Tips On How To Create Effective Line Sheets

There are many roles a store owner has and likewise, there are many roles a designer or wholesaler has. Surprisingly, one of the roles that overlap is their use of line sheets. Though their purposes are different when using them, their desire to have effective line sheets are typically the same.Both retailers and wholesalers benefit when using effective line sheets. Unfortunately, not all line sheets are created equally and as a result, many retailers and wholesalers struggle to review them, often resulting in decreased sales, poor marketing presentation and time wasted.

Based on countless conversations with successful retailers and wholesalers, their top three line sheet must haves are:

1. Line Sheets should be visually appealing, making them easier to read.

2. Line Sheets must offer  detailed information in a concise format.

3. Line Sheets should have great images, preferably floating without lifestyle details getting in the way of product.

Visual Appeal

Line sheets can be a cluttered mess. There is a lot of information to sort through and images to match, so formatting these details can be overwhelming both mentally and visually. But visually, it’s an absolute must to get this format clean and crisp in appearance. Horizontal versus vertical formatting is used less, though both offer the opportunity to be effective. The key is to be consistent in what details you offer per product, how you format these details, and the size / layout of the image included. Make sure to use matching fonts and font sizes, as well. Typically, three items in one row on a horizontal page is good to go. Based on your image size, you can likely get at least nine items on one page. Sometime more, sometimes less. This said, every product has unique circumstances so create a few options to determine what visually looks best for your business. And always remember who your audience is – retail buyers.

Details Matter

Without effective details, the visual layout means nothing. What to incorporate into the visual layout are necessary details that wholesalers and retailers alike need to know. This includes, but it not limited to, your product name, wholesale price, retail price, availability, size options, color options, style options and case pack details. Remember that every product and every business is unique, so your line sheet must represent these unique features for everyone to feel as if they have been communicated with effectively.

Image Impressions

First impressions leave lasting impressions. This isn’t a  surprise to anyone. Yet surprisingly enough, line sheet images aren’t always that great… though they should  be. The images you use in your line sheets are often the first time a buyer has seen the product, so make sure the images look good. No – correction – make sure they look amazing.

Floating images, where the product is the only image and has no background to blend with it, are typically the best received image from a buyer’s perspective. This is because it allows the buyer to really see the image without other things getting in the way. Often a front and back view of your product are necessary in communicating your product details effectively. In addition, make sure they are strong in color. Black font is okay, but your product images should always be in color. If this isn’t your forte, hiring a photographer may be a good idea.

Lifestyle images do wonders in creating an overall image for products and brands. But lifestyle images aren’t best suited for line sheets. Instead, use them on your cover page, throughout other areas of your buyers packet and in various other marketing materials.

An effective line sheet will take time to prepare but if done correctly, will save you time later. Updates and changes from season to season will be easier to insert as you move forward, so really it’s just that first time that can be daunting. The time invested will be rewarded with appreciation from retailers and with the right product, sales as well.

Have other tips on how to create a great line sheet? Let us know! Please leave comments below.

Need help on your line sheet? Retail Minded offers customized creation of line sheets and editing of your own line sheets, as well. Complete Buyer’s Packet creations are available, also. Contact nicole@retailminded.com for more information.

Rejected By a Retailer? Ask Why.

A lot can be learned from why retailers say “no” to your product. Often, it may simply be they have no more room in their open to buy dollars. Other times it could be that your product does not compliment their existing product assortment. Then again, it may be because they – dare I say it – don’t like your product…. or possibly even you (yes, this does happen). Whatever the reason, it can help you to know why your product isn’t right for them.

[tweetmeme]When pitching retailers, it’s obvious going into this scenario that not every retailer will want your product – at least not right away! But when “no” becomes a trend and “yes” is a rare exception when communicating with retailers, it’s important to understand WHY this is happening.

The key to asking retailers for their explanation of why they didn’t want your product in their stores is to:

1. Respect their time

2. Be professional in your approach 

3. Avoid an emotional reaction

4. Listen but don’t try and convince them otherwise

5. Learn from what you find out

Over time, you may find repeated reasons from a variety of retailers as to why they did not purchase your product. While you may not enjoy what you learn, you can in fact learn from retailers who aren’t your current customers. Really listen to what they have to tell you and respect that they are giving you a chance to communicate beyond your sales pitch. In time, you may get ahead in your game from these lessons and realize that a few “no’s” is what it took to get you many more “yes’s”.

Attracting Buyers When You Are A New Wholesaler

First you had the idea, then you developed the product. As challenging as that ride can be, it is often even more challenging to land your product into retail stores.

Buyers across the country and around the world get introduced to new products nearly every day and as a result, can be overwhelmed with the decisions of what to buy and what to pass on. Favoring products they know will sell when it comes to what to bring into their stores often works in their advantage, however most smart buyers also know that introducing new products to their store assortment can also be to their advantage. Luckily, this brings you into the picture. Now the challenge is to stay on their radar so that when decision time comes, it’s you who gets the sale.

A few things to help leverage your product and brand from the enormous amount of competition that is also trying to gain the eyes of retail buyers includes the following:

1. Present your product professionally and with confidence. Make sure that you are prepared to present a polished buyer’s packet to all perspective buyers. It should include your product information, company details, designer details if applicable, retail and wholesale price points, opening order terms, delivery expectations and re-order details. Including photos that are professionally presented within this packet is essential. Color and sizing information as well as case packs are also critical depending on the product you are selling. Many new wholesalers speak up too soon when it comes to reaching out to buyers and as a result, their product is dismissed from the interest of buyers. Don’t let this mistake be your fatal failing.

2. Communicate effectively with buyers without wasting their time. Remember that buyers are very busy people between attending trade shows, shopping their competition, placing orders and re-orders, managing budgets and so much more. It’s extremely important that you respect this so that you can value the time you do have with them, whether it’s face to face, on the phone or via email. In doing this, many buyers will respect your attention to their time and as a result, you just may have an edge in their attraction to your product, as well.

3. Be in the right places at the right time. Attending trade shows is a great way to get introduced to retailers who would not know of you otherwise while also giving you an outlet of communication that may be hard to obtain through phone calls and email. But don’t jump onto the trade show bandwagon too late in the game. If you want to be in retailers for Holiday 2009, you are already late. Become familiar with the trade show calendars of your particular industry and make sure you plan to attend both national and regional shows to help launch your product. In addition to trade shows, scheduling in store appointments is an ideal way to get a buyer’s attention. Not all buyers will give new wholesalers this time, though, so make sure to stay confident and keep on trying despite a lot of no’s to your appointment requests. Sending your buyer’s packets via email (PDF files work best) or via snail mail is also a great way to get attention. Just make sure you are on time with the buying calendar. It never hurts to give your product some cushion time, too, since your product is new to the market. Following up on all outlets is essential, as well.

4. Network with everybody and anybody that will listen. You never know where your next account will come from. Be professional and always stay focused on your brand identity, direction and goals so that you don’t get lost in networks that aren’t leading you to your intended purpose. But do take the time and the chance to reach out and meet new people. Chamber of commerce groups are a great way to meet retail owners and buyers as well as national and global organizations, such as the Fashion Group International, that are directly dedicated to your industry. While this takes a lot of time, the amount of people you will meet can greatly impact your brand recognition and interest.

5. Stay focused on your long term plans despite short term temptations. As a new wholesaler trying to position yourself in the marketplace, it can get tempting to set your expectations lower or settle on something just to feel like you are making progress. While compromise and change should be expected, it’s important you don’t lose sight of your brand’s vision along the way. Sometimes saying no, passing on certain retailers or having to change your plans is the best thing you can do in an effort to get the right buyer’s attention. Remember that where you position your product will be important for buyers to know, so make sure you only put it where you think the buyers you want will approve of.

It can be a long and bumpy ride for new wholesalers emerging in the marketplace, but the ride is worth it if you see it through and continue to believe in your product. Be patient, be professional and be prepared in an effort to let buyers know you are ready for business!

Retail Minded Founder Nicole Leinbach Reyhle originally contributed this article to www.Nolcha.com. For additional support with your business needs, contact Retail Minded at nicole@retailminded.com.

Drop Shipping – Is It Right For You?

As small business retailers and wholesalers, you know just how valuable every dollar is to your business. Because of this, as well as our struggling economy, I encourage you to consider dropshipping if you have not already.

Dropshipping can be defined and understood in a variety of ways depending on who you are talking to. But for boutique store owners and small business wholesalers, dropshipping generally refers to when orders are shipped only once placed by a customer at a retail store and can be sent as single unit or more depending on the customer’s order. For example – if you are a children’s store owner and sell crib mattresses, you would only order a mattress from your wholesaler once a customer has ordered one from you. The customer would be informed about the delivery time schedule and typically would pay upfront or at least 50% when the order is placed. This gives you, as the retailer, the opportunity to then place the order with funds to cover your purchase while also giving the wholesaler the opportunity to make a new sale.

As a wholesaler, we understand that you may prefer to write larger orders at once, such as selling six mattresses instead of one at a time, but to consider dropshipping may add benefits to your business that you would not have otherwise.

Advantages For Wholesalers Who Dropship

Dropshipping introduces a whole new business to wholesalers once they establish it and get it in place. A few advantages include:

1. New retailers are more likely agree to your dropshipping terms and then sell your prodcut as a result of dropshipping. Particuarly in this economy, retailers are cutting back on larger orders and looking for products that bring value to their store but that they can also afford. This allows for you to get in to retailers you may not otherwise.

2. Higher priced and larger scaled items are great products to consider for dropshipping. Retailers have to consider not only in dollars, but their space. When you give them a reason to bring your product  into their assortment without an initial, big investment, it’s a win-win (assuming your product sells, of course). In addition, if you offer a larger product, such as a headboard, it allows your retailers to still carry you without holding onto large inventory in their often small spaces.

3. You can typically charge more for shipping and other expenses with dropship items. Because you aren’t processing a larger order at once, need to mail each individual item seperately and have to deal with all the other logistics of an order for one single purchase, your processing and shipping fee can be a bit higher. Don’t be too extreme here, though. Cover your actual costs and maybe cushion yourself a little for your extra time.

4. Retailers may buy your product in larger quanities over time if they see the value it brings to their store. Start with dropshipping and give them an incentive if they purchase more than one product at once. 10% of second item, 15% off all others. Or possibly six or more items include free shipping. Your call. Or just dropship and call it a day. Whatever makes you happy. But as a general rule, dropshipping costs more on average than if bought in larger orders. AKA – you make more!

5. Customized items are great for dropshipping since you can only get one at once. This just makes sense – period.

Setting Up Your Dropship Terms

Make sure that when you set up a dropshipping program with your business, you have very clear, detailed terms written out that any retailer you sell to understands and signs an agreement to. Terms should include the following:

1. Retailer pays for their own in store sample unless you feel otherwise. This is a fair scenario since they will likely use or sell their store sample at one point anyway. If you have marketing collateral to support your product, you should provide this without any charge. For example, if you offer customized products, include a little Look Book with choices for customers to review.

2. Retailer provides credit card number for all orders to be processed through upon placement. This should be in your files and approved for credit prior to retail agreement.

3. Retailer pays for shipping per order unless determined otherwise. Typically, the retailer will bill this to their customer anyway. Another idea is to have the product shipped directly to the customer.

4. Deilvery timeline is discussed and understood prior to retail agreement being signed. This gives you security in delivering your products according to your production timeline. Be realistic here – 6 weeks is a long time for most items, but practical for some. Determine what is best for you.

5. Make sure all these details are written out in an agreement that is signed by your retailer. Give them a copy with your contact information and necessary order form details as well as retain a copy for yourself. Note – having an organized ordering system in place with your agreement will make the entire transaction easier to manage. Include details on tax, shipping, cancelled orders, returned products, right to modify agreement and more.

A List Of Some Dropship Wholesalers

Retailers, this is for you! Below are some wholesalers who offer dropshipping. Wholesalers who still aren’t on board yet with the idea? Check out your competition (in no particular order)!

Victoria P. Zurcher Designs - Stationery and Gifts – www.victoriapzurcher.com

Just Be Products – T-Shirts and More - www.jb-justbe.com

Artist Jeff Cane - Angel Artifacts in Prints, Candles, Charger Plates and More – www.AnEnglighManInLA.com

Coco Company – High End Baskets and Decorative Accessories – www.coco-company.com

Vintage Body Spa – Bath and Body Products – www.vintagebodyspa.com

PurBliss Candles – Soy Candles and Wedding Favors - www.Purbliss.com

Kt Steppers – Customized Step Stools – www.ktsteppers.com

Vogue Fabrics – Fabric Home, Crafts and More – www.VogueFabricsStore.com

Yeni Bath Arpons – Bath Aprons For Babies And Dogs – www.yenithing.com

Barcelona Bath and Body – Bath and Body Products – www.barcelonabathandbody.com

Three Peas - Children’s Fashion Apparel and Accessories – www.threepeasco.com

BowWowzerZ – Dog Collars, Leashes, Cat Accessories and More – http://www.etsy.com/shop.php?user_id=5297476

Wrong Product, Wrong Time, Wrong Market

It hurts to hear the truth sometimes. But hearing the truth is exactly what new business owners often need to hear so that they can better position themselves to be successful when launching a new product.

The “3 Wrongs” below can help you evaluate if your product is ready to launch or may need some support still before your big kick off.

1. Wrong Product. Right or wrong, if your product isn’t on track with what consumers want or if your competition outshines you, then your product is wrong. Period. Consumers have access to many product reviews and many product choices. Don’t launch yours until it can keep up with this reality.

2. Wrong Time. It’s no secret the economy is tough with a capital “T”. Don’t let that steer you away from launching a product. But plan your timing on whatever it is you are launching. For example, if you are launching a seasonal item too late in the buy season, you could be effecting your overall brand launch. Want to introduce a new swimwear line? Stores are buying this as early as August and September for the holiday season and by October for the resort and early Spring season the following year. Be prepared.

3. Wrong Market. Trying to launch a baby’s luxury blanket collection to any baby store retailer? Whoops, try again! Make sure you know who your audience is so that you don’t waste your time or their time with communication. Know where your product would be best suited and target those markets when reaching out to potential clients. Way too many new wholesalers and designers think their product should be everywhere, but really it will only be wasted somewhere if it is not in the right space. Understand who your target market is, then decide which retailers sell to this same target market and reach out to these stores. Your success will be returned more easily this way and your initial time investment will be rewarded, as well.

Finally, preparing to launch a product takes time, investment, dedication and strategy. There are many, many layers involved in preparing a successful product launch. Getting your website up and ready (and looking sharp) as well as having a buyer’s packet ready for retail communication is key. But these are just a few steps in a million so if nothing else, make sure to slow down and be prepared before launching too soon. An early launch is like a buzz kill – it may be great at first, but it can quickly become miserable if you can’t handle it!

Pitching Retailers – What Retailers Want From You

When it comes to reaching out to retailers, first impressions mean a lot. As a wholesaler, it’s important to not only be prepared to communicate with retailers, but also to give them what they need and want in order to get their attention. This doesn’t mean you will even get an order, but the first step is to simply get their attention so that you can get an appointment. Once you have that, then you can concentrate on making the sale. But to start – let’s get their attention and keep it. Here are a few suggestions on how to do this:

1. Offer a unique product. Even better, offer a unique story to go with your product. Tell retailers how the product came to life. Make sure you do this FAST though – you only have a few seconds to capture someone’s attention, so your communication needs to be quick, effective and concise.

2. Share interesting facts that help support your product. This may include your dedication to leaving a smaller carbon footprint than your competition or possibly that you manufacture in the USA. Whatever your unique and important information is, let retailers know.

3. Remind retailers why customers want or need your product. Helping them understand this will make them want to see you for an appointment much more easily than if they don’t think customers need or want your product. But be realistic here, too. Retailers know their customers so if they tell you it won’t  work for them, don’t push it. No one likes pushy vendors – period. Do offer to send them more information, though. This can’t hurt – and possibly it may change their mind.

4. Be honest about the time it will take to meet with you. Don’t tell a busy retail store owner that you need 5 minutes of their time when really it takes you 5 minutes to set up your sales presentation and then another ten just to pitch your product. Be honest and they’ll appreciate this. If you are flexible with your availability, even better. And always, always, always understand that their customers come first. If you are at a retail store during store hours, you come second to all customers in the store at all times. Give them this respect and never act like they are doing you a favor for being there. Trust me, they are doing you a favor considering all the competition out there these days!

5. Make appointments to meet with retailers. Don’t show up unexpected and expect quality attention or interest. Respect their time and plan in advance to meet with them. Suggested route – email with PDF file of product information, follow up as necessary with phone call, then schedule appointment as appropriate. Some retailers prefer hard copies of line sheets and product information via snail mail, but I tend to lean on PDF files to save expenses and be more eco friendly when possible. Of course, provide them these tools if requested, though, and always have on hand during appointments.

Finally, after all the work it takes to secure an appointment with a retailer, make sure you are prepared and organized for your face to face meeting. This means having order forms ready to go, samples available, line sheets printed, and all other details polished and perfect for your face to face. Remember, retailers are short on time as it is, so give them the respect of being super organized and well polished in your presentation. The benefit for you? More likely that you will close the sale!

Retailers – we want to hear from you! What do you like wholesalers / vendors to do when pitching their products to you? Wholesalers - have some other suggestions? Please comment below. Thanks!

What’s In A Buyer’s Packet

Many of my clients seek my support because they have a product they want to sell to retailers, but they don’t know how. While there are many steps involved in preparing yourself to communicate with retail buyers, one of the most important things that wholesalers should have prepared BEFORE they reach out to a potential buyer is a buyer’s packet.

The contents of a buyer’s packet will vary based on what your product is, who your target market is, what your budget is, and what your marketing outreach plans are. In general, though, a traditional buyer’s packet consists of the following:

Letter of Introduction – A buyer’s packet should always open with a great letter of introduction. Short and sweet, this letter should not be too lengthy but should answer the questions of who you are, what the product is, who the target market is, and offer a peak into the product itself with some great descriptive shout outs. Tell a story about the product or the inspiration behind the product. Offer a glimpse into why someone may need to have this product. The goal of the letter should be to inform but also to persuade. Don’t get too wordy, though. No one has time to read a novel – make sure it’s short and sweet.

Price Sheet - A price sheet includes both wholesale and suggested retail prices. Make sure that you are at least doubling your wholesale cost for the retail cost so that retailers gain back their investment of purchase. I find many wholesalers are not prepared for their product to sell at retail because their prices are out of reach, so take the time to consider this before communicating with retailers. And remember – do not sell your product at wholesale online and expect other retailers to sell it at a higher price point. Even if you have your own website, you must sell your products at the same retail prices points your customers are to expect to keep your retail customers. I see too many start up wholesalers make this mistake and it backfires on them.

Overview – Whether you are giving a product overview or designer overview, you should have a deteremined overview identified so that your audience is aware of what you are selling and if necessary, who you are selling, as well. I refer to “who” in the case of designers. If you are launching a clothing line with your name attached, potential buyer’s will want to know who you are, so make sure to tell them. However, if you are launching a product without the association of a personal name, describe the product so that the audience fully understands it’s purpose, it’s target market, and why they should consider buying it. A great overview I recently saw was of PopATot, a fabulous portable activity center for children. The home page of their website also includes a great overview of this product, www.PopATot.com. Remember that when providing an overview, you want to offer answers to questions before your customer even asks while also enticing them so that they want to learn more or make a purchase.

Line Sheet – The line sheet is a must have for all buyer’s packets in my opinion. When done correctly, it offers a portrait of your product by including product photos, descriptions, prices, available delivery dates, and any other necessary details. Keep it organized by category and try to avoid using paragraphs but rather outline your product details.

Order Form – An order form can consist of an actual form to order your products on or it can be a guide as to “how to order” your products. Either way, make sure your ordering details are clearn and understood. If you need tax ID numbers from your potential customers, let them know this. In addition, this is a good place to include the terms of orders placed. For example, do you have a flat shipping feel or do you bill for actual shipping charges? Make sure to identify this. Also, do you take cash/check/money order/credit cards? Let your potential customers know this upfront. Once again, answer questions before they have to ask if possible. If you have color selections, size variations, case packs, or anything else specific to your product, make sure these details are all identified. Finally, make sure the order form is laid out in a clean, professional format that is easy to read and easy to write orders on.

Some buyer’s packets may include Look Books, product samples, customer testiomonials, Q&A sheet, care instructions, and more. Make sure your buyer’s packet best represents your product and your brand so that retailers will want to reach out to you and order. Afterall, that’s the goal, right?!

If you would like a customized Buyer’s Packet for your brand or product, let Retail Minded work for you! Contact Retail Minded at nicole@retailminded.com to learn more.

Is Your Copywriting Hurting You or Helping You?

Copywriting can be a tricky thing. Some of you may not think twice about it while others of you probably dread having to do it. And yet some of you may have hired a pro to take the stress off your plate and let someone else handle the copy details. Whether you run a store, an online boutique, or are a designer communicating to retailers and the press, it’s important that your copywriting communicates who you are, what you do, and why people need your products or need to shop at your boutique.

Often overlooked, copywriting needs to be put at the top of your to-do list! The words you choose to use to sell your product, service, or business can literally make or break a sale. Take the time to make the words you choose count by getting your customers or potential customers excited and engaged rather than bored and checked out. Great copywriting can sell something that no one really needs, while lousy copywriting can steer a customer away from something they may want. A few things you should consider include:

1. Be concise and clear in your copywriting. Avoid unnecessary details but make sure not to leave important details out. For example, don’t forget to include the materials that a garment is made out of on your website or necessary care instructions for jewelry. Be precise about this, though. No need to write these details out in a paragraph.

2. Be creative with your choice of words but don’t confuse your reader. Example, if you are trying to explain a plain cotton t-shirt, rather than say “as soft as a cushion” you could say “as cozy as your bedsheets”. Bedsheets and t-shirts make a better comparison since both are flat and are traditionally thought of as cozy and comfortable. A cushion, on the other hand,  doesn’t give a great visual image for your reader to image the t-shirt as.

3. Don’t be scared to hire a pro. If you aren’t a talented writer, consider investing in someone who is. Rather than just putting the words down to get the copy done, do it right by having someone who can entice your reader and keep them engaged through their copywriting. This doesn’t need to break your bank. You can find talented copywriters at reasonable prices.

4. Tell your customers a bit about who you are. A personal connection is always nice, but make sure you stay focused on the business side of who you are – not who you are on Friday nights out with your friends! Are you a designer? If so, tell them about yourself, but leave out where you went to high school, your favorite band, and why you love Grey’s Anatomy. Instead, tell them what inspired you to design, how you stay inspired, why you love what you do, and anything else that pertains to the designs you offer. Are you a boutique? Tell your customers about the pleasure you take in shopping for your store! Let them know you are always on your mind and that you welcome feedback.

5. Check your grammar and spelling! Yes, I know, no one is perfect. But a lower cased “i” when it should be capitalized? I see simple mistakes like this all the time and it is discouraging as a customer to want to shop somewhere that doesn’t even take the time to review their own copy. Proofread! Better yet, have someone else proofread your work so that they catch the mistakes you may not realize are mistakes. Plus, this provides you with feedback on how your copy is delivered.

Whether you are developing a postcard, working on your website copy, or need to communicate to your customers in a letter, make your copywriting work for you rather than hurt you. Take the time to make it count and if writing isn’t your thing, find someone to do it that is. It will make a difference!

These are just a few points to get you started in your copy considerations. I’d love to hear from you regarding what you think, as well! Share with us a comment and let’s see what other great ideas are out there to help retailers and wholesalers in their copywriting plans.

Do Designers Need “Look Books”?

Often my designer and artist clients ask me if they need to invest in developing a “Look Book” as they prepare to communicate with retailers. There is not a flat answer I can give to them in regards to this since the advice I share with them is specific to their individual product assortment, retail target market, and budget.  That said, I have outlined details about Look Books and their value to wholesalers so that if you are considering to create a one, you can also consider the points below.

What Is a Look Book

To begin, a Look Book is a book that is similar to a portfolio, however it represents a product line rather than providing visual samples of one’s work history. Look Books are used as visual aides in replace of the product, however they are often presented to buyers with the product, as well. The purpose of a Look Book is to provide a “story”, “feeling”, or “inspiration overview” of the product assortment through photographs of the product you want to sell.  Some have lifestyle photos and can be very graphic while others use fashion models to showcase their product and yet others are sleek and simple with no models at all. The creative flexibility of how to show your product in photos can be very appealing to designers.

Look Books are often professionally bound with glossy photos and little or no words included in them while others are presented in three ring binders with plastic portfolio cover sheets. The presentation will vary in design, however the content will always be primarily photos.The details of the product are sometimes included, but more often than not these details are outlined in the Buyer’s Packet instead.

Who Needs a Look Book

While there is no clear answer to this question, it is common for higher priced products, luxury goods, and one of a kind items to be showcased in a Look Book. Not meant for largely mass produced goods and inexpensive items, a Look Book is meant to showcase products that need a bit of a push to sell. If you are a jewelry designer who offers one of a kind pieces, a Look Book offers a great outlet to showcase some of the best work you have done. Meanwhile, if you offer customized art or designer handbags, a Look Book can provide you with a creative way to tell your product story. There is more flexibility in the creation of your Look Book versus a line sheet or other contents of a Buyer’s Packet, therefore as a designer you may have more fun with this presentation.

Many new wholesalers in the marketplace include Look Books to help push their product. Since competition is tough, it can often be more tough for new designers/artists/wholesalers to position themselves in their respective marketplace. Using a Look Book will certainly add to your pitch, offering a great outlet to tell your story since you will not always have the opportunity to do this face to face.

Presentation of a Look Book

The presentation of a Look Book is ultimately the decision on the designer, however it should be clearly understood that this presentation is also a reflection of the designer/artist/wholesaler themselves. That said, I always suggest presenting Look Books in a polished and professional presentation if you are going to take the time to create one.  I realize as small business owners it can tempting to cut corners everywhere you can, but I suggest leaving the three ring binders at home, as this reflects a college student’s project versus a professional presentation. Instead, considering simple and inexpensive binding techniques such as book stapling, coils, and book binding will offer you a professional presentation on a budget.

Final Thought

A Look Book can offer a sneak peak to your collection, as well as it can tell a story about your product assortment. Whatever the purpose is that you feel a Look Book can contribute to your line, remember that a complete Buyer’s Packet is more beneficial to you as a wholesaler. A Buyer’s Packet should include a line sheet with photos, pricing, designer/artist overview, introductory letter, and order form. These essential pieces, if done correctly and presented well, can sell your product or at least get you a conversation with potential buyers. Be realistic with yourself as to whether or not you really need a Look Book or if the fancy image of it is selling you on the idea of producing one yourself.

A final thought – Budgets are tight in all aspects of retail these days, so linking potentail buyers to your website with an “Online Look Book” may be something for you to consider instead, therefore saving you costs yet also offering retailers a larger view of what you have to offer outside of what your Buyer’s Packet represents.  Another option is to include a disk in the Buyer’s Packet that offers a digital Look Book. Both of these options can save you expenses while also providing an extra something to your retail accounts and potentail retail accounts.

What’s in a Buyer’s Packet?

Many small business wholesalers unintentionally communicate with potential buyers before they are prepared to. Although their product may be ready for stores, the delivery of their product to buyers may not be ready. For many small business wholesalers, such as jewelry designers and stationary designers, the steps to professionally communicate with retail accounts and the buyers that work for them are not something they are familiar with.

[tweetmeme]In order to effectively and professionally present your product, a wholesaler should have a Buyer’s Packet created that will allow for potential buyers to fully understand their product, their purpose, the price points, delivery dates, and more. While the contents of a Buyer’s Packet may vary, most include the following:

1. Line sheet
2. Price sheet
3. Order Form and/or Order Details
4. Terms of Payment
5. Delivery information
6. Designer / Company Overview
7. Letter of Introduction

In addition, some Buyer’s Packets include Look Books.  Look Books are traditionally used for higher priced products that fall into the luxury category, however more and more small business wholesalers are using Look Books to help make their product stand out. Because of the creative flexibility in Look Books, it is a great way to showcase your product without limitations.

A line sheet is an organized outline that details each product in the line, or collection, of products being represented. Details that may be included include the cost, colors, sizes, and availability of the product. Pictures are always included in a line sheet in order to visually showcase each particular product you have available for purchase. Although the cost, both wholesale and retail, is typically included in the line sheet, a price sheet is a quick reference sheet that is almost always included in a Buyer’s Packet, as well. The cost and availability of the product is usually highlighted here, also. If case packs are necessary for purchasing the product, this would be identified on the price sheet, as well as any minimums there are in order to purchase the product. In addition, an order form is included to make purchasing the product as convenient as possible for the buyer. Manual order forms are still used for many small business owners and are a great, easy way to maintain an organized ordering system. You can, however, link the buyer to your website to order your product if you prefer to do it this way. Make sure to include the terms of payment on your order form so that buyers are aware of what the terms are up front, as well as include all delivery information. Some small wholesale companies charge the retailer for delivery of the product, while others do not. These are things you will need to decide based on your product, business plan, customer service expectations, and more.

Finally, make sure to include an overview of your company and/or designer as well as a letter introducing your product to potential retail accounts. Prepare everything in a clean, professional fashion that looks polished while still highlighting your business in the details of design and color. You want to provide a reflective of your product through the overall look of your Buyer’s Packet, however don’t go crazy in design. Buyers want to easily read through your line sheets and all other details without getting lost in the design of it.

Many retail consultants are available to help create your Buyer’s Packet, allowing you to ensure you have included all the necessary details for your specific product in the Buyer’s Packet. Each segment of retail is different and each category of product is different, so make sure to find out what buyers who buy your type of product expect to see when reviewing Buyer’s Packets. For example, if you are a jewelry designer, you should probably include care instructions in your packet so that the buyer is aware of this. If you are selling handmade hats that are knitted out of wool, you want to make sure that washing instructions are provided. Not providing these essential details will allow for questions to be asked that should already be answered through your Buyer’s Packet. Boutiques receive a lot of Buyer’s Packets to review so you want to make sure yours stands out in both purpose and design.