How to Boost Your Sales

September 15, 2008

So, I was all I am not doing a bunch of new products and I don't have time for development, blah, blah, blah!  Then this summer I was under tons of pressure to develop new products for a few projects.  I painted for days, weeks, hours, weekends - it was like I was a crazy woman....a crazy woman covered in paint that is.  After 32 new designs, I think I am done for the year....well for this week anyway.  Two weeks ago we released our products out into the world, now my job is to get people to purchase them....

Paying Attention

My paintings, or master pieces (as I call the little babies) become my customers keepsake.  Not a knick-knack, but possibly a small piece of wall art for the nursery.  I know I have said this before, how I am an accessory....well not me literally, but my products.  Our products are considered an add-on to a purchase, or a gift for a new baby.  Though I like to consider Jamie's Painting & Design the center of the universe, I do not think anyone would ever design an entire nursery around one of our products. 

I think understanding what you make and where you fit into the purchase is key to understanding your market.  It took me awhile to get this - when I started I designed products that I liked, that I wanted or that customers commissioned - art monkey for hire.  I am not an artist for hire - I know that now.  When I figured out exactly where my product fit into the industry I was able to target companies with a pitch.  I found my niche, I found good partners, good sales channels and that is when we started to grow. 

Holiday Sales

Retail companies can do as much as much as 70 to 80% of their business in the last quarter of the year.  I need to focus on sales, and press now.  We are almost at the end of the year and being a company that is retail -we expect to do at least 30% maybe even 40% of our sales in the next three months.  Sales Baby! 

Well by sales I mean sales in my existing accounts, not new sales or new accounts - it is almost too late in the year to consider a new sales channel.  But, growing existing accounts or focusing on promotions, improving partnerships....the details.  The details, the small details are really what is important...

God is in the Details

Before starting this business I did not have a sales background, however my husband did.  He was a  veteran salesman even back in 2002, he had been around the block a few times.  Me, not so much.  His best advice has always been, "How will you know the answer if you don't ask the question?"  This is great advice for any entrepreneur, and I think it sums up most of my sales channels and relationships.  Don't fool yourself, the relationships is just, if not more, important than the product you are selling.

For example, if you are a wholesaler on a popular children's site, yet never get featured in their catalogs, never are on the front door of the website,mentioned in promotions or email blasts - who's fault is it?  Did you hunt down the buyer?  Did you list your accomplishments, talk about sales, discuss new ideas....offer to do an exclusive?  Do you have a advocate at the company you are working with?  I always....well almost always, get one.  Find an advocate at every company you work with.  Start asking the important questions.  If you don't like to do this - suck it up, or get a sales representative, but you NEED to ask the questions.

Be In the Know & Be A Good Partner

I have often mentioned that information is golden, and I am not one to hide my head in the sand.  I like information, whether it is good or bad, I want to know.  If you are a small business owner that sells through other channels you should know what is going on with that company.  I don't mean you need a cheerleader at every company, but your top sales channels, or your top 10-20% of sales - know them well.   

Do you make calls every few months to check in, see how sales are going, or what the direction of the company is going?  Pssst....you should know how sales are going with that company already, and if there is a drop - find out why.  Do you send thank you emails after they post your new products or do you ignore that they got the products up quickly?  Do you acknowledge a big event, or just send an email asking to be paid?  Don't be afraid to ask the big questions, just be prepared, and be polite.  Gushing never hurt any one either....so I heard.

Being a good partner with a company is key, knowing what is going on is key.  I have relationships with almost all of the businesses I work with, I have an advocate in the bigger companies - a champion, a sponsor - someone who will tell me what is going on.  It is easy to ignore the sales channels, to just let the product speak for itself - this is easy.  I know that, I hear you - but easy is not always the way to go.

You Scratch my Back...

First you need to prove yourself to the sales channel, then you can ask the questions.  You need to be a good or even a GREAT partner before you ask for a favor or ask for information.  Are they a fan of your company?  You need to prove that you can handle the favor - if your customer service has not been stellar, work on it and then call the partner.  Do you rush an order just because?  Do you do a few extra things because they made a mistake?  Tell them about how you have ramped up, how you are ready to take on the extra business.  Don't expect any favors if you can not pay them back...

We were working with a company that was a good channel, well actually they were a great channel.  We had a "relationship" already, a good one.  Earlier this year the payments stopped coming.  They were late on paying us.  We discussed it, we called, we emailed we acknowledged their problem and kept tabs on the situation.  Anyway, the company was able to get back on track with payments, they called us immediately, they emailed us, their accountant called me direct.  I asked around and found that that other vendors did not receive any of this information.  They put us on the list of companies to contact.  Even though we are not a million dollar company, we were treated like one and more importantly we were one of the first companies to be paid.

But What are Favors?

Calling in the favors always reminds me of a line from the Godfather, or any other fabulous Gangster  (not Gansta') movie.  And somewhere, somehow you may need to call in a favor.  Again, if you do not have anyone that you are "tight" with at the companies you have partnered with - you can not ask a favor.  Well, you can, but who would you call?  Customer service?  Leave a message with the accountant's assistant's secretary?  Ya - no.

By favors please know I do not mean sabotaging another companies success, or abusing relationship to ask a sales channel to not carry another line.  I have never asked that favor, and that is not a favor that is cruel.  I would not ask that.  Remember my rant, competition is good, blah blah - bring it on.....you know the drill.  By favor I mean:

"So I was just wondering how my widgets were doing against that other companies widgets?"

"What are you looking for in new designs?  We could develop some new designs for you." 

"What do you think is missing in my line?  What would you like to see?"

"I designed a new Halloween shirt that I think would sell really well, it has already sold out at the ABC store in my area.  Would you consider featuring it in your next newsletter?" 

Do you see what I mean?  You may need to grease the wheel before asking, you may need to send a sample product, you MAY need to give them something (a few percentage points off the sale, free shipping, a twofer (two for the price of one).  Now is the time to be creative - with the economy down and the holiday season around the corner, get out there and make it happen.  I would love to hear about other favors that may have helped your company? Or the tough questions you were not afraid to ask.....

 

Comments

[sarah jane]

you are so articulate!! Thanks jaime. I am sitting here before getting to work, asking myself...how do you pull to the front in this kind of economy? And bingo. The queen of it all...you got it down. you are so right. I think the BEST thing in biz really comes down to service...customer service, relationships in the biz, etc. You are the best example of that too. You are always on top of where you are in relation to others, and that sets you ahead. I really don't have any advice to offer, except to say "amen!" Thanks!!!

[kelly rightsell]

Hi Jamie, LOVE the political designs!! Hope all is well..Brain came back from ABC with some weird symptoms....tell ya later. Take care, Kelly

[Sharon]

Collaboration with a small store owner may be the way I get my product on her shelf. I was referred to her store by another store owner, who isn't taking new products because of the economic slow down. Turns out the second store owner is interested - I went in with the attitude that even if she wasn't I wanted to know what she thought. I think we're going to be able to work something out once we can find the right fabric for the edging.