The key to selling is understanding the keys to buying. And the keys to buying come from the retailer's point of view. That's why it's important to consider hot buttons. These are problems, needs, desires, or pains that motivate your customer to take action to solve those problems and make purchases. Understanding retailer hot buttons helps sellers like us to identify unique problems that buying our products can solve. Retailers are in business to make money, but there are only two ways to do that, and those are the hot buttons. Hot button number one is sales traffic, and hot button number two is transaction size. In this course, we'll focus on sales traffic and how to align your sales pitches to being the solution to this retailer hot button.