1. Personalize your order confirmations. Unless you are dealing with twenty plus a day, this is very manageable. A customized thank you and receipt of order being placed is a fantastic way to share a customer experience that leaves the customer feeling like they have actually had an experience.

2. Package product with care & beauty. Don’t just wrap a product in tissue, put it in a box and send. Instead, create a beautiful package that is exciting for the customer to open – even if it is not a gift. This experience helps create the brand  of your business, as well as leaves a lasting impression on their overall customer experience.

3. Confirm shipment & delivery. Once a package has been shipped, do not consider your job done. Instead, send an email with an estimated delivery date, then follow up a few days after delivery to ensure everything is satisfactory. Often this will lead to conversations that customers will feel engaged in, sharing insight with you that you would never gain otherwise.

Remember that being a “boutique” business lets you stand apart from the competition – so don’t be afraid to do just that. Add special extras, offer thank you incentives (20% your next purchase is always welcomed by customers) and be bold in your total boutique branding. This sets you apart from the big-boxes and even other indies out there. And ultimately, this sets you apart in your success, as well!

To start, identify what it is you want to promote. And don’t just say “your store”. Instead, determine what is about your store you want to promote. You may realize there are a few angles you can take, and likewise, a few different audiences to share these details with. Next, determine what you can do to generate interest. Consider your budget – or lack of it – and how much time all points will take. A few things to consider doing include:

1. Send out press releases to local media, including newspapers, magazines, web and TV based.

2. Share details with other community businesses and retail supporters. This can be via a professional email, a press release, phone call or even social media.

3. Share details with your local Chamber or Mainstreet Organization.

4. Generate a social media strategy to generate a buzz. Make sure to use it effectively in order for it to be successful!

5. Get help where help is needed. No time to tweet? Allocate responsibilities among your staff. If it’s just you, be realistic with what you can do and what you won’t do. Then do what you can exceptionally well.

6. Create strong signage to use in your store, as well as offer a takeaway postcard for customers after their purchase.

The one point you do not want to overlook is TIME. You can’t chase an event 5 days leading up to it and expect a tremendous success. This may happen sometimes, but should not be your goal and certainly is not likely to be successful for most retailrs doing this. Instead, plan a promotion calendar for your entire year that allows you to work months, weeks, days and ultimately, hours in advance to lead you to a successful promotion. Additionally, by creating a calendar you will see what times during the year may make sense to have certain events, sales and more. It will also show you more clearly where the holes are.

Need more help? Check out a few more of our favorite PR focused blogs!

Tips On PR Phone Etiquette

How To Write A Press Release

Publicity Myths Shattered

1. Training Your Team. It’s easy to hire someone, train them and then let them have at it. But it takes effort to help them evolve as employees, encourage them to grow and motivate them to be better at their respective roles and support them at reaching higher goals. Make it your goal to achieve this in 2011 in an effort to better support your overall business.

2. Promoting Your Store. Don’t let your store blend in with others. It should be your goal to stand out. Even if you aren’t new, haven’t recently renovated or don’t have a new product to promote (though this is an easy way to gain new press), make sure you are reaching out to the media. It should be part of your business plan to acquire press consistently. Local editorial outlets, news stations and radio are consistently looking for new stories. Your story could be their next pick… they just need to know about it.

3. Introducing New Product.Customers get bored with the same thing. While it’s true that some things have been tested, approved and are consistent sell thrus, other products need a kick out the door in an effort to make room for new things.  What new things can enhance your overall assortment? Don’t be afraid to mix things up a bit based on customer trends, demographics or customer requests.

4. Focusing On Your Customers. Take the time to really listen to what your customers like, don’t like and need. Talk to them. Listen to them. Have your employees do the same. While you are at it, put customer service on the top of your resolution list and kick yours up a notch. Really make sure your customer service stands out from the competition. This won’t get ignored – trust me here.

5. Lean On Others. It’s so easy to stress over the right product, the right merchandising or the right seasonal buy. But leaning on others to help you with the endless list of retail decisions is sometimes a must. It’s okay to hire support when needed or simply ask questions from your trusted team. You don’t have to do it all.

Finally, be realistic about your goals. Resolutions get broken when they seem too far fetched – but they get met when they are put in place with realistic expectations. Push yourself to make some impactful impressions in 2011, but don’t kill yourself along the way.

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.

• Good marketing; Branding
• Exclusivity of product
• Appropriate price points
• Focus
• The “It” factor

These points focus on your product. Some other key points that influence why a rep might work with you, or might continue to work with you, focus on, well… you.

The Rep Relationship

Build a strong relationship with your rep, to ensure that you communicate well. Think of it this way: you’ll want to keep in touch with your rep to see how sales are going with your brand. She’ll want to keep in touch with you too, to see what new products you have in the pipeline, share customer feedback and discuss selling strategies. You might talk or email daily, or at least several times per week. That dialog tends to be easier, and more fun, if you genuinely like each other.

Consistent Communication

A point that goes hand in hand with this is that reps sell more for you when you return their calls and emails. Not in a week or two weeks but within 24 hours. I often hear the “excuse” that family life has spun out of control and there just wasn’t enough time in the day…blah, blah, blah. A buyer who needs an answer from a rep won’t wait two weeks to get it. The buyer simply buys from someone else—probably your competitor. Likely your rep has been working hard to close the sale and if she loses that sale, in part, because you didn’t have time to call back with the answer on when the new shipment of goods will arrive, you’ll have one peeved rep on your hands…

You don’t have to wait for your rep to call you either. Call, check in and say thank you for the sale. Reps tend to be praise-junkies and just saying thank you will often increase your product’s sales.

Professionalism

This leads us to professionalism. When dealing with reps, fall back on the courtesies of friendly professionalism. In addition to returning calls and emails promptly, respect and trust what your rep can do for you. Understand that sales might not happen overnight—especially in this extremely competitive economic environment. Being a professional partner means success for you, your brand and the rep.

Learn The Industry

Another part of professionalism is learning the industry ins and outs so that you are better able to support your rep’s sales efforts. Take the time to understand the timing of the 2 major selling seasons and the dates of all the national and regional markets that are appropriate for your brand. Plan your product development according to those dates. Your Spring Summer 2010 sales materials should be ready to go—and en route to your sales rep now. If you show in Atlanta, materials should have been shipped out two weeks ago, since that show runs July 8-15th.

Sales Materials

Reps need stuff to sell your brand—catalogs, post cards, line sheets or sell sheets, a good website, order forms, show specials, samples and even freebie product. Create them, supply them and update them often. Imagine attending a networking event without business cards. You probably won’t add that many people to your network, since they won’t remember who you are—or have a way to contact you. Sending a rep out on the road without sales materials is pretty much the same thing. We meet and greet, we sing your product’s praises and, unless we leave your catalog, we probably won’t ever close that sale when the account “has open-to-buy dollars in August.”

Commission

In addition to being praise-junkies, reps respond well to commission checks. Set up a system for paying commission and stick to it. Half a dozen of the brands that I rep pay religiously on the 1st or 15th of every month. Their checks come with statements and a scrawled Thank You! I’m not likely to resign a brand that cares about me enough to worry about my financial needs and ensures that I am paid promptly and consistently for the work I do. I am however, very likely to sell those half dozen brands to my top accounts before I show any of my other lines.

The take-home here is that a rep is an ancillary but very important part of the success of your organization. Communicate consistently and professionally, understand the industry, provide sales support and financially incentivize your rep to increase your rate of sales success. It’s a win-win for both of you.

The article above was completed by guest contributer Lara Brynildssen. Lara owns and is the primary sales rep for LJBryn&Co., a Midwest-based independent rep group specializing in children’s gift, toys, gear and apparel. Learn more by visiting www.LJBrynAndCo.com.  

Boutique stores often struggle with customers who want to return products weeks after a purchase. Because your inventory is not as deep as larger retailers, such as Macy’s, you typically cannot afford to accept returns too far after a purchase is made due to the fact that the product may no longer be on your selling floor as well as various other reasons.

In addition to controlling your inventory, you need to control your own checkbooks. If returns come in too far after originally purchased, your entire checkbook, so to speak, can get all messed up. We definitely don’t want to see you in a money hole due to returns!

Finally, the reality is that customers try and get away with everything these days. If you sell apparel or accessories, you may know this all to well. For those of you that don’t, here’s the scoop…. Customers sometimes buy things, wear them and then return them. Gross, right? Rude too. But none the less, it happens. Not all customers deserve this bad rap, but it’s because of these customers that we need to watch out for each other. So with these few points to consider, here are a few return policy tips:

1. Allow returns on all merchandise possible for up to a designated time frame. Typically, I reccomend 10 to 14 days maximum. People know within that time if they want to keep something or not, so offering more time just allows for them to push the limitations that you as  a retailer should consider (those mentioned above).

2. It’s okay to accept no returns on some purchases. On sale? Over a certain price? Personal item such as lingerie? Sometimes it’s okay to make a firm “sales final” statement. Make sure, however, that your customer is aware of this before their purchase. I suggest getting a stamp or other identifying factor to highlight this on the receipt and even having them initial your copy of the receipt and their own so that they confirm they understand your policy. A great site for stamps to help control all your retail needs, including a “Final Sale” stamp,  is www.rubberstamps.net.

3.  Identify your return policies in a visible place for your customers to see and review at their leisure. Dressing rooms and the check out areas are both great places to show these details. Double exposing these details is encouraged, too. In addition, when possible have your policy written out on your printed receipt.

4. Tags and other retail labels should be on the product for returns. In my opinion, there should be no exceptions here. You are not Target – meaning, you do not have oodles and oodles of inventory. Respect the inventory you do have and don’t accept returns on product that have the tags removed. No matter what the customer says, this indicates it was worn or used.

5. There are always exceptions. True to life, there will always be scenarios that deserve a little slack. But that is your call… not mine.  As boutique owners, part of the luxury of running your own show is that you can make these choices. Then again, that isn’t always a luxury since you can’t point fingers at anyone else. None the less, you call the shots. Just remember the shots called make all the difference.

Lastly, remember that every detail matters here. Make sure that a receipt is ALWAYS included with the return, as well. In addition, you should address all these details in a friendly, professional tone – it doesn’t need to be as if you are the return policy police. But do be clear so that your customers are clear. This will definitely save many headaches – both emotionally and financially – later for both you and your customers.

Saying Goodbye When You Have To But Don’t Want To

Recently I found out that a client of mine let go of most of her retail store associates. I was sad to hear this news, as I knew it meant sales were struggling. I was also sad for my client, as I knew she had become close to most of her employees, thinking of them as friends and collegues rather than just the people that worked for her. Though this can sometimes be a challenge itself when it comes to managing your business, in her case she always seemed to have hard working associates that were polished and professional at all times. So just how did she let her employees go? Here are a few things she did that may help you in your own goodbyes.

1. Try to give fair warning to employees if you foresee a lay off in the near future. Being open and honest about this situation will offer your associates comfort in that you are looking out for their best interest as best you can, even if you can’t secure their job forever.

2. Remind your employees that their work is valuable and appreciated and that although they work hard, the economy (insert whatever your reason may be here) is the culprit and reason for their lay off. While this won’t give them great comfort, it will reassure them that their actions are not to blame.

3. When possible, give your employees fair notice as to when their last day will be so that they can prepare to find a new job. If an interview or new job should come up that conflicts with their work schedule for you, be flexible with them so that they can participate in their necesssary job search.

4. If possible, offer a small monetary package to help them move forward in their life. The reality of this for many business owners is dim, but it’s always something to consider if possible.

5. Assure your employees that they will get outstanding reccomendations if they should use you as a reference. Only mention this to them, of course, if this is in fact the case.

6. When the conversation is ready to take place, try and highlight any positives that may come from the situation. For example, if you have to let go of a working mom, suggest that she may get some unexpected but fun time with her children. If you have a student working for you, suggest that the extra time will allow him or her to participate in activities he or she may have mentioned in the past. Give hope, however, that there will be a new job in their future.

 7. Finally, stay in touch. If you really do care about your employees, let them know even after you have let them go. Follow up with an email or phone call a week or two after their last day just to let them know you are thinking of them. This support will be appreciated.

Have you had to let your employees go when you didn’t want to? What helped you and them get through this or make it easier? Let us know! Please comment below.

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.

When preparing to distribute a product and bring it to the marketplace, one of the most challenging tasks can be to find a name that best represents what it is you are selling. Your goal should be to find a name that will rest comfortably with consumers so that it is not too difficult to remember and ideally catchy enough to never forget. The brand name you ultimately choose will be impacted by your marketing tactics, logo, and any messages you attach to it – and this isn’t even including the product itself that it represents. Loyalty to brands can often be more powerful than product performance or style, so make sure to that you consider this aspect, as well, when thinking about what you should name your product to best position it as a brand. Just think about Nike and Adidas. Consumer research may show that Nike has a better performing soccer shoe, but if you have worn Adidas all your life, you may buy Adidas even if research shows Nike performs better.

Once you have a few brand names you would like to consider for your product, talk to people to find out what they think about it before you bring it to the marketplace. Ask yourself and ask others the following questions:

1. Is the name easy to say? You don’t want anything that twists your tongue or can’t be easily pronounced.

2. Is the name too long? Many of my clients have four words in their brand name alone. I reccomend one or two words with a third word only if you feel necessary. Even then I suggest that the third word is used to describe the product, such as jewelry or yoga. For example, Swami Baby Yoga. The word “yoga” identifies the product type that Swami Baby represents.

3. Will it offend anyone? In January 2008, Beaners Coffee changed their name to Biggby Coffee. Based in Michigan and with over 77 franchises, Beaners Coffee had no idea that when they choose their name that the word beaners was considered offensive to Hispanic customers. After receiving a lot of hype about it, they officially changed their name. This was a costly change, so take the time in advance to do your homework.

4. Is the name available to use? Each state has registered businesses, so make sure you take a look to see if anyone else is using the name you want to use. I would also consider looking at this from a national scale in case you want to distribute your brand on a larger scale and even internationally depending on your growth plans. Look up your local and national Trade Mark Registers to get started with this search.

5. Is there a web domain name available to match this brand name? While it does not have to an exact match, it should be complimentary to the brand name so that consumers can easliy find you online.

Let these 5 questions helps jumpstart your brand name search and remember to consider all other details specific to your industry, competition, and product / service needs.

With the economy still in an undesirable place and consumers still on guard about where and why they should spend their money, retailers and wholesalers both need to communicate in a style that customers today can relate to. Instead of offering all leather handbags, for example, offer some great fabric designed totes that are more affordable and just as stylish. Rather than suggest multiple layers for your spring look, suggest a single item dress as your trusted spring wardrobe staple. Embrace the simplicity that customers today are craving and respond to their needs. The goal, of course, is for you to not sell less but to sell smarter and to sell more as a result.

Let your customers know you are thinking about them in these tough times, as well. Sell your simple strategies by talking to your customers about how they will save from what you are offering them. Listen to their feedback, as well, and support them if you can. More than ever customers need to believe that retailers are on their side, so make sure your customers know this. As a result, you should find out they are on your side, as well. Don’t forget to know what your competition is up to, also, so you can stay one step ahead!

What are you doing to gain customer attention these days? We’d love to hear from you!