The most common question I receive would have to be how to gain stockists online to scale your soap business.
Here is a breakdown I have put together for you.
As we know in 2023, the online ecommerce world is saturated for almost every skincare product we know.
You must stand out with a point of difference, even if that's educating people about a particular ingredient you use.
1. Identify your target market: Understand your target market and identify the stores where your products would be a good fit. Consider factors such as demographics, location, and customer preferences. Start with one product line.
2. Develop a compelling product and brand: Ensure that your products have unique selling points and stand out from competitors. Develop a strong brand identity that resonates with your target market and communicates the value of your products. In other words, what's your story?
3. Create professional marketing materials: Prepare high-quality marketing materials such as brochures, product catalogs, and samples to showcase your products to potential stockists. These materials should effectively highlight the benefits, features, and pricing of your products. Have them ready to email as soon as a buyer asks you for a catalogue.
4. Attend online market places specifically for people who want to stock soap.
Participate in relevant trade shows and exhibitions within your industry in person if you can. These events provide opportunities to meet retailers, wholesalers, and distributors who may be interested in carrying your products. Make sure to have a visually appealing booth, engage with attendees, and be prepared to answer questions about your products.
5. Build relationships with retailers: Approach retailers directly and establish relationships with them. Understand their needs, demonstrate how your products can benefit their customers and increase their sales, and negotiate favorable terms for both parties. Be persistent and follow up regularly to maintain the relationship.
6. Offer incentives and promotions: Provide attractive incentives to retailers to encourage them to stock your products. This could include offering competitive pricing, volume discounts, or exclusive deals for their customers. Consider running promotions or limited-time offers to create a sense of urgency and drive initial interest. For example: I offer my stockists a free bag of mini heart soaps when they spend over a certain amount. This shows I value their business and they are also receiving value.
7. Provide excellent customer support: Ensure that you have a responsive and efficient customer support system in place. This will help build trust and strengthen your relationship with stockists. Promptly address any questions, concerns, or issues they may have.
8. Leverage social media and online presence: having a strong online presence can support your efforts by increasing brand visibility and credibility. Maintain an active presence on social media platforms relevant to your target market, showcase your products, and engage with potential stockists.
9. Offer product training and support: Provide training sessions or resources to educate stockists about the features, benefits, and usage of your products. This will help them effectively promote and sell your products to their customers.
10. Monitor and adapt: Continuously monitor the performance of your products in stores and gather feedback from stockists and customers. Make necessary adjustments to your strategy, packaging, pricing, or marketing to optimize sales and maintain strong relationships with stockists.
Remember, gaining stockists requires persistence, effective communication, and a strong value proposition. Building relationships and demonstrating the potential of your products are key elements in securing distribution opportunities.
Always follow up with a potential business customer.
I hope you find this helpful if you are currently selling soaps and candles.
Katherine xx