Leverage Competitor Insights to Get Your Handmade Products into More Stores
Did you know that buyers actively spy on other stores to see what they’re selling? It’s a well-known fact in retail: store buyers constantly scout out new product ideas and trends. When you get your products into more stores, you rapidly expand your reach and grow your wholesale business. In today’s post, we’ll explore why buyers do this and how you can leverage this behavior to your advantage. Let’s dive in and uncover actionable tips to get your handmade creations into the right stores.
The Psychology Behind Buyer Research
Buyers are always on the lookout for fresh, unique products that resonate with their store’s vibe and customer base. They browse competitor stores to gather ideas, understand market trends, and identify gaps in their current offerings. This is how they ensure that the products they stock will captivate their customers and drive sales. For you, this means that if your products are visible in respected stores, they act as a stamp of approval for other buyers. Your success becomes a powerful referral for new opportunities.
Actionable Tip: Research your target retailers and note which products and brands they carry.
Deep Value Insight: When you know what a buyer values, you can tailor your pitch to show how your products fill that exact niche.
Bold Note: Buyers are essentially looking for “social proof.” The more renowned stores carry your products, the more likely other buyers will follow suit.
Targeting the Right Retailers
The key is to ensure that the stores you’re targeting have an audience that aligns with your product’s unique appeal. You want to be sure that the products in their store match what you offer—whether it’s handmade ceramics, custom jewelry, or artisanal apparel. By targeting the right stores, you not only increase your chances of success but also create a ripple effect, as satisfied buyers become advocates for your brand.
Actionable Tip: Create a detailed profile of your ideal retail partner. List the types of stores, their customer demographics, and the brands they already carry.
Deep Value Insight: This targeted approach saves you time and resources by focusing your efforts on retailers who are most likely to be interested in your products.
Bold Note: Knowing your ideal buyer is half the battle. Precision in targeting leads to more meaningful connections and increased sales.
Building Relationships with Buyers
Once you’ve identified the right stores, the next step is building relationships with the buyers. Relationships are the cornerstone of successful wholesale partnerships. It’s not enough to send out cold emails; you need to nurture genuine connections. I learned this firsthand when I got my handbag line into Fred Segal on consignment. Starting small and proving my product’s value in one store helped me leverage that success into additional sales across the country.
Actionable Tip: Attend trade shows, craft fairs, and local retail events to network with buyers face-to-face.
Deep Value Insight: Personal interactions can set you apart from the competition. When a buyer sees your passion and authenticity, they’re more inclined to give your brand a chance.
Bold Note: Relationships built on trust and mutual respect open doors that cold emails simply can’t.
Leveraging Success for Further Growth
Once you’ve established a foothold with a few key retailers, use that success as leverage to expand into more stores. Retail buyers are more likely to take a chance on your products if they see that other reputable stores are already carrying them. This concept of “social proof” is powerful in the wholesale world. When you start with consignment deals or small orders at well-known stores, you build credibility that can be showcased in your pitches to other buyers.
Actionable Tip: After securing a few retail placements, create a portfolio or lookbook that highlights your successful partnerships and sales figures.
Deep Value Insight: A tangible record of your wholesale success serves as evidence to new buyers that your products are market-tested and customer-approved.
Bold Note: Leverage your initial wins to propel your business forward—each new retail partnership adds to your credibility and reach.
Direct Outreach vs. Wholesale Platforms
While platforms like Faire.com can provide easy access to retail buyers, they often come with high fees that can erode your profit margins. Direct outreach, on the other hand, skips these fees and lets you build stronger relationships. I’ve seen firsthand how direct contact can yield better long-term results. Instead of paying steep fees, invest that money in crafting personalized pitches and nurturing genuine connections with the buyers.
Actionable Tip: Use direct outreach methods such as personalized emails, LinkedIn connections, or even good old-fashioned phone calls to reach out to potential retail partners.
Deep Value Insight: Direct outreach gives you control over the conversation. You can tailor your pitch to each retailer and address their specific needs, increasing your chances of success.
Bold Note: Skip the middleman fees and invest in relationships. Direct outreach is a cost-effective way to grow your wholesale business.
Maximizing Your Wholesale Potential
To truly maximize your wholesale potential, integrate these strategies into a cohesive approach. Every step—from identifying the right retailers to building strong relationships and leveraging your initial wins—contributes to a robust and sustainable wholesale strategy.
Actionable Steps Recap:
Research and Identify:
Create a profile of your ideal retail partner.
Use online directories, industry publications, and social media to compile a targeted list.
Build Relationships:
Attend industry events and trade shows.
Reach out directly with personalized pitches and follow-ups.
Leverage Social Proof:
Use your existing retail placements as leverage for new partnerships.
Evaluate Direct Outreach:
Compare the costs and benefits of direct outreach versus using wholesale platforms.
Iterate and Expand:
Continuously refine your approach based on feedback and sales performance.
Deep Value Insight: Your wholesale journey is all about building lasting relationships and leveraging every success to open new doors. Each retailer you win over not only boosts your sales but also reinforces your brand’s reputation in the market.
Bold Note: Remember, every relationship is a stepping stone to broader success. Invest time in building genuine connections, and your wholesale network will grow exponentially.
Real-World Success: My Wholesale Journey
Let me share a personal example. I once got my beauty line into a high-profile, high-traffic store online only. Initially, it was a pretty small placement, and I was bummed. But within a few months, it served as proof of concept. Other retail buyers, impressed by the placement and market response, started reaching out, and soon my line was on shelves in multiple locations across the country. This domino effect is the power of leveraging early wins to build a wider network.
Actionable Tip: Document your early successes and use them as case studies in your pitches.
Deep Value Insight: Sharing tangible results makes your pitch more persuasive and shows that your products aren’t just creative—they’re market-tested and profitable.
Bold Note: Your success stories are your best sales tool. They speak volumes to potential buyers about the value of your handmade products.
Buyers spy on other stores to gauge what works and to find inspiration for new product ideas. As a handmade seller, you can turn this behavior to your advantage by targeting the right retailers, building genuine relationships, and leveraging your existing successes. Direct outreach, when done correctly, offers higher profit margins and deeper connections than relying solely on wholesale platforms with high fees.
Every step you take in your wholesale journey—researching, pitching, and nurturing relationships—is a step toward expanding your reach and growing your business. Remember, your handmade creations are unique, and the relationships you build with retail buyers can multiply your success.
Embrace the art of direct outreach, leverage your early wins, and watch your wholesale network flourish. Your journey to wholesale success is just beginning, and every connection is a new opportunity to share your creative passion with the world.
xoxox
Cheri
Happy selling, stay bold, and here’s to building lasting wholesale partnerships and expanding your handmade business!
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