Contacting potential retailers

Sometimes other indie business owners ask me how I contact retailers that might want to carry Sew Bettie products. This can be really nerve wracking, but remember that the store owner wants to find products for their shops so it can't hurt to ask.

Many people suggest wholesale catalogs to send via snail mail to potential retailers. I don't do this for a number of reasons. First, it is really expensive. Second, it seems like a whole lot of trees when all of the information could be shared electronically. Third, Sew Bettie crafty kits (which are usually the only items I wholesale) are limited edition so the catalog may be out of date by the time the customer gets around to ordering. Keep in mind that if you decide to forgo a snail mail catalog you may be missing out on potential customers because a lot of shop owners hang onto these catalogs and order from them.

My preferred method for contacting shop owners is via email. If I come across a shop that I love (and I only want Sew Bettie products at shops that really rock), I'll send them an email. The big question is what to put in this email? I think this really depends on your business, but the following has worked well for me.

I start off my introducing my business. For me, it goes something like "Sew Bettie is a collection of adorable do-it-yourself crafty kits to inspire creativity. My partner, Mark, and I (Cara) design and produce in our Chicago, IL studio." I then tell the shop owner why I think they may be interested in our products. This pitch totally depends on the business. For example, if the shop is a fabric store I don't have to sell them on how popular crafty kits are - they already know. But, if the shop is a children's toy store or a upscale fashion boutique, they may need some more info about the crafty DIY movement. I'll do this in 2 sentences or less. Remember that shop owners are really busy people. They don't have time to read a dissertation on why your products are special.

The next part is the most important - sharing your products. I include a short description of each product available for wholesale. This description includes the product specifications (e.g. size, color, contents), cost, and photos. Here is an example of how I might describe the Sew Bettie Button Ring Kit:

"Our DIY button ring kit includes all the basics for making button rings. This popular Sew Bettie kit comes with step-by-step directions, 25 buttons, and 1 yard of black elastic. The directions are professionally printed on heavy card stock with a gloss finish. A color photograph accompanies each step. We've collected the buttons from all over the world - each kit contains a unique set. The wholesale price of the kit is $5. The suggested retail price is $10. Click here to see photos of the Sew Bettie Button Ring Kit:"

If you have a ton of different types of products available for wholesale, you may want to limit it to the 2 or 3 that seem like the best fit for the shop your targeting. You can then include a link to the rest of your product line.

After describing my products, I include a brief description of my wholesale terms. I have an opening order minimum of 12 kits and require payment in full before items are shipped. Other business have a set cost minimum (e.g. $150). I then let them know how they can place a wholesale order on my website. Of course, I close by thanking them for their time and consideration.

I hope this info is helpful to you. Remember, you know your business best so trust your instincts about the best way to gain wholesale accounts. You'll likely have to contact several shops to get a response from one so don't take this personally. Shop owners see items they love all the time but that aren't quite right for their customers. Good luck and let me know how it goes!