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Calling New Businesses

Sandra Paluzzi
The Bead Peddler®

So you've decided to try to market your line to storefronts.  You'll let them do the retail marketing and gladly allow them to mark up 100% of their purchase price (they pay 9 and sell for 18.00).  But how do you approach those stores?

First of all, you have to choose a few stores to contact.  You can start with just one store if you'd like but I would suggest 5 for your first venture.  I would also suggest you target small, locally owned shops.  Your first time retailing is not the time to call Macy's.

Visit the stores you're considering to ensure your artwork will fit in with the rest of their merchandise.  Your jewelry should retail at the same price points as the rest of their merchandise.  It should also have the same 'feel' as the rest of the things in the store.  Turquoise and silver would go great in a country western store.  It may not do so well in a shop specializing in formal gowns. 

Hint:  Put some samples in your car and wear your jewelry when you scope  out the store.  You may just get lucky and have a salesperson comment on the jewelry.  At that point, you can say you wholesale the line and were just thinking how well your jewelry would do in that store.   You may be able to find out when best to call the buyer right then and there.  Or miracle of miracles, you may be able to show your jewelry to the buyer right then and there.  Buy most of the time, this is NOT going to happen.  And you are just going home armed with the knowledge that you have found a potential customer.

Now that you have found a few stores you think would be a perfect match for your goods, you have to make initial contact.  The best way to do this is by telephone.  This first phone call will be to set up a meeting with the store buyer. 

Before a professional salesperson makes a phone call, they prepare a 'script'.  A script is simply what you plan on saying when the phone is answered.

Script to person answering the phone: 'Hello, my name is Sandy Paluzzi.  Can I please talk to the person in charge of  buying?' 

Script to buyer: 'Hello, my name is Sandy Paluzzi.  I am a local  designer specializing in trendy jewelry.  I was recently in your store and feel that my chandelier earrings would sell well with your clothing.  Can we schedule a time for me to show you my line?'

Next come up with some responses to possible issues that may arise in response to your phone calls: 
1) Buyer not in. I always ask for a good time to call back.
2) Buyer never considered jewelry line.  This is when you list the benefits of selling jewelry in a clothing store:  take up small amount of shelf space, makes clothing more appealing to customer with jewelry draped around neckline, add on sales to existing customers, low initial cost, etc. 
3) Buyer wants to think about it for a few days.  Answer:  Of course, take your time.  What if I call you back Monday ?

The questions and answers will vary for each store and of course, according to your line.  But with practice, you will be able to comfortably make an appointment to show your bookmarks to the local book  store, to sell your hand made beads to the local bead store or to sell your beaded candle holders to the local gift store.  

The answers to your questions will also vary according to your personality.  I am a very soft sell.  A more aggressive person would tell a hesitant buyer than they could better consider the line if they saw it next to their current merchandise and push for the appointment.  Say whatever makes you feel comfortable.  Over time, you will become able to adjust your responses to the 'vibes' you get from the person on the other end of the phone.

Once you have the script, you should practice it until you're comfortable with it.  SMILE and call your mate, your mom, your friends, anyone who will role play with you. Continue smiling.   Worst case, just say it to yourself in front of the mirror. Again be sure you're smiling when you talk - people can hear a smile in your voice.   Don't memorize it or feel you have to say it verbatim, just get comfortable with smiling on the phone and introducing yourself.

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