Fashion Sales Guru Michael Cohen gives us the skinny on Developing a Sales Strategy—How Buyers Can Help You Sell and Why He Believes Doing it Yourself Is Actually a Smart Way to Start.

In our research at the FBI we’ve found sales to be the number one area of concern for new fashion businesses…by a long-shot. In my own consulting practice I’ve seen so many designers who either draw a blank or are immediately overwhelmed when it comes to the process of getting their collection out of their studios and into their favorite stores. So we decided to solicit some real world advice from an industry vet to put things in perspective. In our interview Michael shares some practical steps to getting your product in the marketplace…and was even nice enough to let me in on his little secret.

After My interview with showroom owner Michael Cohen I kicked myself for letting a backhanded compliment slip out. “I didn’t expect you to be so nice.” I know it was dumb thing to say. It was just that his presence was so warm and inviting. He seemed unusually nice….and in such a sincere way, I couldn’t help but mention it. Not that I was expecting a male Miranda Priestly, but from his resume I thought he may be able to get away with having at least a little bit of an ego.

He’s been in the business over 35 years, owns 2 of LA’s most well known showrooms and reps some of the hottest lines on the market. Not really the type you expect to find at the front desk of his top floor corner offices patiently answering the phones as his staff held a birthday celebration at their downstairs location. After greeting me by name he quickly called his reps and asked if someone wouldn’t mind coming up so we could talk uninterrupted…and to bring him some cake of course.

Once his smiling salesgirls returned delivering a huge slice of homemade chocolate cake the size you’d only cut for a boss you love; we sat down to discuss how a new fashion designer could possibly get off the ground in the uber crowded contemporary marketplace.

I suppose I felt too comfortable with him because instead of asking my carefully prepared interview questions they all kind of come out in one blob…sort of in the frustrated way I’ve heard them asked by a countless amount of aspiring designers. Literally…Physically…. what do you do? How do you sell? Do you need a showroom? Is it tacky to do your own sales? Can you do your own sales? Where do you start????

More at ease than I Michael calmly rewinds me back to the theory of it all. He explains “There are two approaches to sales either being in house or going into a showroom.” For new lines I was surprised at his recommendation of launching your line by doing your own sales. That was an especially scary thing to hear because most designers I know would rather pluck all of the hairs out of their head with a Tweezerman 2000 before trying to hawk their own line; so I prodded Michael to elaborate on the possible rewards of stepping out of your designer box and repping yourself.

He puts it bluntly… “With new lines going into a large showroom you’re immediately at the back of the bus. If a showroom working on commission already has some big winners; it takes a lot for them to justify devoting a significant amount of time nurturing a line that has no history.” Ok, makes sense. So what’s a new business to do?

Michael attests that having a strategy of starting with your own sales poses the all important question of, “who should be more passionate than a designer about their own collection?  Face to face interaction with buyers allows you to solicit some valuable feedback that can help you develop a line they would actually buy.”  he explains.   “All of those little side mumbles a busy salesperson may miss; you as the business owner should dutifully write notes, ask questions and take action. So when a buyer says “If it was a little bit shorter it would probably work”…or asks if it’s possible to change zippers for buttons… You already know what you’re capable of and willing to do. That way you can give them a quick answer….or maybe devise a compromise.”  Well…Well then…. It’s apparent that making a few small adjustments could make the difference between a big sale and a flat NO.

So say no more Michael. I’m convinced….I suppose a designer determined to be successful should be willing to do whatever it takes.

So back to the burning question…How do you sell? What Do you Do? Literally…Physically?

Michael’s Tips for DYI Sales Success:

1. Understand Potential Customers:

Make a list of your ideal stores you want to get into and go after them first. Once you’re ready for a showroom it gives your line more validity if it’s already selling in high quality boutiques.

2. Do Your Research

For larger stores and majors call their corporate offices to obtain your divisional department buyers address and phone number. Don’t be shy with reaching out to new prospects…tell them about your line and why you think they should see it. Build rapport with everyone you speak to and don’t be afraid to schmooze a bit.

3. Visit Boutiques as a Walking Billboard

Walk into your desired boutiques wearing your product at its best, and ask to make an appointment to come back to show your full collection to the buyer. If they are not available leave a look book and follow up by phone to land a meeting.

While you’re in the store make sure you take a good look around. Once you get a sales meeting show the buyer how what you offer will fit into their particular store. Share your vision with them of how it can be presented to their customers.

.

Ok, so I got the idea. Seems do-able, but as I was leaving I realized my biggest question for Michael I forgot to ask. How in the world do you kill the jitters….or find the nerve….how do we get rid of our fears of facing that segment of diva buyers that will surely throw you out and tell you our collection is crap. Then I remembered his response to my stupid backhanded compliment of not expecting him to be so nice. He smiled sincerely and said “Why Not…I expect everyone to be nice.” Hmmm. “I guess that’s the secret,” I replied. Maybe he answered all my questions after all.

Once you’ve braved a season or two on your own implemented feedback and given your line some momentum you can start looking for a showroom to help you build your strategy and move you to the next level.