Updated October 2024.

One-on-one work with makers is the heart of what we do. The conversations, studio visits, and in-depth collaborations with makers are the foundation of how we created and have evolved Wholesale In a Box.

So of course, one-on-one coaching is available as part of our core offering. As you probably know, you can choose to buy Wholesale In a Box (the comprehensive course on wholesale). Or, for just a little bit more, you can also get 90 days of one-on-one wholesale coaching with us.

The coaching we do with creative business owners is our favorite thing to do — and many brands say it is worth 10x what we charge for it.

So in this article, we wanted to give you all the details on how our Coaching Program works at Wholesale In a Box so you can decide if it’s the right fit for you.

Why Our Coaching Is So Effective

We focus on three key areas in our coaching to help you succeed:

Share proven strategies that work.
With experience from coaching over 1,500+ makers, we provide advice based on what we’ve seen work in the real world. While there’s no one-size-fits-all solution, we’ll share what’s been effective for others—leaving it up to you to adapt the feedback in a way that feels right for your business.
Help you tap into your unique vision and strengths.
Many coaches push a one-size-fits-all approach, but we know your business is unique. Instead of forcing a formula, we help you build on your own skills, strengths, and experiences. Our concise feedback is designed to help you refine your ideas while staying true to your own style and vision.
Clarify industry standards and essential “must-dos.”
Some business choices have flexibility, but others have clear guidelines. We’ll let you know where you have room to innovate and where it’s crucial to stick to industry norms to avoid potential pitfalls.

What We Help You With

Here are a few examples of areas we can support you in during our 1-on-1 coaching program:

Developing or refining your wholesale outreach plan.
A detailed professional review of your line sheet and/or website.
Copy editing your email templates to stores.
Questions about your shipping process.
Wholesale pricing conundrums.
An audit of your wholesale ordering process.
How to approach special requests or cryptic responses from shop owners.
Getting clarity on your wholesale strategy.
Discerning the best profile of stores to approach with your line.
Plan the timing and strategy for launching seasonal product collections to wholesalers.
Design an effective sample pack to send to potential stockists.
Crafting a compelling pitch.
Create a follow-up email sequence to keep potential retailers engaged.
Dealing with difficult customers or situations.
Ensure your products are packaged and presented in a way that enhances their appeal to wholesalers and retail buyers.
Guidance on order minimums and quantities.
Optimizing your payment terms.

How It Works

We coach our clients with:

Detailed written feedback (via email)
Visual mockups
Rewrites and copy editing (like with “about” pages or email templates.)
Personal video responses.

We've really found that email-based coaching can work really nicely for the types of topics we help makers with. We're able to get a lot of rich information in, including recordings, videos, and resources so that you get really comprehensive written answers to your questions.

Depending on what would be most useful for the maker, we’ll either write up our recommendations or record a concise, informal video, sharing our screen and walking through our feedback. From time to time, we’ll do a mockup of a visual element or even rewrite a store outreach email, just so folks can get a more vivid sense of precisely what we’re thinking.

We don’t do phone calls at the moment and found that this model works well and allows us to give very considered responses that you can refer back to over time (even long after our coaching period has ended.)

Timing & Access

If you choose the version of Wholesale In a Box that includes coaching, you’ll get 90 days of expert, 1-on-1, email and video-based coaching on your wholesale materials and approach.

A few details here:

The coaching is “all you can eat” during the 90 days.
Some of our makers get feedback quite frequently (especially as they get started). Other makers just ask a quick question every now and then. It’s completely up to you, but we’re there as much and as often as you need us.
The timing of the coaching is up to you (and can be changed).
You'll have access to the coaching piece of Wholesale In a Box for 90 days from the time you purchased it — or, you can let us know that you’d like to have it be a different term of 90 days, totally up to you.
If needed, you can pause your coaching period in the middle.
If something comes up that will occupy your attention, you can always pause your coaching period and pick it back up when you have time to use it.
We’ll respond to your questions within 2-3 business days.
Usually we get back to you within 1 business day but 2-3 days is guaranteed.
Your coach is a seasoned pro. You’ll be coaching directly with Emily Kerr-Finell, Wholesale In a Box Co-Founder and seasoned wholesale strategist.

About your Coach

Emily Kerr-Finell runs the show at Wholesale In a Box and also does the vast majority of our coaching with makers. She’s a seasoned wholesale strategist with broad experience starting and guiding businesses at a variety of sizes and scales.

Previously, she was Founder & CEO of Liga Masiva, a "global farmers' market" of farmers in Latin America. She has also worked at FMCG, a boutique management consulting firm, was a Business Advisor at the SBA’s Small Business Development Center, and at Greenmarket, NYC’s network of farmers’ markets. Her work has been featured in O: The Oprah Magazine, Forbes, and Entrepreneur Magazine. She has spoken on both making and business at The Hudson River Exchange, Starting Bloc, and The Maker’s Summit. When not working with makers, Emily tries to make it to yoga, explores the Hudson Valley, and makes progress on the shawl she’s been knitting for 3 years.

What People Say About Coaching With Us

“You guys are genius, seriously. Whew, I finally feel like I’m moving forward.” - Miriam of Object Fabricate
“Your coaching is helpful and thorough and actionable” Hannah Burr of Hannah Burr Studio

“Your encouragement gives me the motivation I need. It's hard being a solopreneur and single mom. There aren't a lot of collaborative moments that leave me feeling uplifted. I guess what I'm trying to say is, your coaching left me feeling seen and supported, which is incredibly potent for me right now.” -Laina of Laina Miller Designs
“WIAB is the best investment I've made in my business.” - Robyn of Pearl and Ivy

“WIAB has truly changed our family’s life and I am so happy to now have a sustainable business. I appreciate all the advice you have given me and rely on your insight.” - Julie of Spako Clay

“Now I have a plan to get to where I want to go. Your insight was extremely beneficial in helping me overcome moments when I would get stuck overthinking. Thank you for creating a space where I could see myself, I could see my business goals as attainable and I felt supported through the process of learning.” -Christy Roushey of The House of Roushey

“I'm so deeply grateful for Wholesale In a Box and for your incredible support. It has truly transformed my business.” - Elana of Elana Gabrielle

Questions?

It’s such an honor to do this work with each one of you and we take that privilege seriously. Feel free to email us at [email protected] if you have any questions about whether our coaching program is the right fit for you.

How Our Coaching Program Works