Megan Crabtree

For Manufacturers, Here Are 6 Tips For Transforming Your Retail Relationships From Accounts Into Partnerships

Be a partner and consultant, not a salesperson.

Published

4 years ago

July 7, 2020

Megan Crabtree

For Manufacturers, Here Are 6 Tips For Transforming Your Retail Relationships From Accounts Into Partnerships

THE OLD DAYS of shaking hands, sending a parcel of merchandise to a retailer and hoping for the best are over. To be successful in today’s retail environment, your retail partners need a lot more support from you as their supplier. In fact, they need you to think of you not as a salesperson, but as a partner and consultant in their business. When you make this shift, you will find that you’ll both be more successful, as sell-through improves in the retail location and the partnership blooms. Here are some tips to start making that happen.

1. Follow your retail clients on social media to get to know them personally. This way next time you speak it doesn’t have to be all about business and you’re building a friendship.

2. Take advantage of upcoming holidays to show your genuine self. Every holiday or occasion, be sure to text your clients happy birthday or merry Christmas whatever the occasion maybe be. Every holiday, I take an hour to text all prior bosses, clients, past clients and other contacts to keep in touch.

3. Know your data so your next appointment with the retailer is at a whole new level of sophistication. Provide them this data so they can make better buying decisions. Examples of data could be what are their top sellers, what are your company’s top sellers nationwide, and what pieces have they sold and not replenished.

4. Look to see what styles your retailer partners are special ordering and, aside from a finger size, change what else are they changing? Maybe you see a trend such as a ring they stock with an emerald cut center but have consistently ordered to be made with a round center stone. Recommend they stock this now with a round due to the sell through.

5. For bridal manufacturers, look into the engagement ring styles the retailers have sold to know what opportunities your retail partner has in wedding band sales. Memo in the matching wedding band styles and have the retailer contact clients to setup a personal appointment for them to view the wedding band in person.

6. For fashion jewelry manufacturers, see what opportunity your retailers have to make an add-on sale. Run a report of all fashion jewelry sold and see which items have matching pieces. Coach the retailers to reach out to the clients with an image or live video of the matching piece. It’s possible they never knew there was a matching piece!

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”