In looking back at some older posts, I came across this one which still felt relevant to me. As we have just wrapped up the Fall 15 market season, I wanted to re-share this post to offer some tips to help brands maintain momentum post-market. However, I think it needs one addendum with regard to digital platforms and social media as the sophistication and importance of the tools even just a few years later is significantly better.
Sometimes I feel like these tips may be stating the obvious, but I am constantly amazed at how many brands – new and established – do not take advantage of some of these easy solutions that can help produce real, positive increases to their in-season business. Enjoy!
It is not news that the wholesale channel has felt the crunch of the recession and securing orders is no longer as simple as waiting for the phone to ring or attending a trade show. From big volume established brands to smaller emerging brands, wholesalers need to take a fresh approach to not only obtaining orders, but building and maintaining relationships with their accounts, especially in non-show or off-market times. Following are some helpful hints to generate interest in your brand and secure orders:
- Road Trip: the most important thing your reps can do is hit the road! Buyers are attending fewer regional markets and tradeshows even in-season so the best way to reach them is to go to them. In addition to showing your product, this is an opportunity to build a stronger relationship with the buyer, get a better sense for their store(s) and what sells and do a product knowledge seminar for the sales associates to get them excited about your brand.
- Scout it Out: While out on that road trip, prospect for new accounts. Stores open and close pretty quickly these days, maybe you are missing a great new store because they did not come to your regional market or they missed you at the shows. A personal appearance in a store is the quickest way to start building a rapport and generating orders.
- What’s the Latest and Greatest?: Let your buyers know what is going on with your brand on a regular basis, even if you are not selling them something. Brand events, press clippings, blog posts, styling tips, best sellers, etc…It keeps them interested and you relevant in their minds. When it comes time to approach them with OTS or new seasonal goods, your brand will mean something to them and be in the running for open-to-buy dollars.
- How Can I Help You?: Buyers get tired of vendors calling just to ask for something (orders!) and are inundated with those calls and emails daily. You can set yourself apart by reaching out simply to ask how you can help them. Can you come do a product knowledge seminar? Can you bring new look books to the sales associates? You noticed in the weekly selling report that sizing was broken in their best doors and you would be happy to fill those in so they don’t miss key selling opportunities. Make yourself invaluable to your buyers so they trust you to run the business with them!
- Please’s and Thank You’s!: When you DO get an order, you have been granted an audience with a store’s sales associates, or the buyer spent time with you on the phone discussing his or her business, send a hand-written thank you card. This gesture is rare and stands out as genuine…you care about their business and your company’s relationship with their stores. I promise next time you call for that tradeshow appointment, you will get it!
- Master the Digital Game: It may be stating the obvious to say that brands need to engage in some type of social media outreach, but ensuring a constant, meaningful presence takes a little dedication and skill. For example, think about your Instagram “face” and identify other tastemakers, retailers or brands you can connect with or with whom you can associate. Merely posting pictures will not likely engage your target audience – you want to grab them and convert them. I also recommend taking advantage of new digital technologies by utilizing sales tools such as JOOR – a digital wholesale marketplace – to streamline the order writing process, create proposed assortment plans, minimize costs associated with lookbooks, immediately capture orders from the road and increase exposure to new buyers.
