3 Rookie Mistakes to Avoid if You Want New Stockists Fast

3 Rookie Mistakes to Avoid if You Want New Stockists Fast

Getting your handmade products into new stores and boutiques is an exciting step for any maker. The thought of seeing your creations on a store shelf, connecting with new customers, and expanding your reach is exhilarating! But, as thrilling as it is, attracting new stockists isn’t always a walk in the park. If you're new to wholesale or looking to ramp up your efforts, there are a few common pitfalls to avoid. These rookie mistakes can slow down your progress or even turn potential stockists away. Here are three mistakes to dodge to get those new stockists faster.

1. Not Having a Professional Line Sheet Ready

When it comes to wholesale, your line sheet is your best friend. It’s like your product resume—clear, concise, and professionally designed to showcase your products, pricing, minimum order quantities (MOQs), and terms. One of the biggest mistakes handmade sellers make is not having a line sheet or presenting one that looks thrown together. Remember, first impressions count, and a polished line sheet can be the difference between a "yes" and a "maybe next time."

Example from My Experience: When I first started wholesaling, I thought I could just send retailers to my Etsy shop or Facebook page and they’d know what to order. Big mistake! I quickly realized that busy buyers want all the essential info in one easy-to-read document. Once I created a clear, well-organized line sheet with professional photos, my success rate for getting new stockists skyrocketed.

2. Overwhelming Buyers with Too Many Choices

It’s tempting to showcase your entire collection when approaching potential stockists. After all, you’re proud of every piece you’ve made! But offering too many choices can overwhelm buyers and make it harder for them to decide what to order. Instead, curate a selection of your bestsellers and most unique items that represent your brand. Make it easy for them to choose by highlighting the products that already have a proven track record of selling well.

Example from My Experience: Early on, I sent a retailer my entire catalog, which included over 350 different items. They were so overwhelmed by the options; shades, textures and products that they didn’t place an order. Lesson learned: Less is more. Now, I send a curated selection of 10-15 items that I know perform well for each specific store, and I get far better results.

Call Out:

Keep it simple! Focus on showcasing your top-performing products and make it easy for stockists to choose from your line-up.

3. Failing to Follow Up After Sending Your Pitch

You’ve put together a killer pitch, sent it to a list of carefully chosen retailers, and...crickets. It happens! Retailers are busy, and your email might have gotten lost in the shuffle. One of the biggest rookie mistakes is assuming that no reply means no interest. A polite and timely follow-up can make all the difference. It shows persistence, professionalism, and a genuine desire to work together.

Example from My Experience: I once sent a pitch to a store that I thought was the perfect fit for my handmade makeup. When I didn’t hear back, I assumed they weren’t interested. But then, I decided to send a friendly follow-up email a week later, and the owner replied, thanking me for the reminder! They were interested but had simply missed my first email. They ended up placing a sizable order, and now they’re one of my best stockists years later.

Question for You:

What’s been your biggest challenge when reaching out to new stockists? Have any tips or strategies that worked for you? Share your experiences in the comments below—let’s learn from each other and grow our wholesale businesses together.

Getting new stockists for your handmade business isn’t just about having great products; it’s also about avoiding common mistakes and presenting yourself professionally. By having a clear line sheet, curating your offerings, and following up with potential buyers, you can attract new stockists faster and with greater success. Remember, it’s all about making it easy for them to say “yes”! Happy wholesaling! 🌟