Basic Sales Skills for Retail Visits: What Field Reps Must Do Every Call

TL;DR

Every retail visit should follow one sequence: prepare, diagnose, propose, execute, confirm, and document.

Key Takeaways

• A call without a goal is just a visit.
• Observation quality determines proposal quality.
• Great reps always close with a confirmed next action.

Definitions

• Call Objective: one clear commercial result expected from the visit.
• Execution Standard: non-negotiable in-store requirements for availability, visibility, and price.

Checklist/Framework

1. Prepare before entering: past order, stock risk, promo, and target SKU focus.
2. Observe shelf and backroom: stock levels, facings, competitor activity, and pricing gaps.
3. Ask diagnostic questions: what sold, what stalled, and why.
4. Propose a simple action: order top-up, display change, or promo participation.
5. Execute immediately where possible: merchandising and POS visibility.
6. Confirm next step: quantity, delivery timing, and next visit date.

Examples

A rep visiting minimarkets shifted from generic pitches to objective-led calls with one primary SKU target per visit. Store owners responded better because the proposal was specific and linked to turnover. Repeat orders increased even without deeper discounts.

FAQ

What is the most common mistake during retail visits?

Skipping diagnosis and pitching before understanding store reality.

Should junior reps negotiate every request from retailers?

No. Reps should know guardrails and escalate term decisions outside their authority.