vpitelka@dekalb.net on thu 5 dec 96
In response to several posts on this subject, I wanted to interject my own
experience in this matter. I by no means place myself in the same category
with those on the list who do or have done major wholesaling, gift shows,
wholesale reps, etc. The system I used worked extremely well for me during
the ten years when I was an independent potter working in a one-person
studio. It offers the benefits of selling volume wholesale, but also allows
you to maintain a close personal relationship with your retailers, and the
flexibility to also do shows/fairs and consignment. Keep in mind that this
system relies absolutely on having access to adequate markets within
reasonable driving distance. Would work great anywhere on the West Coast,
East Coast, Gulf Coast, or metropolitan Midwest, but would not work well if
you live in Ekalaka, Montana.
1. Scout out the areas where you would like to sell your work, and
specifically where you think your work would do well. Design your vacations
(Do take vacations!!!!!!!) to take you to areas which might offer new markets.
2 In each area you investigate, find the best places in the region
where your work would fit in. Be honest with yourself about this.
Depending on the kind of work you do, locate non-competing businesses which
might be interested in different things you make. For example, in one area
you might be able to market your work through a gallery, a kitchen-store,
and a plant store, and none of them would compete with each other. In fact,
you would become known in the area that much faster, and each business would
benefit from the others.
3. On your initial reconnaissance trips get the business address and
the names of the byer and/or manager for each business, but do not push your
wares or give them any information. I personally think it comes across as
pretty unprofessional to simply walk into a business and ask to show them
your wares.
4. Back at home, put together a packet of information for each
business. It should include a letter of introduction, photos or brochure
showing your work, and wholesale price list including terms. ( Ask for 30
days net, but do not be surprised by 60 days net. Stop selling to any
business that consistently goes over 60 days net. They are not worth it.)
Promise each business that you will sell your work to no other competing
businesses in their area. It is both to your advantage and their advantage
to do so. Indicate that you will call them up in a week or two to discuss
the work and possible sales arrangements.
5. When you call them up, offer to come down and show your work in
person. Most businesses will take you up on this. A few will want to go
ahead and order work without this visit, but push for the visit. It is
absolutely worthwhile to establish a face-to-face relationship with your
retailers. When they are paying the bills each month, you will get paid
sooner if they have met you presonally and know your face. That is a
reality of the business.
6. When you have a show of interest from a range of businesses in one
area (This WILL happen if your work is good and if you approach the
businesses in the manner described above), arrange a trip to visit them.
The first time you do this, it may mean another trip following close on the
heels of the initial reconnissance trip, but it is essential and worthwhile.
When you get into the swing of this system, in one trip you can visit old
customers (this REALLY cultivates better customers - they appreciate it when
they know you in person, and they can sell your wares much more
effectively), show wares to prospective customers which you have contacted,
and scout out new possibilities in other areas. This becomes an extremely
effective system, even for a one-potter studio. These trips can easily be
combined with a family vacation once a year.
7. When you go to visit prospective retailers, bring a full range of
your wares, but do not expect to sell directly from that stock. Only show
them items which are really appropriate for their business. Avoid any hard
sell. Let the work sell itself. If it doesn't, it isn't worth selling. On
the other hand, DO describe any hidden merits and advantages which would
help THEM sell the work, but avoid ANYTHING resembling a hard sell or a
patronizing tone of voice. Let them do the talking whenever possible, and
be interested in everything they say. That sounds artificial, but when it
comes down to it, if you really want to wholesale to them, you WILL be
interested in everything they have to say. Emphasize again that you will
not sell to any competing business in their area, but also emphasize that
you may be selling non-competing items to other businesses, and that this
will be an advantage for all concerned.
8. During intervening periods between sales trips, remain in written
and/or phone contact with all your retailers. Let them know promptly of any
new items you offer. If possible, send out some kind of brief newsletter
outlining developments in your work, your studio, and your life. They love
it, and again, it helps them sell your work more effectively, and results in
a much more gratifying relationship with your retailers. In your written
contact and/or newsletter, push your best Christmas items, and subtly remind
them of the importance of placing early Christmas orders. Remember that
lots of businesses do their Christmas ordering quite early in the year, so
it is never too early to begin SUBTLY reminding them to place those orders
with you.
9. When you do shows or fairs, give out information about retailers in
the same region who sell your work. Those retailers will not mind at all
the brief competing business if you display your commitment to them by
publicizing their shops.
Remember that most of the above applies equally to consignment accounts. I
did a mix of perhaps 60% wholesale, 20% consignment, and 20% direct retail
out of my studio and at shows/fairs. Hope this is all of help to some of
you. Feel free to email me any questions.
- Vince
Vince Pitelka - vpitelka@Dekalb.Net
Phone - home 615/597-5376, work 615/597-6801
Appalachian Center for Crafts, Smithville TN 37166
LBCLAY@aol.com on fri 6 dec 96
I'd like to tell you my experience.....
I think the professional approach to galleries is very smart however WHEN i
first started out i am proud to say that i would JUST walk in off the
street,,, (not necessarily "galleries" but stores...yes I'd plan to bring
Pottery with me on my vacation and then walk around and knock on store door
after store door,,and "Every" time there was someone who "wanted to see what
I had". So they' d either come out to the car or i'd lug it in...Worked well
for me back then because I was afraid of "orders"..always wondering if I'd be
able to "do it again" (color and shape) and what if they ordered
tooooooooooooooo much...i was so new,,that this way (walking in off the
street) worked for me...and I was able to talk directly with the purchaser
and hear what he had to say....Once we even loaded our sailboat with banana
boxes and zodiac'd to shore and went store to store and when someone
said,,Yes I'd like to take a look at what you
do...we...................zodiac'd out and brought the goods to land...So If
you are very new to pottery and want to see if they'll sell....don't wait
until you are a professional...just go DO IT!
My humble opinion
another two cents for the cookie jar
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