Think Like the Buyer
Sorry everybody, this one’s a bit long.
If you’re intending to sell your stuff to stores, it’s very helpful to consider things from the boutique buyer’s perspective. Products make it to our shelves in one of two ways: We have either purchased them at a wholesale price from a manufacturer, or we have accepted them on consignment from a (usually local, but not necessarily) designer. When we purchase outright, the product is ours to sell, and ours to keep if it doesn’t sell. It’s always a gamble that we take, so we try to think carefully about the purchases we make, and that thinking involves many things: What do our customers want? What can we offer that will surprise them? What is unique to our location? Is the price point right for our customers? Do we have room to display it? Do we have other things like it? Do we love it? We may like and want lots of things, but we are limited by some of the above criteria. You shouldn’t take it personally when a store says no to carrying your products. You should also learn to edit the advice you receive quite carefully. Success involves both flexibility in the marketplace and integrity; don’t automatically sacrifice either when someone rejects you or tells you to change. All of us must, in the end, find our own way, and no one has a crystal ball.
But when you approach a store with the intention of selling us your knitted baby bibs, it’s important to think like a buyer, and recognize that the above questions (maybe a few more, maybe a few less — this is just how I think, after all) are paramount in that buyer’s mind whenever they are considering carrying a product. We really aren’t thinking about you and how long it took you to make that thing. We aren’t thinking about how much it cost you (financially, emotionally, physically), how many bills you have to pay, or your hopes and dreams at all. We are thinking almost exclusively about ourselves, and whether we’re going to be able to sell your product at the price point you are suggesting. I hate to be mean about it, and I’m not being: But understanding what is going through the mind of the buyer considering your product will help you have more success with the transaction and ultimately more success with your business, I think.
Nevertheless, there are certain things you can do before the buyer even sees your product that will help you curry favor. Here’s one: Research. When people start out selling their handmade things, they usually start with local stores in their city or town. If you’re not a big shopper and you aren’t familiar with your local shops, take a day off and get out there. Look at what they carry, how it’s displayed, what the general aesthetic and price point is. Take a business card. Buy something, and get a feel for the climate of the retail staff, how they package things, what’s emphasized among the product lines they carry. Don’t walk right in to a place you’ve never been before and introduce yourself as a local artist looking to sell your baby bibs! Nothing, and I mean nothing, will result in an icier reception. I can’t say exactly why this happens, but it happens. Resist the temptation to introduce yourself. Pretend you’re Veronica Mars and just spy. You’re doing research here, remember? You’re trying to save yourself the ultimate pain of approaching stores that are completely inappropriate for you and having them say, “Lady, do you know what we sell here?” Some buyers might be nicer than the ones I know, but why find out? Do some research.
I have great compassion for people who muster up the courage to pound the pavement. Trust me when I tell you that no one who loves sitting alone in their studio knitting baby bibs can possibly have the same Myers-Briggs personality type as someone who loves selling . . . anything. You are not alone in not wanting to do this. I promise you. But this is how people start out. And there are certain ways not to do it. I can’t tell you how many people we’ve never seen before come into the shop with a bag full of stuff and expect us to drop whatever we’re doing to consider their offerings. They may be out there, but I don’t know of a single buyer who appreciates this. Please don’t make this mistake — it is the surest way to make a buyer think you are unprofessional. Unless you’ve got some cupcakes for us in that bag, too, we will talk about you behind your back if you do this. On principal, we never buy things from these folks, and I can’t think of any book on business I’ve ever read that suggests it as a tactic. It is an inconsiderate and amateurish approach, and sends up warning flags to your potential buyer that you will be inconsiderate and amateurish to work with in general. Amazingly, it happens all the time!
Instead, try this. Research the stores you think would be potential candidates to carry your products. Make sure they are in different neighborhoods, or that they aren’t in direct competition with each other; stores want to be unique, and they don’t want their customers to feel like they can get the same stuff on every corner. If the store has a web site, go to it and read it. Discover whether or not they are strictly brick-and-mortar or if they also might sell your things on line; be prepared to have an answer if they ask you where else you sell your things, or whether you make them available on-line.Know your pricing. Don’t expect your potential buyer to figure this out for you.
In addition to your wholesale/suggested retail prices, this is what else your buyer will want to know: Where else are you selling your stuff? What is your turnaround time? What are your terms (i.e.: how and when do you accept payment)? What is your minimum opening order amount (i.e.: how much do we have to spend to make it worth your while at all)? What is your reorder amount? If you’re just starting out, I think it makes sense to set your minimums fairly low. This gives a store more incentive to take a chance on you, and reorder when/if things sell without risking a bigger investment. It is lovely if you take the time to think about these things before you make contact with a buyer; it’s even lovelier if you’ve typed it all up along with your contact information, price list and some really good little pictures of your products (also called a line sheet).
Now you’re ready, baby. Put on those walking shoes and hit the pavement!
May 20th, 2006 at 8:09 am
I appreciate this post so much. I actually owned a boutique gift shop for about a year (I closed it when my son was born in Dec. 2004) and it’s still hard for me to think about getting out there and trying to sell my things to stores. I think it’s because I think about how I would hate it if someone just waltzed into my shop wanting to sell me something without researching first. So I’ve been slow to get my stuff out there because I want to make a good impression and do it the right way. Thanks again for the perspective and I plan on using your tips as I prepare to sell my things.
May 20th, 2006 at 9:46 am
This post is spot on! I manage/buy for a small independent bookstore. I am also the only employee. Often vendors pop in during business hours and expect me to ignore my customers to have an impromptu meeting with them about a product I know immediately is not appropriate for my store. My store is closed on Fridays and that is when I schedule all vendor appointments, and the appointment is necessary.
I certainly have no problem taking a line sheet, catalog, or card and introducing myself during business hours, but don’t expect anything else.
With smaller stores, remember that the person behind the counter may be the buyer, manager or even owner and treat their time with the respect you would like in return.
I really love that this site is addressing this topic!
May 20th, 2006 at 10:02 am
Excellent advice! And I really had a laugh over the Myers-Briggs personality comment - so true. I would also add that if you do have an appointment with a buyer, that you make sure that you are punctual and look professional. You only have one chance to make a first impression and that’s the one that people remember.
May 20th, 2006 at 12:34 pm
I’ve read about this topic on your blog, too, and I don’t remember whether I commented. But I just have to say that you’re so to the point about something that so many need to know. And you write so wonderfully about it.
I shuddered when I read about you talking behind my back, heh heh. :)
May 20th, 2006 at 7:51 pm
Alicia
I have stalked a local store for, oooh, let’s see, two years now. They know me by name, they know my children’s names, I am spending far more money in there than my husband will ever know (that works on a need to know basis and he doesn’t need to know). All because I would really love to sell some of my little goodies in there. I just need to get the time and focus to get them together in a presentable manner and go for it. I am quite prepared for the rejection (sniff, sniff) but your comments are just invaluable for me at the moment. So thank you. And as an aside, I may be your Myers-Briggs freak. Pre-children, I worked in sales & marketing and loved it. Now, I love staying at home and sewing, baking, knitting ……
May 21st, 2006 at 10:20 am
Alicia,
Thanks so much for this post. Once you read it (especially if you have been in the retail side of things) it all seems like such common sense! But if you (like I am sometimes) get blinded by the enthusiasm of trying to get your stuff out there it can fall by the wayside. Thanks for the reminders and also for the great idea of putting a little “press kit” together for saleable items. I managed bands for years and never thought to do this for my art!! *smacks forehead
May 22nd, 2006 at 7:42 am
This is such a well written article with such practical advice. I am bookmarking this page. Although I have a pretty good understanding of marketing, sometimes the subtle techniques to make sales are ignored, at the peril of losing out potential orders. This article really encapsulates what a retailer is looking for. And surprisingly, it seems so obvious, yet lots of well-meaning crafters get it wrong. Thank you for sharing your point of view. ~Yael
May 23rd, 2006 at 1:04 am
OK, I’ve done the research, thoughtfully prepped myself, and I’m ready to go. Do I hand you my card and request an appointment? If the buyer is not there, do I ask the message to be passed along? Mail the information to the store with attn: manager? I’m wondering how best to proceed now.
May 23rd, 2006 at 1:08 am
This is something I really needed to know, since it is what I am thinking about doing in this craftventur I am starting to pursue. Really great advice that I didn’t have. With all the ins and outs when trying to sell what I make.
May 23rd, 2006 at 4:42 am
This is such a great post with good advice–I think another key thing for potential consignors/wholesalers to know is that small shoppe owners/managers are usually swamped. If we don’t get back to you (via email, phone, whatever)–don’t take it personally. And please don’t think that it means that we think less of your merch!
I couldn’t agree more with the part about just waltzing in with merch–unless you’ve set up an appointment (which you can call ahead to find out about–after all your research), it’s very difficult to just drop everything and give someone your undivided attention. There are so many factors that go into deciding what kind of merchandise to carry (i.e. past performance of similar merch, price point, other work too similar, etc.)–it takes a while to make those decisions.
May 23rd, 2006 at 11:44 pm
This was a great post to read. Will there be a follow-up? As someone who would be on the selling end of this transaction, I’d love to know what typical numbers are for the things you mentioned (order amounts, etc - what does a store expect? I know that of course the specifics will vary), as well as the things Aurora was asking.
May 25th, 2006 at 10:38 pm
UNCANNY!!!! I was just thinking yesterday afternoon how I wish I could find some advice on independent selling of my goods!!!! I know bookmarking whipup for my daily reads was a great idea!
This is great advice, and really enlightened me.
So now what? Now that I know what NOT to do, what IS the appropriate manner in which to approach a buyer.
Say, if I go and do my “spy research” on a shop, when may I go in and request an appointment to show the buyer my products? I know what it’s like to be solicited, and it is my utmost pet peeve. I would never want anyone to get that impression from me.
Thanks so much for this article.
Looking forward to reading more!
May 25th, 2006 at 10:44 pm
Thank you, thank you and thank you. Being an owner and the buyer for a children’s shop, this article hits the nail on the head. I have had so many people walk in and want me to drop everything so that I will carry their items. This is a give and take industry. Many (and I mean many) of these people did not know what my store was all about. Whether it be traditional, funky or trendy. And as they are talking, I am thinking in my head “Have you ever stepped foot in my store before this very moment?” I know for myself, leave information, pictures, prices and let me think about it. Sometimes I will even ask my regular customers what they think of this item and if they would buy it.
May 28th, 2006 at 5:08 am
Thank you so much for this post. It really helps to see things from the other side of the fence. You are so right that artists don’t have a sales personality :) I so wish I had some! My husband has to nudge me just to get me to hand someone a business card. I am thinking about trying whole sale with my prints and note cards at one of our local “bird” stores. I have several related prints that I think would work well. Would it be appropriate to send a sample and other information? Would an email be appriate with a link to my website? I would love to know, along with some of your other readers, what a typical minimum would be. Now, I just have to get my courage up and approach someone lol