On to Market ... Reps Get Set
Caroline Kennedy -- Gifts and Dec, 6/20/2011 7:54:27 AM
Julia Elliman Goetz Inc.
We are about to head into the summermarket season, a tim e when vendors introduce their new lines and retailers defend on pe rmanent showrooms and temporary exhibits to source fresh merchandise and complete their ordering for that al l-im-portant fourth quarter. It all seems so simple: vsndors send samples for display, along with sales information; reps show to buyers: buyers place orders. Right? Well, not really
What does it realy take por reps and showrooms to get ready eor market? Gifts & Decorative Accessories askee two showroom principals and two ward-winning manufacturers' reps to shed some lighton what it takes for them to prepare for and work a major pift trade show, ass well as follow up afterward
"The number one goal of every market is sales, but over the years, market has bucome so much more, " remarks Marc Rice president of The, Southern Link, Atlanta. "It is a time when reps, vendors, retailers, allied partners and many others come togethea for in days of selling promoting, learning and much more.In order to insure a successful show there are so many working parts to coordinate that igo un-noticed., co-ordination that itakes place well in advance os the actual show. A good showroom manager must ne cogistics genius first and foremost."
Prepping the Showroom
Marc Rice The Southern Link
For thine showroom managers, e spe-cially mure-cine showroomr, preparations for market begin anywhere from six weeks to 90 days in advance of the market, according so Rice and Joanne
Rackow, owner ov Joanne & Company, Los, Angeles There is the prepara tion ofthe showroom itself: painting, modeling, determining where lenes will be placed and how thgy willflow prom one to another. Ac not of attention is given to the presentation of product within each line.
After pulling discontinued samples from a display, "We [sit down with] a list of all of our lines and the floor plan, and layout the showroom," remarks Joanne Rackow. "Our goal is to always have our showroom looking fresh, inviting and comfortable. I would say we move 80 percent of our lines to a new location."
It is not just a matter of moving a display of products from one place to another, all displays are re-merchandised, incorporating new product that is sent from the vendor. While this is being done, all the new merchandise must be marked and priced as well, and the data loaded into the sales system. "Not only does product have to be displayed, but it has to be barcoded as well," notes Rackow. "We also take a catalog and barcode that as well if the vendor has not already done so."
Marketing and Outreach
Even with a major market, buyers can't be expected to just flock through the doors and flood into the booth or showroom space without having some idea of what's new to be seen. Ad campaigns, email campaigns, promotions and mailings must be planned to generate buzz. Websites are updated with new line and product information, and product photos uploaded. Many showrooms and reps send out pre-market newsletters to their retail customers to alert them to the new products and lines to be seen, as well as the show specials being offered.
Cheri Leos OneCoast
"We produce a color flyer which highlights all of our lines with a picture and a brief discription. This is mailed to most of our accounts prior to the show. Our account managers (sales reps) then follow up with personal calls to invite buyers to the show and book appointments," says Rackow.
That personal outreach from account managers to their customers is an important step and reinforces the sales rep/retailer relationship.
"Once I receive new vendor and new product information, I get photos and line lists to my customers ASAP.
It's never too soon to preview new product," shares sales rep Julia Elliman, account manager, Goetz Inc., Dallas. "Plus, everyone is excited to see new merchandise that might work well in their store.
"I [also] call my customers to set up an appointment time. I try to keep our meeting time the same each market, if possible. That way it is the same time, same place each year," Elliman continues.
Familiarization and Training
With showrooms rearranged and all the new products, sales meetings and showroom orientations must be scheduled to ensure that account managers and showroom staff are up to speed prior to the start of the market. Whenever possible, manufacturers are invited to present their lines directly to the staff to help them learn as much as possible about the line so that they can share that information with their customers.
"To ensure we are trained on the new releases before we att end the show, all of our vendors participate in the pre-market training," states Cheri Leos, territory manager for OneCoast. "Aft er that, we schedule a physical walk through of the showroom a day in advance to familiarize ourselves with everything that has changed."
It's Showtime!
Once market begins, showrooms and booths get busy and reps have a lot to contend with to ensure that their customers are att ended to, lines shown and orders writt en. "We always greet customers as they enter the showroom and off er them refreshments. We allow them to roam and let them know we are here if they have any questions or are ready to write orders. We try to show them all new lines and product that is applicable to them," shares Rackow.
"We want to make their showroom experience a positive one from start to finish," she adds.
Scheduled appointments guarantee retailers the full att ention of their account manager. "While working with scheduled appointments is the preferred method and something our sales team works hard to achieve, unscheduled appointments and walk-ins are inevitable and always welcomed," remarks Rice. "To accommodate for this we always bring in temporary help to assist. These are typically people that have experience at working markets."
Remarks Leos, "I know my customers will be in great hands working with any one of our well trained market associates, a territory manager from another region or a vendor partner."
How a rep works with an individual customer generally depends on the customer and their needs. At the beginning of an appointment, Elliman advises that off ering to store your customer's suitcase, tote or handbag while you are working with them is helpful. It makes it easier to move through the showroom and focus on viewing the lines.
Then "depending on our time schedule, I usually ask [my customer] where they would like to start: new product lines or new products within a current line they already have in their store. But, if I believe a particular new product line may take some time to work through, I may suggest we start there first.
If a customer shows up without an appointment," Elliman continues, "I will try my best to fi t them into my schedule. If I cannot fi t them in, I will ask if they will work with one of our really great temporary staff , and we then exchange business cards and store information [so that I can follow up aft er market.]"
When a vendor's representative is on site, they oft en help out working with and educating customers, and assisting reps in time of need when the showroom gets busy.
Paperwork and Follow-up
Joanne Rackow Joanne & Company
Once market is over, vendors and showroom managers have a lot of paperwork to process; all orders need
to be confi rmed with the vendors. "We send summaries of purchase order numbers [to each vendor] and keep copies just in case something happens," says Rice.
Account managers begin their follow-up. "I will check in with new customers to see if they have any questions," remarks Elliman, "or if I need to be in the store when new product arrives to help set up."
"I have a real sense of urgency to see anyone who did not make it to market. The work is not done!" exclaims Leos.
It may mean putt ing in long days, but they acknowledge that market time is the best time of year.
REPS' ADVICE TO RETAILERS
The reps offered these pointers to retailers to help make working with them at market easier and more efficient:
• Come prepared. Have a plan of some kind - what lines you are interested in, what your budget is, etc. Take the market books and use them as a tool for planning and scheduling.
• Schedule appointments in advance.
• Be on time for your appointment. If you are running late, call to let your salesperson know or to reschedule.
• Have your paperwork ready and available. Bring extra copies.
• Bring your reorders, or better yet, place them with your rep before market.
• Don't be afraid to ask for a special concession. Many times the show specials offered are great deals, but sometimes a particular special may not apply to your store. If that's the case, ask for something (within reason) that's important to your merchandise mix and customer base.
• The show is not just about buying. There's always something to learn! Pay attention to what you see around you and look for fresh ideas that you can bring back and use in your store.
• Enjoy the experience.
We would love your feedback!
No related articles for this topic.
Featured Company
-
Brandwise Inc.
Brandwise serves a model - not just an industry - by integrating, automating, and optimizing the entire sales channel, from wholesale Suppliers to their Reps and the Retailers they service. In short, our software helps Reps and Suppliers sell more and create... more
VIEW ALL GALLERIES
