May 24, 2010

Make the Calls!

I've been in the publishing business for 30 years. A lot has changed, but at least one thing remains true: If you are selling to independent retailers, no matter how many customers you have, you need to call them.

They may love your company and its products, and perhaps you're not worried about a competitor taking your place on their shelves. But they have a lot of vendors, employees to manager and customers to serve. In this economy many have reduced employee hours, which means the owners and managers are doing more.

My wife and I own a small publishing company, and running it is one of several gigs we each have. Ours is a somewhat seasonal business, Memorial Day was approaching, and we had both been busy with other things. She started calling and the result is May will be our best month to date. A number of dealers thanked her for calling because they just hadn't got around to ordering our product.

"Smiling and dialing" still works.

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