Retail Detailed: Secrets to Selling Retail Chain Stores

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Summary: Understanding Retail Buyers; July 29, 2002
Review: Enjoyed the book! Appropriate for any skill level, Retail Detailed teaches new key account managers what they need to know to be successful, and reminds professional sales ego's what they must not forget. A must read to get the inside information!

Rating:
Summary: Retail Detailed
Review: In my years of selling I have taken sales courses and have read many sales management books. Most have spoken on things like features and benefits, or how to close the sale. Others have given me tips on scheduling my time. Merrill's book has brought to light an issue all sales people need to understand, that is, what is important to the buyer. Seldom does the average salesperson understand what it takes to be on the other side of the desk. This book has a great deal of insight into the analysis that a buyer goes through to maintain their assortment. My advice is to take this book and understand the process the buyer will be going through prior to making your next presentation.

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Summary: Informative, detailed and fun to read
Review: This was so much fun to read. I've met Merrill Lehrer at a conference and his sense of humor is in this book. It's rare for the customer to tell us sales types how to be more effective, but that's just what he does here. Frankly, Merrill confirms many of my suspicions and revealed all kinds of things that have changed the way I approach my retail accounts.

I've been selling to major and minor retailers for over 20 years and didn't think that I could be taught too much more about the ways of the retailer. I now work for a consumer goods manufacturer, but I've been a manufacturers rep in a previous position too, and I've called on the Targets, Wal-Marts, and a bunch of smaller regional/local players. So I didn't think I could learn too much. Fortunately, this book went the distance for me and did offer some great guidance. I know that he aimed to put sales people into the retailer's head, and he does show you their point of view. I'm now using different language and approaching my customers differently and I can tell you that they've noticed it.

This is an easy read--I quickly ran through it on a road trip--and I recommend it to you. I'm surprised that a retailer would offer up all this advice, but I'm glad he did.

Business is very tough. This delightful book has helped me to communicate better, understand the retailers intracacies and I know it's given me an edge over my competition.