Are you frantically sending out all those holiday orders to your wholesale customers? Don’t forget to include these extras to help them sell, and become more valuable in their eyes.
Your bio and photo – Retailers can sell more of your work if they are able to share your story with their customers. A printed card with a short bio, including your inspiration and technique, and a photo of you (perhaps in the studio) will help round out your display and put a face to your collection.
Your line sheet – Don’t assume that all retailers are organized and that everyone has your current line sheet. This helpful tool will enable them to take a quick look at what you offer, and encourage them to either reorder or take special orders from customers. Your line sheet should have photos, item numbers, and prices – but, include another line sheet without prices (or your contact info) if you would like your retailers to take those custom orders. This allows them to show your collection to their customers without revealing costs, and make more sales for you.
Order form – Add this as well to make it easy for the retailer to start a written list of what they may need to fill in what has sold. Holiday periods are stressful and need quick turnaround. Let them know if you are able to ship quickly and what your cutoff date is to get merchandise in the store before Christmas.
Sales tips sheet – No one knows more about your art and it’s benefits to customers than you do. Make an easy-to-read bulleted list of selling points for retailers and their staff to use when talking about your work. Is it hand washable? Go from oven to table? Have more than one function? Help your galleries and retailers sell more of your work by giving them the tools and knowledge to do so. And, add in any smart merchandising ideas you have for displaying your work for maximum impact.
Sales aids – These are extras that can go with the display to help sell your work. Some examples: a recipe (including photo) to include with your hand thrown ceramic casserole, or a scarf-tying guide to share how your hand painted scarves can be worn.
Care instructions – Let your retailers know how to instruct customers on caring for their purchase. Should they avoid displaying your art in strong sunlight? Are there special ways to clean or maintain what you make? Every bit of information they can share with a customer helps build a comfort level that increases the potential for a sale.
Signage – Do you have a logo or great branded sign that will look perfect with the display of your merchandise? Send these along to help make your collection even more appealing.
Display – If your work can fit into a display that you provide, such as a bracelet bar, point-of-purchase display, or even a greeting card rack, you may want to provide these for retailers. This allows them to easily merchandise your work, and if you brand the display with your logo, it becomes your own little piece of “real estate” in the store. Plus, as your display sells down, they can readily see a reorder is needed.
Checklist – Does the retailer need great photos of your work for use on postcards, ads, etc.? Or would they like you to send a press release to their local paper? A link to their store on your website? Include a list of other ways you can help your galleries sell and encourage them to let you know by faxing, emailing, or calling you. This not only offers even more assistance, but lets them know that you are an excellent partner in their success.