At a very successful company I used to work for, which I'll refer to as
Andi James, the owner, Andi would always go to trade shows with the sales reps.
I am no less than positive most of the reps found this completely annoying.
I mean didn't he trust them to do their jobs? And furthermore weren't there a million other things he could have/should have been doing than hanging around and giving buyers that fake
European kisses on the cheek-- asking them about everything from their businesses to their kids.
Yes he was already very successful...his name was big but even like Mega star Beyonce (personally promoting her line at a trade event in the pic above), he always seemed to realize he was no bigger than the people who supported him.
In contrast I've seen many designers ship off their sample lines to a trade show in a big UPS box then wait by the phone to hear the sales rep either show and prove with some great orders or ramble on about how the show was slow and people just weren't buying.
The message in all this is to be involved with your showroom and the entire sales process.
The relationship with your showroom is a partnership but obviously an outside showroom is not your company. And if for whatever reason things don't work in the short or long term it will have been important to have always protected your interests.
So what are your interests?
1. Your Relationships. Andi went to those trade shows to build personal relationships with buyers--that could possibly outlast his relationship with the showroom. He made it clear that he appreciated their business and was there to personally stand behind his company. He understood his customers were his everything...much too important to be left entirely in the hands of another.
2. Your Insights. In most organizations the sales people are the biggest knowledge keepers. Yeah you can look at the numbers but the people on the front lines are the only ones who know the whole story.
Why isn't this selling? What makes this piece so hot? The non-verbal cues, expressions, side comments they all add up to a full picture that can be translated into action steps to grow your business. Insert yourself in the mix and get these insights for yourself.
3. Your Visibility-- The press are a staple at trade events. They want to get good interviews and create interesting stories that can be turned around as quickly as possible. Would it be better for you...or perhaps the entry level sales assistant the showroom has dedicated to your line to help build intrigue, give quotes and secure press coverage? Don't leave it up to your sales rep or your press kit...go to the show and make your story come alive.
All this being said, of course there is a right way and a wrong way to do everything. Having a good relationship with your sales partners is of the utmost importance as well. You definitely don't want to piss them off prancing around like an uninvited diva.
Perhaps you only attend the largest events, and only stay for a few hours during peak traffic. Also talk to the sales manager about the best role for you to play....Silent observer? Special guest? "The designer wanted to travel here and personally greet our customers." Buyer thinks...
what a nice touch..none of the other designers came... Hey I've always wanted to ask you..yada..yada..yada...You get the picture. Play your position. You are the owner, which means at the end of the day the whole
shebang is your
responsibility. If things go left there is really no one else to blame. And even if there was you can't really take blame to the bank.
My bottom line--Take some time to stay personally involved in the sales process...you can't afford not to.
Labels: fashion business management, Fashion Marketing, Fashion Sales, showroom sales
