Wholesale and distribution, voice practice
Win the trade buyer who never calls you
Trade buyers reorder from the same supplier for years and ask for your price list to compare it. Rehearse the opening, the lapsed account and the discount demand against a buyer with a spreadsheet open.
Free plan: 3 calls a month, up to 5 minutes each. No card.
Three calls worth rehearsing first
Each one is written the way a trainer would brief it: what the customer says, what usually goes wrong and what to say instead. Adapt the wording to your company’s rules.
“Just send me your price list”
- The customer says
- First call, you have not asked a question yet.
- What usually goes wrong
- The rep sends the PDF and waits. Nobody reads it.
- Say instead
- “Yes, today. So I include the right range, which three lines do you buy most, and what do you pay now? I would rather tell you honestly if we cannot compete.” Turn a request for a document into a conversation about three products.
- Practise with
- Qualifying an opportunity through a technical owner
The lapsed account
- The customer says
- “You were late twice in spring. We moved that volume.”
- What usually goes wrong
- The rep defends the logistics team.
- Say instead
- “You are right to remember that, and I do not want to explain it away. What did it cost you when it happened? If I can show you what we changed, would you give us one small order to check?” Own it, ask for the cost, request a trial order.
The volume-discount demand
- The customer says
- “If I take 500 units I want eight percent off.”
- What usually goes wrong
- The rep agrees on the call, or flatly refuses.
- Say instead
- “Volume matters, I will see what I can do. If I get you close, what do you give me in return: a standing order, a longer term, payment on time?” Trade the discount for something specific.
- Practise with
- Defending value before procurement
Typical call types
The conversations that come up most often, and what each one is for.
- New account call
- Introduce your range to a buyer and find out what they currently stock and from whom.
- Reorder reminder
- Contact a regular customer ahead of their usual buying time without being pushy.
- Price list or promotion call
- Explain changes in prices or terms and help the buyer see what matters to them.
- Lapsed account call
- Ask a customer who stopped ordering what changed and what would bring them back.
Who you talk to and what they care about
Know the person before you dial. Each role listens for something different.
- Shop or outlet owner
- Stock that sells, fair margin, delivery they can rely on and a person who knows their business.
- Purchasing manager at a chain
- Consistent supply, payment terms, reporting and a single point of contact.
- Trade customer (installer, caterer, workshop)
- Availability today, quick answers on products and not waiting on hold.
Top objections and example answers
Examples of a direction, not a script. Say it in your own words and use facts from the customer’s situation.
- “We already buy from another wholesaler.”
- Understood. Many customers use two sources. Is there a product group or delivery day where a second option would give you more security?
- “Your prices are higher.”
- Thank you for being direct. Which items are you comparing? Then we can look at price together with delivery, minimum order and terms.
- “We have enough stock for now.”
- That is good to hear. When do you expect to need to reorder, and would it help if I checked in a few days before so that you do not run short?
- “Delivery was late last time.”
- I am sorry about that. What happened, and what would you need from us so a late delivery does not happen again?
Sample opening lines
A good opening names who you are, why you are calling and gives the other person an easy way to answer.
- New account
- Hello, [Name], this is [your name] from [company]. We supply [product group] to businesses like yours in [area]. May I ask who does your ordering for that?
- Reorder
- Good morning, [Name], [your name] from [company]. You usually order around this time, so I wanted to ask whether you need anything for the coming weeks.
- Lapsed account
- Hello, [Name], it is [your name] from [company]. I noticed we have not had an order from you for a while. Did something change on our side or yours?
Replace the brackets with your own details. Keep the line short enough to say in one breath.
Wording to handle with care
General reminders, not an exhaustive list. Rules differ by country and company, so follow your company’s approved wording.
- Availability promises
- Confirm stock before committing to a date, and say clearly when something is on back-order.
- Price and discount statements
- Quote only the prices and conditions that are currently valid, and put them in writing.
- Origin, quality or safety claims about products
- Use only wording supported by labels and certificates your company can show.
- Credit and payment terms
- Do not offer terms that need approval until they have been approved.
This is training material, not legal advice. For anything specific, ask your compliance or legal team.
Practise these calls in DIRI AI
Talk to an AI customer by voice and read a report with the transcript afterwards. These scenarios are the closest fit for this industry.
Recommended practice scenarios
- Qualifying an opportunity through a technical owner
- Resolving a serious service problem
- Defending value before procurement
Objections to practise first
Practise before the next price negotiation
Run the call where the buyer asks for the discount and see what you traded for it.
Related guides in Learn
Questions about this industry
How do I practise winning a buyer from an incumbent supplier?
Rehearse asking what they would improve, not what they dislike. The AI buyer will defend the incumbent, so you practise finding one specific gap.
Can I rehearse reorder and account calls?
Yes. The renewal and expansion scenarios fit reorder and range-extension calls.
Can I practise saying no to a discount?
Yes. One stress test has a customer who asks for an exception you should not give. The report shows whether you offered a trade or gave in.
Does it work for seasonal ranges?
You can describe the season in a custom scenario on a paid individual plan.