United We Stand –– Developing Relationships for Success

There’s an old fable that goes something like this: A father asked his sons to bring him a bundle of sticks and then challenged each in turn to break the bundle over their knees, which they found impossible. He then split the bundle and showed how each individual stick could easily be broken. “United you are strong; separated you are weak,” he said. I’ve noticed within the children’s business, some companies try to go it alone, and this results in those companies, along with the dreams of their owners, being easily broken.

Like many, I attended the ABC show this past September. Among the attendees were buyers, manufacturers, sales representatives, members of the press, suppliers and consultants. All these people were at the show looking for a successful trip. What we sometimes forget is that success requires cooperation with each other. Yet many are guarded, protective of what they’ve created and as a result are hesitant, if not resistant, to work openly with others in a collective effort.

When we look to each other and combine our strengths, we create for ourselves a stronger position in the marketplace. The children’s category, like any other industry, is an interdependent one. It exists through the customers/consumers who buy and use the products; the retailers and manufacturers who make those products available to the public; and the service providers who facilitate the many needs of the industry. These participants are all connected and should one of them falter, the others will suffer.

Building relationships with others and nurturing them should be a top priority regardless what business you are in. Wondering why these relationships are important? Let’s explore what can happen when we reach out beyond our immediate circles and develop relationships for success.

Getting to Know Your Customers/Consumers

We are all an interdependent bunch, but there is one group with decidedly more influence over the success or failure of the category: the customers who shop for the products. This group shows their favor towards companies by way of their purchases. To win this favor, it behooves all parties involved to make a genuine effort to get to know them and cultivate a relationship.

Consumers want to be involved in the development process. They want to feel like their opinion is making a difference. Open your store up to them or your R&D department and seek out their thoughts. Truly develop an on-going conversation with them. In doing so, they will become ad-hoc brand ambassadors for your business and show their support with brand loyalty. There’s nothing more coveted in business than a loyal customer. These customers are out there right now, just waiting for you to reach out to them.

Partnering with Buyers/Manufacturers

For some, not all, there is a belief between buyers and manufacturers that it’s us and them. Buyers buy and manufacturers hope the buyers notice their products. What some manufacturers fail to consider is if they had developed the relationship with the consumer mentioned above, as well as took some time to get to know the buyers, they could speak with absolute confidence about their products when pitching a buyer. They would know that what they are offering is the right fit for that specific store given their in-depth knowledge of the consumer’s desires. As such, they can assure the buyer their products will sell well within the store.

The buyer will appreciate the effort to match the right products with their specific store and be persuaded to place an order based upon the evidence presented. This is a great way to create a relationship that is mutually beneficial. The manufacturer is getting its product out into the market place and the buyers are populating their stores with products that will generate revenue.

Collaborating with Service Providers

Manufacturers create products, retailers sell the products and customers buy the products. However, they are not alone; there are a bevy of service providers that facilitate the aforementioned activities. They include: sourcing brokers; sales and marketing professionals; attorneys; and accountants, among others.

These service providers offer a unique perspective of the category. Lean on them. They want to help you and can be a great resource for you. Use these insiders. Gather them to make up a team of people you consult with on a regular basis to ensure business activities are efficient and relevant. Keep in mind that this group wholeheartedly understands that your success dictates their success.

Working Together for Success

No doubt your days are filled with countless tasks, and the thought of trying to find the time to develop and cultivate relationships with so many groups of people might feel overwhelming. This is one of those instances where finding the seemingly impossible time will serve to build a strong foundation for your business.

We confide in those we know. Get to know your circle of influence. Create for yourself a community that fosters success. Talk to your customers — they will tell you what they will buy. Retailers and manufacturers, work together to determine which products work best in which stores/geographies. Reach out to your services providers — they will offer insights that can help make your efforts more efficient. Remember, alone we are easily broken. Working together we are so much stronger and more likely to experience success.

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About Insights Discovered

Penny Redlin is a regular contributor to the “Business Sense” feature on The Giggle Guide^®, sharing insights about business planning, effective communications and marketing strategies.

Based in Las Vegas, Nevada, Insights Discovered was founded by Penny Redlin in an effort to share her professional expertise within the children’s product category. The company’s mission is to give every mompreneur an opportunity for success. Insights Discovered exclusively services children’s products brands. The specific industry focus demonstrates a strong dedication to the unique needs of children’s products companies. Insights Discovered offers strategic planning, market research and traditional marketing services.

For more information, visit www.insightsdiscovered.com or call 702.218.5707.