In This Corner….THE RETAILER!
One of my Showroom owners sends out newsletters to her vendors and reps. I find this so refreshing and enlightening. By sharing her views and links to blogs she follows and articles of interest, I am exposed to an entirely different viewpoint.
Most of the time, I read the content, take note and get on with my day. Then about a month ago, she sent a link to a blog that I cannot get out of my mind…what I really should say is that it got under my skin.
The reason for the link was innocent and well-intended. It was sent simply to let us all know that buyers were employing new strategies when purchasing during the July Markets. Okay- good to know.
I clicked on the link. Very interesting….However, another part of the post offended me as a Small Business owner. When I went on to read more of the blog I got more annoyed.
I know- you wanna read it for yourselves. Don’t worry- I’ll give you the link, but please indulge me first.
I kept wondering why I was so defensive to this person’s blog. I’m always interested in the opposite viewpoint. As a designer, I have plenty of experience with criticism. As a Small Biz owner, I’m used to taking compliments and critiques ranging from fabulous to nose-crinkling. So what’s the deal with this chick and this blog? I think it’s the tone. Condescending.
I can’t deny that she has tons of experience and is apparently a well-regarded industry expert on Trade Shows. Just don’t mistake this for an objective expert.
The blogger herself states many times throughout her blog that she is decidedly, full-forcedly (word?) and unapologetically on the “SIDE” of the retailer. And oh- she’s on the board of several Trade Show Organizations.
“Side?” “Side?!” My first reaction was to comment on her blog from a Small Biz perspective. Then I thought about a rant-post on this blog about being on the “Side” of the Wholesaler or Small Biz. Then I thought, geez, why are there any “sides?” , and how can I really take her opinions seriously when she is so obviously biased to promote the Trade Show business and their interests.
Okay, I won’t torture you any more. Here is the note my Showroom owner sent:
“A retail consultant and a woman who has been involved in the gift industry for many years, Cinda Baxter, is blogging about the various summer markets. I don’t always agree with her comments, however I think her remarks on buyer strategies is worth reading at Always Upward: The Blog. “
I must give kudos to Baxter for fully disclosing that she does sit on the board for several interested parties in the area she covers. No crime in that.
So, let me disclose this: I’m a Small Biz owner. I promote small business. There, I said it. And, yes, hopefully, I will profit from it. Here’s the difference, I am not slamming the other side of the aisle. I know I need the Buyers/Retailers. I know I have to do the best job I can to attract their business and even more to keep it.
So- I think I would rather learn what the Retail Buyers need and try to nurture that relationship. But, I’m not a doormat and I’m trying to run a business too.
I’ve made a chart to compare the 2 “sides.” I don’t pretend to know what actually comprises a busy Retailer’s day. I just took some wild guesses, of which I’m sure a few are correct.
Even with the variances, I think we seem more alike than not. The obvious- in business to make money- is a given.The even more obvious, they sell to the general public and we don’t, doesn’t really make much difference. At one time or another we are each buying or selling.
Of course, I’m making this overly simplistic. There’s a lot more to the game/role-playing dynamic.
Depending on the size of the Wholesaler or Buyer, the scenario and attitude of either party can change. But, I’m talking to you, the Small Business owner. We don’t have so much power to wield. We’re usually dealing with small chains or boutiques that may carry up to a couple hundred lines – in the big-picture scheme of things, they’re considered “small” too.
Back to the Always Upward Blog. Let me shock you all and tell you that I think you should follow Cinda’s blog. I think she has a lot of information. Not all of it good. And certainly not unbiased. But still she has the backing or funds to travel to a multitude of Trade Shows to give you her “insight”, information and opinions that the general Small Biz public may not otherwise be exposed to.
I decided to learn from her blog and utilize it as another resource.
Let me leave you with this. Buyers need new product. Small Businesses are usually the pioneers of new product. Small Businesses need buyers. Of course there are other elements in this circle of retail life, like saleability and profitability. So, let’s just say we need each other and build from there.
Or, as they say in The Godfather, keep your friends close and your “enemies” closer. Kidding.
6 Responses to “In This Corner….THE RETAILER!”
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J. Kirkwood | Chief Executive Beauty
With over 20 years in the creative field of design, trend forecast, consulting, merchandising and branding with multi- million/billion dollar corporations, I'm here to share my insights with you. I don't know it all...but what I do know will certainly benefit you and Your Beauty Biz!
sure you are kidding,
Kelly, you only say that cuz you know me
Makes me think of one retailer that I approached that promptly told me that she only purchases at the gift mart…My thought, sure lady if you want to pay a higher price! HA!
~Regina
Thanks for your comment Regina.
Yes, you probably would be able to give her a better price than she would get at market, in some cases.
A lot of buyers don’t think that you’re really “in business” or are legitimate unless you exhibit at a market.
Sometimes it’s just snobbishness, an easy/lazy way to deflect you and not have to listen to a new pitch.
Buyers do get bombarded with people wanting to sell them their stuff.
The good thing about her response is that you get a good feeling for her retail model. She may only be interested in dealing with lines that she feels are established. Buying “at market” is an a secure way for her to feel that she is dealing with ‘real’ sellers.
If this is her mindset, you’ll have to decide if you really want to be in her store.
Is it really a good fit for you? Would your brand labeling and product stand up to the competition in her store?
If you feel that it would and really want to be in her store, you may want to approach her again with the appeal of her getting an “exclusive’ line. One that is NOT widely available and that may show up in her competitor’s store.
She may still be hesitant and ask about your volume and sales history and sell-throughs. Obviously, you could fudge this. If you have a proven line and sell- through- GREAT! If you don’t and are really just looking to get some business – which is totally fine- you may want to make some more headway in some other retail outlets that are more start-up or Indie Biz friendly.
Then hit her with your pitch!
Awesome tips Jennifer!
This lady was a “let’s try out my pitch” type of potential customer. It’s a shame she shut me down as I could use the practice but alas, onward and upward! Each interaction is a learning experience.
Perhaps one day she will end up approaching me! I’ll be very gracious to her if/when that happens.
Since then, I’ve observed some interesting deflection tactics by those approached. I’m betting you could write a whole article on how to proceed with those!
I have lots of retailers I could tell you stories about. I may write a blog about them.
Funny, the ones that get under my skin most are usually the ones I learn the most from.
I don’t necessarily learn from them-per say, I learn from my own reaction TO “THEM”.
When something keeps turning over in my brain, I try to break it down. The first question is 1) Am I really concerned about this or 2) Am I juts being shallow and snarky. (Believe it or not, I DO have a ‘tude at times.)
If the answer is, Yes, this is a genuine concern, I try to think about A) If I can fix it, B) Do I need to fix it, C) How to fix it, D) Will it bring more sales to fix it and lastly, E) Can I afford to fix it.
From those questions, I deduce my path of action.
I will say that sometimes my path of action is to RANT and then release. That is my general Mantra
So, don’t let this situation get you down. AND don’t keep it in your head. Release, and kiss it to Jesus.
We all have those – “when I get successful” scenarios in our head, which keep us entertained in the short run. But, like you said, onward and upward.
oh- and when you meet up with the retailer-in-question again…give her a “special” price…double it
kidding.