Posts filed under 'Sales & Marketing'
Up, down, round ‘n round; wee heee loooptees on my daily roller coaster. Every day in this business there are fires (rush order for big important client is running late) and there are flowers (someone you know mentioning they saw your product featured in a national magazine).
Yesterday, I got final confirmation from this fantastic woman that she definitely wants to rep our baby line. This was particularly thrilling because I really feel right her, and right about bringing her on board; lord knows I’ve been praying for help in the sales department. And more importantly, I feel we are good for her too, we have so much room for growth. That was in the morning. That was a whole bouquet of blooming flowers.
The day was busy.
Late afternoon, I had an appointment with the blanket sewing contractor. They want to raise the prices on every single little aspect of the manufacturing process - to such exhorbant rates -, that I spent most of the appointment with either my jaw on the floor, or giggles of disbelief escaping my mouth. But I kept my cool, shared my perspective, and left saying I would look it over, price it out, and see what the helllllllllll we are going to do now. That’s was a three-alarm fire.
Did you know that there are some flowers that only bloom after a fire has heated their seed pods to a temperature high enough to makes them pop out their seeds? Maybe it’s plants, but flowers works better here…
So, that fire blew over me and honestly, I went from thinking it could be the death of a product line to discovering options I didn’t even know existed. Thank you crazy contractor for having such an extreme moment that it pushed me to look for a new way. Thank you, thank you, thank you. Things are going to get so much better…
Have fun on your roller coaster today (it’s a thrill ride we are on by choice), remember to stop and smell the flowers (sometimes we don’t pat ourselves enough on the back for how far we’ve come), and most importantly, keep a fire extinguisher buckled in the seat next to you!
February 10th, 2010
We have new designs, so I’m starting to plan the photo shoot. We haven’t done a formal photo shoot since we launched (yes, that’s the truth). When we launched we did a photo shoot with a friend who is a professional product photographer. We were completely unprepared, we went in with our product and no clear definition of the scene we wanted to set, or the mood we wanted to convey.
So, as I’m planning for a photo shoot for our organics collection, I know I have a lot more to think about than just the product being ready:
- Models - need to locate and confirm models
- Scheduling for the day - the setup takes up most of the shoot time. If you haven’t been on a shoot, it’s almost unimaginable how long it can take to get the lighting setup.
- What types of photos we need - we need model shots more than isolated product shots. If you need isolated product shots, you should create a photo shot list that lists every product you need to shoot. For a model shoot - the photo shot list includes all the products /scenes you want shot. Send this list to the photographer; the list will help you group your shots in a logical order and plan for a realistic amount of time.
- What is the mood / atmosphere - this is where I still need to do the most thinking. I learned a lot about “hero” shots from the photographer. You need props - think if your product is candles, you might want to set a dining table scene for your “hero” shot. The candles would be the main focul point and glasses, centerpieces, etc. would be background items. The hero shot helps your customer envision the product in use, it should make the customer WANT that scene in their life.
- The setting - indoor or outdoor? If outdoor, where?
- Costs - of course, there is always the cost to consider!
I’m excited to get to our next shoot and feel happy that I will be much more prepared than the first time. Oh, one more tip - if you are using models (especially babies), don’t have them arrive until the time you anticipate being finished with setup. It will keep them from burning out before it’s their time to shine.
Have fun - it’s one of those aspects of our jobs that is creative and fun!
January 13th, 2010
I innocently mentioned in a morning meeting that I was having trouble (ee gads, BIG TIME) keeping up with wholesale requests and vendor needs. This led to questions about how the process works right now. Which in turn led to immediate clarity that the wholesale account setup and ordering process for retailers was a mess, or in other words, doesn’t really work right now. We identified three main areas that are in need of serious help - the online shopping function is not completely implemented on our site, there is a major lack of links to the wholesale pages on our site (yikes), and we have way too manual of a process for keeping vendors updated.
Which means, basically, the whole process needs an overhaul. The first thing we are tackling is streamlining the ability for vendors to login and place their wholesale orders online through our secure ecommerce site. This will enable vendors to track orders better. We do have issues with an inability to set wholesale prices for some of “add-on” prices for the blankets. But we are very close to having online purchasing setup for the apparel collections. I know that when I have to order supplies, I LOVE being able to login and place my order online (should be standard right?). So why wouldn’t our customers appreciate this same convenience?
The next portion of our wholesale account setup process that needs attention is to make it very obvious to visitors of the site that we have wholesale options for retailers. Right now, there isn’t even a link to the wholesale page from a lot of our pages. HUGE oversight. Our retailers are a big part of our business, so the site needs to be informative to wholesale customers as much as it is to our direct retail customers.
Finally, we had to tackle the manual email response process and how to keep things from slipping through the cracks. In order to clean up this part of the process, we have to rewrite the content on our wholesale page, with clear directions on how to create an account. The biggest change will come from the creation of our wholesale docs page, which contain links to the current line sheets, product images, and other important information for our vendors. And, newsletters, newsletters, newsletters. We will send out a monthly newsletter (no, we’ve just never been able to get on top of this) to keep our wholesale customers updated on new product releases, blanket prints, pricing changes, and everything else that matters to their bottom line.
We have only been able to clean up small pieces of the process so far, but I’ve already noticed improvements. We are crazy busy these days, but are getting better at scheduling time to fix things that will increase customer confidence and relations.
October 19th, 2009
Oh crazy first month of 2009, I love you! This month was incredibly stressful scurrying to figure out CPSIA compliance, taking in some of our biggest orders to-date, and going on the roller coaster of having a best-selling product sell out (this is a fabric availability issue).
Ah, the CPSC has issued a one year stay on testing regulations for certain products. This was the news as of yesterday. Here is a link to the press release. Anyhow, what this does is let us go ahead with the testing we are doing and go ahead and keep selling the blankets. I think it’s important to note that you still have to comply - you can’t sell products with lead over the limits, but it seems you can decide how you’re going to do your due diligence and test your products, or accept certifications from suppliers (such as Michael Miller recently declaring all of their fabrics are CPSIA compliant).
We have new organic onesie designs and they are selling like mad. There was finally a noticable pick-up in January. We’ve seen so many boutiques go out of business in the last year, that it seems (cautiously optimistic) that those that have managed to stay in business are finally picking up some of the customer’s from the boutiques that are no longer around. For example, one boutique in the center of town just placed their biggest b*Fab order yet - they have watched no less than six competing boutiques go out of business in the last eight months (most of those were our customers too). At some point, even if all those businesses had less customers, one out of seven boutiques should now have more customers. This pendulum has to start swinging this way at some point, right? It seems to be for us.
We had a cute little poncho featured in the January issue of Pregnancy & Newborn magazine and that sucker
sold out almost immediately. Between the boutiques that managed to place wholesale orders and the online sales, it wasn’t even in stock for two weeks. The reason I’m bringing this up is because I ran into the good old fabric is now out-of-stock issue again. This time, we wanted to do another production run - it’s selling like mad, it will sell well through the Spring - but the fabric is no longer available. So, instead of being able to keep it available on the site, we are scurrying to replace the print fabric. The bright side is that now I know more about our potential and that informs me for ordering increased yardage and supplies for the next go round.
I can honestly say we’ve never worked as hard as we did in January. This could well be the year of the 16 hour days, but we’re up for it, because the business is growing up to it. I don’t let myself watch much news anymore either, it is seriously too depressing. I get it. I’m proceeding with more caution than I ever have before, I’ve learned a lot of lessons from the economy hitting the skids. But I have to focus on the positive and how I’m going to keep us going through this. It’s nice to be bringing in a great flow of business again - that definitely helps to see the bright side of things.
Here’s to the launch of a great February. And for me, a happy weekend when we’re actually doing some painting around the house.
January 31st, 2009
This post is in response to all the emails I get from buyers wondering where they can find unique products, and vice versa, from manufacturers wondering how to find buyers. So I wanted to share with all of you a great resource, no matter which side of the coin you’re on - the boutiqueup.com newsletters.
Lisa, from CreativeWritingStudios.com, has put together an bi-weekly email, similar to HARO, but aimed specifically at connecting buyers with manufacturers. There are two separate emails that go out - one where manufacturers list their product offerings and another where buyers who are openly buying list their product requests and contact information.
This is an invaluable resource for all of you who are looking to target your pitches at buyers who are actively seeking new lines. If you’ve been involved with any of the sales aspect for your company, then you know how hard it is to get the buyer’s attention, and even harder to find buyers who are looking for exactly what you’re offering. BoutiqueUp! is a free service (yes, I really said that and yes, it’s really true!), so make sure you sign up to receive the updates (sign up is at the bottom of the page).
Boutique UP! has a lot of additional services that you will want to look into - including a wholesale directory and wholesale catalog, and unique product reviews (she’ll create an amazing one-pager for you to send to retailers).
You should also contact Lisa if you are in need of writing services - she has incredible rates and I am familiar with her work, which is outstanding. She can write you web copy, your marketing materials, your press releases, etc. And like I said, the rates are reasonable for start-ups. Visit her at creativewritingstudios.com.
Keep on moving on!!!
January 24th, 2009
I’m actually going to attempt to answer some questions that I get over and over from people who are ready to sell to their first boutique, but are just a little unsure about what to expect. I had these same questions too, because it’s such an unknown - getting that first order.
How many items will a boutique want to order?
It depends. You set your own minimums. I know companies with a $100 minimum for the first order and I know companies with a $750 minimum for the first order. We have minimums but I’m not completely strict about them. To me, the long term relationship is more important. I want to get in the door and get shelf space. If being a little lenient with our terms is the way to convince a popular boutique to take on a new brand, then I’m ok with it.
I’m also ok with it because I know our stuff sells really really well once it’s on the shelves. This means re-orders and on-going shelf space. A long term relationship is what you want, so make sure you deliver on what you say you will and do what you can to get in the door!
What do I need to have with me when I go to the appointment?
Samples, samples, samples! You also need line sheets, price lists, and order forms. If you have marketing materials to show, that’s a bonus and can only help. Be prepared to talk about what boutiques carry your line - and yes, I mean be prepared to talk about this at your first appointment because it is true you will get asked. If you’re trying to get your first sale, don’t shy away from this question - swing it towards what marketing you are doing and consider how you’re going to get a piece of that shelf space.
Would it make sense to offer consignment to the first boutique? Of course - shows confidence and gives you a better answer to the “who carries your line” question when you’re at your second boutique appointment. Generally, buyers are looking for commitment to your product and a commitment to marketing your product. They like to hear other stores are carrying your line, but also like to hear that those stores aren’t in too close of proximity to their store.
What are line sheets?
Line sheets give the buyers a visual of your line. They include a technical sketch of your garments and the garment specifications - sizes, styles, and colors (prints) available. I’ve seen a lot of different variations of line sheets, but you’ll be fine if you think of setting it up in a table format. Make sure you have style numbers.
A price list is a list of prices by style numbers. We keep our prices separate from our line sheets - and it has helped. Our prices have changed, and when they did we didn’t have to re-print all of our full-color line sheets, just the mostly black-n-white price list. I have seen companies put their prices on their line sheets, so, again, it’s your call.
How will a boutique appointment go?
I think I might have mentioned this before, but I finally started prepping a presentation for appointments. I do pretty much get right into showing the samples, but I have a specific order that I show the samples in and more of an introduction to the company and why they just have to have us. I’ve had buyers who want me to set up in a specific area, I’ve had buyers who want to meet at a coffee shop or somewhere offsite, and I’ve had buyers who want me to show them right there at the register so they can work the store. Most importantly, make sure you ask for the order!!
I’m sure there’s more, but I’m tired after a very busy week. Crazy week is probably a better way to put it. Business is actually doing great, our line is still selling for our retailers and is also selling well online. I hope it stays that way! I have watched a few of our retailers go out of business this year, so I’m not trying to pretend by any stretch of the imagination that everything is rosy. But I am trying to focus on the positive things because it does no good to focus on the negative ones. I also hope you all know that just because I share the way I do things in this blog doesn’t mean it’s the only way, or even the right way. It’s just me wading through the madness of keeping our business alive and growing. I didn’t go to business school and I didn’t go to fashion school, real world experience is how I’m learning. But I am learning..oh boy, am I ever learning! Two years in business and still going…
November 7th, 2008
We have been so BUSY lately! Really running-a-business-it’s-hard-to-keep-up-with-orders BUSY. And it’s great. It’s due to a number of factors, the first being a complete change in our discipline and focus. I’ve also gone to a few business intensive seminars that changed my view of myself and our business completely for the better. Lastly, the biggest thing is having some best-selling items that are flying out of the boutiques!!
In January / February, our online traffic had been building, and online orders were up, way up. And then, end of February, beginning of March, there was a definite drop-off. I was the first to blame it on the economy. Then I had to blame it on myself and my total lack of discipline. Which is not to be confused with amount of work I was doing - it was just always reactionary; I wanted to be on-top of it. Now, I’m getting there. If I have free time, I focus on what can be done to stay on top of things. I can honestly say that I devote at least an hour and a half every day to sales and marketing. At least. I now use an index card system - which I’ll save for another post but it’s the most simple amazing system that really works for me.
Once I stopped waiting for the world to come to me, everything changed. And our business is growing by leaps and bounds.
The next big factor in the business pick-up is attending business seminars by a really great coach. The first seminar was on sales and the second seminar was on a general business health check-up (WOAH!!!). Both were real eye-openers for me. I can’t tell you how great it is to get some outside input once in awhile. I don’t do it enough on THAT level; meaning, I listen to our customers but need to remember to listen to and seek out more mentors too.
By far though, a giant factor in our recent success is having some great products, at great price-points, that are poised perfectly for this tighter-economy / bigger baby boom / everybody’s going green movement. The great products, and now their proven performance, have given me greater confidence when I walk into a boutique. Which, of course, makes all the difference in the world.
July 19th, 2008
Wow, before I jump in, I want to apologize for being so side-tracked from this blog. I have been incredibly busy and my focus has been elsewhere - but I have a lot to share and I promise to pour it out here as much as I can.
I attended a Business Intensive Seminar on Sales last Friday. The seminar was put on by a business coach who had been referred to me by a friend. I’ll admit I was skeptical, and I battled back-n-forth in my head all morning about whether or not to go. I pretty much had myself convinced to stay until I told myself “you are going. The only reason you don’t want to is because it’s outside of your comfort zone. So you are going.”
I am SO happy I went.
I really have a different perspective on sales. There were a lot of concepts that were thrown out as food for thought, as well as concrete ways to set sales goals and figure out both lead and sales conversion ratios. However, the main thing that struck a cord with me was the idea that, during any given sales pitch, you are focused on one of two things:
- Money
- How you’ll make a difference - meaning your service or your product
If you are focused on how you’ll make a difference to the person you are pitching, you will be far more successful in your pitch than if you are focused on money, or closing the deal. The more you are focused on the money, the more you decrease your chances of converting the sale.
Funnily enough, I can use said Business Coache’s pitch to me as a prime example. When he was pitching me, I felt strongly that he cared about making a difference in my business. He had me sold on his group coaching program and made it sound like he’d send me info and it was all easy-going. The next email I received jumped right into needing my payment for the group coaching, and needing immediately or I’d miss the boat (group). Well, that completely threw me off. I almost immediately backed out and said I would look into it for the next round. If he had stuck with the original approach and made it seem like getting my money wasn’t the MOST urgent part of the process, I would have been happy to stay on course. Instead, I decided to attend this one-time seminar at about 1/20th the cost of the group-coaching program.
I think this is important for all of us who don’t have a sales background. It’s hard not to focus on whether the prospect is going to say “yes” or “no” - which is focusing on the money. Focus on how you are helping them and they will feel lucky to be in business with you. You always want it to feel like a win-win, especially in our industry, where you are looking for long-term relationships.
Even if you aren’t the sales rep for your company, this concept should translate to all of the PR and marketing you do for your company as well.
June 2nd, 2008
April was so great for sales that it has raised new manufacturing nightmares - ok, speed bumps; minor speed bumps. Mainly, the contractor needs more contractors. I have been questioning so much about going the specialized route (meaning with the personalized blankets). I love designing clothing, that’s why I started down this path - that is what I’m good at. I’m wondering if I got derailed by the niche offering of personalized items for the better or the worse. I hear negative after negative out of the contractor’s mouth, as I’m pouring more and more business their way. Yet when I ask if they are telling me it’s going to be too hard to grow, they say “no, no, this is a good thing”.
So we’re just pushing on. Is it perseverance or blind faith? I have no idea right now. I’m focusing on sales, sales, sales - especially to wholesale accounts. As I mentioned previously, it’s hard for everyone right now. And we’re all staying positive, trying to stay positive.
I’m reading the Bhagavad Gita right now and one of the main (life) lessons in there is to just put your head down and work. So I’m trying to do this as much as possible during work hours. It’s when I try to focus that I realize how flighty I let myself be with my time - check this email, check the news, blah blah blah.
And on that note, I will be blogging more; we’re growing so much, my time has been consumed. I’m working on getting our sales kit to our sales rep in the southeast - who is ready to hit the road! I’m very excited and nervous about this new development.
PS. You can now email me at info@startupkidsline.com if you have any questions. I’m behind on emails, so I’m hoping this will keep me a little more organized so I can get to all of them. And please, let’s help each other on the forums too!!!
May 20th, 2008
Crazy times right? Crazy times to be starting a business (we’re a year and a half past launch, I wonder when I’ll start referring to it as running a business???) It’s an economy thing and it has been crazy. We were building momentum like mad into January, and then everything just dipped. One of our boutiques that really sells our stuff well estimates traffic was down from 20 - 30 people a day to oh, about three!! THREE!!
But if this last month of business is any indication of things, then I think things are finally taking a turn for the better. We had a heck of a great show at Baby Celebration, online sales are up, and the boutique’s sales are picking up too.
We’ve been careful to keep up the momentum as much as possible, focusing on driving traffic to the site and also on keeping in touch with prospective boutiques and current accounts. It’s true that your current customers are your best customers - it’s much easier to sell to someone that already likes you and trusts you. So I’m trying to get appointments with current accounts to get in and show them the new stuff. And I’m really really trying to focus on being optimistic and putting the hard work behind it.
Time management is always a challenge, but my partner is going to take on some new project management tasks, which will help a lot. Imagine if we actually created project schedules for the mountains we want to climb? Miracles might happen.
I hope that all of you are seeing a pick up in business too!! Anyone out there have big trade shows coming up soon? Dallas? Mom2B?
We’ve got Atlanta in 9 weeks because we’ve picked up a sales rep!!!!! Right now we’re in the contract phase and I’m working on getting the first official salesman’s kit together. I can’t believe how much stuff you always seem to need when RUNNING a business.
May 4th, 2008
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