Using Email to Connect with Buyers

When I started my business as a sales rep, I traveled to my retailers to show them my new products and take their orders.  When I narrowed my sales territory to Idaho, I visited each area at least twice a year — but gas prices, at the time, were under $1.50/gallon!!

For the typical producer (and even reps), this is no longer the most practical way to sell to retailers.

One of the next best ways to contact buyers is via email.  But how do you make your email stand out among the hundreds of other emails a buyer receives every day?

Following are some tips from Wholesale in a Box on email marketing:

If you’re new to this and need a bit of a checklist for what to include and consider in writing this email, keep in mind:

  • DO keep the email short and concise (while also staying warm in your tone.)
  • DO be specific about what your line is.
  • DO give them an easy place to review your work, prices, and wholesale terms, whether an attached line sheet, a link to your website, or even your Etsy shop.
  • DON’T use a service like mailchimp and risk looking like you’ve mass-emailed stores (always a bad idea.)
  • DON’T make them ask for additional information or prices — make sure they have everything they’d need to make a decision about the line from the start.
  • DO put a reminder on your calendar to follow up with them in a few weeks

Just as important than the email itself is the follow-up system you use after sending that first email. Don’t expect the buyer to get back to you right away!  If they do, celebrate, because that is not the typical scenario!!

Most stores will require a second, third, fourth or more emails before they buy.  And of course, there is nothing wrong with placing a phone call in and around any emails you send.

Basically, you are trying to develop a relationship with the buyer — assuring them that you are wanting to work with them to help increase their store profits.

How many times should you follow-up with a potential buyer?  Until they give you a firm no.  They are always a potential customer until they tell you that don’t want your products in their store.  Normally, there is a good reason for a no, so don’t take it personally — justmove on to the next potential store!

If you are interested in more articles on email marketing, click here!






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