We’ve all been there… hearing that dreaded feedback from a retail buyer: “Things are moving a little slow.” It’s not what you want to hear, and it can easily leave you feeling deflated or doubting your products.
But slow sales happen to every brand at some point. It’s part of the journey, not the end of it.
What matters most is how you respond. Instead of retreating or apologising, you can turn this moment into an opportunity to strengthen your relationship with the retail buyer and improve your wholesale sales strategy.
Here’s how to approach slow sales like the pro you are.
What to Say When a Retail Buyer Says Sales Are Slow
First things first - don’t panic, and definitely don’t apologise. You’ve done nothing wrong! Instead, thank the buyer for their honesty and frame their feedback as a chance to collaborate.
Something as simple as, “Thanks for letting me know; I really value your feedback,” is all you need to say to set the tone for a positive, productive conversation.
Questions to Ask to Understand Slow Wholesale Sales
Treat this as a chance to learn. Ask open-ended questions like:
● “How are the products displayed in the shop?”
● “Are there any customer comments or trends you’ve noticed?”
● “Is there anything you think I could do to help you sell the products better?”
Coming at it from a place of curiosity shows the buyer that you care and want to work together.
How to Support Retail Buyers with Slow-Selling Products
Now’s the time to get creative. What can you do to make their life easier and boost sales? Here are a few ideas:
● Display Support: Could you provide display stands or point-of-sale materials to showcase your products better?
● In-Store Training: If the shop is local, can you pop in to train their team on the unique selling points of your products?
● Virtual training: Could you create something that makes it easy for independent shopkeepers to train their staff on your products? Consider creating a welcome pack with a one-page training document on bestsellers, display examples, and maybe some samples for their team to try.
● Marketing Help: Offer to promote the shop on your social media or provide extra visuals they can use on theirs.
Options for Swapping Slow-Selling Stock
If it’s just one product that’s not selling, could you swap it out for something more popular?
Buyers will appreciate your willingness to adapt and work with them, showing you’re invested in their success.
How to Maintain Communication with Shopkeepers
Slow sales don’t have to be the end of the road. If you stay proactive and keep communication open, you’ll show the buyer you’re a reliable partner.
Ask for regular updates on how things are going, and keep brainstorming ways to support them.
Build Better Relationships with Wholesale Buyers
Hearing that sales are slow might feel like a setback, but it’s also a chance to strengthen your bond with the buyer. If you stay just calm, curious, and supportive, there’s no reason why you can’t tackle the issue (whilst setting the stage for a long-term relationship).
Your products deserve to shine, and with the right approach, you can help them do just that - even during those slower seasons. If you’re feeling stuck or unsure how to navigate these conversations or boost your wholesale strategy, I’m here to help.
My one-off strategy calls are designed to give you tailored advice and actionable steps to overcome hurdles and grow your wholesale business. Let’s brainstorm solutions together and get your products moving again.
Book your strategy call now and take the next step toward wholesale success!