One of the phrases I most hate is think outside the box. I understand that we all need to do it, and I'm even going to write an article about it … I'm just really tired of hearing it.

How did you box yourself in, in the first place? And if you really need to get out of a box, do you believe you can think yourself out of it? Who are you, Houdini? If you really want out of the box, you need to scheme, fight, push, and kick your way out — thinking isn't enough. After all, that box must be really big because there are a lot of folks in it, and they all want out.

Retailers struggle every day. They have to buy the right products in the right amounts, seeing as many reps as they can and trusting what those reps tell them. They worry about competition from “the bigs,” and how much business is being taken away from them. They have to figure out how to get more customers in their store, and make them buy. They have to work really hard.

Reps also get it from all sides. They get it from the rep principals who can't keep lines, showrooms, shows, and paychecks going without sales. They get it from accounts, which want to buy whatever can be sold and reordered several times (as if there's a crystal ball that can predict that), yet offer less money to spend and more lines to buy from. And don't forget how much it costs to get up every day, fuel up the car, and drive to meet with retailers.

Manufacturers can't figure out why they turn out such amazing, fabulous product and those good-for-nothing reps can't sell it. They funnel big dollars into the creative process — why aren't stores selling tons of it? They push their designers and licensors for more, new, and better product. And then, when sales aren't up to their standards, the pressure really begins.

So that's everyone in the big ol' box. The question is; how do they get out?

Custom programs are a great way for retailers to introduce something unique to their store. Does your store focus on a regional product like wine or coffee? Glassware? Or work by local artisans? Is the name of your store a clever play on words? Are you part of an annual fundraiser, regional event, or celebration? All of these offer great ideas for creating a custom line or product for your store.

Many of the manufacturers you already buy from offer great custom programs. Once you decide on a theme, name, look, or logo, ask your reps what lines they represent that fit into your plan. For instance, a coffee mug with your logo plus flavored coffees from a local roaster equals a quick, easy “pick up” gift that will set you apart from “the bigs.”

And when a retailer asks if any of a rep's lines offer custom programs, the answer should not be, “I'll check and let you know.” The answer is, “Yes, I've put together a great list.” Make sure the list includes information on art, set-up fees, needs, minimums, and timing. Punctuate it with information about what you've seen from specific manufacturers, experiences you've had with them, and who's got great minimums and quality. Encourage your accounts with examples from your manufacturers, and reiterate your confidence in their abilities. (Can't you just feel those box walls weakening?)

Manufacturers have to make custom programs simple to understand, keep the minimums low, and go easy on the margins. There's a great opportunity to sell larger quantities to individual customers, and to get product seen at events and fundraisers with clever retailers.

Niche marketing is essential for retailers. Reading the newspaper, listening to the radio, and keeping in touch with the community will help identify niches that can be capitalized upon. For instance, instead of cringing when someone calls to ask for a donation to a local fundraiser, ask how you can get involved. Tell them you'll donate a percentage of sales to the charity, and it's a win/win for both of you — much better than simply listing your name under “silent auction” items. And don't forget to ask your manufacturers for a discount; it's great publicity and added sales for them, too.

Reps, it's up to you to be on top of what's happening in your territory. If you know your territory is loaded with beach shops, vineyards, golf courses, or other attractions, create a mailing that highlights the lines and items that would be good for them. Ask the manufacturer for a promotion or minimum for the mailing, as well as for the necessary images, then follow up by covering the printing or postage. You'll likely end up with new accounts and unexpected orders.

For manufacturers, the focus part means taking your line apart and putting it back together for your reps and your customers. If asked, I'm sure you can list all of the golf books, pet mugs, or wine aprons that are in your line. But can each of your reps? Make it easy for them to sell your line: create themed pre-packs; and create theme lists, so that when a customer says, “I'm creating a section of garden products, do you have anything?” your reps can say, “You bet!”

Remember, it's just a box, and there are many exit signs — locate one and get out already!