Landing your dream retailer may seem like a daunting task, but with the right strategies and persistence, you can make it happen. By following these nine steps, you can increase your chances of landing your dream retailer and achieving success in the wholesale market. Retail expert Jeanel Alvarado, shares nine ways to help you secure your dream retailer and succeed in the wholesale business:
1.Research and target the right retailers
Identify retailers that are a good fit for your brand by keeping tabs on established brands that sell complementary products and have a similar ideal customer. Look at where they’re being stocked, as those retailers might be interested in your products as well. You can also consider attending trade shows and events related to your industry, as these are great places to network with potential retailers.
Making connections with influencers and bloggers in your niche can also be beneficial, as they may have insights into retailers that would be a good fit for your brand. Additionally, you can conduct market research to identify gaps in the market and target retailers that cater to those niches. Ultimately, building relationships with retailers takes time and effort, so it’s important to approach this process with patience and diligence.
2.Get a handle on pricing and order minimums
To attract the right retailers for your brand, it’s crucial to offer the margins they need from the start. Take into account not just the cost of the product but also the cost of the sale. This will help you grow your brand awareness and ensure that you make money on each sale. You should also consider the order minimums that you set for your products. These minimums can affect the retailers’ ability to carry your product, especially if they’re just starting out or are a small business.
On the other hand, if you set the minimums too low, it might not be worth your time and resources to fulfill those orders. Finding the right balance is essential to building long-lasting relationships with your retailers and growing your business. Additionally, you may want to consider offering discounts on larger orders or providing free shipping for retailers who meet a certain threshold. These incentives can help you attract more retailers and keep them coming back for more.
3.Maintain a strong catalog or line sheet for pitch emails
Emails are still the top way to pitch retailers. Even with a beautiful website and Faire shop page, it’s important to maintain a catalog that helps show what you’re about in that initial pitch. Personalizing the tone and imagery within an email can also show why your products are going to be a good fit and a good investment. This is especially true for small businesses or independent creators who may not have the same name recognition as larger brands.
A well-crafted line sheet can showcase your unique selling points and product offerings in a concise and visually appealing way. It’s important to keep your catalog up to date with new products and any changes in pricing or minimum order quantities. Additionally, consider including any press features or accolades that your brand has received to further build credibility and interest. Remember, a pitch email is often the first impression a retailer will have of your brand, so make it count!
4.Make sure your merchandise is retail-ready
Your products should stand out next to similar products and sell themselves. Offer the margins retailers need from the start, taking into account not just the cost of the product but also the cost of the sale. Ensure that your merchandise is ready for retail by focusing on packaging, presentation, and overall appeal. Retail-ready merchandise is essential for the success of any business. In addition to packaging and presentation, it is important to consider the quality of your products.
Make sure that your products are made from high-quality materials and are durable enough to withstand regular use. You should also ensure that your merchandise is properly labeled and priced to make it easier for retailers to sell them. Doing so, you will increase your chances of attracting more customers and generating more sales. Remember that the key to success in retail is to offer products that are both visually appealing and of high quality.
5.Build a strong online presence
Establishing brand awareness is essential for emerging brands. Focus on building a strong following on social media platforms like Instagram to help your brand stand out and attract the right retailers. Make sure to create a consistent brand image across all your social media profiles and website.
This will help to build trust with potential customers and retailers. Regularly posting high-quality content that aligns with your brand values and target audience will also help to keep your followers engaged and interested in your brand. It’s also important to engage with your followers by responding to comments and messages, and by hosting giveaways or other promotions to encourage interaction.
6.Develop a compelling pitch
Personalize the tone and imagery within your pitch emails to show why your products are a good fit and a good investment for the retailer. Make sure to maintain a catalog or line sheet that helps showcase what your brand is about in that initial pitch. When it comes to pitching your brand, you want to make sure that you’re not just another face in the crowd. You want to stand out and make an impression that lasts. That’s why I’m here to help you develop a compelling pitch that will knock the socks off any retailer.
First and foremost, remember that personalization is key. Retailers want to feel like you’re speaking directly to them, not just sending a generic email to every address on your list. So take the time to research each retailer and find out what they’re all about. What are their values? What are their goals? Use this information to craft a pitch that speaks directly to them and shows them why your products are a good fit for their store.
But don’t just rely on words to make your case. Make sure you have a catalog or line sheet that showcases your brand and products in the best possible light. Use high-quality images and creative copy to give retailers a taste of what you’re all about. And don’t forget to include any relevant information, such as pricing and minimum order quantities.
Remember, your pitch is your chance to make a lasting impression. So take the time to craft a message that speaks directly to your audience and showcases the unique value that your brand brings to the table. With the right approach, you can turn any retailer into a loyal customer and a valuable partner for years to come.
7.Provide excellent customer service
In the competitive world of wholesale business, landing your dream retailer can be a challenging task. However, if you follow the right strategies, you can increase your chances of achieving success in the wholesale market. Customer service is one of the most important aspects of successful retailing, and it can make or break your relationship with potential retailers. Here are some tips to help you provide excellent customer service and secure your dream retailer:
Be proactive: Make sure to reach out to new customers and ask them if they need any more information or product images. This will show that you are interested in their needs and are willing to go the extra mile to meet them.
Respond quickly: Retailers are looking for reliable suppliers who are communicative and helpful. Make sure to respond to inquiries promptly and provide accurate information on product availability.
Be helpful: Be willing to go the extra mile when it comes to customer service. Offer suggestions on how to best use your products, provide samples or demos, and answer questions in a friendly and informative manner.
Provide clear and concise information: Create a leaflet for new customers with key information to help sales associates discuss the products. This includes product descriptions, features, benefits, pricing, and any other relevant details that can help them sell your products effectively.
Train your staff: Make sure your staff is well trained and knowledgeable about your products. This will help them answer questions from retailers and provide excellent customer service.
Follow up: After a sale, follow up with the customer to ask if everything arrived okay and if they have any feedback. This will show that you value their business and are committed to providing excellent customer service.
8.Attend trade shows and exhibitions
Participate in trade shows and exhibitions to showcase your products and connect with potential retailers. However, ensure you have some experience connecting with retailers one-on-one before making such a large investment.
Attending trade shows and exhibitions can be a great way to network with other industry professionals and stay up-to-date on the latest trends and innovations. In addition to showcasing your products, you can also attend seminars and workshops to learn more about best practices and new technologies in your field.
However, it’s important to do your research and choose events that are relevant to your business and target audience. Make sure to plan ahead and allocate enough time and resources to prepare for the event, such as designing eye-catching displays and marketing materials. With careful planning and execution, participating in trade shows and exhibitions can be a valuable investment for your business.
9.Network and build relationships
Connect with other entrepreneurs and industry professionals to gain insights, advice, and potential introductions to retailers. Attend industry events and join online forums to expand your network. Participate in local business groups and attend networking events to meet potential customers and partners.
This will help you build a strong reputation and establish yourself as a trusted authority in your field. Additionally, consider reaching out to influencers in your industry and offering to collaborate on projects or share each other’s content.
10.Start small and be persistent
Don’t be afraid to start small by walking into local shops to see if they want to stock your products. Persistence is key in the wholesale business, so keep reaching out to potential retailers and refining your approach based on feedback. As you gain more traction, consider attending trade shows and industry events to network with potential buyers and showcase your products. These events can be a great opportunity to get your brand in front of a wider audience and make valuable connections. Remember to bring plenty of business cards and samples to leave behind with interested parties.
Finally, don’t forget the power of social media in promoting your brand and connecting with potential customers. Use platforms like Instagram and Facebook to share your story and build a following for your products. Keep in mind that building a successful wholesale business takes time and effort, but with persistence and hard work, you can achieve your goals.
If you follow these tips and staying true to your unique style and interests, you can increase your chances of success in the retail industry and land your dream retailer. So, start working on these tips and create your own path to success.