How do you meet buyers?
Walk into their store? Nope.
You know when you’re busy and someone taps you on the shoulder and asks if you have a moment. It’s rude.
Now imagine walking into a store and asking to see the buyer.
Rude.
Sorry. If you want to meet buyers, send a nice email, comment on instagram, or take an appointment at a tradeshow.
“Even when our store is empty, we have hundreds of things going on,” says Michele Varian of namesake store Michele Varian.
Here’s a list of all the main trade shows that buyers frequent and also have a handmade section.
So far we know of one definitive trade show for gifts, home and accessories that rules em all, it’s NY NOW. Another Show Shoppe Object is a rising star that’s doing trade show right and making them exciting again.
NY NOW (For East Coast Buyers)
Shoppe Object (New York’s new show, beautiful and highly curated)
Vegas Market (For West Coast Buyers)
Americas Mart Atlanta
Dallas Show
If you are at a trade show, you need to bring the buyer to your booth. More on this here.
Emailing during the show season is when buyer are in the best mood to hear from you. It’s a good time to start a conversation. The buyers are usually to speak to you since they’ve switched to buying mode.
If you do plan on meeting the buyers at their store, make sure you email first. You can also call.
“No one makes calls anymore, so pick up a phone.” says Adrienne Wiley of jewelry store Covet.
When you call or email the buyer, keep the conversation very focused. Find out their name first.
Subject: Love your store.
Hi Giselle,
I love your store because {{Insert reason — I’m a local maker in Noe Valley/SF some of my maker friends exhibit at your shop/ your curation is wonderful}}. I think my new collection of sterling silver jewelry would fit well with what you already have at your store. I also do not currently sell my collection anywhere near you. If you’d be interested I’d love to send you a linesheet. Or if you have 15 minutes anytime this week, I’d love to stop by.
Thanks,
{{Your Name}}
@IG handle
With a simple email, you’ve established three things:
- You are conscious of their time
- You’ve researched their store
- You understand how exclusivity works
Don’t worry if you don’t have a lot of instagram followers. Independent retailers always want to be the first to spot a new great line that no one else has.
Vinit is co-founder of SKUE, a marketplace for makers to get retail ready and sell to stores. If you are a maker selling handmade product and think you are ready for wholesale, apply here.
