This simple framework keeps the conversation focused on the customer. After the meeting, let your executives share what they have learned with the sales team. Once everyone (the manager and the sales team) understands what's going on at the strategic level with the customer, you can better assess the opportunities.
A good practice is to ask the sales team honest questions about how much your customer needs or wants your product or service. Now is the time to put in place procedures and questions to force retailers to reckon with the current reality. Have your sales team ask some questions before trying to make a deal.
If you can't clearly articulate how customers' lives and businesses will improve as a result of your deal, the business is at risk. If the agreement is not urgent for the customer, it is better to know the truth as soon as you can, rather than to have your forecast fall apart later, when the rest of the organization is counting on it.