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How To Call Brands

1) The document provides a script for calling brands to open wholesale accounts and discuss selling their products on Amazon. It outlines initial questions to ask and common objections from brands. 2) If the contact says the brand doesn't allow Amazon sellers, the script advises explaining how few, value-adding sellers could benefit the brand more than many non-compliant sellers. 3) The script also provides guidance on determining if the contact is a decision-maker and tailoring the discussion accordingly, with the goal of setting up a follow-up call or meeting to present an analysis of listing improvements.

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khan trading
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45 views

How To Call Brands

1) The document provides a script for calling brands to open wholesale accounts and discuss selling their products on Amazon. It outlines initial questions to ask and common objections from brands. 2) If the contact says the brand doesn't allow Amazon sellers, the script advises explaining how few, value-adding sellers could benefit the brand more than many non-compliant sellers. 3) The script also provides guidance on determining if the contact is a decision-maker and tailoring the discussion accordingly, with the goal of setting up a follow-up call or meeting to present an analysis of listing improvements.

Uploaded by

khan trading
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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HOW TO CALL A BRAND

Calling a Brand Script

Task Summary
1 The Initial Call
2 Question: Do you sell on Amazon
3 Objection: We Don’t allow any Amazon Sellers
4 Contact person is NOT Decision Maker
5 Contact person IS Decision Maker

HAMZA ALI 1
HOW TO CALL A BRAND

1: The Initial Call

Before you call the Brand, you should have identified them as a brand
worth pursuing by having a Virtual Assistant complete the first step of the
Product / Brand Pre-Call Research.
Only you know the brand or product is worth of pursuit, the goal of your initial
call is simple: to obtain a Wholesale Account and a Price List. You don’t need
to mention that we sell on Amazon unless they ask.

Call Script
“Hi, I’m [Name] [Company Name] and I’m calling to open a Wholesale
Account. Can you send me an application and a price list?”
IF they don’t ask us if we sell on Amazon, do not bring it up. If they ask if we
sell on Amazon move to Section 2.

2: Question: Do you sell on Amazon?


IF the person you are speaking with asks us if we sell on Amazon, the answer
is:
“Yes, Amazon is the one of a number of marketplaces that we sell on in
addition to a network of our own corporate sites.”
At this point, in the conversation you are going to want to ask them the
following question:
1: Do you have a MAP Policy? How it is enforced?
2: Do you have online reseller Agreement?
3: Can you tell me about Amazon Sales Policy?

IF they tell you that they don’t allow any Amazon Sellers, go to section 3.

HAMZA ALI 2
HOW TO CALL A BRAND

3: Objection: We don’t allow any Amazon Sellers


This is very common objection and you are going to need to become
proficient at handling it.
The reason brands don’t want more Amazon sellers is almost always on of the
following:
1: They have too many sellers now and don’t even know who they all are.
2: The sellers they have are driving their prices down and violating MAP.
3: The sellers they have now aren’t adding any value to their brand.

How to Respond
“I agree that you don’t need any more Amazon sellers. In fact, I feel strongly
that you would be much better off with fewer sellers, and ideally just two
sellers who have your brand’s best interest at heart.
Have you thought about the various ways that a seller could add value to
your brand’s presence on Amazon?”

**It is very important that you not speak after asking question. You just
WAIT for them to speak!
**It is equally important that you also determine if the person you are
speaking with has the authority to make decisions about authorizing us to
sell on Amazon.
If the person you are speaking with is NOT decision maker, go to step 4, If they
are decision maker, go to step 5.

HAMZA ALI 3
HOW TO CALL A BRAND

4: Contact person is NOT decision maker


If the person you are speaking with is NOT a decision maker, you need to help
him understand that helping you will make them look good to their BOSS. To
do that, you need to say something like that:
“Unlike most Amazon sellers that don’t lift a finger to add value to your
brand, our company’s goal is to become a trusted advisor and authorized
reseller – and we have a number of really great references in this regard.
Do you think that would be something your company would want to know
more about?”
It is very important that you not speak after asking question. You just WAIT
for them to speak!
Most likely, if the person on the other end of the phone call is rational, they
are going to say yes. If they don’t say YES, you can respond with something
like:
“I want to make sure I understand your answer, ok?
So, you’re saying that you don’t think your company would want to learn
about how we have helped numerous other brands so solve all sorts of
Amazon-related problems once they authorized us to become one of their
Amazon sellers?”
If they do say yes, then you want them to understand that you are going to do
everything you can to make them look good and that in order to do that, you
would like to prepare one of their listing deficiency report.
“When we prepare a listing deficiency report for potential supplier, we
generate a written report that covers our analysis of:
1: The areas of your product listing that need improvement.
2: The areas where we believe your competitors are out-marketing you.
3: The advertising footprint from any campaign being run by your current
sellers and how we think it could be improved.
Do you think that this is something that one of your management team
would want to see? If so, would you help me to connect with them for a short
call so that I can ask them I can ask a few questions before we invest time in
having our analyst create report?”
HAMZA ALI 4
HOW TO CALL A BRAND

IF they say no, ask why not. If they don’t give any good answers, just call back
another day and try the same approach with someone else.

5: Contact Person IS a Decision Maker


If the person you are speaking with tells you that they are involved in
the decision to approve us to become an authorized seller, ask them to tell you
about how they select their sellers.
How does this brand select its Amazon sellers? (Copy that answer in your
records or use HubSpot record).
Once you’ve listened to their answer, you want to find out if they are going to
be interested in taking a look at a Listing Deficiency Report (this is the report
that you’ll be able to create from all the data your VA entered into Pre-Call
Research Checklist) and potentially speaking with any of the suppliers we
currently work with.
To get their buy-in for a Listing Deficiency Report, you are going to want to say
something along the lines of:
“I regularly talk to brands who don’t want any more Amazon Sellers;
however, in every case, these brands do want to increase sales, eliminate
problems, and improve overall performance.
If this is how you feel, I’d like to offer to do something for you.
We have a report that we call a Listing Deficiency Report and, in this report,
we provide you with our analysis of:
1: The areas of your product listing that need improvement
2: The areas where we believe your competitors are out-marketing you.
3: The advertising footprints from any campaigns being run by your current
sellers and how we think it could be improved.
I’m happy to create the report at our expense and all that I ask is that you
give me an opportunity to present it via online meeting to yourself and any
other stakeholders that would have a say in whether or not to approve our
account application.

HAMZA ALI 5
HOW TO CALL A BRAND

Is that fair?”
It is very important that you not to speak after asking this question. You just
WAIT for them to speak!
If they say yes, schedule a time for the next call and assign the reminder of the
Pre-Call Research checklist to a VA to complete for you.
If they say no, you could use any one of the applicable talking points below:
1: “None of your current sellers are responding to negative reviews.
Were you aware of that?
2: Do you know why competitors (A, B, and C) are all out-ranking and
out-selling you?
3: If your MAP is being violated, do you know how to put a stop to it?
4: Did you know that none of your current sellers are running any ads
to help your product(s) gain market share?
(Brands highly monitor their Market Share, so, that will be a great
question.)
Hopefully, by using one of the talking points above, you’ll find some
common ground and a reason to move forward to a Second Call.

HAMZA ALI 6

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