7 Steps to Sell Candles to Stores

How to Sell Candles to Stores

1. Get ready

Many people in the candle business start by making candles as a hobby. However, as soon as you start selling to stores, you need to make the transition from hobbyist to full-fledged business owner. The main difference between the two is scale.

Are you able to make enough candles in time?

Stores place large orders on products that do well. If your candles sell like hot cakes, then you need to produce more to meet the demand.

This will be a challenge if you are a one-person company making everything by yourself. Before approaching stores, you need to think about potentially hiring employees so that you can create more candles. You should also consider working with a manufacturer even if doing so will decrease your profit margin.

Moreover, do you have enough money to fund large purchase orders? If not, then figure out how to get business loans and lines of credit.

It’s better to prepare for these things now rather than wait for your candles to go out of stock at a popular store.

2. Understand the different types of stores

Primarily, you can sell your candles to two kinds of stores: candle boutiques and regular retail stores. Let’s talk about the pros and cons of each.

Candle boutiques are created with your target customer in mind: people who love candles. These are the folks who frequently use candles and make repeat purchases. You may be able to quickly find success if your products do well in a candle boutique.

However, getting to this point is not easy. Standing out in a candle boutique is challenging since there are other brands close by. Your candles must be able to grab customers’ attention when they look around.

In contrast, there are not as many candle competitors in regular retail stores. However, you will be competing against other types of products for shelf space. Also, not everyone in a regular retail store is looking for candles. So, your products might just sit there for long periods.

Overall, you can try approaching both types of stores and see which type works best for you.

3. Start small

Many entrepreneurs want to get their products onto the shelves of big national retailers. That’s the dream. However, the journey required to get there is very long.

First, you should approach smaller stores to understand how the whole process works. For example, you might stumble the first time someone asks you a question. Your answers will naturally improve after hearing the same questions from different people.

This is how you can prepare for the big leagues. Then, you will be ready when it’s finally time to sell your candles to a big box store.

4. Create a game plan

Use spreadsheets to jot down information about the stores that you are interested in. For example, write down phone numbers, email addresses, and the names of people in charge of acquiring products.

You can find most of this information through savvy online research. Three great places to look are company websites, business directories, and social media.

Now, decide whether you want to call the store before stopping by. If you’re already in the neighborhood, then you might as well pop in. However, if you have to commute, then calling first is a good idea.

Make sure the person in charge of merchandise is available when you arrive. Calling first also helps you avoid wasting time. Sometimes, a store is simply not interested in new products.

5. Give your pitch

This is the moment that you have been waiting for. It is now time to pitch your candles to the stores that you are interested in. Convince them why they should put your candles on their shelves. Remember to bring samples.

In your pitch, you should start by talking about the candles themselves. Talk about ingredients and your preparation process.

How long does each candle last?

How do your candles differ from all the other candles in the marketplace right now? In other words, what is your unique selling proposition?

Next, you should talk about your numbers. Elaborate on your costs and prices.

Do you have any sales? If so, how many units?

Stores want to know if there is already demand for your products. They don’t want to waste time adding a new product to their catalog if it’s not going to sell.

Finally, answer any questions that the store may have. Make sure they have your contact information and thank everyone for their time.

6. Follow up

You would be surprised at how many people don’t follow up after they give a sales pitch. It’s foolish. Following up is one of the most important things that you can do.

Why?

For one thing, people forget. We’re all human with lots of things to do. Sometimes, a friendly reminder can go a long way.

The store may also be unsure. They are deciding between your candles and someone else’s candles.

If you follow up, then you can answer additional questions and squash concerns. It might just convince them to go with your candles.

Send an email the day after the pitch. Once again, thank everyone for their time and ask about the next steps. If this email goes unanswered, then send another email the week after. You can also give them a call.

7. Consider trade shows

Besides reaching out to stores directly, you can also sell your candles by attending trade shows. These are industry events for businesses to showcase their products to each other and potential buyers.

A representative from a store may come to your booth and place an order after liking what they see. You can also use these events to network with other attendees and build up your list of business contacts.

However, keep in mind that trade shows are expensive. The price of a booth can cost thousands of dollars.

Therefore, you need to find out if a show is right for you. Check online to see if there are any reviews available. Reading about someone’s experience will give you an idea of what to expect. Then, you can decide whether an event is worth going to.