Some Tips if You're Deciding Whether to Pitch Stores Right Now

Note: this post was written in mid-2020, during the middle of the Covid-19 pandemic in the United States. Lots of what we shared is still applicable, even as the conditions relating to Covid-19 have of course changed dramatically since then.

It’s kind of a hard time to be a human being right now… and it’s definitely a hard time to run a business. As we wrote about last week, many of our makers have seen 60-90% of their income disappear, almost overnight. Some well-respected stores have closed and others are struggling on a day-to-day basis. Even if you’re seeing sales, you’re likely struggling to plan, or source materials, or run your business in a time of uncertainty.

All of these things may bring into question whether wholesale makes sense for your business -- or even if it does, whether to do outreach to stores to introduce your product line. Throughout COVID, we spoke honestly about whether we thought our makers should be reaching out to stores through the pandemic. For most people, since mid-March, the answer was no, and we were clear about that. Some makers were unique for one reason or another and continued to reach out -- and saw a lot of success doing so, but they were the exception, not the rule. You can find the article with our full thoughts at that time here.

That said, a lot has changed in 3 months. The world, our country, and our communities are in a very different place than they were in mid-March. By “different place”, I don’t mean that we’re necessarily better off or that COVID is no longer a threat. But I do think that we have a lot less uncertainty overall. Even in places where social distancing and stay-at-home orders are very much in effect, we’ve become clearer on the ways that stores and makers can continue to conduct business in online or hybrid models. And so many makers are beginning to see wholesale as a route forward again. 

It may not be the right time for you to pitch stores. It may not be effective for you. It may not feel right. Or you may need to focus limited time and energy elsewhere. Those decisions are valid and we trust you to make the best decision for your unique situation. But overall, our sense is that the tide has shifted a bit -- and for many makers who are still pursuing wholesale, it’s the right time to start pitching stores again. 

One thing I will say, regardless of what you decide: don’t hold off on outreach because of a perception that it’s somehow selfish. It’s not selfish to share a unique, inspired, handmade product with an independent store; stores thrive when they have unique offerings. It is not selfish to grow your business; your family and community do better when your business does better. Thoughtful outreach to stores is about connection, mutual thriving, and building community in thoughtful ways.

Again -- it may not be the right time to pitch stores. It’s not the right time for all makers. But if you are ready to start pitching stores again, here are some things to consider:

• Sales is problem-solving, so act accordingly.

  If you are emailing a store to introduce your product, you should be doing so because it’s a favor to them, not a favor to you. Don’t be afraid to sell -- but do be clear on what problem you are solving for the recipient of your email. Perhaps you have a giftable item they could use in their care package product. Maybe you find that folks love your studs because they are an affordable luxury. Maybe you’re a Black-owned business and the stores joined the 15% Pledge. There are so many different “problems”, big and small, your products could effectively solve for a store owner. But it is your job to paint a picture of how the will function in that way for a store owner, rather than expecting them to connect the dots. This is always true, but it’s especially true when so many stores have less margin for error.

• Offer the perks you can.

  I believe you should have firm and clear wholesale terms and, generally, that you should stick with them. That said, if there are terms that you’re happy to be flexible on right now, that can be helpful for stores that may be stretched especially thin. If you’re able to adjust your minimum, your shipping, or other pieces -- do so. Just not at the expense of your profitability or sanity.

• Be clear and concise.

  As always, an email to someone who doesn’t know you should be concise, clear, warm, and personal. You should quickly say who you are, what you offer, and what you want from them. You don’t need to apologize for existing or be overly solicitous. You just need to get to the point, in a respectful way.

• Have empathy.

  Think about what the world looks like for the person receiving the email and write that email with that in mind. You may want to acknowledge the challenges they are facing. You may want to be especially understanding that they might not write back right away. The exact wording and approach will vary but an overall empathetic stance will never be the wrong thing to do.

As always, I defer to your wisdom about what is right for you, the stores you’re interested in approaching, and your business. Every maker is different and every store is different. But if your gut says that now is the right time to return to outreach, I believe that you can do so effectively and respectfully. 

And of course, if you need a sounding board for your actual email wording or your wholesale outreach strategy more generally, we’re here.