOT bring in new products because they\u2019re delicious, have trendy packaging, or are sustainably made. While all those things can factor into their decision about whether or not to carry your product line it\u2019s the buyer\u2019s metrics that matter over how delicious your almond butter is.&nbsp;<\/p>\n\n\n\n<p>That is why a buyer says no: because they don\u2019t trust you. While that might seem like a hard reality, the great news is that now that you know this, you know how to fix it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Turning the \u201cno\u201d into a \u201cyes\u201d<\/strong><\/h2>\n\n\n\n<p>In order to turn that \u201cno\u201d into a yes, you must identify WHY that buyer doesn\u2019t trust that you\u2019ll help them meet their category goals, and address it head-on with a thoughtful, succinct response.&nbsp;<\/p>\n\n\n\n<p>For example, if the buyer says, \u201cWe used to carry a similar product and it just didn\u2019t sell well on our shelves,\u201d you know the buyer doesn\u2019t trust that your product is going to hit their velocity goals. What can you say to persuade them that you will?&nbsp;<\/p>\n\n\n\n<p>You could acknowledge how your sales outpace the brand they used to carry, and show the sales data to prove it. You might craft the story of how your marketing efforts attract a NEW audience to their store. You could share your promotional budget, and strategy for driving trial. You can point out your different price points, and how you\u2019re 25 cents less expensive than the best-seller in that category. There are countless ways that you can build trust with that buyer, but it takes creative thinking, and an understanding of WHERE the trust is missing in the first place.&nbsp;<\/p>\n\n\n\n<p>So remember: no matter which \u201cno\u201d you get from a buyer, it usually goes back to the issue of trust: Trust that you\u2019ll be an easy-going, thoughtful vendor who helps that buyer hit their category goals. Show that buyer how you\u2019ll do that in your sales pitch, and you\u2019ll be much, much closer to getting a \u201cyes\u201d from that first interaction.&nbsp;<\/p>\n\n\n\n<p><strong>Allison Ball offers brands a free workbook on 100 Wholesale Buyer No\u2019s, that includes a list of 100 reasons why a buyer might say no to your product line, or never calls you back in the first place. It will help you to anticipate the NO and prepare your rebuttal. Download the ebook <a href=\"https:\/\/www.alliball.com\/100\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There are many reasons why a buyer says no to your product line. Here are 5 reasons why a buyer says no, and how you can craft a rebuttal.<\/p>\n","protected":false},"author":96,"featured_media":12250,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[2584],"tags":[291,38,37,30,32,29,44],"class_list":["post-12249","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-best-practices","tag-buyer","tag-consumer-goods","tag-cpg","tag-rangeme","tag-retail","tag-retail-buyer","tag-retail-trends"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 Reasons Why a Buyer Says &quot;No&quot; to Your Product (And How to Change It to a &quot;Yes!&quot;) - The RangeMe Blog<\/title>\n<meta name=\"description\" content=\"There are many reasons why a buyer says no to your product line. 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