How to Sell to Auto Parts Stores

1). Establish a brand name for your products. Promote your parts to the public. Hire an advertising agency to create integrated advertising across multiple platforms such as television, radio and Internet. Auto parts stores will expect you to do your own marketing and advertising.
2). Set up an order fulfillment department. Prepare for increased production. Hire order takers and staff to process the excess orders.
3). Price your products for profit. Calculate the costs to get the products from the manufacturers, produce the packaging and market the brand name. Price your products wholesale price.
4). Create an information packet about your products. Include supporting documents to your claims about your products, such as test results if you claim to have the longest lasting batteries. Include testimonials from other stores and previous sales results, if any are available.
5). Make a list of the auto parts stores that are ideal for your products. Some auto parts stores only sell parts; others carry pretty much all things car related. Visit stores to determine if there is room on their shelves for your product.
6). Find the contact information of regional buyers or category managers for your product category. Contact receptionists and ask all your questions. Find out if they have a particular procurement process that they prefer and if there are forms that you need to fill out.
7). Send your direct mail package to the contacts that you have found. In an "Entrepreneur Magazine" article Jackie Larson writes, "Once your material's been submitted, give the buyer at least a few weeks before you follow up with a phone call or e-mail to ask for an appointment for a presentation."
8). Follow up with a phone call to introduce yourself. Request a scheduled time to call back and speak in more detail.
9). Take advantage of affiliations between companies. In "Plunkett's Retail Industry Almanac 2009,"Jack W. Plunkett writes, "North Carolina-based CarQuest has five members companies: Automotive Warehouse Inc; CAP Warehouse; BWP Distributors Inc; General Parts Inc; and Muffler Warehouse." Ask buyers to introduce you to buyers from their sister or affiliate companies.
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Prepare a presentation that you can give by phone. Bring along samples of the products, the proposed packaging and proof that you can continuously fill large sales orders.
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Use software like Microsoft Netmeeting -- Windows Meeting Space in later versions -- or WebEx to allow you to show your products on the desktop of the person you are speaking with as you are talking.
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Ask the buyer to place her first order with you and test the product. Offer a money-back return if the products don't perform as you've promised.