Romy Taormina

Psi Bands - Nausea Relief Chief/Co-Founder
Pacific Grove, CA

    When a retailer says “no”, does it really mean “no”?

    October 31, 2008

    When I am pitching to a potential new retailer, and they tell me they are not interested, I view this as an opportunity to reflect. Why are they not interested? What can I learn from this situation? Was my pitch targeted and succinct? Is the timing appropriate? Am I speaking to the right person? I have heard “no” many times, and many of those “nos” are now Psi Bands retailers. Why the change of mind? For us the main reason has been timing and/or proving ourselves with other retailers first. (Chicken before the egg? Egg before the chicken?) So, how does one get the potential customer to finally bite?

    Appropriate persistence (don’t be irritating otherwise no is no) over a period of time can and does pay off. It shows that you’re in business for the long haul and that you want their business. Your potential client’s time is very valuable. Be sure to honor their time by contacting them quarterly (not too often but enough to remind them that you’re here to stay), being brief, adding your personal flair (make them want to work with you), and adding something of value. One way to add value is to provide a targeted industry story, report, fact or figure. Another tactic is to use your press to generate ongoing discussion (even if it’s one way dialogue). An email to your potential client might go something like this: “Dear Buyer, I wanted to share with you our latest feature in XYZ Magazine. We’ve seen % sales growth as a result of this feature. All of our retailers are featured on our web site so you will benefit from future press which includes XYZ. When would be a good time to talk? Sincerely, XXX.”

    So, how do you get press? Stay tuned for a future blog on that topic.

    Happy Halloween! I hope your day is filled with lots of treats!

    P.S. One of my goals for Psi Bands in 2009 is to land another large retail account (5,000+ stores).

    Read Romy's other blog entries >

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