Most sales reps have very little understanding of the retailer side of the business, ... they really don't understand who they are selling to. This is an introduction to the basic points of retail, written from the sales reps perspective providing insights to the needs and objectives of their retail clients. It is the author's belief that the more sales reps understand the needs and objectives of their retail clients, the more able they will become to align their sales presentations with those needs. This results in better targeted programs for the retailers and more 'yeses' for the reps.