Gaining The Attention Of Wholesalers

Sales reps can be tricky!  And the good ones are almost always busy… but never too busy for the  right retailer. Yep, the “right” retailer. Is that you? Of course it is. Now you just need to convince them of this…. Bet you didn’t know this was part of the “retail game” when you decided to open your store?!

Some reps may be ignoring you because they have product in nearby stores. Others may simply be too busy to return phone calls… even if this only hurts them. Whatever the reason is, try following these suggestions to help gain the attention you deserve.  

1. Kill them with kindness, always. Not the fake kind but genuine “you really care about their brands and the success they will have in your store ” kindness.
2. Forget the old fashion emails and phone calls. Go for bold statements. Once you have determined phone calls and emails aren’t being returned, put a packet together that highlights your store, recent sales success in your store (including specific sales to certain brands) and other key details that showcase how great you are. This may include press you have received, customer testimonials and even direct comparisons to your competition (if that may be what is standing in your way). Hell, even send chocolates.
3. Give a proposal as to an introductory order that you would place. Identify sales goals that YOU would have to meet so they know your commitment to their brand and their success with your store. Outline this in a clear, organized fashion so it’s quick and easy to read / understand.
4. Send all details in a neatly packaged presentation that will gain their attention.Use color while still remaining professional. Send this to their immediate attention and have it signed for so you know it was received. Follow up with an email first, then a phone call after. Give them 3 or 4 days to reach out to you first, though, from the time the package has been received. Afterall, they genuinely are busy people!
5. The goal is not to get the sale written right away but to gain their respect.Once you have that and can prove to them you deserve their product in your store (this is necessary so consider this, as well ) then the sales will follow. If they have contracts with other retailers that prohibit immediate competiton, ask them when their contracts / deals expire and if you will then be a candidate. Be direct but always polite so you know what challenges you are up against.

Finally, expect the same respect you are giving them in return. If they understand your dedication, it’s likely they will consider you as a retailer for their product / brands. The timeline may not be ideal based on existing retail relationships, but put yourself in line so that you are at the head of the waiting list.

Where to Find Sales Reps

Ready to grow your business? A sales rep may be just who you need to get you to that next level, or levels. If you have made the decision a rep is right for you, then the next question will be what kind of rep? There are two basic types – a road rep and a showroom rep. Essentially the difference is the road rep is on the go, typically works for themselves as an independent contractor and has no official “office”. Their office will likely consist of many trade shows and the backrooms of retailers throughout their territories… and a million or so coffee houses in between. As for a showroom rep, they typically work for a management company or one person who owns the showroom. Their office is their showroom, so with only some exceptions you can always know there to find them. They will likely attend trade shows outside of their own showroom, but not as often. Then again – no rep is the same so don’t expect any rep to meet these exact descriptions.

[tweetmeme]Now that you know the difference between the types of reps there are, the next question is where do you find them. Two reliable websites to help you in your search are:

1. www.greatrep.com

2. www.infomat.com

Additionally, you can often find showrooms that have availability by visiting showroom websites. You will also be able to learn more about each showroom and what their other product lines are here. Depending on the territory you need, there are plenty of showrooms to learn about. A few general market / showroom websites to help you in your search are:

1. Dallas  – www.dallasmarketcenter.com

2. Atlanta – www.americasmart.com

3. Los Angeles – www.californiamarketcenter.com

4. New York – www.7wnewyork.com

5. Chicago – www.mmart.com

Please note that there are MANY more showrooms and each will vary according to your specific product category. Research, research, research will always be your friend in this process, though time consuming. Don’t overlook this step, though. Consider what you want from your relationship with your rep, how they work with their clients, who their clients are and what your long term goals are. Though many steps still follow this process, it’s an exciting journey to begin!

Things To Ask Potential Reps

Interviewing reps? Looking for someone new to represent your product? Below are a list of points you should discuss with any potential reps for your brand to help ensure your product and business will be represented accordingly.

1. What is his or her expected commission? Will this rate go up or down based on varying sales?

2. Are there additional expenses to the commission paid out upon sales completed?

3. When do you owe your rep his or her commission? One product is shipped or once product is ordered? Suggested recommendation here is once product is shipped and paid for.

4. How does your rep prefer to be paid? How often?

5. What trade shows do the reps participate in and are they guaranteed as part of their representation?

6. Are there additional costs associated with the rep representing your product at trade shows? If so, what?

7. Are there any other additional details you should be made aware of to help support your rep at trade shows, such as travel expenses or necessary production of line sheets?

8. How does each rep plan to update you on their active, potential and new clients?

9. In general, what is the rep you are interviewing preferred method of communication – email, phone, face to face meetings? This should matter to you since you may also have a preferred method.

10. How often should you expect to hear from you rep?

11. What are the top stores your rep currently sells into? If their territory is large, have this broken down by city or region. Are these stores you are familiar with or want your product to be sold to?

12. What other lines does this potential rep carry? Do they compete or complement with your product line?

13. Are there references from other vendors currently working with this rep that he or she is willing to share with you? There should be!

14. Why is this rep able to pick up a new line? Did they just lose a line or are they looking for more diversification? The details matter here. You don’t want to get lost in a crowd.

15. How does this rep plan to help sell your product? Why does he or she think they will be successful at this, specific to your unique product or brand?

16. Are there any terms the rep has in her contract that you should bring to light in your own contract, ensuring you are covering all your bases?

17. How long of a contract does the rep want for you to partner with them for? Are there grounds for terminiation / seperation? An example could be if you set sales goals that were not met during a certain timeframe.

18. How often do you expect to hear from the rep? Some reps don’t touchbase at all unless an order is placed. Make sure your expectations are agreed upon.

19. Does your rep cross territories with any of your other reps? If so, determine which rep gets which area very clearly to avoid troubles later.

20. What will your rep do to “wow” you from the other reps?

The list goes on and on based on your unique product, company, goals and expectations. Make sure that reps don’t just interview you but that you also interview them. A good rep will understand this and should appreciate you being so passionate about your business!

Finally, make sure to set in place your own contract with your rep. They will also have you sign one with them. This is all part of the partnership. Just make sure to read every word and come to agreeing terms on both sides!

If you need additional help in constructing a contract and negotiating what is best for your business, Retail Minded offers this service. Contact Retail Minded today for additional details at nicole@retailminded.com