WEBVTT 00:00:02.329 --> 00:00:05.129 Welcome to the promo playbook, the podcast where 00:00:05.129 --> 00:00:07.650 suppliers come to win in the promotional products 00:00:07.650 --> 00:00:10.869 industry. We're your hosts, Lisa Faustik and 00:00:10.869 --> 00:00:13.910 Adrienne Barker, bringing you insider insights, 00:00:14.490 --> 00:00:17.170 expert strategies, and no fluff advice to help 00:00:17.170 --> 00:00:20.449 suppliers navigate the promo channel like pros. 00:00:21.210 --> 00:00:24.170 From marketing to distributors to mastering software 00:00:24.170 --> 00:00:27.370 onboarding, we cover it all. Whether you're new 00:00:27.370 --> 00:00:30.149 to the industry or ready to scale up, this is 00:00:30.149 --> 00:00:33.280 your playbook for success. Let's get started. 00:00:35.539 --> 00:00:38.299 Hey everybody, welcome to this episode of the 00:00:38.299 --> 00:00:41.179 promo playbook. I'm so excited to be here today 00:00:41.179 --> 00:00:43.899 with my co -hosts, Kim Ballerine and Adrienne 00:00:43.899 --> 00:00:47.820 Barker. Today we're going to dive into the interesting 00:00:47.820 --> 00:00:51.960 topic of why should distributors take a look 00:00:51.960 --> 00:00:56.100 at boutique suppliers and retail brands. There 00:00:56.100 --> 00:00:58.420 are two different ends of the spectrum, and we're 00:00:58.420 --> 00:01:00.939 going to unpack the differences between boutique 00:01:00.939 --> 00:01:04.319 suppliers and retail brands and what they mean 00:01:04.319 --> 00:01:07.299 to distributors. This is a distributor -facing 00:01:07.299 --> 00:01:11.599 episode, definitely geared to benefiting suppliers 00:01:11.599 --> 00:01:15.140 as well. But some of the feedback I've had working 00:01:15.140 --> 00:01:18.120 with boutique suppliers and brands from distributors 00:01:18.120 --> 00:01:21.829 is, hey, Do they know how to function in our 00:01:21.829 --> 00:01:25.250 industry? Do they know what a virtual proof is? 00:01:25.650 --> 00:01:28.769 How fast will they get back to me? So all of 00:01:28.769 --> 00:01:31.549 these questions are top of mind for distributors 00:01:31.549 --> 00:01:35.750 because what we know as distributors, all of 00:01:35.750 --> 00:01:39.129 us working with distributors is this is your 00:01:39.129 --> 00:01:42.469 livelihood. You want to trust and depend on your 00:01:42.469 --> 00:01:46.290 suppliers to deliver a quality product on time 00:01:46.290 --> 00:01:50.920 at a good price. So to set the stage, new boutique 00:01:50.920 --> 00:01:54.120 suppliers to the industry, they might not know 00:01:54.120 --> 00:01:57.700 all that yet. They might not know the order management 00:01:57.700 --> 00:02:01.400 process. They might not understand how important 00:02:01.400 --> 00:02:04.519 inventory is and how to serve the distributor 00:02:04.519 --> 00:02:08.240 correctly. And then for retail brands, it's a 00:02:08.240 --> 00:02:10.599 little bit of a different focus because they're 00:02:10.599 --> 00:02:14.240 a big company, a big brand already. How do they 00:02:14.240 --> 00:02:18.219 add in a new sales channel? So I think what I'll 00:02:18.219 --> 00:02:23.120 start with is, why should a distributor take 00:02:23.120 --> 00:02:26.419 a chance on a new boutique supplier? Adrienne, 00:02:26.539 --> 00:02:29.979 what are your thoughts on that? Okay, so I think 00:02:29.979 --> 00:02:32.500 if you are a new distributor, is that what we 00:02:32.500 --> 00:02:35.139 said? Or just a distributor? Any distributor 00:02:35.139 --> 00:02:38.479 can take a chance on a boutique supplier that's 00:02:38.479 --> 00:02:41.419 new to the industry. And there's a lot of great 00:02:41.419 --> 00:02:43.879 boutique suppliers that are new to the industry 00:02:43.879 --> 00:02:48.189 that usually are doing one or two items and they're 00:02:48.189 --> 00:02:50.430 doing it really well and there's something that's 00:02:50.430 --> 00:02:53.430 interesting. I mean my philosophy anyway as a 00:02:53.430 --> 00:02:55.210 distributor is that if you're not giving part 00:02:55.210 --> 00:02:58.710 of your your day whether it's 30 minutes a day 00:02:58.710 --> 00:03:02.449 to learning something new That's not good. You 00:03:02.449 --> 00:03:04.750 really have to learn something new new products 00:03:04.750 --> 00:03:07.150 a lot of times and let's take if it's okay to 00:03:07.150 --> 00:03:10.629 mention Brian from the tour to spice. What a 00:03:10.629 --> 00:03:13.610 great line. What a unique line I was proud to 00:03:13.610 --> 00:03:16.710 attend ASI show and show his line and what I 00:03:16.710 --> 00:03:18.770 found was I was surprised what a distributor 00:03:18.770 --> 00:03:21.650 walked by I don't sell spice and I'm thinking 00:03:21.650 --> 00:03:24.430 wait a second It's not about selling spice and 00:03:24.430 --> 00:03:27.610 then it was all behind it. But I said to myself 00:03:27.610 --> 00:03:30.539 Kim and Lisa, you know what? If you're not willing 00:03:30.539 --> 00:03:32.639 to learn that it's probably not the line for 00:03:32.639 --> 00:03:36.939 you. So my first answer would be because you 00:03:36.939 --> 00:03:40.080 want to take care of your client and you want 00:03:40.080 --> 00:03:43.719 to have up with ideas. And so how do you do that? 00:03:43.960 --> 00:03:46.580 So why are you selling everything else the same? 00:03:46.819 --> 00:03:49.759 And then you may possibly complain that everyone's 00:03:49.759 --> 00:03:52.639 selling a mug, everyone's selling a, you know, 00:03:53.039 --> 00:03:55.300 Like the book line, which I love the book company, 00:03:55.479 --> 00:03:58.000 very unique. Not everyone's selling a book. Everyone's 00:03:58.000 --> 00:04:00.000 selling a pen. Everyone's selling an imprinted 00:04:00.000 --> 00:04:02.479 notebook. So my thought is you'd want to learn 00:04:02.479 --> 00:04:06.479 a new line and develop a relationship because 00:04:06.479 --> 00:04:08.560 they're going to really pay attention to you. 00:04:08.759 --> 00:04:11.180 You're not going to be lost. I love that before 00:04:11.180 --> 00:04:13.319 we're talking, Kim and mentioned a minnow and 00:04:13.319 --> 00:04:15.840 a pond. I'm wondering, sometimes you may be a 00:04:15.840 --> 00:04:17.720 Amoeba. You may not even like you may just be 00:04:17.720 --> 00:04:20.680 the little, the little Amoeba that's swimming 00:04:20.680 --> 00:04:25.759 out there. the boutique suppliers will take a 00:04:25.759 --> 00:04:27.360 look at you. They'll talk to you. You can have 00:04:27.360 --> 00:04:29.660 those conversations. When you see them at the 00:04:29.660 --> 00:04:31.339 show, they're not gonna have a hundred distributors 00:04:31.339 --> 00:04:34.860 around them. So it's important to understand 00:04:34.860 --> 00:04:37.779 new lines, even as a distributor. And I've always 00:04:37.779 --> 00:04:39.959 wanted to say this out loud. Even if you don't 00:04:39.959 --> 00:04:44.439 have a client that is interested in spices or 00:04:44.439 --> 00:04:47.040 teas. That doesn't necessarily mean that you 00:04:47.040 --> 00:04:49.259 can't sell it. It actually means that you should 00:04:49.259 --> 00:04:51.699 sell it and you should take it and have it really 00:04:51.699 --> 00:04:54.040 be something that you can now promote. Because 00:04:54.040 --> 00:04:56.300 guess what? Other distributors, they have the 00:04:56.300 --> 00:04:58.819 attitude. They're ones that all walk by. They 00:04:58.819 --> 00:05:00.759 didn't give themselves something really cool 00:05:00.759 --> 00:05:02.579 to show off. That's it. I'm going to get off 00:05:02.579 --> 00:05:06.439 that wheel. Great. Really, really good comments. 00:05:06.720 --> 00:05:11.579 Kim, before I sort of reiterate Adrienne's points, 00:05:11.680 --> 00:05:16.600 anything to add? Yeah. I love the fact that, 00:05:16.740 --> 00:05:18.540 I love your analogy of everyone sells the mug, 00:05:18.860 --> 00:05:22.199 everyone sells the pen, because it's true. And 00:05:22.199 --> 00:05:23.600 distributors are always looking for something 00:05:23.600 --> 00:05:26.839 new. Your customer, the end user wants something 00:05:26.839 --> 00:05:30.040 new. They don't want cookie cutter all the time. 00:05:30.399 --> 00:05:34.939 And all you need is that one thing that's like 00:05:34.939 --> 00:05:38.240 that aha moment. And even if they don't buy it, 00:05:38.500 --> 00:05:41.000 the fact that they're like, oh, Adrienne must 00:05:41.000 --> 00:05:44.129 really know. have access to all these products. 00:05:44.230 --> 00:05:47.129 She's got spices, she's got this, she has that. 00:05:48.089 --> 00:05:51.290 She's good, like she knows, right? She's not 00:05:51.290 --> 00:05:55.189 just going to like the tried and trues, the boring, 00:05:55.629 --> 00:06:00.149 any of that. So I think that being able to connect 00:06:00.149 --> 00:06:04.110 with those butique suppliers gives you as a distributor 00:06:04.110 --> 00:06:08.089 an edge. Awesome, awesome. So great, great point. 00:06:08.449 --> 00:06:12.480 So why take a chance? Why look at a special supplier 00:06:12.480 --> 00:06:16.060 or a boutique supplier? So just to kind of review 00:06:16.060 --> 00:06:18.540 some of those notes, the number one question 00:06:18.540 --> 00:06:21.379 when I was a distributor that I was asked was, 00:06:21.759 --> 00:06:24.540 Lisa, what do you have that's new? Well, I'm 00:06:24.540 --> 00:06:27.220 suggesting don't wait for your customer to ask. 00:06:27.500 --> 00:06:30.540 Be proactive. Find those things that are going 00:06:30.540 --> 00:06:34.120 to set yourself apart. Find creative products 00:06:34.120 --> 00:06:38.670 and solutions, fresh ideas. Create new relationships 00:06:38.670 --> 00:06:41.449 with suppliers who might be more nimble at helping 00:06:41.449 --> 00:06:44.829 you solve problems and deliver unique bespoke 00:06:44.829 --> 00:06:48.470 items. Set yourself apart. I mean, that's really 00:06:48.470 --> 00:06:51.290 what it's all about. Step out of the commodity 00:06:51.290 --> 00:06:55.629 sales model and find the creative edge that's 00:06:55.629 --> 00:06:58.389 going to get your customer's attention. Find 00:06:58.389 --> 00:07:02.329 that aha moment with yourself and your end user 00:07:02.329 --> 00:07:05.050 customer that even if they don't buy the item 00:07:05.050 --> 00:07:08.720 right then, that Kim mentioned, you've really 00:07:08.720 --> 00:07:11.339 established yourself as a creative partner in 00:07:11.339 --> 00:07:14.920 the mind of the customer. And that's so important 00:07:14.920 --> 00:07:18.220 now more than ever. Yes, the industry is moving 00:07:18.220 --> 00:07:21.540 to transactional sales. Yes, you want to participate 00:07:21.540 --> 00:07:25.519 in the transactional sale revolution, as I think 00:07:25.519 --> 00:07:28.439 of it, but you also want to be able to set yourself 00:07:28.439 --> 00:07:32.439 apart with a creative mindset. So thank you guys. 00:07:32.620 --> 00:07:35.199 All great points there. So I'm going to flip 00:07:35.199 --> 00:07:39.279 that over to the retail side. Kim, talk to us 00:07:39.279 --> 00:07:42.680 a little bit about why would a supplier, I'm 00:07:42.680 --> 00:07:46.399 sorry, why would a distributor want to look at 00:07:46.399 --> 00:07:49.339 a retail brand? We've all heard the horror stories 00:07:49.339 --> 00:07:54.519 of Yeti and Stanley not having inventory, things 00:07:54.519 --> 00:07:57.399 going wrong, great brands, by the way, wonderful, 00:07:57.399 --> 00:08:00.920 wonderful brands, but they couldn't really quite 00:08:00.920 --> 00:08:04.910 nail it in promo. So. Why take a chance on a 00:08:04.910 --> 00:08:08.610 retail brand? Yeah, you know, you made a great 00:08:08.610 --> 00:08:11.829 point. Not every retail brand can survive, right, 00:08:11.930 --> 00:08:16.629 in promo. But those that do, first, you have 00:08:16.629 --> 00:08:19.850 quality, right? You can't be everything to everyone. 00:08:20.170 --> 00:08:24.389 So finding that supplier, whether it's a big 00:08:24.389 --> 00:08:28.410 retail brand, you know, like a Yeti, a Quirksicle, 00:08:28.610 --> 00:08:32.669 a Hydropique, any of those guys, versus someone 00:08:32.669 --> 00:08:37.070 who might have a real niche in a market, it doesn't 00:08:37.070 --> 00:08:40.529 matter, but that quality is there, right? So 00:08:40.529 --> 00:08:42.129 even if it's like, oh, I haven't heard of that 00:08:42.129 --> 00:08:44.730 brand. Well, no, but they've been around for 00:08:44.730 --> 00:08:48.909 15 years making these amazing leather, maybe 00:08:48.909 --> 00:08:50.870 they're leather -bound journals, and they're 00:08:50.870 --> 00:08:53.669 made in the USA, and it's a family company, and 00:08:53.669 --> 00:08:57.590 it's tried and true. Why not take that chance 00:08:57.590 --> 00:09:02.169 on them? You go from that little minnow to a 00:09:02.169 --> 00:09:05.990 bigger fish with that smaller supplier, so you 00:09:05.990 --> 00:09:08.149 are also going to get the attention that you 00:09:08.149 --> 00:09:11.730 might not get at a traditional supplier that 00:09:11.730 --> 00:09:14.950 has multi -line. You'll likely have a better 00:09:14.950 --> 00:09:19.669 customer service. There's great opportunity there 00:09:19.669 --> 00:09:25.379 to be able to unearth little nuggets. that you 00:09:25.379 --> 00:09:27.179 didn't, that aren't at your traditional one. 00:09:27.240 --> 00:09:31.039 So a great product, you've got that quality that 00:09:31.039 --> 00:09:34.279 is tried and true. And even if they're just a 00:09:34.279 --> 00:09:38.100 one, two, three, four, you know, product, um, 00:09:38.899 --> 00:09:41.679 boutique supplier, like that's all you need, 00:09:42.000 --> 00:09:44.820 right? The name of the game is to be different 00:09:44.820 --> 00:09:47.080 and find value. And, you know, to your point 00:09:47.080 --> 00:09:49.600 where we're moving so transactional and where 00:09:49.600 --> 00:09:52.679 online platforms, you know, the end user is just 00:09:52.679 --> 00:09:55.480 going on and buying. It's really important for 00:09:55.480 --> 00:09:58.259 distributors to really show, improve their value 00:09:58.259 --> 00:10:01.139 because why bother if I can do it on my own? 00:10:01.360 --> 00:10:05.019 So if you're not out there giving creative ideas, 00:10:05.299 --> 00:10:08.500 understanding your customer, finding those jewels 00:10:08.500 --> 00:10:11.240 that you can't just find in a quick Google search, 00:10:11.580 --> 00:10:14.240 then why should I make that phone call to you 00:10:14.240 --> 00:10:17.539 when I could just go online and plug it all in? 00:10:17.740 --> 00:10:22.009 So I think as we evolve, having that creativity 00:10:22.009 --> 00:10:24.370 and being able to bring more things to the table 00:10:24.370 --> 00:10:28.710 just proves your worth. Awesome, awesome. So 00:10:28.710 --> 00:10:33.450 retail brands, quality, equity in the name, right? 00:10:33.450 --> 00:10:35.429 You get your client's attention with the equity 00:10:35.429 --> 00:10:40.570 in the name. By the way, you can buy blank sometimes 00:10:40.570 --> 00:10:45.120 from your retail brands. your retail brand partners 00:10:45.120 --> 00:10:48.240 and get them decorated elsewhere or there is 00:10:48.240 --> 00:10:51.259 a trend in the industry for blank merchandise 00:10:51.259 --> 00:10:56.580 to be delivered especially retail brands so price 00:10:56.580 --> 00:11:01.259 value quality retail brand equity and setting 00:11:01.259 --> 00:11:04.919 yourself apart by offering new fresh conversations. 00:11:05.419 --> 00:11:08.299 hitting the trend in promo that retail brands 00:11:08.299 --> 00:11:11.220 are gaining more and more traction. So all great 00:11:11.220 --> 00:11:14.980 reasons to look at your retail brands. So we're 00:11:14.980 --> 00:11:18.279 going to slip this topic a little bit to what 00:11:18.279 --> 00:11:20.379 do you want to be aware of? And what do you want 00:11:20.379 --> 00:11:23.740 to pay attention to when you're working with 00:11:23.740 --> 00:11:27.159 a boutique supplier? And what we mean by boutique 00:11:27.159 --> 00:11:30.480 supplier, that is somebody who has unique special 00:11:30.480 --> 00:11:33.919 products. or has products where they're in the 00:11:33.919 --> 00:11:36.919 retail space and they want to enter the promo 00:11:36.919 --> 00:11:40.879 channel. It's something new and different entering 00:11:40.879 --> 00:11:44.799 the promo industry on one hand, but it also could 00:11:44.799 --> 00:11:47.320 be a product that's in the industry already, 00:11:47.340 --> 00:11:50.460 but this boutique supplier has a new fresh take 00:11:50.460 --> 00:11:53.419 on it. And I'll use Hydropeak as that example 00:11:53.419 --> 00:11:57.190 because they take drinkware and elevate it with 00:11:57.190 --> 00:12:00.110 their decoration techniques and turn products 00:12:00.110 --> 00:12:04.429 into collectibles and keepsakes. So that's a 00:12:04.429 --> 00:12:07.950 different way to be thinking about how you present 00:12:07.950 --> 00:12:10.970 and sell promotional products that are commodity 00:12:10.970 --> 00:12:14.870 based. So all good stuff. So now I want to move 00:12:14.870 --> 00:12:19.389 to what do you have to be aware of? Some of the 00:12:19.389 --> 00:12:23.250 things that I found in this process is Sometimes 00:12:23.250 --> 00:12:26.149 a boutique supplier doesn't understand how the 00:12:26.149 --> 00:12:28.929 industry works. They're not sure how to structure 00:12:28.929 --> 00:12:32.169 their pricing. Maybe they don't know how to give 00:12:32.169 --> 00:12:36.370 you the discount that you need. Maybe they can't 00:12:36.370 --> 00:12:38.830 take an order in the way that you're used to 00:12:38.830 --> 00:12:41.389 placing orders through your supplier partners 00:12:41.389 --> 00:12:45.549 that are in the industry. Inventory is a big 00:12:45.549 --> 00:12:48.210 part of it. Making sure they have inventory. 00:12:48.490 --> 00:12:50.809 or if they make on demand that they can make 00:12:50.809 --> 00:12:54.389 it for you in your time frame. Order management 00:12:54.389 --> 00:12:58.269 process, what does that look like? So Adrienne, 00:12:58.330 --> 00:13:01.230 I'm going to put that over to you, order management 00:13:01.230 --> 00:13:03.710 process. Tell me what that has looked like with 00:13:03.710 --> 00:13:08.149 some of your customers, some of your consulting 00:13:08.149 --> 00:13:12.330 suppliers. So first of all, I do want to say 00:13:12.330 --> 00:13:15.529 that what's lovely about a boutique supplier 00:13:16.090 --> 00:13:18.450 Is if you could call them or if you get their 00:13:18.450 --> 00:13:21.149 cell phone number you could have direct access 00:13:21.149 --> 00:13:24.309 access to them very difficult with the larger 00:13:24.309 --> 00:13:27.190 suppliers. I mean I always say when you're going 00:13:27.190 --> 00:13:29.809 to a show my goal when I go to show is to get 00:13:29.809 --> 00:13:32.590 all the cell phone numbers of the suppliers and 00:13:32.590 --> 00:13:35.129 I will tell you boutique suppliers are wonderful 00:13:35.129 --> 00:13:38.309 they wanna share and I also just wanna share 00:13:38.309 --> 00:13:40.309 this Lisa before I say any more about order management 00:13:40.309 --> 00:13:44.350 is that I found as a distributor. This really 00:13:44.350 --> 00:13:48.100 incredible pleasure. to be able to support a 00:13:48.100 --> 00:13:51.019 boutique supplier in their journey and to be 00:13:51.019 --> 00:13:53.480 able to, you know, it kind of reminds you a little 00:13:53.480 --> 00:13:55.700 bit of artwork. You fall in love with the artists. 00:13:56.000 --> 00:13:58.019 Same thing. You know, I fall in love with the 00:13:58.019 --> 00:14:00.080 entrepreneur and the owner and the work that 00:14:00.080 --> 00:14:01.799 they're doing. And once everything that Lisa 00:14:01.799 --> 00:14:05.679 just said aligns, I want to sell that line. I 00:14:05.679 --> 00:14:07.820 want to be their partner. That that's like the 00:14:07.820 --> 00:14:09.740 beauty of it. That's the beauty of the whole 00:14:09.740 --> 00:14:13.100 entire industry supporting each other. Order 00:14:13.100 --> 00:14:17.019 management. Yes, it is very confusing. If you 00:14:17.019 --> 00:14:19.919 put on your supplier hat, it is kind of different 00:14:19.919 --> 00:14:25.259 to say, I have how many access to how many salespeople 00:14:25.259 --> 00:14:27.659 that can sell my line? How many distributors 00:14:27.659 --> 00:14:31.539 are there? Thousands and thousands that you can 00:14:31.539 --> 00:14:33.580 get, like in your mind, you could say, I get 00:14:33.580 --> 00:14:35.019 into all these distributors and they're all going 00:14:35.019 --> 00:14:36.659 to be out there tomorrow. They're all going to 00:14:36.659 --> 00:14:39.259 be meeting with their end users and they're going 00:14:39.259 --> 00:14:42.279 to be like, this is the product. Okay, that probably 00:14:42.279 --> 00:14:45.100 won't work. So you got to bring it down. So your 00:14:45.100 --> 00:14:48.340 order. So I'm saying this, because we see this 00:14:48.340 --> 00:14:50.620 is what happens. People feel like, oh, my gosh, 00:14:50.659 --> 00:14:52.620 I've got something and I love the passion and 00:14:52.620 --> 00:14:55.100 you have something. Yes, your order management 00:14:55.100 --> 00:14:58.000 is so important. And first of all, if you are 00:14:58.000 --> 00:15:00.940 doing a show, you have to understand that you're 00:15:00.940 --> 00:15:02.460 a small boutique supplier, you're not going to 00:15:02.460 --> 00:15:05.590 have the larger ones. Hopefully you'll have carpet 00:15:05.590 --> 00:15:08.610 on the floor though that's kind of need and you 00:15:08.610 --> 00:15:10.289 may only have a few items you have to make sure 00:15:10.289 --> 00:15:12.649 you're plenty of samples and you don't go back 00:15:12.649 --> 00:15:14.690 and listen to the podcast where we talk about. 00:15:14.870 --> 00:15:19.009 Virtual proofs and actual spec samples but Lisa 00:15:19.009 --> 00:15:21.970 there's not a process that's going to make sure 00:15:21.970 --> 00:15:25.570 that you're going from a to z and that order 00:15:25.570 --> 00:15:28.659 for the distributor. is produced and printed 00:15:28.659 --> 00:15:30.879 and you've called and you've got feedback on 00:15:30.879 --> 00:15:33.320 how wonderful it is because boutique suppliers 00:15:33.320 --> 00:15:36.950 can do things like. Hey, Kim, saw your client 00:15:36.950 --> 00:15:39.590 just got the order. We're really excited. The 00:15:39.590 --> 00:15:41.330 minute you hear from your client, let us know. 00:15:41.389 --> 00:15:44.330 We'd love your feedback. I never saw enough feedback, 00:15:44.389 --> 00:15:46.370 but the boutique suppliers should be doing that. 00:15:46.389 --> 00:15:50.509 They should find out exactly everything so that 00:15:50.509 --> 00:15:52.789 they understand. But order management, I don't 00:15:52.789 --> 00:15:55.090 know how you can run a business without making 00:15:55.090 --> 00:15:58.009 sure your SOPs, your standard order processing, 00:15:58.929 --> 00:16:01.730 all your procedures, your office procedures are 00:16:01.730 --> 00:16:04.580 correct. So at the end of the day, Lisa, suppliers, 00:16:04.580 --> 00:16:09.539 I think they need to go in with the same SOP 00:16:09.539 --> 00:16:12.320 and essence of a big supplier. They can't like, 00:16:12.500 --> 00:16:14.419 like to come into the industry as a boutique 00:16:14.419 --> 00:16:16.980 supplier and have, let's just take Brian again, 00:16:17.019 --> 00:16:19.980 for example, with, you know, now Brian had his 00:16:19.980 --> 00:16:23.240 products. Now if you're smart and you you can 00:16:23.240 --> 00:16:25.519 you know got to know brian you'll see all my 00:16:25.519 --> 00:16:28.940 god he's adding new products all the time and 00:16:28.940 --> 00:16:32.720 he's adding them on a timely basis his own artwork 00:16:32.720 --> 00:16:35.820 is amazing if you get to know the owner brian 00:16:35.820 --> 00:16:38.419 you're gonna understand that he has over forty 00:16:38.419 --> 00:16:41.440 years in the industry and he's in architecture 00:16:41.440 --> 00:16:44.159 like he will really work with you to find out 00:16:44.159 --> 00:16:45.879 what your clients work i can't think of the word 00:16:45.879 --> 00:16:50.100 brian i apologize but. So now you've got a boutique 00:16:50.100 --> 00:16:52.220 supplier that's really a partner, someone that's, 00:16:52.220 --> 00:16:53.759 and there's a lot of these boutique suppliers 00:16:53.759 --> 00:16:55.860 like that, that you could call and say, hey, 00:16:55.960 --> 00:16:59.139 I'm making a sales call Tuesday, 7 p .m. on Zoom. 00:16:59.220 --> 00:17:02.100 Will you join me? And he will join you. I could 00:17:02.100 --> 00:17:04.660 go on and on. I'm going to stop because boutique 00:17:04.660 --> 00:17:07.039 suppliers have always made me happy. They're 00:17:07.039 --> 00:17:10.099 the ones I go to see and talk to and get to learn 00:17:10.099 --> 00:17:12.970 more about their business. Sorry. Thanks, Adrienne. 00:17:13.009 --> 00:17:15.750 Thank you so much. Kim, anything to add before 00:17:15.750 --> 00:17:18.630 I sort of start? Yes. I think you just sort of 00:17:18.630 --> 00:17:21.069 nailed something, too, when you were just talking 00:17:21.069 --> 00:17:24.809 about Brian and his ability to deliver product. 00:17:25.630 --> 00:17:28.410 One thing, too, to set you apart, when you're 00:17:28.410 --> 00:17:32.930 working with a boutique supplier, you can come 00:17:32.930 --> 00:17:35.690 up with those creative ideas. So you can look 00:17:35.690 --> 00:17:39.220 at bundling packages that maybe you'd you don't 00:17:39.220 --> 00:17:41.759 offer to anybody else, but it works for this 00:17:41.759 --> 00:17:45.859 customer. Lisa, we're working with a supplier 00:17:45.859 --> 00:17:49.720 now and having them work with a boutique brand, 00:17:49.779 --> 00:17:53.180 working with a supplier who came up with brand 00:17:53.180 --> 00:17:57.279 new promotional only products that they're offering. 00:17:57.900 --> 00:18:00.940 So they're retail and they have a whole retail 00:18:00.940 --> 00:18:04.069 external to the consumer site. but they're able 00:18:04.069 --> 00:18:07.430 to take their product and tweak it into packages 00:18:07.430 --> 00:18:09.890 and bundles that are really specific for this 00:18:09.890 --> 00:18:13.609 industry. And you raise a great point. When you're 00:18:13.609 --> 00:18:17.009 with a really big supplier, even if you use your 00:18:17.009 --> 00:18:19.890 big suppliers in the market, like your PCNAs, 00:18:20.029 --> 00:18:23.349 your gem lines, your hits, you're limited, right? 00:18:23.430 --> 00:18:25.690 They're not thinking, oh, I could take brand 00:18:25.690 --> 00:18:28.809 A and bundle or brand B and take brand C and 00:18:28.809 --> 00:18:31.549 we've got this great package. They're often very 00:18:31.549 --> 00:18:34.950 focused in their lanes. And with the boutique 00:18:34.950 --> 00:18:38.630 supplier, you might be like, oh, let's take this. 00:18:39.089 --> 00:18:41.170 Or the supplier might be like, take our mug. 00:18:41.410 --> 00:18:43.670 And do you have your favorite local coffee shop? 00:18:43.869 --> 00:18:46.829 Like, why don't you grab that, package it together, 00:18:46.849 --> 00:18:48.910 and now you've got this great experience you 00:18:48.910 --> 00:18:52.329 can share. Or, hey, here's a stemless wine glass. 00:18:52.529 --> 00:18:54.410 Why don't you bring a mobile ice cream truck 00:18:54.410 --> 00:18:57.990 this summer? Bring everything. Put it in your 00:18:57.990 --> 00:19:00.950 ice cream in your mobile in your summer swine 00:19:00.950 --> 00:19:03.450 glass. And now you've created this great onsite 00:19:03.450 --> 00:19:06.250 experience with something that your employees 00:19:06.250 --> 00:19:09.390 take away. Like we brainstorm about that stuff 00:19:09.390 --> 00:19:11.589 all the time. Your large suppliers don't always 00:19:11.589 --> 00:19:14.430 do that. So I do think that there is an opportunity 00:19:14.430 --> 00:19:16.890 to have that personal connection. And sometimes 00:19:16.890 --> 00:19:18.990 you can get something really great and personalized 00:19:18.990 --> 00:19:22.170 for yourself that you didn't even think of. Awesome. 00:19:22.289 --> 00:19:26.509 Awesome. Great point. So bespoke products. created 00:19:26.509 --> 00:19:29.750 just for the industry and specifically for your 00:19:29.750 --> 00:19:33.750 project distributors and what that does not only 00:19:33.750 --> 00:19:39.319 elevate you creativity creativity wise. um gives 00:19:39.319 --> 00:19:42.099 your client something unique but also takes it 00:19:42.099 --> 00:19:45.720 out of the price comparison realm where you know 00:19:45.720 --> 00:19:48.299 your client has nothing to compare that pricing 00:19:48.299 --> 00:19:51.099 to so that means that you maybe can make a little 00:19:51.099 --> 00:19:54.019 more margin or you show up and get more value 00:19:54.019 --> 00:19:57.059 from what you're presenting so so many great 00:19:57.059 --> 00:20:00.140 reasons to look at boutique suppliers i love 00:20:00.140 --> 00:20:03.759 adrian's comment of supporting new businesses 00:20:03.759 --> 00:20:08.839 people new in the industry um giving us all an 00:20:08.839 --> 00:20:11.819 expanded viewpoint of products that are available 00:20:11.819 --> 00:20:14.920 in the world. Sometimes our industry feels very 00:20:14.920 --> 00:20:18.900 stagnant and tight because it's so hard for small 00:20:18.900 --> 00:20:21.559 suppliers to gain a foothold or to enter into 00:20:21.559 --> 00:20:24.900 the market. So it's hard for a new supplier to 00:20:24.900 --> 00:20:28.339 get noticed. And if you are a champion for them, 00:20:28.480 --> 00:20:31.500 you get all the perks that Adrienne and Kim mentioned, 00:20:32.039 --> 00:20:35.059 direct access, get their cell number at a show. 00:20:35.319 --> 00:20:38.579 The supplier can join you on a sales call and 00:20:38.579 --> 00:20:41.480 really support you as part of your sales team. 00:20:42.400 --> 00:20:47.279 I do want to mention, I think for logistics wise, 00:20:47.359 --> 00:20:50.140 it's important for the distributor to understand 00:20:50.140 --> 00:20:53.299 and give the new supplier grace that they might 00:20:53.299 --> 00:20:56.160 not know the system. They might not know exactly 00:20:56.160 --> 00:20:59.559 how to work with a promotional product distributor. 00:20:59.960 --> 00:21:03.240 So I'm just going to invite distributors to see 00:21:03.240 --> 00:21:06.480 themselves as a guide. to be able to help those 00:21:06.480 --> 00:21:09.480 suppliers learn the industry. I believe it's 00:21:09.480 --> 00:21:12.220 up to you to manage your order with that type 00:21:12.220 --> 00:21:14.640 of supplier if you're taking a chance with a 00:21:14.640 --> 00:21:18.119 new supplier. And I know how busy everybody is. 00:21:18.119 --> 00:21:21.359 I know how hard it is, especially for a midsize 00:21:21.359 --> 00:21:24.960 distributor to add to their plate. But when you 00:21:24.960 --> 00:21:28.079 do take a chance on a new supplier, make it your 00:21:28.079 --> 00:21:30.980 business to help them be successful for you. 00:21:31.460 --> 00:21:34.789 I think those are really important things. Adrian, 00:21:35.109 --> 00:21:37.309 we have another point. Sorry. I was just thinking 00:21:37.309 --> 00:21:40.230 you probably should check the credit of the new 00:21:40.230 --> 00:21:42.789 supplier and make sure because you don't want 00:21:42.789 --> 00:21:45.710 to be in a situation where you're working with 00:21:45.710 --> 00:21:48.549 a supplier that may be in a in a tough financial 00:21:48.549 --> 00:21:52.990 situation or actually on bankruptcy. We've seen 00:21:52.990 --> 00:21:56.690 that happen. So just a thought. Sorry. And so, 00:21:56.869 --> 00:21:59.849 you know, I think the point there is that that 00:21:59.849 --> 00:22:03.230 your new supplier, you know, make sure that they're 00:22:03.230 --> 00:22:07.109 legit. that they can deliver what you're asking 00:22:07.109 --> 00:22:11.190 them for. So over to the retail market, Kim, 00:22:11.329 --> 00:22:13.829 some of these things are the same. But what have 00:22:13.829 --> 00:22:17.650 you seen in terms of things distributors should 00:22:17.650 --> 00:22:20.210 be aware of when working with a retail brand 00:22:20.210 --> 00:22:23.950 that they need to sort of look out for? Yeah, 00:22:23.990 --> 00:22:26.890 I mean, it's not necessarily bad stuff, right? 00:22:27.410 --> 00:22:29.569 But it is a different, right. It's definitely 00:22:29.569 --> 00:22:33.099 a different expectation. So sometimes you may 00:22:33.099 --> 00:22:36.680 be used to a three day turnaround. And when you're 00:22:36.680 --> 00:22:39.559 working with a brand who's playing both sides 00:22:39.559 --> 00:22:41.359 of the fence, it might be a longer turnaround, 00:22:41.359 --> 00:22:45.700 right? So building in that time, the same capabilities 00:22:45.700 --> 00:22:49.099 of kidding and adding notes and some of that 00:22:49.099 --> 00:22:52.180 personalization might not always be there. It's 00:22:52.180 --> 00:22:54.859 not always needed on half the orders anyway. 00:22:54.960 --> 00:22:57.279 So it shouldn't be a deterrent. But I think you 00:22:57.279 --> 00:23:00.480 just need to understand that there may be some 00:23:00.480 --> 00:23:04.740 limitations on what that boutique brand can do 00:23:04.740 --> 00:23:07.460 versus what you may be used to in working with 00:23:07.460 --> 00:23:11.339 some of the larger, all -encompassing suppliers. 00:23:12.140 --> 00:23:15.839 Great, great point. And that's really partnership 00:23:15.839 --> 00:23:19.279 right there, working through and within the parameters 00:23:19.279 --> 00:23:22.200 of the retail brand, like understanding that 00:23:22.200 --> 00:23:26.880 they're like the Queen Elizabeth cruise ship 00:23:26.880 --> 00:23:29.750 and they can't turn as quickly. They might want 00:23:29.750 --> 00:23:32.329 to, and they do want to show up for you and be 00:23:32.329 --> 00:23:35.069 the best partners they can be, but sometimes 00:23:35.069 --> 00:23:37.730 they can't do what we as distributors want them 00:23:37.730 --> 00:23:40.349 to do, because we're always pushed in the envelope, 00:23:40.549 --> 00:23:43.230 right? Distributors are always like, I just need 00:23:43.230 --> 00:23:46.970 this one more creative thing, you know, and sometimes 00:23:46.970 --> 00:23:50.309 a supplier has to say, hey, we don't do that. 00:23:50.430 --> 00:23:53.809 And then you go on your merry way finding a solution. 00:23:54.470 --> 00:23:56.809 Maybe it's another third party or you find a 00:23:56.809 --> 00:24:00.269 way to make it all work. What I found with retail 00:24:00.269 --> 00:24:05.589 brands is they're amazing to work with. I do 00:24:05.589 --> 00:24:08.309 like to pay attention to inventory conversations, 00:24:08.450 --> 00:24:12.170 because as Kim mentioned, with a retail brand, 00:24:12.289 --> 00:24:14.869 there might be multiple sales channels drawing 00:24:14.869 --> 00:24:17.829 on the same inventory. It could be Amazon, it 00:24:17.829 --> 00:24:20.910 could be consumer, it could be promotional products, 00:24:21.089 --> 00:24:25.640 it could be decorators. I think being aware that 00:24:25.640 --> 00:24:28.240 inventory has to be checked right up until the 00:24:28.240 --> 00:24:31.640 minute you send the order really helps you be 00:24:31.640 --> 00:24:34.740 successful as a distributor delivering retail 00:24:34.740 --> 00:24:39.640 product. So lots of great stuff here. I think 00:24:39.640 --> 00:24:43.160 we've covered the basics. Why work with a boutique 00:24:43.160 --> 00:24:46.579 supplier? Creativity, man, that's the number 00:24:46.579 --> 00:24:49.339 one thing for me. Set yourself apart by being 00:24:49.339 --> 00:24:52.640 creative. and do your due diligence and be a 00:24:52.640 --> 00:24:56.200 good partner to that supplier. Retail brands, 00:24:56.420 --> 00:24:58.700 they're ready. They're willing to work with you. 00:24:59.019 --> 00:25:02.000 Again, be a good partner. Help them be successful 00:25:02.000 --> 00:25:05.400 for you. So I think I'm going to wrap up my comments 00:25:05.400 --> 00:25:09.559 there. Any last comments, Kim and Adrienne? No, 00:25:09.839 --> 00:25:12.880 I think it's worth the chance. I mean, that is 00:25:12.880 --> 00:25:15.519 going to be the differentiator for you as a distributor. 00:25:15.839 --> 00:25:18.539 to set yourself apart is to really be that partner, 00:25:18.819 --> 00:25:21.900 not only with your end user, but that partner 00:25:21.900 --> 00:25:26.000 with your suppliers as well. So don't shy away 00:25:26.000 --> 00:25:29.559 from someone or be scared of, oh, but they only 00:25:29.559 --> 00:25:32.500 sell spices. Yeah, but those spices could be 00:25:32.500 --> 00:25:35.460 bundled with so many awesome things to make a 00:25:35.460 --> 00:25:38.559 great presentation and something very different. 00:25:38.859 --> 00:25:40.599 And to your point, Lisa, something that's not 00:25:40.599 --> 00:25:43.930 traditionally on the market. you can really set 00:25:43.930 --> 00:25:47.710 the bar there in terms of pricing and value and 00:25:47.710 --> 00:25:51.950 everything else. So I think a boutique supplier 00:25:51.950 --> 00:25:55.809 should be embraced. Awesome. Thanks, Kim. Adrienne, 00:25:55.950 --> 00:25:58.109 distributors, you're getting ready to go to all 00:25:58.109 --> 00:26:01.349 the shows. This is the season right now. Don't 00:26:01.349 --> 00:26:04.730 rock by the small supplier that's there, the 00:26:04.730 --> 00:26:07.730 boutique supplier. at these shows just because 00:26:07.730 --> 00:26:09.630 they don't have a line of people, they may not 00:26:09.630 --> 00:26:12.289 be handing something out. Take the time to learn. 00:26:12.349 --> 00:26:16.049 At the minimum, grab a flyer or grab a picture 00:26:16.049 --> 00:26:19.549 of the booth or their catalog. At the maximum, 00:26:19.970 --> 00:26:22.829 take time to learn, exchange cell phone numbers, 00:26:23.089 --> 00:26:25.710 and develop a relationship right there at the 00:26:25.710 --> 00:26:27.650 show. That's why the show is there. Thank you, 00:26:27.650 --> 00:26:30.150 Lisa. What great information. And Kim, you're 00:26:30.150 --> 00:26:33.289 amazing. I really appreciate it today. So thank 00:26:33.289 --> 00:26:35.710 you guys for your comments. I think I want to 00:26:35.930 --> 00:26:38.990 Say these things that you are a guide to the 00:26:38.990 --> 00:26:42.910 supplier. Help them on their journey. Keep our 00:26:42.910 --> 00:26:46.809 industry vibrant, unique, special. Help these 00:26:46.809 --> 00:26:50.670 new suppliers join the industry by being a great 00:26:50.670 --> 00:26:54.049 partner to them. It's a win -win. So thanks everybody 00:26:54.049 --> 00:26:56.789 for joining today and we'll see you next time. 00:26:56.869 --> 00:27:02.049 Stay successful. Thanks for tuning into the promo 00:27:02.049 --> 00:27:05.309 playbook. If you found value in today's episode, 00:27:05.630 --> 00:27:08.789 be sure to subscribe and leave us a review. Got 00:27:08.789 --> 00:27:11.170 a topic you'd love us to cover? Connect with 00:27:11.170 --> 00:27:14.450 us on LinkedIn. We want to hear from you. Until 00:27:14.450 --> 00:27:18.130 next time, stay smart, stay strategic, and keep 00:27:18.130 --> 00:27:19.849 growing your supplier's success.