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The Importance of Wholesale Accounts
March 20, 2009
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| In today’s tough economy, it is extremely important to maintain and service your current wholesale accounts. (Wholesale accounts are defined as those retailers—bookstores, gift shops, gourmet stores— that buy your books at a discount and sell the book to their consumers.) It takes more effort to open a new account than to increase business with a current account. With an existing account, your cookbook has a proven track record. However, you must continue to service and maintain the account for sales to continue. Here are some creative ways to increase business.
- Excitement—Set up an event to draw people into the store and to see you and your book. You may choose to conduct a cooking demonstration, hold a lecture on cooking tips, or feature “cooking with children.” Just be sure to do something other than a simple tasting or signing.
- Advertising—Remember, most stores do not have a huge advertising budget, so you will need to be prepared to pay for the advertising in full or split the cost. You may want to inquire to see if you can display a poster in the store or create a flyer to stuff in bags for a few weeks prior to any events you may be holding at the store. Also, check to see if they have existing publications (catalogs, flyers, etc.) that are going out prior to the events. If so, ask to be included in those mailings.
- Local Mentions—Place an ad for your cookbook in the local newspaper and be sure to mention where it is available (list some of the wholesale accounts in your area). They will appreciate the free advertising, and most likely, you will get an order from them. Be sure to send them a copy of the advertisement for their files. Create a coupon redeemable at these locations only. You can also make mention of the “key” accounts in any of your press releases.
- Service—Ask your wholesale accounts how they would like to be serviced. Can you contact them via phone monthly, quarterly, biannually, etc., to see if they need books? Would they prefer to receive a reorder card in the mail? Do they prefer e-mail contact or perhaps a fax with an order form attached? Utilize a communication planner to track these contacts with your accounts and be sure to keep detailed records. No matter how you follow up with your accounts, make it convenient for them to place an order AND sell your book.
- Specials—Offer a special discount from time to time. For example, purchase a case of 12 at the normal discount and receive a free copy (maybe to use as a store display copy). Offer free shipping on orders of 24 books or more. Give them a special discounted price and call it a “Customer Appreciation Special."
- Thanks—Send your accounts thank-you notes for doing business with you. Let them know how much you appreciate their partnership. Little things go a long way, and when your “wholesale partners” feel appreciated, they will remember those acts of kindness when it is time to reorder inventory for their store.
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