WEBVTT

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Welcome to the Promo Playbook, the podcast where

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suppliers come to win in the promotional products

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industry. We're your hosts, Lisa Faustek and

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Adrienne Barker, bringing you insider insights,

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expert strategies, and no fluff advice to help

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suppliers navigate the promo channel like pros.

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From marketing to distributors to mastering software

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onboarding, we cover it all. Whether you're new

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to the industry or ready to scale up, this is

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your playbook for success. Let's get started.

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Well, welcome everybody to the next episode of

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the promo playbook. Today we're going to dive

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into a foundational topic that sort of gets pushed

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to the side. And I love that Adrian on our team

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is very dialed into the finance and credit part

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of running a supplier. So today we're going to

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dive into. Setting up new accounts, making sure

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that you have a credit protocol in place. What

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is your standard operating procedure for onboarding

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new customers and extending credit, making sure

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things get billed and then you get paid. So I'm

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going to sort of set the stage here and run through

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a little checklist of some of the tasks that

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need to go along with this. And then we'll dive

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in with our team of experts on how to unpack

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this topic. So how do you set up a new account?

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How do you communicate that to your prospects,

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your distributor prospects? How do you run a

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credit check? What are the resources that you

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need to see if this is a legit distributor? What

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type of payment offerings do you want to have?

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Do you want to have a payment portal? Do you

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want to take credit cards? Are you only going

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to accept checks? Do you accept ACH payments?

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How do you collect the correct documentation?

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Do you need a W -9 tax ID number? What type of

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form do you need to create to have your distributors

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fill out? We'll dive into credit card fees. How

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do they affect your profitability? And do you

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want to accept credit cards? So those are some

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of the topics we're going to cover and also the

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benefits of a variety of clients in your portfolio.

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So Adrienne, I'm going to throw the ball to you

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first because I know that this is a topic that's

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dear to your heart. So you've worked with some

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baby suppliers, some new suppliers. Talk us through

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that process with them. So my first suggestion

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is to stick with the industry software. I would

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not say, oh, let me use Shopify or use another

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program. Stick with the industry software. That

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will help you to make sure that everything that

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you're doing is under an SOP or standard operating

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procedure and everything that you need will be

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there. So first of all, my dad always said, there's

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no business without having an account set up

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first. You have to have the account set up and

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then you got to get quotes going on, right? So

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all of that, you have to make sure you have that

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process correctly. So that's the first thing

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I'd say is go to ASI. go to PPAI, see there's

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other, there's the other industry directed software

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that will help you to, to look at taking the

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orders and looking at credit checks and giving,

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and also, you know, what are these other distributors

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have done? Are you going to take in a distributor

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that has our zero rating? So you got to take

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the time to research. And I want to say, you

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want to make sure too, when you're talking as

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a supplier to the distributors and getting them

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set up, One of my favorite books is Unreasonable

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Hospitality. You got to think in a way as a distributor.

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They're busy, they're trying to take orders,

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they're doing you a favor in their mind that

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I'm giving you this order. You have to make it

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easy for them to have an account procedure, easy

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to set up, easy for them to make payments, and

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that discussion of credit card fees needs to

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be discussed. I'm going to throw it now to Kim,

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catch the ball. Oh, I got it. Yeah, I agree.

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I mean, I think it's often forgotten, like, hey,

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here's the order. Great. It's so easy to open

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your spreadsheet, your NetSuite, whatever platform

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you're on, and put in distributor A, want 600

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of these with a one -color imprint, send, and

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off you go. And you don't really think about

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that next step of, well, OK, that was a $6 ,000

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order. When am I gonna get paid on that? How

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am I gonna get paid on that? Like all the things,

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right? We're all in this to make money. And the

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only way you make money is by collecting your

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payment. So having even just simple forms, if

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you're not set up where it's completely automated,

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being able to create templates, you know, onboarding,

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supplier onboard templates, basic information,

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name, address, contact person, who is the AR

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person? the accounting person when you're generally

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dealing with an order taker back and forth. But

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if you don't get paid, that person doesn't really

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know either. So you need to make sure you're

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getting even just the basics that it sounds silly.

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But I think sometimes, you know, we all get caught

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up in the sale that we forget about those details

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and to go back and have to redo everything or

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backtrack it isn't so easy. So I think being

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able to look at getting simple onboarding forms

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to collect information is a great start. So you

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have an account. And then the second step, you

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know, to Lisa's point is okay, but how do you

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want to get paid, right? What does that look

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like? Is it credit card? Is it ACH? Are you,

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can you take ACH? Do you even know what ACH is?

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You know? So I think that it's often, yeah, we

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jump to the sale and we forget the rest. Awesome.

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Awesome. So great insight, you guys. So step

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one, create a form for yourself. Make sure that

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you have something you can email to that distributor

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where you can get, and I want to support Tim's

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comment of the AR person is not always the salesperson.

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Most of the time, it's not unless you're dealing

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with the sole proprietor distributor than it

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will be. But most of the time, You want to capture

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the accounts receivable information, email, all

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that, as well as the person who's placing the

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order. Key pieces of information also on that

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form is tax ID number or resale certificate resale

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number, those types of information. So step two

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that Adrienne mentioned is check that in your

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industry software. That could be Sage or ASI,

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both. groups have software where you can check

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the financial life of a distributor and make

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sure they're in good standing. You know, that's

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the best way to go about it. And then once you

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have that back, you can determine what type of

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terms you want to extend. So let's break down

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terms. Adrienne, what types of terms can we offer

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to our distributor friends? So distributor friends,

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we love you all. Just pay in advance. Pay in

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advance, but get as much juice as you can out

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of it. So if you're paying in advance, that's

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where you can negotiate and ask for an additional

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5 % or 10 % off, right? You know, this is a tough

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industry. So I just want to say to the suppliers,

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you know, you have to know that there may be

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a distributor out there that has an order for

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you that's literally working out of their, you

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know, closet. And does it have any money or does

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it have a big company behind them? So you got

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to do this because otherwise you won't get paid

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for your work. And that's like the worst thing

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that can happen is now you're going and trying

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to go into collections. We're not, you know,

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the health department. It's hard to put out collections.

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That's probably the toughest part of the industry

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and probably another conversation, which I really

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don't know much about. So you've got pay in advance.

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You've got you got. deals that you can make.

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So you've got a term. So maybe you say, Hey,

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I want to pay you in nine days. Can I get net

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10? And that means that you're getting a deal,

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but now you've got 10 days to pay when that invoice

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is net 10. It could be invoice is due. And so

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when you receive the invoice, that's when you're

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going to pay. That doesn't mean that you're paying

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in advance. It's when you receive the invoice

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and suppliers talking about sending out invoices,

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be prompt with it. because that is really a big

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complaint from distributors that you wait to

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invoice them. And then, well, they should be

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happy that I'm not sending them an invoice. Okay,

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no, because they can't invoice their client because

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they wanna know if they've missed any charges

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or if there's any overages or underages. So like,

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seriously, you gotta make sure. Then you would

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have your net 30, which could also differ, and

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Kim's gonna share about that. But net 30 would

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mean that you have 30 days to pay that invoice

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afterwards. And anything over, if you are a supplier,

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you may want to tack on interest rates. So you

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may want to say, oh, you know what, if you don't

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start paying. By the way, you may want to say

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net 10, 2%. I think that is that it. So if you

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pay within 10 days. You get 2 % off or 5 % off.

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That's something you could do, especially as

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a supplier and you're new and you want to be

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flexible. That's a nice way to do it. And, and

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other than that, you're going to have suppliers,

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distributors that are going to say net 60, net

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90, maybe. And of course, I think there should

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always be open room for negotiations, but I don't

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think that I've missed anything. So let me go

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to have, let me mute up and you guys take over.

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Okay, yeah, I don't think I don't think you miss

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anything on that but I love the point of your

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invoice out on time like that is just it's crazy

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to me that you can place an order it can ship

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and It takes two or three weeks for somebody

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to get an invoice Like that's insane and it doesn't

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make sense for you as a supplier because your

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terms Don't start until they get the invoice.

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So if you waited two or three weeks to send it,

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you just lost two to three weeks of getting paid.

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Like, we want it from a cash flow perspective,

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right? You want money coming in constantly because

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money's going out too. So I absolutely love that,

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Adrienne. Make sure you get your invoices out

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on time. Great. And then when you talk about

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terms, you know, There are a couple different

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ways, and we were talking, prepping for this

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podcast, and I think all of us have experienced

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different ways on terms. So net 30 tends to be,

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I think, the typical timeline. You do have net

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60. You do have net 90. Negotiate those. Nobody

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wants net 90. That's like a whole lifetime went

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by before you're getting paid. But you can negotiate

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that. Of course, people are going to start there,

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but that's not where you're going to land. But

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then when you're talking about terms, you also

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have to think about, okay, I'm giving somebody

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30 days, net 30. How do you want that money to

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come in? Can they pay it via credit card? In

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that on day 29, pick up the phone and call in

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with a credit card. Do they have to send a check?

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Can they wire it, ACH? You have to figure out

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how do you want to be paid? For us, you know,

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how sort of we live at Quirksicle, you can pay

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via credit card, but that has to get done at

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the time of the order. And then net 30 is either

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ACH or check. So, you know, for us, we don't

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pass along credit card fees. So if we're already

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sort of delaying payment for 30 days to allow

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you 30 days, we don't also want to. have to suck

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up credit card charges. So, you know, and again,

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it's not hard and fast, but the majority, it's

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either credit card and that card is charged at

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the time of shipment, not in advance of the order,

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but the time it ships. So basically balance due,

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you know, upon shipping or it's net 30 and then

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you can pay another, you know, a different way

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other than credit card. But as we learned, not

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everybody does that. Yeah, so it's all over the

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place. It's a variety and smaller suppliers with

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limited bandwidth might come at this from a different

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perspective. I think the important part for any

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supplier, no matter what size you are, is if

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you can't have your own accounting person or

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team invest in and outsource accounting. that

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can help you stay on track with this. APAR is

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super important for your cash flow, especially

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when you're buying supplies and paying labor

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and, you know, payroll and all those great things

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we know as suppliers that are so important to

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making the company run. So some key decisions.

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Are you accepting credit cards? How do you charge

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those fees? Will you charge those fees? Will

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you offer a discount on early payment? Will you

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have a payment portal? Things like that are important.

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Will you set up on Shopify so that everything

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comes through a tech stack and you're getting

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paid upfront? Lots of things to consider. But

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most important, get your data set up correctly

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from the beginning. Make sure you know who your

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customer is, who's going to pay, how you're going

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to invoice them, and how you're going to get

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paid. So I think we wanted to keep this sort

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of a short, tight segment, one of our mini bites.

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How are we doing on time, Adrienne? We're doing

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great. And all is good. All is good. I was thinking

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of something, but I need another minute to have

00:14:36.929 --> 00:14:40.509
it go back in my head. OK. So I think what we'll

00:14:40.509 --> 00:14:45.409
do is we'll end this segment here, because this

00:14:45.409 --> 00:14:49.559
could be a longer segment maybe we'll have a

00:14:49.559 --> 00:14:52.200
guest CFO join us and really talk about from

00:14:52.200 --> 00:14:55.399
the supplier perspective how all of these things

00:14:55.399 --> 00:14:59.659
come into play. Do you want to offer those invoice

00:14:59.659 --> 00:15:03.039
discounts? Something that Adrienne said as we

00:15:03.039 --> 00:15:05.159
were prepping for this call which I think is

00:15:05.159 --> 00:15:08.190
important that I'd like to close with is You

00:15:08.190 --> 00:15:11.690
want a variety of clients, a variety of distributor

00:15:11.690 --> 00:15:15.269
sizes. You want some smaller distributors, you

00:15:15.269 --> 00:15:17.490
might want some midsize distributors, and then

00:15:17.490 --> 00:15:20.269
you might want to have a national or two, depending

00:15:20.269 --> 00:15:24.269
on the size of your supplier organization. So

00:15:24.269 --> 00:15:27.570
that way you have a good cash flow, good steady

00:15:27.570 --> 00:15:31.610
cash flow of day -to -day money coming into the

00:15:31.610 --> 00:15:36.220
business. When you're setting up your accounts,

00:15:36.580 --> 00:15:39.919
distributors can range from small distributors

00:15:39.919 --> 00:15:43.840
of 250 ,000 maybe annually all the way up to

00:15:43.840 --> 00:15:46.639
multi -million dollar distributors and then our

00:15:46.639 --> 00:15:49.559
nationals and things like that, which we've mentioned

00:15:49.559 --> 00:15:54.299
before. So just good fiscal responsibility is

00:15:54.299 --> 00:15:57.059
what we want to leave you with. Even though we

00:15:57.059 --> 00:16:00.480
know as a small supplier, that can be really

00:16:00.480 --> 00:16:03.750
difficult. Don't put it on the back burner. Don't

00:16:03.750 --> 00:16:07.850
ignore it. Dial into it and set your supplier

00:16:07.850 --> 00:16:10.750
journey off on a good, strong financial footing.

00:16:11.730 --> 00:16:13.929
So thanks, everybody. We're going to wrap this

00:16:13.929 --> 00:16:19.169
one up and we'll see you next time. Thanks for

00:16:19.169 --> 00:16:21.789
tuning into the promo playbook. If you found

00:16:21.789 --> 00:16:24.950
value in today's episode, be sure to subscribe

00:16:24.950 --> 00:16:27.970
and leave us a review. Got a topic you'd love

00:16:27.970 --> 00:16:30.549
us to cover? Connect with us on LinkedIn. We

00:16:30.549 --> 00:16:34.090
want to hear from you. Until next time, stay

00:16:34.090 --> 00:16:37.149
smart, stay strategic, and keep growing your

00:16:37.149 --> 00:16:38.110
supplier success.
