Last time, we talked about how to approach little brick & mortar shops. Now we get to talk about maintaining that relationship. Spoiler alert: Starting now, I love to take your calls! – Emily of Clementine

Illustration by Emily McDowell for Oh So Beautiful Paper

1. 3-2-1 Contact! 

So, we’ve clicked. I liked your goods. You sent your first order. Now what? Well, let’s take a cue from the great 80s theme song on 3-2-1-Contact: Contact is the secret; is the moment when everything happens! Contact is the answer; is the reason that everything happens! 

Why am I giving you an earworm for the rest of the day? Because it’s a great mantra for maintaining retail relationships and I think a few of you need that. How do I know? Because, the comments and emails I got after my first post made it clear that: 1. You all are super lovely and amazing. 2. You are afraid you’re bothering me.

One of my many beloved refurbished typewriters at Clementine

2. Are you bothering me?

Probably not. Remember: Your goal is to get me to re-order. I am pretty darn busy over here and I have a lot of stationery, so if your cards sell out, I may not notice for a bit. When you’re in contact, I order more frequently and I feel cared for, which makes me order more frequently.

Are you bothering other shop owners? I’m speaking for myself in this column, but I imagine my preferences are similar to other small brick & mortars. The best way to find out, of course, is to become psychic ask. How? Here’s one way:

We’re at the National Stationery Show or a Craft Fair, you’ve just finished writing up my order, you turn to me and say: “I’m so thrilled to be in your shop and wondered what your preferences are for re-orders and contact.”  You only need the basics: 1. Do I have a buying schedule? 2. Do I prefer emails/calls? Bonus points: is there anything that my current vendors do that I particularly like?

We’re both busy, we’ll both forget to return emails, but this little exchange tells me that maintaining a good relationship matters, and that gesture will go a long way.

3. What if you forgot to ask these things when we first met?

Of course you forgot, those lights at NSS are really bright and you didn’t sleep for the week prior. You can ask these things at any time, and this kind of attentiveness goes a long way whenever you ask.

When else should you be in touch? Great question. Have you seen this chart? The moral of that chart is: don’t wear tights and pretend they’re pants. The moral of this post is: wondering if you’re bothering me is not going to make me re-order. With that in mind, here is my basic list of when and how to contact small retailers:

Send a group email whenever:

• Your line has new catalog additions.
• You have seasonal deadlines.
• You have free freight or other sales and promotions.
• Your line gets great press.
• Remember: always include a link to your online shop and all social media handles.

Note: I suggest investing time in mailchimp or another email system. Create a stockist or “potential stockist” category and email all of us in one swoop. (Just beware of the new gmail system that throws these emails into the ‘promotions’ tab. That may be why you’re not hearing back from us.)

Send a personal email whenever:

• It’s been 2-3 months since my last order (this is a quick “Just checking in to see if you need anything…” email).
• I said I was going to send an order but you haven’t heard from me.
• You’re having a problem that delays my order.*
• My net 30 has passed. In small shops, we often literally do it all. Don’t be afraid to send an emails that reminds me that I forgot to pay you. It will also remind me that I may need to re-order
• You want to brainstorm. People love being asked their opinion. Retailers are people! I love what you do and really enjoy talking about new ideas/colors/products, even if I don’t carry your line.  I am emailing presently with the lovely Brannon about an unsolicited idea that I gave her which she is generously entertaining.
• Bonus points: at New Year, send me stats on what I ordered last year and offer an incentive to make a large January order that mirrors last year’s favorites. (I have money in January, so come and get it!)

Note: I want to stress the importance of the third point.* Tell me when you are having problems that create unusual delays. It’s natural to go silent and hope problems resolve themselves. Resist that temptation. Send a quick note letting me know what the problem is. If the problem is personal, I totally get that and you can be vague, but I need the end game: is my product coming and when? Most of the time I’m not in a rush, but if I am, I need to make other arrangements. If it’s more than a little blip, consider a small gesture: cover the shipping or include extra product. A little offer goes a long way. I have had very few bad interactions with vendors (and none with stationery folks), but I am currently embroiled in one that stems from pretty significant mis/non-communication on their part. I’m floored by how unprofessional their communication strategy is, and the worst part is that a few personal emails along the way would have gone a long way toward preserving the relationship.

Give me a call if: 

• I said I wanted to fill out an order over the phone.
• You want to chat/brainstorm (and you emailed first to see if I’m free).
• You have a quick question/need clarification on my order/need my credit card number, etc. and I’m not responding via email.

Note: I still wouldn’t suggest “just calling” to check in about re-ordering. Retail shops get so many cold-calls, we’re on high alert to be annoyed when the phone rings. But if we are emailing and you say “can I call you?” I will say: YES!

Ever so fun to unwrap: Orders in from Iron Curtain Press and Scout’s Honor Co

Follow us on social media if:

• It adds to your day and doesn’t become a burden. A well timed comment or an ongoing conversation on instagram, pinterest, facebook or twitter builds our relationship and creates easy, more frequent contact. We all have our favorites. I’m kind of a terrible twitterer. I love instagram. I love seeing what you’re working on via social media and responding right there.
• It makes you happy. Social media can reinforce the worst high school feelings: Followers, inside conversations, the feeling that you have to be there showing something amazing. These are tiny worlds. Use them for good and enjoy them. Do the ones you enjoy, don’t feel compelled to do any, but know that it’s a great way to be in touch which makes your other contact (email, calls, in person hellos) even more welcome.

Send a personal note:

• With every order. (I mean, only if you know someone who makes nice cards.)
• Just because! Carina sent me a just because letter after my thanksgiving post. We have never met and it basically made me cry. In a good way. Isn’t that what we all want? 
• Bonus points: Make your look orders lovely. Use Angela’s ribbon. It’s just the best.
• Bonus points: Include 1-4 cards that I’ve never ordered before. 
• On my birthday. Kidding, that’s totally not necessary (it’s February 23).

Letter & Lark and Shanna Murray orders are always an utter treat to unwrap

Personalizing is where we, as small business owners, have so much power over the big-box operations. And personalizing, ultimately is about making contact. When in doubt, be in touch when it feels right, these ideas are ideas, not guidelines. There’s very little wrong you can do. I love my stationery vendors especially, because you wrap my orders like gifts, with a sweet note and goodies. This is the way I want Clementine to run, with small touches that make an indelible mark. Surrounding myself with vendors like you, who share this view makes it palatable to send in my law school loan check each month. I love what I do now (and I’m really glad I’m not practicing law). Everything I did before brought me to this point and I’m so thrilled to be sharing in this world with you. In other words; you’re not bothering me. So, you know, let’s make contact!

My ever changing collection of your notes at Clementine, an outgoing package from Clementine

All photos: Emily Blistein via Instagram

Ed Note: You guys, I could not be more excited to introduce this new column! Each month, Emily Blistein – owner of the amazing gift, baby, vintage, home decor, and stationery shop Clementine in Middlebury, Vermont – will be stopping by to share wisdom from the retail perspective. We have lots planned for this column, from gift pairings to retail trends and everything in between. But the best part? Emily is willing to answer questions! So read through her first post below, then leave your questions for Emily in the comment section! –Nole

As a grown-up, mail is not always fun. You, Dear Stationery Artists and Lovers of Letterpress, make mail-time like Valentine’s Day in elementary school. I adore you for it. When I opened Clementine three years ago I had two stationery lines, now I have nearly two dozen. Customers fawn over the card selection so much that stationery has become the heart of my shop. I love watching it grow and dream of days spent drinking coffee and making orders. In reality, my to-do list is often longer by the end of the day.  Things get lost in the shuffle. Here is my best advice for growing your wholesale line by grabbing the eye of busy shop-owners. – Emily of Clementine

1. Do you like-like me?

You may have a well-organized list of potential shops to contact or you just blog-hopped your way to a new shop.  This whole thing is a bit like dating. It can be really exciting and slightly awkward. At the core we’re both asking: are we good for each other (even if it’s just seasonal)?

This is a good stage to do a bit of friendly social media stalking. You might find a window to connect that traditional introductions don’t allow. Just refrain from making your first hello a post on Instagram that says: “love your shop, would love to show you my line!”

If you like a shop, you can learn a lot about what we like in a quick website, blog and social media search. If you like what you see, then by all means, say hello!

2. Would you maybe want to get some coffee sometime?

You want to introduce your line but do you email, call, send a packet, or stop in?  No matter the method, make your first hello quick and memorable.

If you’re stuck, follow this: Use my first name, say how you found me and what you like about my shop. Tell me a few sentences about you. Make a date to follow up. Say a gracious good-bye. Decorate a nice envelope. Remember to actually follow up when you say you will. (I prefer email).

• Introduce yourself by post mail if: You really like my shop, think your cards would be a perfect fit and you can afford it.
• Introduce yourself by email if: You’re more comfortable over email and it’s easier to get out the door.
• Call if: You want to make me flustered and awkward. Your currency is visual; I want to see it first.
• Visit if: You’re in the area. I love in person visits. I do not love unannounced visits to talk about your line, which you happen to have in your car.

 

3. Be memorable and follow up:

I don’t have to tell you how to make it personal. This is where you excel, but here are a few things that often make a difference to me:

Showstoppers: A day of mail just before the 2013 National Stationery Show / The recent introduction package from E. Frances

• Your envelope is the first thing I see. You are in a sea of incredible envelope addressers. Stand out in a vibrant way that fits your aesthetic.
• Let your work do the talking. Include 2-4 images (by email) or 4-5 cards (by post) of your best work. You don’t have to tell me why your cards would be perfect in my shop; I’ll take care of that.
• Use my first name and make it personal. Shop owners take pride in curating their lines, personalizing your introduction shows that you understand that. (Do beware of ‘cut and paste.’)
• Offer to send samples. This will make me look at your line, and it gives you an obvious reason to follow-up. I don’t suggest that all vendors send samples, but cards can look very different in person.
• Consider offering an incentive, like free shipping. This won’t make me order, but may sway me to increase my order and take chances.
• Sometimes you catch me at the right moment and I reply immediately. Be prepared with immediate follow up and clear (hopefully flexible) instructions for how to place an order.
• Use your connections. I adore and trust my current vendors and friends. If you know them and they tell me to look at you, I will. You are in the best, most supportive and collegiate industry around, use it!
• Timing. Remember Thanksgiving through Christmas is crazy for retail shops. Consider following the National Stationery Show timeframe even if you’re not going. I keep a folder of NSS cards and April is when I’m most tuned in to new lines. January is also great, things slow down and I’m ready to think about Valentine’s Day. (I love to think about Valentine’s Day)

4. It’s not you, it’s my toddler. Silence does not mean I’m not interested. I know you put a lot of effort in to your submissions. I try to reply to all of the (thoughtful) submissions I get. But I wrangle a two-year-old, so my days are long, and my “I have to email that person back” list is longer. Don’t be afraid to send a follow up note. I have a huge stack of orders waiting to be written. Often a well-timed email about new items or a special makes an order happen.

5. Don’t be shy. If you like a shop, stay on our radar. I’ve brought on many lines months or years after the first introduction. Social media can be a great way to build a connection. If you mail an introduction packet, remember to include your social media handles. I get a lot of submissions that are fantastic, but aren’t quite right for the shop. I will happily tweet/instagram a quick photo of a great package. (And don’t be afraid to follow up!)

Perfectly personalized packages (clockwise from top left): Grey Moggie, Moglea, Ink Meets Paper, An Open Sketchbook

A family of favorites at Clementine and Scout’s Honor Co’s little nook. 

I love growing the family of print at Clementine. Your ideas and experiments make this possible and I’m constantly grateful (and pretty darned impressed).

Each little shop is unique, but I hope these are some helpful bits to expand your wholesale business. If you have specific questions, ask away! That’s where the fun happens, and maybe where future posts are born. I can’t wait to hear from you. xx Emily

Photo & Instagram credits: Emily Blistein, Clementine.