You had the idea. You created the product. Now what?

As a wholesaler, getting your foot wet in the retail industry can be easy. But getting both your feet soaking wet in the world of retail isn’t always as easy as it may appear. There are many steps involved in reaching your goals, but among the first that you will have to face is how to attract buyers as a new wholesaler.

Buyers across the country and around the world have accessibility to wholesalers in a variety of ways. Buyers are introduced to new products every day, so it’s important your products are repeatedly being introduced to them. Trade shows, advertising and networking are all successful outlets to gain attention from buyers, and as a combination they are sure to make an impression.

Trade Shows

Don’t let the idea of a trade show scare you. Yes, they can be expensive. Yes, they are a huge time commitment. Yes, you will likely need to travel to attend a good one. But the most important thing they can do is help your business.

Unlike regional trade shows and knocking on local mom and pop stores, national trade shows launch your business to a whole other level. They have attending retailers from across the country and possibly even the world that are not just attendees, but potential customers for your business. Think about that for a second… You now have the opportunity to gain retailers attention face to face that you may have never known existed otherwise. Need we say more?

A few things to consider when preparing to attend a show include the following:

1. Present your product professionally. Have a polished buyer’s packet prepared that can be shared with all perspective buyers. This should include your product information, company details, designer details if applicable, retail and wholesale price points, opening order terms, delivery expectations and re-order details. Including photos that are professionally presented within this packet is essential. Color, sizing, and availability details are also important to include. If you have case packs, include these details, as well.

2. Respect your buyer’s time. There is a lot to see at a trade show, and buyers know this more than anyone. If you understand this going into the show, you won’t be surprised when a buyer is quick to walk through your booth, grab a buyer’s packet and then walk away. Understand that retailers may write orders at the show but many prefer to write orders after the show instead. Try to get their business card so you can follow up with them once the show is over. Taking notes on what they may have looked at, asked about or mentioned to you while at the show will make a great conversation piece for when you call them up. Your goal, of course, will to be to get an order placed. But remember to respect their time… just because you have time to chat doesn’t mean they will.

3. Stand in the buyer’s shoes. When you walk into your booth, does it flow well? Are products accessible for buyers to touch and experience? What feeling do they get from your displays? Buyers need more than just a great product to draw them into your booth – they need a great experience. Use merchandising, music, color, giveaways and a great personality to help with this.

Depending on your product, there are a variety of trade shows that can help support your business. Some leading shows to consider include ASD (www.asdonline.com), Off Price Show (www.offpriceshow.com), National Hardware Show (www.nationalhardwareshow.com), Magic for Apparel and Accessories (www.magiconline.com) and ABC Kids Expo (www.theabcshow.com).

Advertising

How often are you left with an impression of something – anything – that stemmed from an advertisement? The same way it affects you, it affects buyers. Luckily, there is no shortage of advertising opportunities that will gain retailers attention. With a little research on your end, you can reach your specific audience in a variety of outlets.

1. Online Advertising. Facebook has it. Even Twitter has it’s own way of doing it. But the best way to gain retailer’s attention via online advertising is on the sites retailers repeatedly look at. Blogs, retailer resources and editorial websites can all offer you this.

2. Print advertising. Good old fashion paper will never look better than with your company’s ad on it. Consider advertising in your favorite editorial trade magazine. And when it’s show time, don’t forget to get an ad in the trade show hand out that is sure to be a buyer’s bible.

When preparing the actual ad, don’t skimp on the details. Make sure it stands out from the rest while still looking polished and professional with informative details included.

Networking

If you don’t like people, then retail isn’t for you. In order to be successful, it will take a lot of talking. And then some more talking. Just remember to listen in between all that chit chat so you can learn from others, as well. By doing this, you will form a network of professionals who you can lean on, turn to and gain from. Retail references, distributor advice, saving ideas and so much more can be learned from others. Listen to everything, react to what matters for your business and meet new retailers as a result. So what are you waiting for? Time to get started!