10 Lessons on Buying, Selling and Merchandising

Last week I facilitated an outstanding session which covered these topics to a small group on a divisional level of an iconic world brand organisation. I learned many things in the process:

1. To be a better salesperson, you need to understand the Buying process – generically, and specifically that of your market/ industry

2. Sales is not the same Merchandising. One is personal selling, the other is getting the customer to want to purchase when presented at a store. The psychology, process and discipline required is important for success

3. Sales and Merchandising are part of the marketing mix

4. Each staff member needs to be accountable for the Key Performance Indicators and outputs. These should be understood, agreed upon, measured and evaluated

5. Staff need to take initiative, be self managed and responsible for the roles, duties and planning.

6. Without happy customers, we shall not be in business any longer

7. Everybody sells in your company, though not in the formal “sales process” sense

8. Roles and responsibilities – we can never do too much explaining and reminding. Eliminate confusion and overlaps

9. Success can in a real way be defined as “follow through” (keep your commitments)

10. Strategy drives tactics, tactics reflect strategy, but vision guides strategy.

So, you have great products and services. Do you have strategic advantage?

“The competitor to be feared is one who never bothers about you at all, but goes on making his own business better all the time.”– Henry Ford