WITH THE 2020 Vegas show canceled and an unprecedented yet extremely successful year for many independent retailers, the 2021 Las Vegas shows are shaping up to be the top producers in terms of sales for manufacturers and brands that are exhibiting. Hopefully, you had a chance to read our Part 1 series, which mapped out the ideal preparations and timeline to follow before the Vegas shows.
In this Part 2, we’re going to map out some best practices to apply during the Vegas show to ensure you’re optimizing your potential for success at what is sure to be a defining event for the industry.
STAY ORGANIZED
As we all know, once the show commences, absolutely nothing remains status quo. So, it is absolutely vital to stay organized if you want to ensure seamless and successful appointments. Here are some tips to keep you organized and ready to sell.
PRINT YOUR CALENDAR
Be sure to print out your calendar. It should contain the times and dates of upcoming appointments for the day ahead. Having this physical copy near you always will help keep you on track for the appointments you’ve made.
Insider Tip: Leave a space by each appointment to jot down quick notes after it’s over. You’ll be thankful for the reminders during follow up.
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REMIND YOUR CLIENTS
Be sure to send a friendly reminder via text or email to your retailers one day prior to the appointment with your booth number, date, time and personal cell phone, should they run into a timing conflict and need to reach out to you.
ORGANIZE YOUR DATA
Organize and print all your data per appointment such as the retailer’s requested on-hand report, a top-seller report and your recommended reorders based on their sell-through. Be ready with a strong strategy, pitch and plan that can be fine-tuned to each appointment. A well-organized appointment will be greatly appreciated and memorable for a retail buyer, especially amidst the rest of their chaotic appointments.
During your appointments, don’t forget to:
Show What’s New
The obvious place to start your appointment is with new product. It’s what you’re most excited about and what they are there to see. Be sure to do all the storytelling here as to why you believe they should buy this item or collection and discuss the key differentiators in this product. Remember, they have thousands of options — why are your wedding bands different?
Ask Questions
Buyers can be very forthcoming, so take full advantage of asking questions throughout the meeting. This is a great time to learn from your retail partners and strengthen your partnership. Below are a few questions I would consider asking during the appointment:
• Have you found any new great lines at the show this year?
• If they say no to a product due to already having a similar one in stock, ask them where they purchased it and if your pricing is competitive.
• What else can we do to be a better partner to you?
• What do you believe we can do to increase our partnership?
• And finally, don’t be shy to ask for referrals! This is a small industry, and many retailers talk on a regular basis. It never hurts to ask!
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Talk About Reorders
Be sure to budget enough time at the end of your appointment to discuss recommended reorders based on sell-through. This should be the easiest part of the sale because it’s already proven to sell in their showroom, so there is no reason for them to not replenish it.
Collect Contact Information
Be sure to collect all contacts from the retailer to follow up with after the show and throughout the year. Collect info for the buyer, sales manager and marketing contact.
Happy selling!