How do you connect with retailers?
Let's talk about one of the most exciting (and sometimes nerve-wracking) parts of growing your business – connecting with retailers! I've spent years working on and improving my approach to wholesale outreach, and today I'm sharing exactly how I do it, including my secret weapon for automation.
Research is Your Best Friend
First things first – I never reach out to a retailer without doing my homework. I look at:
Their product mix and price points
Their target customer demographics
Their brand values and aesthetic
Their social media page and the products that they share
Pro tip: Check if they already carry products similar to yours. This can tell you if you're a good fit and help you position your products as complementary rather than competitive.
Finding the Right Contacts
Here's where many people get stuck, but I've got you covered. My go-to resources for finding retail contacts include:
LinkedIn Sales Navigator
Hunter.io for finding verified email addresses
Clearbit Connect for detailed contact information
Facebook Business Pages (great to find an email and shop owner’s name)
Retailer websites (look for buyer information or wholesale inquiry forms)
Trade show exhibitor lists
Industry-specific directories like Faire and Abound
Instagram (seriously - many buyers list their roles in their bios)
My Outreach Strategy
Here's what works for me: I use Google Streak to automate my pitching process. This tool has been a game-changer for managing my wholesale outreach. It helps me:
Track all communications with potential retailers
Set follow-up reminders
Use templates while still personalizing each message
Monitor response rates and adjust my approach
Want to learn more about my exact automation process? Check out my Automate and Scale class where I break down my entire workflow!
The Perfect Pitch
Your pitch needs to be short, sweet, and packed with value. Here's my formula:
Personal connection to their store
Quick intro to my product line
Why it's perfect for their customers
Concrete numbers (retail margins, minimum orders, etc.)
Clear call to action
Building Lasting Relationships
Getting that first "yes" is just the beginning. I maintain strong relationships by:
Delivering orders on time, every time
Providing quick follow up after an order is placed
Being responsive to questions and concerns
Offering seasonal promotions
Checking in regularly (but not too often!)
Trade Shows: A Secret Weapon?
I walked the Atlanta Market last year and gained so much insight into how markets work by watching orders happen in person! (Read about my takeaways here!) This year I will have my products at Atlanta Market, Las Vegas Market and Shoppe Object with a tradeshow rep! So, this piece is all new to me! Here is how I prepped:
Professional line sheets
Product samples of my entire line
Up to date wholesale catalogs to share with buyers
Trade Show Promo
Numbers Don't Lie
Here's what consistent wholesale outreach has done for my business:
Average wholesale order value has increased 40% year over year
My retail presence has grown by 400% in just three years, expanding from 50 to over 250 stores nationwide through consistent outreach
Remember, wholesale success is about playing the long game. Be professional, be persistent, and most importantly, be authentic in your approach.
Want more detailed strategies? My Automate and Scale class dives deep into my entire wholesale process, including how to use the platform for free!