Retailers Forum Magazine March 2025

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retailers retailers

VOL. 44 NO. 11

MARCH 2025

Connecting Wholesalers and Retailers Since 1981

Page 1 MARCH 2025 | RETAILERS FORUM MAGAZINE


RETAILERS FORUM MAGAZINE | MARCH 2025 Page 3

BRINGS

BUYERS & SELLERS TOGETHER UNDER ONE ROOF AT LVCC

The leading wholesaler and supplier brands

will come together at ASD Marketweek,

March 9th-12th, 2025 in a distinct trade show

experience for thousands of exhibitors in the style

and beauty, jewelry, gift, toy, and value categories.

The ASD shows provide a unique environment

where buyers and sellers come together to do

business. By having the entire show under one roof

at the Convention Center it makes it convenient

for attending buyers to cover more exhibits and

spend more time with the exhibitors to make their

purchases. The show continues to evolve and

improve by separating product categories such as

gift, toy, fashion and general merchandise making

it easier than ever for buyers to pinpoint specific

areas to see the products they are interested in.

In addition, the show will offer seminars on topics of

interest to the current retail environment including

social media, search engine strategies, e-commerce

and global sales strategies. All seminars will take

place on site at the Las Vegas Convention Center.

For over 64 years, ASD Marketweek has been

serving the unique community of buyers and sellers

in the wholesale and mass retail arenas. The show

will take place from March 9th-12th, 2025 at the

Las Vegas Convention Center and is expected to

draw over 45,000 buyers including large chain

retail stores, independent retailers, online retailers,

distributors, boutique franchisers, mall carts and

kiosks. The show offers the most comprehensive

selection of general merchandise under one roof

in the country.

Forum Publishing Company will celebrate its 44 th Anniversary in May and has been a proud Media Sponsor of the ASD

Marketweek since 1981. We welcome all exhibitors and attendees to the show and look forward to seeing you there!



ADVERTISERS

Sell to over 60,000

stores through Forum

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USA COSTUMERS

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LOGIC • WHOLESALE

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Electronic

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• Disposables

• Atomizers

5mL Bottle

E- Liquid E-Juice

for E-Cig $1.30

• E-Cig Batteries

E-Case w/2

Cigarettes + 1 USB

Charger $10.50

E-Cig kit Includes 1 cig,

10cartridges, Wa l, USB,

Car Chargers $6.50

Round Mouth E-Cig

3.5ml Atomizer Set

w/Coil Heads $3.83

• E-Liquids

• E-Cig Accessories

TIME MAKES MONEY

TIME

WHOLESALERS

SHISHA Zero

Nicotine Disposable

E-Cig $3.45

www.Lightecig.com

see our ad on Page 61

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MARCH 2025

INDEX

PLEASE PATRONIZE THE LEADING WHOLESALERS

WHO ADVERTISE IN

RETAILERS FORUM MAGAZINE

THE TRUSTED BUYING SOURCE FOR RETAIL STORES!

ADVERTISING

RATES .................... 09

APPAREL

1 STOP WHOLESALE. ....... 53

BLANK TEES. .............. 42

BOUTIQUE CLOSEOUTS ..... 33

CLOTHINGWARE ........... 69

DD BULK .................. 24

FASHIONABLE SALES. ...... 47

FLIRTY WHOLESALE ........ 28

SCARF WAREHOUSE. ....... 49

STYLE IN FASHION ......... 16

STYLISH PLUS ............. 77

EZ DROPSHIP .............. 52

FLAGS IMPORTER .......... 19

HEAVENLY WHOLESALE. .... 40

MEGA UBID ................ 46

RAMSONS IMPORTS ........ 13

RUSH SUPPLIERS .......... 24

BOOKS & DATABASES

BIZ BOOKS ................ 16

BUYERS CONTACTS….BACK COVER

CELLULAR

CELLCITY.BIZ .............. 31

WHOLE-CELL .............. 78

RETAILERS FORUM MAGAZINE VOL. 37 NO. 11 MARCH 2018

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TEE SHIRT HOUSE. ......... 18

UIN DEALS ................ 65

USACOSTUMERS.COM ...... 56

ASSORTED ITEMS

AUCTION FINDER. .......... 74

BEAN WHOLESALERS ...... 36

CLOSEOUTS FOR SALE ..... 63

DOBA DROPSHIP ........... 41

EVERYTHING CLOSEOUTS. .. 66

COMPUTERS

REFURB SHOPS. ........... 44

CONSUMER ELECT.

FIND IT CHINA. ............. 25

CREDIT CARD

PROCESSING

EXP MERCHANT. ........... 39


3’x 5’ Flags $2.50 Each

Min.100 pcs

#1

BUYING GUIDE

FOR RETAIL STORES!

DISPLAY/SUPPLIES

& SERVICES

AVVO ADVISORS .......... 22

CC WAREHOUSE .......... 55

DISPLAY BY CHOICE ....... 17

E-STORE BUILDERS ....... 58

E STORE SIGNS ........... 57

E-STORE SITES ........... 34

FB CAMPAIGNS ........... 38

FORUM ADVISORS. ........ 62

KWIK INC. ................ 50

PAYROLL HELPER ......... 72

PROTECTION PLANS. ...... 60

SALES GROUP BAGS ...... 68

VACATION PROMO. ........ 70

WHOLESALESOURCES.COM

. . . . . . . . . . . INSIDE BACK COVER

DROPSHIPPES

DOBA DROPSHIP .......... 41

EZ DROPSHIP ............. 52

E-CIGARETTES &

SMOKE SHOP ITEMS

LIGHT E CIG .............. 51

LOGIC WHOLESALE ....... 35

USA VAPE DEALS ......... 73

HANDBAGS

BAG CLOSEOUTS ..........43

3’x5’Embroidered Flags $14.00 Each

View our 148 page Catalog online !

www.RIOhio.com

BAG VENDORS. ............20

HEALTH & BEAUTY

Hat Pins $6.00 dz

DESOAP FRAGRANCES .....15

$36.00 dz

DESOAP FRAGRANCES

$5.00

.....21

Each

HOME & HOUSEWARE

$21.00 dz

$36.00 ut 72 pcs

MERCHANDISE REP ........54

Playing Cards

RUG PROFITS. .............59

$18.00 dz

Garden Flags

$48.00 dz

JEWELRY/

Metal Signs

$5.50 Each

Tri-Fold

ACCESSORIES

3’x5’Embroidered Flags

BLING WHOLESALER $14.00 Each.......23

$21.00 dz

BODY CANDY HQ ...........76

BUND JEWELRY. ...........71

DRESS IT UP. ..............16

HIP WHOLESALE ...........37

JEWEL CLEARANCE ........22

JEWELRY MINERS ..........29

SHAKE WHOLESALE. .......64

UNIVERSE WHOLESALE .....75

NOVELTIES

Belt Buckles

$36.00 dz

$9.00 dz

$24.00 dz

CARTOON CONCEPTS ......20

COOL GLOWING. ...........67

$18.00 dz

PPE SUPPLIES

PPE STOCKROOM ..........

$5.25 Each

30

R/C & TOYS

RC VARIETY ............... 45

Metal Sign

SOARING $4.75 RC. each .............. 32

5” Patches $36.00 dz

$39.00 dz

Garden Flags

48.00 dz

Leather Wallets $5.50 each

Magnets 3”x8” $18.00 dz

WindSocks

$48.00 dz

Metal Plates

$27.00 dz

$48.00 dz

SPECIAL FEATURES

FORUM WORKSHOP ........ 26

READER RESPONSE ........ 11

RETAILING NEWS. .......... 14

12”x18” Metal Signs

$5.50 Each

WHAT’S HOT ............... 12

Belt Buckles

$42.00 dz

$18.00 dz

Patches $18.00 dz

Min.Order

$150.00

$30.00 dz

12” Metal Signs

$5.00 Each

$4.50 Each

SPORTING GOODS

Belt Buckles

OHIO KNIFE. ............... 02

$36.00 dz

$7.00 Each

3pc Magnet

TRADE SHOWS

ASD MARKETWEEK. ........ 27

THE MARKET CENTER ...... 16

WHSL MKT 2025 ............ 03

WATCHES & CLOCKS

TIME WHOLESALERS ....... 61

WATCH DEALERS .......... 18

WEDDING ITEMS

SMARTEST BARGAIN ....... 48

WELCOME NEW READERS!

8” x 12” Metal Signs

$39.00 dz

$4.00 each

8” x 12” Parking Sign $18.00 dz

$15.00 dz

$42.00 dz

$15.50 Each

Leather Bracelet $18.00 dz

$24.00 dz

Best Friend Necklace

$24.00 dz/sets

1ut/5 dz Mood Rings $33.00 unit

Advertise in

Metal Sign

12”X18” $5.75 Each

See Page 9

12”x18” Metal Sign $5.25 each

BUSINESS BOOKS

www.BizBooks.org

STYLE IN FASHION

$36.00 ut/72pcs

Stylish & Fashionable

$15.00 dz

Fashions

from Around

the World

See $6.00 our dz Hat Ad Pins on Page Also 16

Gigantic

sold

Selection

by the

of Variety dozen! Goods

36 pcBiker Ring

RAMSON’S

$39.00 unit

See our Ad on Page 13

DROPSHIP TO PROFITS!

Tri- Color Necklace $18.00 dz

1000’s of Items

See our ad on Page 41

WHOLESALERS:

Increase Your Sales

By Advertising Here!

631-754-5000

Don’t Be A Drone!

BUY ONE!

www.RCVariety.com

See Our Ad on Pg. 45

VISIT FORUM ON

THE INTERNET

View our latest books at

www.bizbooks.org

WE HAVE BUYERS

Databases for ALL Industries

www.BuyersContacts.com


ADVERTISING INFORMATION

www.retailersforum.com

VOL 28 NO. 2

JUNE 2008

MARKETING TIPS!

MERCHANDISE SOURCES

RETAILING TIPS

SELL LIKE AN

EGYPTIAN!

Reach Active Buyers with our Print Readership

Plus over 265,000+ Page Views Monthly Online

✔ Apparel and Accessory Stores

✔ Card and Gift Stores

✔ Discount and Dollar Stores

✔ Distributors and Jobbers

✔ General Merchandise Stores

✔ Internet On Line Stores

✔ Mail Order Catalog Sales

✔ Novelty and Toy Stores

✔ On Line Stores

✔ Resort and Souvenir Stores

✔ Sporting Goods Stores

✔ Variety Merchandise Stores

✔ Wholesalers

ESTABLISHED IN 1981 as a buying source for store

owners and wholesalers, Retailers Forum offers advertisers

a large national circulation to showcase their products

and services. Many of our readers are located in rural

areas where access to merchandise is difficult, making our

magazine indispensable to their buyers.

Through our unique direct mail and trade show

circulation we constantly rotate our mailing lists, adding

new stores monthly enabling us to deliver new, fresh

buyers each and every month you advertise with us.

In addition to your print ad, your company will be

featured in our digital on line monthly version at

www.RFmagazine.com. Our online magazine produces

over 265,000+ page views monthly for our advertisers,

which is in addition to our print and mail distribution.

Your online ad will link to your website and email

address and we provide unlimited transfers from our

readers into your website 24/7.

FORUM PUBLISHING COMPANY

383 East Main Street, Centerport, NY 11721

www.RetailersForum.com

CONTACT US:

TEL: 1-800-635-7654

FAX: 631-754-0630

Email: ForumPublishing@gmail.com


retailers

ADVERTISING RATES

AD SIZE 1 ISSUE 3 ISSUES 6 ISSUES 12 ISSUES

1/8 Page $400 $300 $275 $250

¼ Page $525 $425 $400 $350

½ Page $625 $525 $500 $450

Full Page $850 $750 $700 $650

2 Pages $1,350 $1,250 $1,150 $1,050

Prices shown per month, above rates include full color printing

ADVERTISING SPECS

1/8 Page: 2¼" high x 3¼" wide

¼ Page: 4‚" high x 3¼" wide

½ Page:

Full Page:

Email or provide CD of ad in exact dimensions as JPG, TIF or preferred

PDF format in CMYK color, 300 dpi resolution only

✔ Monthly print and mail magazine

✔ Online magazine and search marketing

✔ Distribution at top trade shows

4‚" high x 7" wide or

9½" high x 3¼" wide

9½" high x 7" wide

FULL MARKETING PROGRAM INCLUDED >>

Printed Magazine

• Your ad is featured in our

printed magazine circulated to

buyers across the USA. Includes

distribution at industry’s top trade

shows.

Complete Digital Magazine

• Your ad runs on-line at

www.RFmagazine.com

• Over 265,000+ monthly

page views

• Active link to your website

Phone APP

• Your company included in our free

iPhone and Android APP. Imagine

YOUR company right

on the buyers phones!

Reader Response

• Generates leads from buyers interested

in your products through a

code placed in

your ad and on-line at

www.vendor411.com. Free for

all half and full-page ads.

Search Marketing

• Your company included in the

industry’s leading search engine:

www.supplier411.com

• Saturation marketing coverage on

our new wholesale portal: www.

wholesalesources.com

TOP INDUSTRY TRADE SHOWS 2025

JANUARY

Atlanta Gift Fair

Los Angeles Market Week

Philadelphia Gift & Variety Show

Seattle Gift Show

The Merchandise Center, IL

FEBRUARY

Magic Sourcing Show

New York Toy Fair

Off Price Specialist Show

Rocky Mountain Gift Show

MARCH

ASD Marketweek Las Vegas

Atlanta Spring Gift Show

California Marketplace

Dallas Apparel & Accessories Show

Greensboro Gift & Jewelry Show


APRIL

Hawaii Merchandise Expo


MAY

Las Vegas Licensing Show

New Orleans Gift & Jewelry Show

Northern Michigan Gift & Souvenir Show


JUNE

Dallas Gift & Variety Show


LA Fashion Market

JULY

Atlanta Gift & Home Furnishings

California Marketplace

Philadelphia Gift & Variety Show


AUGUST

ASD Market Week

Biloxi Wholesale Show

Off Price Specialist Show


Rocky Mountain Gift Show TBD

SEPTEMBER

Asia America Wholesale Show

Dallas Home & Gift Show

Greensboro Gfit & Jewelry Show

Hawaii Gift Show

Norton’s Gift & Variety Show

Philadelphia Candy & Gift Show


OCTOBER

Dallas Apparel & Accessories Show

Las Vegas Souvenir & Gift Show


NOVEMBER

Gatlinburg Gift Show

Hawaii Merchandise Expo


Smoky Mountain Variety

DECEMBER

Grand Strand Gift & Variety Show



Our Large Holiday Issue Hits The Mails Before Thanksgiving to

Maximize Advertisers Results!

We provide physical magazines at shows or email free

digital magazine to attendees using Attendee database lists.

* Show schedules are subject to change without notice.

From the

PUBLISHER

IT’S SHOW TIME!

CAN you believe that we’re almost done

with the winter and aside from a few quick

artic blasts around the country we’ve had a

fairly mild one.

NOW that we’re settled into the first quarter

of a new business year we’re able to get some

decent projections on how the balance of the

year will go. Of course, with the elections

ended, we’re taking a new course with the

economy and after the first month we are

seeing a great many positive changes that will

benefit our businesses.

WE are seeing good increases in consumer

confidence and with low unemployment

rates we see more people working, which

means more people are spending. Our small

businesses should be on the receiving end of

this success.

AS retailers and vendors we need to

watch the trends. People shop when they are

comfortable with money and we are heading

towards consumers increasing their spending.

ENTREPRENEURS live on the edge, always

ready to take risks to improve their businesses.

It is in our nature to strive for more rather

than be apathetic and stagnant. This year

may be our greatest opportunity to grow our

businesses and our wealth if we undertake a

cautious and organized route.

HAVE you been considering expanding

to another location? Adding floor space to

your current location, or expanding your

product lines? If you plan carefully and do the

numbers you may well see the opportunities

that abound right now are tremendous. Don’t

be reluctant to expand your operations and

certainly it is in your stores best interest to

expand your product offerings.

HERE at Forum Publishing we are dedicated

to analyzing the trends and report to our

readers. For over 43 years our allegiance is

to our readers and advertisers with the goal

of increasing their wealth and success. We

dedicate our magazines and websites to the

hard working folks in our industry.

SOME of the hardest working people are in

the business of organizing trade shows. Trade

shows are the lifeblood of our businesses.

Whether the show is regional or national,

attendees have the opportunity to meet

vendors and physically see merchandise and

latest trendy goods.

WE have been a media sponsor for ASD

Marketweek since 1981, back in the days when

Walter Fletcher and his son ran the shows

at various Vegas hotels, ran pool parties for

attendees and created a fun and exciting

experience for us all. The show continues all

these years later and has established itself as

the number one event for our industry and

one that we are proud to be part of.

I urge all readers to pack a bag, book a flight,

gas up the car and head off to the nearest trade

show to discover new products and vendors.

Keep things exciting and your business will

prosper. See you at the show!

RETAILERS

FORUM

SALES & MARKETING

Gregory Brown

Tom Richards

Scott Savitt

Martin Stevens

OFFICE MANAGER

Leah C.

PRODUCTION

LAPIZ DIGITAL

CREDIT DEPARTMENT

Kristine Hines

CIRCULATION

Discount Reading Svc.

LITERARY STAFF

Patricia Luebke

Jason Meyers

Rachel Spearman

COLOR PRODUCTION

Anchor Imaging

PRINTING

Composing Room

ART DIRECTION

Gregory Stevens

Martin Stevens

OVERSEAS OFFICE

Trade Channel

N.W. Guineastr 30

2022 PA Haarlem

Netherlands

+31-23-531-90-22

Published Monthly by:

Forum Publishing Co.

383 East Main Street

Centerport, NY 11721

Tel: 631/754-5000

Fax: 631/754-0630

forumpublishing@gmail.com

www.retailersforum.com

43 Years

1981-2024

RETAILERS FORUM is published monthly at $75/year USA,

$125/year foreign.


Entire contents copyright ©2025 by Forum Publishing.

Publisher assumes no responsibility for contents herein.

First and third class postage paid at Centerport, NY. Bulk

mail paid at NY, Brookfield, WI and Hooksett, NH under

private mail indicia via publication mailing.

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in this this Issue Issue

APPAREL

APPAREL

❑

❑

All All Advertisers in in APPAREL

All Advertisers in APPAREL

❑

13. 13. Capsmith

13. Capsmith

❑

14. 14. Style In In Fashion

❑ 14. Style In Fashion

BUSINESS SERVICES

BUSINESS SERVICES

❑

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All All Advertisers in BUSINESS SERVICES

All Advertisers in BUSINESS SERVICES

❑ 24. Forum Business Advisors

❑ 24. Forum Business Advisors

COLLECTIBLES

COLLECTIBLES

❑

❑

All Advertisers in COLLECTIBLES

All Advertisers in COLLECTIBLES

❑ 03. Patter’s Collectibles

❑ 03. Patter’s Collectibles

CREDIT CARD PROCESSING

CREDIT CARD PROCESSING

❑

❑

All Advertisers in CREDIT CARD PROCESSING

All Advertisers in CREDIT CARD PROCESSING

❑ 68. EXP Merchant

❑ 68. EXP Merchant

ELECTRONICS

ELECTRONICS

❑

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All All Advertisers in ELECTRONICS

❑ All 08. Advertisers Surplus Giant

in ELECTRONICS

❑ 08. Surplus Giant

GENERAL & VARIETY

GENERAL VARIETY

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Ramsons

Inc. Party Goods

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06. 06. Ramsons

Stain Stain Imaging

❑ 06. Stain Imaging

Want More Info? Circle #00 on page 00 • www.Vendor411.com

Want More Info? Circle #00 on page 00 www.Vendor411.com


ADVERTISER INDEX

HEALTH

HEALTH & BEAUTY

BEAUTY

Your Name ____________________________________________ Type of Business ____________________________________

Your Name ____________________________________________ Type of Business ____________________________________

Your Company Name Name ____________________________________________________________________________________________

Type of Business Company Name ____________________________________________________________________________________________

Company Address ___________________________________________________________________________________________________

Name Address ___________________________________________________________________________________________________

Address City ___________________________________________________State ___________________________________________________________________________________________________

Zip City ___________________________________________________State _____________________ Zip ______________________

City E-Mail: ___________________________________________________State ________________________________________________Tel _______________________ Fax Zip ______________________

E-Mail: ________________________________________________Tel _______________________ Fax ______________________

E-Mail: ________________________________________________Tel RETAILERS _______________________ FORUM MAGAZINE Fax ______________________

| MARCH 2025 Page 11

❑

❑

All Advertisers in in HEALTH & BEAUTY

All Advertisers in HEALTH & BEAUTY

❑ 11. 11. De Soap Fragrances

❑ 11. De Soap Fragrances

HOME & HOUSE

HOME HOUSE

❑

❑

All Advertisers in in HOME & HOUSE

All ❑ Advertisers 23. Dakota Steel in HOME Art & HOUSE

23. Dakota Steel Art

❑ 21. Sanders Collection

❑ 21. Sanders Collection

JEWELRY & ACCESSORIES

JEWELRY ACCESSORIES

❑

❑

All Advertisers in JEWELRY & ACCESSORIES

All ❑ Advertisers 09. Puka Creations in JEWELRY & ACCESSORIES

❑ 09. 16. Puka Tropical Creations

Traders

❑ 16. Tropical Traders

NOVELTIES/TOYS

NOVELTIES/TOYS

❑

❑

All Advertisers in NOVELTIES & TOYS

All ❑ Advertisers 10. Novelty Toys in NOVELTIES & TOYS

❑ 10. Novelty Toys

PET PRODUCTS

PET PRODUCTS

❑

❑

All Advertisers in PET PRODUCTS

All ❑ Advertisers 15. Closeout in Pet PET PRODUCTS

❑ 15. Closeout Pet

SELF DEFENSE ITEMS

SELF DEFENSE ITEMS

❑

❑

All Advertisers in SELF DEFENSE ITEMS

All

❑

Advertisers 12. Bestex

in SELF DEFENSE ITEMS

❑ 12. Bestex

SPORTING GOODS

SPORTING GOODS

❑

❑

All Advertisers in in SPORTING GOODS

All ❑ Advertisers 04. Ohio Knife Knife in SPORTING GOODS

❑ 04. Ohio Knife

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NY

NY

11721

11721

Mail: Forum Publishing Co., 383 E. Main Street, Centerport, NY 11721

➥

WHAT’S HOT

For more information, contact:

www.RIOhio.com

Tel: 1-614-846-4447


www.SoaringRC.com


www.Forum123.com

Tel: 1-631-754-5000

LEADER IN VARIETY GOODS

ONE of our longest running sponsors is Ramson’s Imports, Inc. and there

is good reason why this company has decades of success in the industry. They

understand the general and variety markets and always are sure to stock and

sell the most wanted merchandise that consumers around the country want!

WITH thousands of different fast selling products and a huge catalog

available to buyers, Ramson’s offers everything from jewelry and accessories to

flags, pins, novelty license plates and plaques, headwear, belt buckles and more.

The pricing that Ramson’s offers allows resellers to make great margins on all

of the goods whether they are selling at stores, flea market booths or online

website e-commerce stores.

THIS month’s hot item are giant 3x5 polyester flags in tons of different styles

and varieties for just 2.75 wholesale.

DRONES ARE EVERYWHERE!

HEY, forget about the drones you hear about flying over New Jersey or

Washington, or your city…. Be part of the drone frenzy! These flying objects are

hot and Soaring RC is one of the country’s leaders in the technology. While they

do not have those SUV sized drones that no one seems to know anything about,

they do have a tremendous selection of planes and helicopter style RC items along

with the standard drones that are so popular.

WITH great prices that allow tremendous margins for retailers, the company

specializes in RC toys in all price ranges from beginner to professional so you will

have items to satisfy all shoppers. There is no minimum purchase which allows you

to stock up a wide assortment of styles and sizes to make fast sales.

THE company has weekly specials on their website as well as a special clearance

section that allows you to buy below cost to really clean up.

THIS month’s special deal is the RC Era C138 Bell 206 helicopter that has all

the bells and whistles your shoppers will love. Single model jet ranger ready to go

at just $93.99 each.

BUY BELOW WHOLESALE

NOW more than ever it is important to buy products at the sharpest

possible prices so you can make more margins when you resell at your

store or online site. With the costs of goods increasing so rapidly it is

harder than ever to follow the double mark-up rule that was the gold

standard or retailing. We have had to become much more competitive to

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forumworkshop

THE ART OF SELLING

THE

ANYONE, ANYWHERE, ANYTIME!

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Here are are three three simple simple sales sales points points and and their their the the prospect. prospect. Note Note that that the the selling selling feature feature Here or or are

benefits to the to the buyer. buyer. The The salesperson

“fact” “fact” implies implies the the “benefit”. “benefit”. In the In presentation,

the benefits

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product quality, quality, product design, design, company status, status, relationship between between fact fact and and benefit. benefit. Do product not Do not quality,

and and so on. so on. Instead, he or he she or she chose chose to concentrate to depend depend on implication to convince to convince your your prospect. prospect. and so on. Inste

on on just just three three that that were were of particular of interest interest to to Spell Spell it out! it out!

on just three th

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forumworkshop

The next step in closing the credibility gap is to

show the prospect what you are selling. In some

cases, you may be limited to a visual display, such

as in a mail order catalog. For very large, hard-totransport

products, you may show the prospect a

series of photographs or, better yet, a video of the

product in action.

It is always best, of course, to bring the product

with you whenever possible so the prospect can

see, touch, and experiment with it. You may

even choose to leave it behind for a short time.

People usually want to see an item before they

will seriously consider purchasing it.

If you sell a tangible, operating product or

machine, a demonstration is probably your

most effective tool, but there are problems with

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demonstrations that you should anticipate and

try to avoid. The first is the salesperson’s eternal

problem: making sure the “right people” – the

decision makers – are present. It is better to

delay the demonstration until you have all the

decision makers committed to attending than

to put on several demonstrations for random

gatherings. The decision makers should see your

demonstration as a group so your message will

have a single impact.

The second problem arises when the product

does not work as claimed. This surely makes

for much embarrassment and more lost sales,

but it happens. Make sure the person giving

the presentation has plenty of time to rehearse

and that you have worked out all the bugs in the

product.

forumworkshop

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forumworkshop

A third difficulty is sometimes encountered

when you take your prospect to a customer

installation. This is often a good approach, but

it has two or three possible disadvantages that

should be anticipated. For one thing,

the customer’s product might not

be functioning properly or it might

be handling a job not related to

your prospect’s needs. The one big

disadvantage of such visits, though, lies

in the fact that you might lose control

of the demonstration. The customer

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and the demonstration – leaving you

out in the cold, unable to make your

sales pitch effectively. In spite of such

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forumworkshop

reinforcement for the initial

office demonstration.

Keep in mind, the most

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the requirements of the

prospect. In preparing

your presentation, decide

what specific benefits your

product might offer the

prospect. Then be sure to

arrange for the prospect

to become an active part

of the demonstration. An

effective technique is to set

up an imaginary situation in

which your product plays

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typical situation created for

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forumworkshop

the demonstration of a copier:

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printed and mailed to the field by tomorrow!

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the number of copies you need (let the prospect

do it) and simply press ‘Start’ (let the prospect

press Start)…”

This approach might sound simple, but

encouraging participation in a demonstration by

a prospect has proven effective time and again.

• Be sure to include some form of demonstration

in your sales presentation. If at all possible,

make it the kind of demonstration that invites

participation on the part of the prospect.

For most products, especially for capital goods,

the demonstration provides the impact to lift the

buyer’s level of interest to the point where you

will make the sale. An astute salesperson tries to

determine the prospect’s level of interest at each

stage, starting at the beginning of the relationship.

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forumworkshop

When you think your prospect is ready to

close, ask for the order. If that does not work,

give the prospect some form of a proposal with

a price quotation attached. A formal proposal is

an effective selling tool: it highlights the product’s

benefits while leading authority and validity to

your verbal claims. More important, it gives you

a good reason to return and ask for the order a

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Do not take “no” for an answer right away.

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In most respects, selling a service presents the

same problems and opportunities as selling a

product. All techniques discussed in this article

apply to some extent. It is obvious though, that

forumworkshop

many services cannot be demonstrated in the way

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Advertising agencies can show their portfolios

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Most service salespeople can find similar ways

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the most convincing display of what a service

company can do lies in its past performance for

other customers.

• Salesmanship is all important to the

growth-minded service company. It is not

what you sell but how you sell it that often

determines your success. Stress the benefits to

your prospect! Support with references… and,

be convincing.

continued...


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I know this to be true from personal experience.

One reason is that I listen carefully to the

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How many people do you know who are highly

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In a service business, success almost always

requires a heavy emphasis on personal selling.

WHO WILL DO

THE SELLING?

forumworkshop

your sales program, intermixing them to fit the

needs of your particular markets.

Direct

Salespeople

Employing your own salespeople has much

to recommend. Unlike sales reps, they are on

your payroll and work for your company alone;

thus, you have control over which prospects and

If you as owner or manager are not going to

do all the selling, who is? You have different

types of sales representation available, each

with its advantages and disadvantages and each

available at various stages in the selling process.

Fortunately, it is not an either/or situation. You

can effectively employ a variety of avenues for

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customers they visit, what they say, and how

frequently they make calls. You pay for these

advantages, of course, but for many companies,

direct salespeople are definitely the way to go.

• In general, direct salespeople are more

effective at selling your product than sales

representatives and should be employed

wherever feasible.

forumworkshop

Sales Representatives

Do not write off sales reps. They are an

important part of the marketing scene and sell

more than $200 billion worth of goods. A sales

rep – sometimes called a manufacturers’ agent

– works for himself or herself or, for a sales rep

organization. You pay the rep a commission on

the products sold, usually 10% or higher.

Reps are independent; they are tied to your

company by a simple agreement that can usually

continued...


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forumworkshop

be cancelled by either party with 30 to 90 days’

notice. Reps agree to provide coverage in a

specific geographic territory for which you grant

them exclusive rights for the duration of your

agreement. They do not take title to the products

they sell, nor do they do the billing. They have

little to say about price or terms of sale and

delivery, which are dictated by you, the supplier.

They often try to provide emergency mechanical

service, but usually maintain only a very minimal

parts inventory.

Dealers

A dealer differs from a sales rep organization

in that a dealer takes title to your merchandise,

ships it, does the billing, and usually provides

direct service. Dealers stock products, parts, and

literature. Typically, a dealer will order enough

product per shipment to qualify for the first price

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break-off you list. A dealer makes 15% to 30%, as

a rule, on sales of your products.

Stocking Representatives

A stocking rep maintains some product

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of the product and does not bill customers. A

stocking rep is a cross between a sales rep and

a dealer. Stocking reps receive a commission on

their sales slightly larger than they might expect

if they did not maintain inventory.

Distributors

forumworkshop

The distributor takes title to your product

(paying 40% to 50% less than your suggested

price list) and resells it to the purchaser, end user,

or original equipment manufacturer (OEM).

The distributor handles industrial accounts,

providing risk-free, local representation in a given

geographic area. You simply ship your product

to the distributor with an invoice, and receive a

check.

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Wholesalers

Wholesalers have much in common with

distributors, except that a wholesaler sells to a

dealer, who then sells the product to the consumer

forumworkshop

market. Distributors sell directly to the OEM

manufacturer in the industrial market; wholesalers

sell indirectly in the consumer market. The

words “distributor” and “wholesaler” are used

interchangeably in many industries.

Cooperative Buying

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This type of organization is a wholesale

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The hardware industry furnishes a good example.

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forumworkshop

of Chicago, which is owned by

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dealers.

What Kind of

Representation For

You?

Proper representation

generally results from the

interplay of four factors:

1. Size of your Firm.

Smaller firms, particularly

those with annual sales under

$5 million, tend to rely on

reps more than larger firms.

2. Your Product Line.

Capital equipment items and

complex technical services

are usually sold directly to end

users, whereas components

for the OEM market and

commodities are more likely

to be sold through reps.

3. Trade Practices. Most

industries have evolved

characteristic practices in

regard to representation, and

you are probably familiar

with those in your industry.

If you have an unorthodox

idea for representation, there

continued...



forumworkshop

is no reason why you should

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4. Sales Per Customer. The

dollar amount of sales per

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your decision on whether to

employ a direct salesperson

or a rep. Where a single

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hundred dollars or more, it

makes sense to use a direct

salesperson. Lower amounts

per order call a rep as the

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forumworkshop

more cost-efficient choice for

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Intermixing types of sales

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forumworkshop

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Direct Salespeople or Reps?

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forumworkshop

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commission.

Beyond a certain point, however, using sales reps

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The key figures are the total cost per direct

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forumworkshop

of manufacturer’s sales (7.9%).

The difference in cost to the

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• In your company’s

territory, use direct

salespeople, not

reps.

Your home territory should be

your most productive territory;

continued...


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forumworkshop

if you cannot afford a direct

salesperson, then you, the owner

or manager, should do the selling

yourself. The potential of your

home territory (which might

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states) should be $1 million or

more to warrant hiring a fulltime

salesperson.

The great advantage of sales

reps, of course, is that you pay

only for what is sold. Many

small companies rely on reps

exclusively and with apparent

success. However, in my many

years of consulting, I have met

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forumworkshop

only one corporate owner who

said he was completely pleased

with his rep force. This is not

really surprising – a rep cannot

be tightly controlled. You are

not the boss as far as a rep is

concerned. But before rejecting

reps, consider these:

• Reps present

no expense when

orders drop off due

to uncontrollable

economic or business

turns or, seasonal

sales fluctuations.

continued...


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forumworkshop

• Reps work as hard as – and often

harder than – direct salespeople,

because their commissions depend

on it.

• Reps often have close ties to the

buyer.

The following are seven conditions under which

a sales rep should be used:

1. The manufacturer has limited

financial strength and cannot organize

and maintain his or her own sales

force.

2. A single product or narrow

product line of low unit value is

produced by the manufacturer.

3. The product is subject to wide

recurring fluctuations in demand (for

example, Christmas tree ornaments).

4. The market is at a great distance

from the manufacturer, making direct

sales cultivation too expensive.

5. Prospects and customers are

widely scattered, and travel costs for a

manufacturer’s sales force are therefore

excessively high.

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forumworkshop

6. A new product is being marketed

or a new market is being entered,

and the agent’s established contact

and prestige can be immediately and

advantageously used.

7. Expansion of territorial coverage

is desired, but potential is too low to

justify adding to the manufacturer’s

direct sales force.

• Successful sales reps work for their customers

and only secondly for the manufacturers whose

lines they carry. Try to utilize their rapport with

customers to benefit your sales.


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