DO WHOLESALE BUYERS AND RETAIL CUSTOMERS BUY DIFFERENTLY?
by Alan J. Zell, Ambassador of Selling

The answers to this question are both "yes" and "no". Yes, because the principles are the same for both types of buying. No, because in the minds of buyers and those selling to buyers, they are different.

Besides the fact that one buys at wholesale prices and the other at retail prices, there is only one real difference. Wholesale buyers are looking for a selection of items to fill a space or their customers' needs; retail buyers are looking for one item to fill a space or need. When there is no space (either figuratively or literally) that needs filling either now or in the future, the customer will not come looking or ask you to show what you have to sell. Therefore, there can be no sale.

For both wholesale and retail buyers, they are looking for things that can be either complementary or in contrast to what they already have or are doing. It is not really a case of complementary or contrast, but rather a combination of the two: contrast/complementary or - complementary/ contrast

Contrast/complementary means it is different (in contrast) to what they have or are doing, but will fit in (be complementary) with other things. Complementary/contrast means is it like (complementary) what they already have or are doing, yet it is different (contrast). If it is such a contrast that it does not fit in or if it is exactly like what they have, they most likely will not buy.

To determine whether buyers are in a contrast/complementary or complementary/contrast buying situation you will have to do two things. The first is to listen to what customers say. Ask yourself, "Why are they asking the question that way?" and "Where did they get the idea that generated their questions?" This is called "listening between the lines." Often customers will, by their questions, tell what they are looking for. If not - ask them! It will show an interest in what they are doing, and their answers will aid in helping you make your presentation. Since you now know they are looking for something to fill a hole or need, it becomes easier to relate to customers' needs

The second way to detect if their buying situation is contrast/complementary or complementary/contrast is to have customers talk about their favorite subject -- themselves. Encourage wholesale customers to talk about their shop or gallery, what they carry and have been doing lately. With retail customers, get them to talk about other craft works they currently own and enjoy. Frequently they will talk about the things that they feel very good about - their winners. In a few cases they will talk about the losers, but they will only do it as a way of saying they don't want it to happen again.

Sales will be made when your customers understand how what you are selling fits into what they are doing, planning to do, or would like to do. They do this by applying the contrast/complementary --complementary/contrast theory to what they are contemplating buying.

This article was written to help you and your business. If you believe some of these articles will be helpful to your business, please e-mail me your comments on how you will apply them. ajz

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