Practice by profession
Practise wholesale calls with trade buyers who already have a supplier
Trade buyers know their shelves and their margins better than you do. Practise opening accounts and winning reorders with an AI client that plays a busy buyer.
Who this is for
You sell to shops, restaurants, installers or other resellers, either opening new accounts or keeping existing ones ordering. Buyers are time-poor, loyal to current suppliers and sharp on terms. Calls tend to be short and practical.
The five hardest moments in the call
In the order they usually appear. Find the one where you tend to lose the customer.
- Reaching the person who orders. The owner, a buyer or a shift manager might place orders. Ask who handles purchasing for your category, and when is a good time to call back.
- Opening to a loyal buyer. They will not switch for a cold pitch. Ask what sells well and what gaps they have, and position your range as an addition, not a replacement.
- Talking margin, minimums and terms. Buyers care about what they make and what they must commit to. Know your minimum order and terms, say them plainly and avoid dodging the question.
- Proposing a trial first order. Make the first order small and low-risk. Suggest a few lines, a sensible quantity and a date, and ask what would make it easy to say yes.
- Winning the reorder call. Existing accounts go quiet. Call with something specific, such as a seasonal range or a new line, and ask what has been selling to learn what to suggest.
Three objections and strong answers
Example wording to adapt. Use your own words and the facts of the conversation.
- The customer says: I already have a supplier for that.
- A strong answer: Most of my customers do. I am not asking you to move. Is there anything that supplier does not stock, or that runs out when you need it? If not, I will leave you with my details in case that changes.
- The customer says: Your minimum order is too high for us.
- A strong answer: Thanks for being direct. Our usual minimum is [amount], but for a first order I can ask whether we can start with a smaller mixed order. What size would feel comfortable to test with?
- The customer says: I cannot make the margin work at your prices.
- A strong answer: Let us look at it properly. Which product are you comparing, and roughly what margin do you need? If we cannot get there, I would rather say so than push you into an order that does not pay.
A 30-second opener
Replace the [placeholders], then say it out loud. It should take about thirty seconds.
Hello [name], it is [your name] at [company], we supply [category] to [type of shop]. I am calling because I noticed you stock [related product], and I wondered whether you have a gap in [area]. I will not take long. Who looks after ordering for that range, and would a short call about a small first order be of any interest?
A five-minute practice drill
Do this out loud, not in your head.
Set-up: Ask for an AI client who is a shop owner with a long-standing supplier, short on time and focused on margin and minimum order.
Steps:
- Ask what sells and what is missing before naming your range.
- State your minimum and terms plainly when asked.
- Propose a small trial order with a date and ask what would make it easy.
How to tell it worked: You answered the price and minimum questions directly and left with a trial order, a callback time or a clear no.
Educational conversation training. It is not legal, financial or medical advice and it promises no results. Always follow your company’s rules and the applicable regulations.
Practise this call out loud
Talk to an AI client who plays your customer and read in the report which sentence helped and which to say differently.
Questions about this role
How do I practise winning a buyer from an incumbent supplier?
Ask the AI client to be loyal and unhurried. Rehearse asking about gaps and positioning your range as an addition, not a switch. The feedback looks at whether you listened for a real need rather than attacking the existing supplier.
Can I use this for reorder and account calls?
Yes. Describe an existing account that has gone quiet and ask the AI client to be polite but vague. You can practise opening with something specific and asking what has been selling, which brings reorders back more reliably than a generic check-in.
What about seasonal ranges?
Set the scenario in the weeks before a busy season and let the AI client explain what they have already committed to. Practise raising the range early enough to be useful and accepting that some buyers have finished ordering.