10/8/2021

10 Easy Tactics To Make People Trust Your Store

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People with this skill are considered to be chameleons; they try to blend into their environment by copying other people’s behaviors, mannerisms and even speech patterns. However, this skill can also be used consciously, and is a great way to make you more likable. With persistence, imagination, and the right strategy, you can make the dream a reality. Here are 10 tips from successful small businesses on exactly how to sell wholesale to retailers 1. Focus on your story. One of the best ways to get your product noticed is to have a compelling story surrounding it. And telling it often. Get alert from $10,000.00 – $10,000,000.00 credited on your Master-card or any debit card instantly with my new software machine. Double your cash, make 24-48hrs profit, no delay, 100% guarantee. Make Urgent Money to pay bills and start business, Reply the e-mail account on this article, ( [email protected] ) for credits. 6 Tips for Better Time Management. Learn how to make time to smell the roses. A New York-based productivity expert and author of Take Back Your Time. 'People talk too fast. We're always in a rush. Here are 10 ways you can help establish trust with customers visiting your online store. (And the good news is that every one of these concepts is easy to do with your Weebly account.) 1. Include Reviews or Testimonials. Word-of-mouth marketing is one of the most valuable tools in your sales toolkit.

  1. 10 Easy Tactics To Make People Trust Your Stores
  2. 10 Easy Tactics To Make People Trust Your Store Online

It’s rare for a day to go by without me scrolling through my Facebook feed. And I’m not alone: According to DMR, 65% of Facebook users log on daily.

As marketers, we know how critical it is to have a business Facebook presence, but we also know that it’s becoming increasing challenging to stand out among our peers. With over 1 billion daily active Facebook users, marketers need to be smart in terms of how they grow their audience and business through Facebook.

It’s tricky, but it’s not impossible! Here are 10 smart Facebook marketing ideas to help you stand out in the crowded social sea.

1. Target an Insanely Specific Audience

Did you know that you can target French and English speaking women, between the ages of 31-56, who live in a 10-mile radius of Boston, MA, who are “fit moms” of grade-school kids? Don’t believe me? Check out my article on the 11 unbelievably specific Facebook audiences you can target.

The super-sophisticated level of ad targeting is one of the main reasons to be excited about Facebook marketing. Hopefully, you’ve dedicated time and resources to analyzing your customer base and forming buyer personas; now you can put those personas to use and go after the people that are most likely to be interested in your products or offerings.

Caution! If you go too specific this strategy can work against you so, keep an eye on the audience definition tool to ensure you’re not getting so granular with your persona targeting that nobody sees your stuff.

2. Run a Simple Contest to Up Engagement

Facebook contests are nothing new, but that doesn't make this Facebook Ad tip any less helpful. You’ve likely been exposed to many, and have potentially even entered some (I know I have). But have you actually tried running one yourself?

10 Easy Tactics To Make People Trust Your Stores

Running a contest with a tempting incentive is one of the best ways to spur ad engagement on Facebook. What beer lover wouldn’t want a free trip to one of the best beer-fests in Boston (see ad below)?

The best thing about running a contest is that it doesn’t have to be overly complicated. Follow Harpoon’s lead for instance, simply asking people to submit photos with your product in them, and then choosing a winner at random for a fun trip.

3. Create Short, Enticing Video Posts

So, you’ve tried marketing your company with videos on Facebook, but people just don’t seem to be interested? This is likely due to one of two reasons:

  • Your videos are too long
  • Or, they’re just not engaging enough

Facebook users are looking to be entertained. They’re spending their time on a social platform, likely to kill time or stalk their friends, so you need to divert their attention quickly, with entertaining content. What better way to do that then through video?

Other marketers are catching onto this trend. The amount of average daily video views on Facebook doubled from 4 billion video views per day to 8 billion, bewteen April and November of 2015!

Companies like BuzzFeed have figured out the recipe to driving video engagement – keep it short and sweet, with a visually engaging thumbnail. I spent about 2 hours the other night watching these short video recipe posts on BuzzFeed Food’s Facebook page.

As a bonus for you, the marketer, short videos are easier to film and edit! Here are 15 tips for filming and editing marketing videos.

4. Use Eye Contact in Your Images to Direct Attention

People follow directional cues from other people. If everybody in the room looks up, you’re going to look up too. This is human nature.

“Human beings have a natural tendency to follow the gaze of others, and we have been coached since birth to follow arrows directing us to where we should be looking/going,” says Help Scout’s Gregory Ciotti.

Take advantage of this fact to focus viewers’ attention toward the most important part of your Facebook ad. For instance, if you have a strong call-to-action, you could show an image with a person looking at or pointing to that text.

Check out Moz’s Facebook post below – the image shows a clear journey of where to direct your eyes, starting with Rand’s gaze and then following the red arrows.

5. Post Images of Dogs Acting Like Humans or Babies Acting Like Adults

I’m aware that this tip sounds bizarre. But it works! Why? Because who doesn’t love dogs and babies?

Oh, dogs and babies aren’t related to your brand? Who cares? Make them related to your brand by giving them hilarious, brand-related captions. Bark Box happens to be in the pet industry, but they truly excel at this with adorable images of dogs with human-like captions.

When you’re doing Facebook marketing, it’s a good idea not to take yourself too seriously. Inserting some playfulness into your posts will grab busy, distractible people’s attention, and this is the perfect formula to do just that: Baby + headset and suit + adult-like caption, always makes for a good laugh.

6. Target the Leads You Already Have on Facebook

Did you know that you can upload a list of emails right into Facebook and then show your ads to that audience? Through Facebook’s Custom Audiences feature, you can target the leads you’ve captured from your newsletter signup or other lead gen efforts, or perhaps a group of your current customers that you’re trying to upsell.

In addition to focusing on insanely targeted audiences (see tip #1) you should also be crafting ads to the contacts you already have, but in an even more personalized way. For instance, let’s say you have a list of people who downloaded a guide titled “Introduction to Building Your Own Website.” You can upload that list of people and target them with a highly specific ad that refers to that guide and what the next steps are to take their website to the next level.

Make

7. Clone Your Main Revenue-Generating Audience

We’ve discussed a few strategies for creating relevant audiences; once you’ve acquired enough data, you can clone your top-performing Facebook audience. Facebook’s Lookalike Audience feature allows you to take an audience you already have and expand your reach by finding new leads that have similar attributes. You can pretty much clone your best customers. It’s that simple!

8. Humanize Your Brand with Fun Employee Photos

Facebook is all about people. The original intent of Facebook was to interact with friends, not advertise your business, but it’s easy for marketers to forget this. The problem is, pushing solely product-related messages is only going to take you so far. You need to show the people behind the brand to connect with your audience.

10 Easy Tactics To Make People Trust Your Store

There are a lot of companies that do this well – take Unbounce. They use their Facebook business page to show off employees in a humorous and relatable way.

9. Only Pay to Promote Your Best Content

You’re likely reporting on a bi-weekly, monthly, or quarterly basis to see which content is resonating with your audience in terms of page views, shares, comments, and other engagement metrics. With all of this knowledge at your fingertips, you should be using this data to decide where to focus your promotion budget. Put some money behind your best content to get it even more exposure.

It might seem like common sense, but it’s easier then you’d think to let rockstar content fade away and acquire dust in the corner. Stop doing this, and run Facebook ads to give a second life to your content superstar performers. Evergreen content will still resonate with a larger audience if it did well when it was originally published. (This is especially effective for content that isn’t ranking well in organic search.)

10. Use Emojis in Your Facebook Marketing

In May of 2015 WordStream’s beloved data-scientist Mark Irvine found that ads with emojis get far higher click-through-rates than ads without. Unfortunately, Google quickly caught on and emojis are no longer allowed in AdWords ad text.

According to AdWeek, 92% of online users use emojis, and frequent users feel emojis express their feelings more accurately than words. Emojis are kind of like dogs and babies, people just like them. Moral of the story, use emojis in your Facebook marketing posts to add personality and emotion to your text.

It’s just that easy. Before you know it Facebook Advertising might become your fastest-growing marketing channel!

If you’re an artisan or maker, you might dream of hitting a home run with a large retailer or national big box store.

Creating something worth buying is every entrepreneur’s first challenge. After that, most turn to direct-to-consumer channels like e-commerce or a point of sale (POS) system to process orders in person.

However, to sell products to retailers puts your business in front of the vast audience of customers wholesale distributors already have at their disposal. This is where market research, knowledge of wholesale buyers, and the power of persuasion come into play.

With persistence, imagination, and the right strategy, you can make the dream a reality.

Here are 10 tips from successful small businesses on exactly how to sell wholesale to retailers …

1. Focus on your story

One of the best ways to get your product noticed is to have a compelling story surrounding it. And telling it often.

“If you can find a way to differentiate yourself from the competition, you have a key reason why someone would choose your product over other brands,” says Kelly Belknap, who with his wife founded Adventurist Backpack Co.

The minimalist backpacks are designed for travel and backed with a social cause. For every backpack purchased, the company provides 25 meals to families in partnership with the national non-profit Feeding America.

“We’ve had numerous retailers confirm that the reason they wanted to order from us is because of our story and mission to help feed American families.”

The same is true for green businesses and small businesses centered on sustainability.

2. Major on the mission

Story is also key to the success of niche women’s outdoor clothing company Kind Apparel. Especially how the brand weaves together its product and mission.

The line started as an Etsy shop and is now carried at specialty outdoor retailers, as well as online at Title Nine, a national retailer of women’s sporting and athletic apparel. Kind Apparel’s founder, Mallory Ottariano, notes that the Title Nine partnership came about primarily because of their shared mission to support women-led companies.

“My retailers sell to customers based on the emotional connection to a brand’s ethics so the way they market my story is important,” she says. “I give the retailers and their employees’ transparent information on how my products are made so employees can use my brand story to differentiate my line when speaking with customers.”

These tactics allow retailers to have a more direct-to-consumer feel to retail story-telling while complementing their own values.

3. Know the retail stores that fit

You stand a better chance of success by approaching a small retailer than going after Target or Walmart.

By striking up a personal relationship with the owner—especially if you happen to be a regular customer—you can learn about the store’s buying cycles, seasonal purchasing patterns, and customer preferences.

Research should also include a review of the store’s floor layout, how products are displayed, and the owner’s specific product categories.

Why? Because every inch of floor space matters in brick-and-mortar.

Showing a business owner what your product’s packaging looks like and demonstrating how conveniently it fits onto the shelves may be just what tilts the odds in your favor.

4. Pitch local …

While getting on the shelves of major retailers can often involve a trek to headquarters to meet with buyers, that’s not necessarily your best avenue.

“Forget corporate ‘process,’” says David Krysak, president of H4Legs pet products. “Most middle and regional managers can do discretionary buying for their local outlet. That allows you to learn their process, get face time, and figure out where others have succeeded and failed in their quest to expand nationally.”

It can also give you proof that your product is appealing when they are making decisions at a national level, as well as provide an internal fan who can help advocate for you.

Building a distribution network should be a long game—unless you have a truly disruptive product that retailers and distributors immediately see a need for within the market place.

“If not, having a low SKU count and limited market penetration typically does not yield the attention necessary to validate the margin requirements that accompany these traditional channels; at least not initially,” Krysak says.

5. Then, move to wider distribution

Starting with local retailers isn’t an end unto itself. Rather, use those direct relationships to find out how the larger processes work.

“Go early in the morning,” explains Krysak, “when they are less busy and ask questions to find out more about the process. For example, if the location is part of a franchise chain, who is responsible for purchasing and do they offer a local manufacturer program? Could you try stocking a few products to allow them to gauge interest from their clientele?”

Small retail footholds offer invaluable feedback when you eventually broaden to major retailers with wholesale distribution networks.

Another option for gaining retail shelf space is to work with a retail broker who can align your product message with the retailer’s operational expectations.

As Robert Cuddihy, CEO of natural beverage company True Citrus, explains: “Expect it to cost you, though. Not only will you pay broker’s commissions but also slotting and promotional costs.”

That’s because margins are tight in the retail category, so stores look at these less-established products as revenue generators for them.

6. Make your mark at trade shows

Trade shows can be your golden ticket. That’s because buyers are out in force at trade shows, always looking for what’s new and next.

Store

However, it’s important to choose your shows carefully since they can be a large investment of both time and money.

Tactics

You have to be fully invested to reap the benefits, notes Nichole Evans, a retail strategy expert and director of channel management for ChicExecs, a women’s accessory company.

“Your booth doesn’t have to be neon yellow, but you don’t just want to hang a sign or two because people will ignore it and just walk on by,” says Evans. She suggests you consider the same principles that designers use in window displays at department stores that are designed specifically to make people stop and look.

In fact, if you have the budget, hiring a professional booth production company can be a worthy investment.

7. Engage before, during, and after

Next, engage with every person who passes by your booth as a way to create a crowd so more people will stop to see what the buzz is about.

Evans finds it’s effective to give away promotional items—ideally one of your own products if it’s not too costly. Choosing a giveaway that requires a quick explanation will entice people to stop and engage, which again has the effect of making others stop too.

Equally important is looking successful.

“We always carried around a tablet to take an order,” Evans says. “That gives the appearance that we were always writing orders; the instinct of those who were walking by would be to stop and see what people were buying.”

Lastly, follow up on all the conversations you had within five days of returning home.

As you’re having personal conversations at shows, take the time to make notes so you can reference those details later. Touch base with everyone who left a business card or let you scan their badge.

8. Embrace the power of social media

While most people consider social media as a buzz-builder for consumers, Belknap found that it was helpful to catch the eye of wholesale buyers as well.

Adventurist Backpack Co.’s strategy was to build a following of outdoors and travel-related influencers on Instagram. Those influencers shared photos of the backpacks and wrote about the company in exchange for a free pack to take on their adventures.

“Within our first few weeks of posting on Instagram, we had a chain retailer from Montana with six locations reach out to us and place an order for 100 backpacks on the spot. Without ever having actually seen one in person.”

That led to the company to move from exclusively online to contacting smaller chains and individual boutiques across the country to get the products on shelves.

It has since expanded to college bookstores and—as part of their outreach—ended up talking with the accessories buyer for Urban Outfitters where it was fortunate enough to secure an order.

9. Keep it ‘short’ and send samples

As you deepen your relationship with larger retailers, most makers recommend a three-pronged strategy that includes emails, phone calls, and in-person visits.

“Once you’ve sent information to a buyer,” says Evans, “or further connected by sending them a news mention or influencer post, you can then follow up on the email with a phone call. You’ll probably get a lot warmer response than just a cold call.”

Similarly, Belknap also found that email was usually enough to get his foot in the door: “I would introduce myself and the company and our mission and explain why I thought it made sense for us to team up together.”

“Keeping things short and sweet is the best way to get your foot in the door.”

If you’re starting from scratch, check out the store’s website and initiate contact through email rather than dropping by unannounced. Hone your pitch to a few short, punchy sentences, explaining how your product can benefit the retailer’s customers and generate new revenue.

10. Always include a sell sheet

Most retailers will want time to consider your proposal. To help facilitate the process, leave behind a one- or two-page sell sheet: essentially, a brochure containing information related to the value of stocking their shelves with your product.

As a rule of thumb, sell sheets should include:

  • Wholesale price and retail price
  • Discount tiers: 100 units, 500 units, etc.
  • Product benefits and high-quality photographs
  • Testimonials from wholesale customers
  • Rating and reviews from direct customers
  • Patents and any other intellectual property rights
  • Ordering, website, and contact details

Take time to customize your sell sheet so it accurately reflects the buying needs of each retail store. Don’t go for a one-size-fits-all marketing approach. Again, sample products can also be hugely beneficial.

Never get discouraged going from wholesale to retailers

Even if you make all the right moves, remember that success is unlikely to happen overnight. “Don’t become discouraged if things don’t blast off from the start; the cliché of salespeople getting turned down by most retailers and buyers is real,” he says.

For every 100 stores you contact, you may get a response from a mere one or two. And that’s on a good day.

“Keep the dialogue open,” notes Belknap, “and try to overcome any objections there might be.”

10 Easy Tactics To Make People Trust Your Store Online

With the law of averages in mind, contact as many different people and stores as possible. Keep following up—judiciously, of course—until they explicitly tell you that they aren’t interested. Slow and steady will win the race.

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