A strong relationship with a local wholesale sales rep is one of the most valuable resources a retailer can have. Reps aren't just there just for order writing. The best relationships stretch across the full buying calendar, shaping what you source, how smoothly it ships and how quickly problems get solved.
Retailers build strong rep relationships through a mix of pre-Market planning, face-to-face time on the tradeshow floor and regular follow-ups after Market. The best approach to building a relationship with your local rep is by working on all three aspects year-round.
A sales rep represents one or more brands and works directly with retailers to place orders, but the best rep relationships go beyond order writing. Reps typically work with dozens of brands in a category, so they often see what's selling well, new trends on the horizon and what product might not be moving off the shelves quickly. They can advise you on what new lines or brands you should invest in, in addition to restocking your top selling product.
Over time, a rep also becomes an advocate for the brands they represent. They're someone who can move a shipment up the queue, resolve issues or help you get to know order terms.
There isn't one single touchpoint for maintaining a relationship. It's built in stages, before, during and after Market. Here are a few things to keep in mind to help build the connection.
The relationship works best when it starts before you arrive on the show floor. Review your open-to-buy and sell-through by category, then reach out to reps you already work with to schedule appointments in advance. This is also a good time to ask reps what's new or trending, so they can pre-plan your meeting. Many will share early details on incoming collections, giving you a head start on planning your Market trip.
Las Vegas Market is where vendor connections come to life, so be sure to maximize every appointment. Seeing product in person alongside a rep gives you an honest perspective into each line and invaluable knowledge such as lead times, minimum order quantities, freight options and what's actually in stock versus what's still in production.
Besides meeting with existing vendors, attending Markets allows you to walk new showrooms and build connections with new reps. Las Vegas Market spans four buildings and more than 3,500 brands across every key category, so there are always opportunities to make new relationships.
Be sure to follow up after the show and keep communication lines open for reorders. Your rep will confirm lead times on product ordered on the floor and notify you if anything requires your direct attention.
These follow-ups are also a great time to revisit product orders discussed not finalized at Market, whether that's a private-label opportunity, a new price point or an introduction to another line the rep represents.
Photos and product sheets can tell you what an item is, but they can't replicate the value of seeing that product in person and learning about each item directly from the source. In person meetings give you answers on the spot. That back-and-forth is where the strongest sourcing decisions are made, and it's why many retailers build their buying calendar around market dates rather than relying on digital sourcing alone.
Las Vegas Market brings together a wide breadth of product assortment biannually, giving retailers the chance to meet with reps they already know and build new relationships in person.
Before Market, review the exhibitor directory to discover new brands and confirm appointments with vendors already on your list. Once there, leave room to walk the show floor and start expanding your brand connections.
Ready to build your network of reps? Start by exploring Las Vegas Market exhibitors, and register to attend our next show.