THE SELL SHEET: EDITION #3 – The Lost Art of Store Checks

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Yes, I know it’s Thursday not Tuesday – life happens! And speaking of real-world realities, that’s exactly what today’s edition is about: the often-overlooked power of effective store checks.

Many reps see store checks as just another task to check off their list. I’ve watched countless sales folks dash into a store, snap a few hasty photos of their products, and race back to their car – mission supposedly accomplished. But here’s my philosophy: The store floor is where theory meets reality. Those who master the art of store checks gain an edge that spreadsheets and Zoom calls can never provide.

Why Store Checks Matter Now More Than Ever

In today’s retail environment, with reduced face time with buyers and increasing competition for shelf space, each store visit becomes exponentially more valuable. The gap between what retailer data reports and what’s actually happening on shelves has never been wider. Your physical presence in stores isn’t just about compliance – it’s your competitive intelligence headquarters.

The Five-Point Store Check Framework

After years of refining my approach, I’ve developed a system that goes beyond basic shelf checks:

  1. Product placement assessment: Are your products in the right sets, at eye level, in the right shelf order? Is everything well-stocked and correctly tagged?
  2. Competitive landscape mapping: Who’s new? Who’s gone? What promotions are running? What package changes or innovations are appearing?
  3. Price point evaluation: Is your everyday price at SRP? How do you compare to competitors? If there’s a promotion running, is the price truly competitive?
  4. Merchandising effectiveness: Is signage correct? Are there secondary placements or cross-merchandising opportunities being missed?
  5. Store staff engagement: Are you building relationships beyond the buyer? Do stockers and department managers know your products and company story?

Your Store Check Toolkit

Success requires preparation. My car kit essentials include:

  • Gloves: Because retail shelves can be surprisingly grimy, and cold!
  • Box cutter: For breaking down boxes when stocking
  • Knee pads: Trust me, your knees will thank you after stocking lower shelves
  • Notepad: Yes, analog! I capture observations on paper, then digitize later when I can give them proper attention
  • IRCs/POS materials: Always be ready to replace missing or damaged materials
  • Useful branded swag: Think practical items store staff will actually use, like branded gloves, box cutters, or clip-on flashlights – these build goodwill while keeping your brand visible

The Route Planning Game-Changer

One technique that revolutionized my store checks was using Custom Google Maps to plan routes and territories. Here’s the basic process:

  1. Create a Google Sheet with columns for store name, address, account type, and key contacts
  2. Import this spreadsheet directly into Google Maps using the “Create a new map” feature
  3. Customize pins by account type (different colors for different chains or account sizes)
  4. Save and access your map across all devices

The magic happens when you begin adding layers of data to each pin. I include:

  • Store hours and delivery days
  • Key staff names and their preferred contact methods
  • Last visit date and major observations
  • Current priorities for that location

PRO TIP: Add key store staff names and helpful info into your pin data. When you tap a location, seeing “John (Dairy, ext.145) and Sarah (Frozen, prefers text)” instantly jogs your memory of relationships and communication preferences before you walk in.

This system not only optimizes drive times but transforms each store visit into a relationship-focused interaction rather than an anonymous check-off task. (Want to learn the full setup process? DM me to schedule a 30-minute tutorial – this simple tech hack saved me hours of driving time each week and dramatically improved my account relationships.)

The Woodland Hills Breakthrough

My most memorable store check success happened at a Whole Foods that had been particularly resistant to new placements. During a routine visit, I noticed the dairy buyer frantically trying to stock the frozen set. I could tell the store was short-staffed, so instead of launching into my sell points, I simply asked, “Could you use a hand?”

For the next hour and a half, I helped stock frozen products, not even my product’s category. Not once did I mention my brand. As we finished, the buyer looked at me and said, “So what did you need again?” I briefly mentioned two SKUs I’d been trying to get in for months. “Done” he said.

That significant investment of time stocking unrelated products yielded placement for products I’d been unsuccessful with for months. More importantly, it established a relationship that continued to pay dividends for a long time.

The Walk-In Checklist

I never enter a store without my trusted checklist (DM me if you’d like a copy). It’s broken into three core sections:

Overall Store Insights:

  • Is foot traffic consistent with previous visits?
  • Do shelves look fully stocked or depleted?
  • Who is this retailer’s main competitor, and do they carry your brand?
  • Is the store clean and inviting or neglected?

Merchandising – Product & Placement:

  • Are your products in the right sets with the correct mix?
  • Is shelf positioning optimal (eye level is buy level)?
  • Are products well-stocked and properly tagged?
  • Where are cross-merchandising opportunities?
  • How does product mix compare to competitive retailers?

Pricing & Promotion:

  • Is everyday retail at SRP?
  • Are you price-competitive with similar products?
  • Are promotional prices truly compelling?
  • Are competitors running promotions? Of what type?
  • Do you understand this retailer’s margin and pricing philosophy?

From Observation to Action

The magic happens when you transform observations into action. After each store check:

  1. Document immediately: Transfer those notepad observations to your digital system while still fresh
  2. Look for patterns: Is an issue isolated or happening across multiple locations?
  3. Create actionable reports: Don’t just identify problems – suggest specific solutions
  4. Close the loop: Always follow up with buyers on issues discovered
  5. Track improvements: Measure changes on subsequent visits

Three Common Store Check Mistakes

  1. Checking only your products: You miss competitive movements and broader category trends
  2. Failing to engage store staff: The stockers often know more about what’s really happening than the buyers
  3. Going in with a rigid agenda: Sometimes the most valuable insights come from unexpected observations

The Bottom Line

In an industry increasingly dominated by data and digital connections, the humble store check remains an unmatched source of insight and opportunity. The sales reps who master this seemingly simple discipline consistently outperform their peers.

The best part? Most of your competitors are doing it wrong – rushing through stores, focusing only on their products, and missing the relationship-building opportunities that create true partnerships.

What’s been your most valuable store check discovery?

Until next time!

George

P.S. Remember – being willing to help stock shelves, even competitors’ products, builds the kind of goodwill money can’t buy. The most successful sales relationships transcend transactions.