Half of Success is Showing Up...

At a very successful company I used to work for, which I'll refer to as Andi James, the owner, Andi would always go to trade shows with the sales reps.

I am no less than positive most of the reps found this completely annoying. I mean didn't he trust them to do their jobs? And furthermore weren't there a million other things he could have/should have been doing than hanging around and giving buyers that fake European kisses on the cheek-- asking them about everything from their businesses to their kids.

Yes he was already very successful...his name was big but even like Mega star Beyonce (personally promoting her line at a trade event in the pic above), he always seemed to realize he was no bigger than the people who supported him.

In contrast I've seen many designers ship off their sample lines to a trade show in a big UPS box then wait by the phone to hear the sales rep either show and prove with some great orders or ramble on about how the show was slow and people just weren't buying.

The message in all this is to be involved with your showroom and the entire sales process.

The relationship with your showroom is a partnership but obviously an outside showroom is not your company. And if for whatever reason things don't work in the short or long term it will have been important to have always protected your interests.

So what are your interests?

1. Your Relationships. Andi went to those trade shows to build personal relationships with buyers--that could possibly outlast his relationship with the showroom. He made it clear that he appreciated their business and was there to personally stand behind his company. He understood his customers were his everything...much too important to be left entirely in the hands of another.

2. Your Insights. In most organizations the sales people are the biggest knowledge keepers. Yeah you can look at the numbers but the people on the front lines are the only ones who know the whole story. Why isn't this selling? What makes this piece so hot? The non-verbal cues, expressions, side comments they all add up to a full picture that can be translated into action steps to grow your business. Insert yourself in the mix and get these insights for yourself.

3. Your Visibility-- The press are a staple at trade events. They want to get good interviews and create interesting stories that can be turned around as quickly as possible. Would it be better for you...or perhaps the entry level sales assistant the showroom has dedicated to your line to help build intrigue, give quotes and secure press coverage? Don't leave it up to your sales rep or your press kit...go to the show and make your story come alive.

All this being said, of course there is a right way and a wrong way to do everything. Having a good relationship with your sales partners is of the utmost importance as well. You definitely don't want to piss them off prancing around like an uninvited diva.

Perhaps you only attend the largest events, and only stay for a few hours during peak traffic. Also talk to the sales manager about the best role for you to play....Silent observer? Special guest? "The designer wanted to travel here and personally greet our customers." Buyer thinks...what a nice touch..none of the other designers came... Hey I've always wanted to ask you..yada..yada..yada...

You get the picture. Play your position. You are the owner, which means at the end of the day the whole shebang is your responsibility. If things go left there is really no one else to blame. And even if there was you can't really take blame to the bank.

My bottom line--Take some time to stay personally involved in the sales process...you can't afford not to.

Will You Be My Sales Rep?

Finding a sales rep as a new brand is no easy feat. You have to find a rep that believes in your brand and is willing to nurture it to its full potential.

It really takes warm-up time to build brands up…and in those times you nor your sales rep will be making any “real,” money so to speak. In fact you may want to plan on losing some.

That said…you as well as the rep you choose must be willing to be patient and prepared to deal with a bit of uncertainty as you climb the proverbial success ladder together.

To find a showroom/sales rep in Los Angeles I recommend looking up brands you’d like to share a showroom with on the LA fashion district website directory. This directory contains all of the lines showing in “The Intersection,” which includes (The LA Mart, The New Mart and the Gerry and Cooper Buildings.)

When you search this directory look for lines you may be compatible with not competitive with. You want to find a showroom that does not house direct competitors but that the same stores that buy the lines they carry may also be interested in your products as well.

Once you find some leads…walk by…take a peek in and see if it suits your company. If it does ask if they are accepting new lines…and if they would take a meeting with you.

If you get to the meeting stage it’s time to put your best foot forward. If you even think you want them…sell yourself and your new company like nobody’s business…get them to really want you.

Start the meeting by showing the the rep completed sales samples, marketing materials and sharing the long term vision of your company. Reps love to see that you have a long term vision and a plan to get there. Your communication skills will be key. You want to vividly display the passion and commitment you have for making your business grow.

You also should highlight stores you’ve gotten into without a showroom (yes..you should be trying to get yourself in at least a few brand building stores before taking on a showroom), press coverage you may have received, mention investors so they understand your business is secure and don’t forget to bring up your past work experience to give them insight into your competency as a businessperson.

Once you have them where you want them….It’s time to start negotiating things like commission percentage, rent fees and the term of your agreement.

The better you present yourself the more flexible the showroom will become. Give them the reason to believe they have much more to gain…than to lose by taking you under their sales umbrella. Even though showrooms tend to have a bit of a chi-chi…boo-boo snob appeal at the end of the day they are in the sales business and need you as much as you need them.

Present a great product…a great strategy and a strong business acumen and carrying your line can quickly go from getting a straight “NO,” to becoming a “NO-brainer.”

So don't be scared...Find the showroom you want and go after them with everything you've got...