The reason I mentioned that is because when you’re digging around online, and you’re looking around for what people are considering, what category, and so forth, for retailers, auto aftermarket is the terminology that they use a lot of times for these retailers, just based on the fact that they are basically not talking about you selling to directly to a dealership, but also, is focused on the retail space. So just wanted to mention that it’s just a terminology that comes up a lot.
One of the things that people are always asking me is, “Karen, how do I sell the retailers if I have an auto product?” Well, we got to discuss your strategy, because most people who have an auto product will immediately want to go sell to the AutoZone stores, and all the different retailers that are specifically auto-related.
Makes perfect sense. You want to generate revenue. There’s Auto in the title of the retailer, and you want to make money from that store. The problem with that strategy is when you’re first getting started, a lot of times, every one of your competitors is considering that same strategy. So they’re all calling these stores.

The Problem with Selling to Auto Stores

It’s just in general, in life, when you’re trying to sell something to somebody, and they’re always getting the best of the best, the cream of the crop, coming to them, all the top distributors and retailers, and all sorts of things coming at them, just make sure that you understand that they’re a little bit more keen toward rejecting your product. Not because it’s not a great product, but just because everyone presumes to go to your favorite retailer, and try to sell to them first.One of the reasons I say this is, because don’t feel bad if you’re objected by your top three retailers, because every one of them are looking for products to buy in the auto care industry. And all you need is one yes with retail chains.Honestly, it’s mostly about, somebody took a chance on your product. They were willing to explore a new product, and so they like that. They don’t want risky products in their stores, meaning products that maybe don’t have a huge brand behind them, and so forth. So getting that first yes is always the most complicated for people.It’s kind of a domino effect. That’s why so many of my clients have started with one retailer. And then all of a sudden, all these retailers are suddenly interested in them.Certain categories of products, you deal with different things. That’s why I create these trainings. And if you want to know more about the different categories of retailers, and what you’re kind of up against some strategies and so forth, be on the lookout on all the video trainings I’m creating on the subject.There’s so much more to say about working with distributors. We did create a training on how to work with distributors in another video segment, so take a look at that. 

Working with Auto Distributors

But generally speaking, distributors take a decent chunk of your commissions, your revenues, and so forth, when they work with you.Again, I’ve created trainings on all this type of information about working with distributors and so forth, but just note that it’s a very common thing in the industry, as an auto company. And just be aware that you may have to share in on the revenue, if you work with retailers in regards to the auto industry.It makes logical sense for them to work with you in this way. But it is annoying in your case, in that, again, sometimes you don’t have a choice. You do have to partner with somebody else. And a lot of times, distributors don’t answer your phone calls, and that is frustrating as well.You picked the auto industry, and you’re going to have to deal with it. It’s just, certain categories are that way. There are other product categories where you don’t have to deal with that, but for the auto industry, that’s something to think about.

Going through Auto Associations

For instance, autocare.org is an example of an association that focuses on the auto industry and so forth. Why you want to participate in associations? Well, there’s like-minded individuals who’ve already been selling their products out in the world. You can connect with people and work with people in regards to your product, and find out what they’re doing.You may want to try and skimp, and not spend money on these industries, but to be honest with you, it can be very, very beneficial, because you’re basically going out there and saying to the world, “I’m very serious about my business,” because people who are part of associations tend to be more legit, and tend to have made a lot of money with their products. And that would be someone you want to spend some time with, especially in the auto industry. And they can give you some quick tips and strategies as well.You can, and it’s still a very good strategy. And we teach you how to go after trade shows as well, in our systems and programs. But just sharing that with you, that if you want to learn more about your industry and so forth, it is good to know what’s happening in the world. And these shows, when you’re able to go to them, are going to be useful for you, in terms of learning and education, and seeing what’s hot and what’s new, who your competitors are, and so forth.It’s absolutely free. There’s no obligation, and you can spend some time with us. We spend 90 minutes explaining how the retail industry works, absolutely free, just to support people. We also have the ability to work with people in multiple ways. We have live events, we have virtual events. We have done with you programs, do it yourself programs, done for you programs.So if you want to get the free content, and/or subscribe to anything that we do, and/or keep in touch with us, please also like this video, subscribe, get involved, and be part of our community. We do all sorts of amazing systems to help people expedite the process of generating revenue. And I hope this information helped.Thanks so much for your time. We wish you the best. Join us at our next event, or anything that we do, and take a look at all the links provided, so that we can support you further. Thanks again.  

Karen Waksman, Retail MBA Brands