One of the reasons why some of my retail customers fail to achieve desired results is that they only want to sell what they think sells. They start their businesses with little or no knowledge about the market. Adding to their failure is reluctance to listen to sales representatives who work for wholesalers or manufacturers. Sales representatives who work for suppliers deal with quite a number of retailers and they know what sells where and why. I have discovered over the years of working as a sales representative that the key to success lies in selling what the final consumers need. A manager at one of the stores that I supply with tree nuts recently admitted that I was right when I persuaded him to stock and sell nuts instead of coffee that he so much wanted to sell. When I approached him I had the final consumers in mind and not him.