New Buyer? Here’s a Quick Guide to a Great First Impression 👌
Do you ever feel that as soon as you’ve built a great relationship with your buyer, they’re moving on to their next role?
It happens all the time, and when it does, it can feel like you're back to square one.
That’s why getting off to a great start with a new buyer is so important. Those first few interactions are your chance to build trust, show how you can help, and lay the foundation for a strong partnership.
So, where should you start? Here are five simple ways to make the most of those early interactions.
1. Try to get an induction in the diary early 🗓️
A category induction is a great way to demonstrate your value and set the tone for a collaborative relationship. It’s your chance to share key insights on category performance, shopper behaviour, and market dynamics to help your new buyer get up to speed quickly.
Bring the story to life with trends, competitor activity, and opportunities they might not have considered. Even if you're not the category captain, focusing on unique insights from your area of expertise can add a lot of value.
If you can get in their diary early, it will help you start building the relationship and show you're there to make their job easier. Positioning yourself as a reliable and proactive partner from the start means you’re more likely to become the go-to for advice in the future.
2. Be in their inbox early and often 📥
Regular, valuable communication is key to becoming an invaluable partner. Start early by sharing insights that help your buyer do their job more efficiently, whether it’s category performance updates, shopper trends, or competitor activity.
Consistent, well-timed information shows that you're proactive and genuinely invested in their success.
Looking for ideas? Check out our post 5 things your buyer doesn’t have time for (and how you can help) for inspiration on how to add value in every interaction.
The goal is to be helpful, not intrusive. Focus on quality over quantity, ensuring every email is relevant, actionable, and easy to digest. By consistently providing useful insights that stand out from your competitors, you'll position yourself as a trusted partner they can rely on.
3. Prepare helpful questions for your new buyer 🤔
Time with your new buyer is precious, so make sure you’re always prepared with insightful questions that show you’re keen to understand their challenges and priorities.
Thoughtful questions not only help you gather valuable information but also show you’re eager to help them succeed in their new role.
Ask about their personal and business objectives, key challenges, and upcoming initiatives to better understand how you can support them.
Talk to your internal colleagues beforehand to uncover useful questions that align with both their goals and your business objectives.
Being prepared means you can make the most of every email exchange, meeting, or casual catch-up.
4. Try and get out to store together 🛒
Getting into stores with your new buyer is a great way to step out of the data and see the real-world impact of their decisions together. It provides valuable insight into how products are merchandised, their impact on shoppers and store staff, and where opportunities lie.
Store visits also help build rapport by taking the buyer out of their day-to-day environment, encouraging more open conversations and positioning you as a partner.
If a joint visit isn’t possible, take the initiative to visit stores yourself and share actionable insights. Highlight key observations such as merchandising gaps, shopper pain points, competitor activity, and operational challenges, offering practical recommendations to address them.
5. Be patient, persistent, and reliable ⏳
Building a strong relationship with anyone takes time. Buyers are constantly juggling multiple priorities, so patience and persistence are key to earning their trust. Stay consistent in your support, even if you don’t see immediate results. Your efforts will pay off in the long run.
Reliability is just as important. Following through on commitments, meeting deadlines, and providing accurate information consistently shows your buyer they can count on you. At the same time, answering queries promptly and proactively addressing potential issues demonstrates that you're invested in their success.
By showing up consistently, delivering what you promise, and staying adaptable to their needs, you'll become a dependable partner they can rely on.
Building a strong relationship with a new buyer doesn’t happen overnight, but taking the right steps early on can set you up for success. Whether it’s through insightful presentations, regular communication, or simply delivering reports on time, every interaction counts.
It’s not just about what you say, but how consistently you show up and add value over time. Stay proactive, stay patient, and soon enough, you'll become the trusted go-to person they rely on.
Want to build stronger buyer relationships? We can help with actionable insights and tailored support to get you off to a great start. Get in touch to find out more.