Are you struggling to get your products stocked in certain shops? Do you wonder why some shops refuse to sell your products?
If you answered yes to either question, don’t worry, it’s not your products that are stopping the sales. You might just be targeting the wrong shops.
Finding the right stockists for your products can be a game-changer. Whether you’re an artisan maker, a wholesaler, or a brand looking to expand, the right stockist will not only help you reach more customers but also reflect your brand values. So, how do you find your ideal stockist in such a competitive marketplace? Let’s explore the process step-by-step.
1. Understand Your Ideal Stockist Profile
- Who are their customers? Do they cater to a demographic that would be interested in your products? For instance, if you sell luxury candles, a high-end shop would be more suitable than a bargain retailer.
- What is their brand image? Do their values, and ethos align with yours? This alignment is critical for maintaining consistent messaging across all touchpoints.
- What is their size and scope? Are you looking for independent shops, chain stores, or online retailers? Independent shops may offer a more personal relationship while larger chains may offer higher volume sales, although they may also expect large discounts. You also need to make sure you can meet such large orders.
Pro Tip: Evaluate your competition. Where are other similar brands being sold? This will give you insights into which stockists might be a good fit for you.
2. Research Potential Stockists
Once you’re clear on your brand identity, it’s time to start researching. You want stockists who align with your brand. This is a time consuming process but something you only really need to do once.
- Internet search engines: Using search engines such as Google to research potential stockist is a cost-effective way of finding your ideal stockists. The only thing it costs is your time!
- Independent Stores: Look for independent gift shops, boutiques, farm shops and concept stores that cater to a high-end audience. These retailers are often looking for unique, high-quality products to stock.
- What region: Fill in the areas where you do not have stockists, and consider which ranges would be suitable for that location, such as coastal or countryside
- Check out social media: Follow stockists on social media and observe how they market their products. This will give you a sense of whether their audience aligns with your brand.
- Competitors stockists lists: A little cheeky but we all do it don’t we?!
- Use Online Wholesale Platforms: Websites like Faire and Ankorstore, connect wholesalers with independent retailers. These platforms often have filtering tools that allow you to narrow down the search by product category, location, and retailer type.
After deciding on the type of store and the region to target, we recommend setting aside time to collect 5-10 new prospects per week. By collecting 10 prospects per week, you will have 40 new good-quality prospects by the end of the month. This is much more cost-effective than obtaining leads at a trade show, even if it does take a bit longer!
3. Keeping records of each NEW prospect:
It is crucial to input all leads into a central database as it aids in developing meaningful relationships, establishing rapport, and gaining insight into the customer’s purchasing patterns. This can be an Excel spreadsheet or a CRM system (Customer Relationship Management) If you would like more information on this, drop us an email.
Conclusion
Finding the perfect stockist in a gift-led market requires an understanding of your audience, extensive research, and the maintenance of a centralised database. This approach will expand your distributor list and if worked consistently prove just as cost effective if not more so than attending a trade show.
