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Effortlessly Get Your Products Into Retail - Amazon Seller Tips with Talor Ofer - Part 2
March 28, 2022
Effortlessly Get Your Products Into Retail - Amazon Seller Tips with Talor Ofer - Part 2
Things we discussed in this session:

A. Part

B. Part 2

Things we mention in this session of Seller Round Table:

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Transcription in this episode:
[00:00:01] spk_0: welcome to the seller, roundtable [00:00:03] spk_2: e commerce coaching [00:00:04] spk_1: and business strategies [00:00:05] spk_0: with Andy Arnott and Amy Wees. So you just mentioned you were selling shampoos and I think a lot of people have the misconception that their product has to be special and it has to be patented and it has to be different to sell to retail. And that was the number one thing that I learned from you that shocked me is that you can have the most basic product ever because every retail store needs stuff for their, you know, so as long as you fit into that store, but let's talk about what makes a good product for retail, what's a good product, what's a bad product? How does, how should people look at their products? Um when they're analyzing them for retail opportunities? [00:00:50] spk_1: Right, so I have, you know, I have a good example for that. Before we go to the basics, I heard someone approaching me with ceramic knives. Now we all know knives, there's so many knives out there, what's so special? So ceramic knives apparently is a little bit different from the others, although it exists, but going down to this niche, I understood quite fast that this is something that is, you know, with a huge potential in the market because it's ceramic, those ceramic knives, they cut much easier and much faster. I didn't know that I have never used that kind of knife until I met the guy and he was literally giving me samples like try it at home and see it, which was amazing. So I found that you know, it has an amazing market. So sometimes you look at your own products and saying, you know, it's not feeling special here. No, I don't think like that. But then there are principles, I have to say that like first of all, there's more excuses you have, it's better. That's for sure. If you're coming up with like 56 for seven SK us, it's gonna be hard unless unless you have something special at them now, something special doesn't have to be patent, it doesn't have to be a product that nobody has seen before. It could be the same very box that everybody else has with the same product inside. But then you have something special about the branding with crazy colors or with super boring colors, something different. Something that the market has yet to see. Okay. And if it, if it's something that the market have seen before and have seen a lot, you know, grinded products, I would call that, then you have to come up with a lot of SK us. Okay, because a lot of SK us, why am I talking about? Why am I saying a lot of sqs? Because if you look at the buyer side at the end of the day, it has limits limited sources to handle suppliers. He cannot handle like 100 suppliers. He could handle 50 or 40 or 30 depends, you know, so then if one supplier come up and gives him the solution for like 30 40 20 different sK us, that's very good for them rather than taking three different or four different suppliers for five sK us each. Right? But at the same time if if that vendor is coming and saying, you know what, I only have five sqs but look how beautiful they are, then you have something enhance. Alright now. Yeah, the looking good is like, you know, it it differs from from a brand to brand. But basically those are the terms obviously those are the principles obviously if you have patent or patent pending on your product then you have, you know, something that is easier to move in terms of not having something to special in terms of the design or branding and at the same time not having too many sK us that would be fine as long as you have, you know, again, pattern or something like that. [00:03:36] spk_0: Got it. So the bottom line is we don't have to have a unique patented product to sell. The retailer is quite the opposite. We just need to have something that fits and we need to have margin. That's the other big problem that you and I have seen when we re we have like a retail review service where we kind of review people's products of whether or not their retail ready and you guys can take advantage of that, you can go to amazing at home dot com forward slash retail and you can look at that and just fill out our form and we'll look at your product and tell us your retail ready. But the biggest thing that we see is that they're either not ready for packaging and branding because there isn't anything special that's gonna stick out on the retail shelf or we see that they might not have enough margin. Um because a lot of people are selling with just like, you know, they're sourcing it for um you know, half of what there are, they're sourcing it for wholesale prices and there, you know, it's that's really hard to to be able to have enough margin to set something up. So I love that. Okay, my last question before I turn you over to my podcast, co host. Andy over here is finding and talking to buyers. I think that's one of the biggest things that people are struggling with because they're like, okay, I just do I just fill out this online form, How do I get, how do I get to the lows buyer? I want my tool and lows, how do I talk to the, you know, the Home depot person or how do I find a buyer and and talk to them? [00:05:06] spk_1: Right, so, I mean, one of the main things that I'm saying all the time. Do not waste your time on online forms. They don't go anywhere. Just trust me on that. I know what I'm saying, I don't like, I don't want to sound, you know, whatever, but it is what it is that do not waste your time feeling that I've seen people feeling that again and again with no results. I feel those forms myself just to make sure that I'm not wrong. When I say do not do it, okay. I wanted to make sure that I'm not doing any mistake. I don't want to mislead anyone about anything, don't do it. I have an internal information from some retailers that those forms are going nowhere. If they would, you know, go to the FTP service and they could find it there. But I mean, what a buyer would go to the FTP FTP server when he has 600 emails waiting for him on his inbox. Right. Anyway, that's about yeah, the online forms, how do you get to them? I mean, linkedin is a good tool, is a great tool. I I think that linkedin in general is like, it's heaven. It's really a heaven. But you have to spend a lot of time in order to put your hands on the right person and to get him to be responsive and to get his email and eventually to get him to see your samples and order and everything. It's not something that you do in a day. It's quite, you know, quite um how would I define that? It's quite hard, just quite hard. So linkedin is one is one option and other option is yeah, obviously research in the internet of different, you know, different functions of people in in in the market. I know it sounds strange, but small retailers sometimes put their own emails on their website. It's very rare. It doesn't happen a lot, but there are small retailers. It doesn't, you know, when I say small retailers, I'm talking about 10, 20 maximum, 30 different stores. Okay. Normally they wouldn't do that. You wouldn't be able to find online, same club emails or whatever, you know, free people, uh, West L. M. Or whatever. But yeah, I mean, most of my contacts are based on, you know, history because I was moving from thing to thing. Like if I knew people in Macy's, then I was pulling, you know, um, pushing it to get some more context there when they left Macy's and they went to Nordstrom, I went together with them to Nordstrom. So we stayed in touch. That's how I built my contacts. And there are quite a lot of them out there and then there are, you know, other tools, external tools. But yeah, I mean, it's not it's not an easy thing. There's no magic in that. [00:07:42] spk_2: Yeah, Taylor, I think linkedin is a huge uh, it's super undervalued in terms of getting great connections, especially in the retail world. Um, you know, one of the things you're talking about, you know, it can be difficult, but if you put us, you know, take a couple of hours, right, A quick system for a visa from the Philippines and let you know, give them your login info, they can go out and and touch a lot of people in terms of, you know, say like you said, Costco right, is one of, is one of your target retail destinations, right? Uh, then you would go in and use linkedin search to find, you know, people in those job titles that would most affect your ability to get there, you know, to get attention there And connect with them and then just start messaging them. Uh, you know, 90% will probably not reply, but you might get one or two and, and at least get a foot in the door. So I think that's, that's, that's a really good technique and it doesn't work. You know, not only for retail, but like any type of business. Like I said, um, you know, I've been booted off of facebook multiple times and whenever that happens, I end up going super deep into Lincoln and I keep saying, I was glad that that's happened because now I've built like a massive following on linkedin, tons of great connections there. Really, the people that you're meeting on linkedin are people who are in business right there, not just like tire kickers on facebook were like, oh yeah, I'm interested in amazon retail, I'm gonna kick the tires, Oh, I, you know, I sourced this one product that was a failure and I moved on. The people on linkedin are established right? They've been doing it. Um, or at least they're, they're more serious in, in getting things done. So I think that's an, that's an awesome uh, tip there. So I want to pivot a little bit too on the more professional side of things. You were talking a little bit about like branding and packaging and things like that. But I think that that's an afterthought right? When somebody starting, especially if they started on the online world and they want to transition into retail, packaging on amazon is usually pretty basic. Um, and not very exciting. So do you suggest that people should try to start out with some really great packaging, um, and branding? Or do do you think you should prove the concept, you know, on the, on the, on the other channels and once you prove that concept, then maybe go into new iterations on, on packaging and branding. [00:09:53] spk_1: So I think here's what I think, I mean, if you're already having a brown or whatever, blank box for amazon, why don't you brand it? Why don't you do it? Something, you know better? And if you're already doing it better and becoming like, you know, day by day becoming a better, better brand or more, you know, microbial brand, then you should also keep in mind that you're gonna have retail at some point either tomorrow or yesterday or in the air. It doesn't matter. But thinking about that you might want to think, okay, is my product something that is going to be on the shelf or it's going to be hanged or it's going to be stuck, how it's going to be presented. And if it is hanged, then you would want to, you know, create an option at least for J Hook so that they can, at the end of the day being hooked. You know, Or if it, if it's not, then you have, you would want to think about what attributes you want to show on the box, on the outer packaging and everything. And that's something that is easy to do. So on your next batch on Amazon. Uh, coming to Amazon, you might want to say, Okay, I'll take whatever, 2030 pieces and I'm gonna put them in in my warehouse and their gonna be packed with the new packaging. All right. And I'm going to have them as simple as two up and ready for whatever happens for retail space. Okay, that's on that side. As for branding. I mean, I think the most basic thing and the most, you know, beginner point is to look at at colors. Now, colors is something that you can, you know, there's a color per persona or persona per color, you can find it very easily in the internet in terms of, you know, if you look at, For instance, if I'm selling like baby products, what are the colors that baby lives, right? And it's not necessarily those green, yellow and red that everybody sees on toys. There are more colors and better colors. So if you search a little bit in google, you can find those colors and they say, okay, here is where I start to build my story. I'm going to play with those Colors and I'm gonna look what is going to be the train's this year and next year. And the trends are all over Google, all over the place, trends. You can say some people are predicting for 20, Okay, so you're gonna know what's coming up next and you're gonna say, Okay, I'm building my brand on that direction. My logo is going to be related to that. My packaging is gonna be related that and obviously the website is going to be related to that. So, you know what? I'm trying to give you a quick view talking about a catalog. So this is like, this is like a typical written catalog. Not really exciting. And those products are super basic. I actually didn't didn't, I wasn't sure I'm gonna work with them because it's too basic. But we ended up doing create cells. I don't really know how it happened. But anyway, you know, the lifestyle images here are very basic. As you can see, it's a little bit, it's even like trying to be boring, okay, they're trying to be boring? But in between, you could understand And I built that, that catalog with them. Um mostly on my side. But you can see that all information that needs to be here is here. Immediately. They realized that there is colorful options on the, on the side here. And they see all the, you know, attributes that they need to see and everything in pricing and whole surprising and so forth. And if I look, but this is something casual. Okay, because these products are cardio. And if I look at the last catalog I did on my own private level, this is this was my own brand. You can see here, Dad, it's different in terms of, you know, it's trying to get you attracted all the time and it's trying to surprise you all the time. It's trying to be unique all the time. The colors are, the background is changing everything is changing all the time. There's, you know, those infographic or whatever you call it. Uh images in between and and you know, the whole focus here is showing like, I'm sorry, what did I do? I clicked something wrong here. I think I clicked something I shouldn't hold on the screen sharing is power. Oh, okay. We're good. It's [00:13:52] spk_2: recording. [00:13:54] spk_1: So anyway, the thing with that, that I was trying to say is that you have to match your catalog and your branding and your website to your products to what you saw. It could be boring. It could be exciting. It could be crazy. You know, dogs, cats, stuff like that. It has to be something funny. It has to be something like, because that's what dogs are about. That's what cats are about. That's what, you know, animals in general are about giving us good feelings. So that's what, you know, light feeling. So anyway, I think you got the point. [00:14:21] spk_2: Yeah, no, I love that. And some of the other things that, you know, people might want to look into when they're coming up with those kinds of things are industry leaders, right? You know, if you're in the technology space maybe looking at Tesla or you know, looking at people in the industry that are kind of leading on the, on the bleeding edge of design and, and, and branding and get some great inspiration from them. Um, the other thing that's I've looked into before that I think I find it super interesting is coloring in terms of driving emotion. Right? So I guess red is a very strong color when it comes to food products. Right? So like coke is red. Um, you know, a lot of red and like Mcdonald's santa [00:14:58] spk_1: claus is red. You know why santa claus is red? [00:15:00] spk_2: You [00:15:02] spk_1: ever heard the story? [00:15:04] spk_2: You [00:15:04] spk_1: know the first time they did the, the image with him and everything, it was with coca cola and since then it stayed, it stayed like white and red. I just heard this week never. [00:15:14] spk_2: You know what I might have heard that? Yeah, that's interesting. But yeah, so I mean I just searched food, retail, marketing, color red and, and I got a, you know, a bunch of articles, so just do some googling, there's some really interesting stuff in terms of psychology when it comes to coloring. Um, and, and things like that and then, you know, also like I said, check out industry leaders to, to get some really cool ideas in terms of, of forward thinking, colors and designs. Uh, you know, for like you said baby or whatever kind of niche that you're in. Um, I'd like to go back to, you know, a lot of the people listening probably are not doing retail right now. Um, and you know, don't even know where to start. So what are some, you know, major perceived hurdles, you know, when you're, when people are just starting their journey about thinking that they want to start getting into retail. [00:15:58] spk_1: So again, it's built on the six points that I mentioned, but you have to, I'll answering two points, you have to consider yourself as a micro brand. Even if you have the most basic items on earth, like whatever, you know, stupid cable to charge your phone or whatever it is, you want to look at it as a, as a brand, you don't want to look at it as a product and when you look at it as a brand, it's your own baby, you want to develop it. You said, okay, I have this cable, what else can I do? Oh, can I do a denim denim color cable? Can I do whatever Pink and red cable, you know, with lions going across it or something special? Can I just do a special packaging? Can I do something different? This is branding. Now, that's number one. Number two, I want to share with you guys that I mean the majority of my business and I'm a little bit glitch in from the, from the, from the topic. But the majority of my activity right now and that's where my business focuses on sales selling the brands like getting orders. That's where I do my money. But then at the other hand, from the other hand, I always want to see more brands in my field and I want to sell more brands because it's never enough. So what I do is I look at different brands from amazon and I'm like, you know, some of them are not really ready. And I was thinking for a long time about it until I established the service and the service I do is like taking them putting them into a to you where they are getting on one side as an online, you know, online oriented uh, brand and pulling them to the other side of the tunnel with my sources as an offline and online brand meaning I'm doing as a service, the rich already thing and why am I doing it? So I'll be able to sell more brands because if I don't do that, I will just sit there and wait for people to do that themselves, some of them would do, but some of them would not. So I'm just saying that, but you have to think and again, as a brand on your products and I don't, I wouldn't be bothered about finding contacts because you know, as long as you're heading your brand into a certain direction, you know how it is. I mean, I mean it's a little bit, a little bit strange to say it, but the universe is there and he's listening to you and saying, okay, that's where you wanna go. I'll give you the solution, you know, to open the door. Don't worry about the door. Just keep going to that direction, the doors will get open. Um, that's it. That's how it happened to me because I was like, you know, I didn't know those whole 60 retailers when I started this whole thing, they just, you know, one thing led to the other. So yeah, [00:18:29] spk_2: yeah, yeah, absolutely. I love that my wife and I are just finishing up some miracle morning and you know, and you know, things like the secret and all that kind of stuff. All that stuff. It seems really hokey and kind of weird, but a lot of it really works. So, you know, as long as it works then why not? You know, [00:18:46] spk_1: Right, [00:18:48] spk_2: so the other, the other thing I'm interested in is in terms of, you know, especially with the thing we weren't going to mention on this podcast, you know, people are all freaked out about it again. Um how is that affecting, you know, supply chain and not only that, but you know, the relationship between you and the retailers. So you know, the retailer calls you to say, hey, we want 10,000 units of, you know, widget X and you say, okay, well I'll get on that. You call your supplier. They say, oh yeah, it's going to be three months. How are you kind of, are you trying to find new manufacturers? Are you trying to find go to India and diversify your, your supply chain? You know what countries you're sourcing for kind of how are you navigating that right now? [00:19:30] spk_1: Okay. So I'm I wanted to run away from production sites so I'm not dealing with that. And I think there's so many information at least that I know that amy could give everyone about suppliers in general. It's always good to have more than one supplier. And when you get an order from retailer, that's not the point on the line where you want to start and go ahead and search for suppliers because you're gonna get, you're gonna get, it's gonna get screwed, that's for sure. You want to be up and ready when you, when you get yourself to the retailers and here's the thing if you get your foot in into retailer stores and if you do something wrong you're gonna be kicked out at least for two years and you don't want that to happen. You want everything to go smooth. So that's why you have to have a very good, you know, split chain up and ready. So I I don't want to talk that much about the supply chain because again there's so much so much information out there, especially on amazing at home that I know that is there. Um But yeah you want to have everything up and ready when you get in terms of talking about, you know the correspondence with the buyers. Most of the correspondence I would say 95% is by emails. Another, I mean it depends on the retailer but some of them are using E. D. I. Which is you know an online system that is transmitting orders and packing list and all these, you know paperwork between both sides because they don't want to count on emails if anything goes wrong. And E. D. I. Is something that also can connect from you to them and from them to their warehouse directly through the L. And everything. Um So that's the majority of the correspondence. The important thing is in the beginning until the point where you get the purchase order is to communicate properly and when I work with my vendors, I'm doing it like, you know, hand in hand with them in a matter of that. Sometimes they send an email, but normally they would show me the email before that if they're not really sure how to respond or if they respond is good. But at the end of the day, you know, it's people behind those computers and it's not, you know, it's not robots. And even if you do some minor mistakes or using, you know, some ridiculous language, which are things that is happening too happening to me with vendors, it's still okay. You can always, you know, move forward. Although that so yeah, but emails is the majority [00:21:44] spk_2: cool. So what we always like to wrap up with our some personal development, uh, you know things that you're doing right now in terms of personal development for you, you know, any books, podcasts, any, anything that you, you know, some kind of special meditation kind of just uh, you know, general life boosting that you're, you're doing right now. Anything like that [00:22:06] spk_1: on my side. Uh well the only thing I'm doing, I wouldn't call it spiritual besides praying because I'm jewel and I'm praying every morning. I think, I mean look my morning looks very very, I don't know strange to other people at least I started my morning well five am my guy is waking me up like daddy, I want to drink something. But anyway, 8:00 I'm in the gym and doing crossfit the same. Well Amy does, she's doing it at 6:00 I think I'm doing it am I'm lazy. Um, and when I'm done an hour later I'm in the synagogue for an hour. So I'm like getting, you know, I'm getting like pants right out in the morning, like getting having family first of all, then I'm having, you know, everything I need from my body, you know, getting in shape and you know, struggling with, with barbell and stuff like that. And then the third thing I'm getting the salt side from the synagogue. I'm sitting there one hour praying everything in school and then boom, I'm on my computer at 10, 10 20 yeah, that goes until well now it's 12 12 At night, so it's not, it's right, [00:23:08] spk_2: right. Yeah, I know, I don't know many entrepreneurs that, that, that aren't working, you know, late into the night. I know my wife and I are always, you know, we, we try to at least get out of the office at home and you know, sit up on the couch but where both of us are on our laptops, making calls, you know, doing emails and that kind of stuff. So I totally get that. Alright, well taylor, we've come to the end here. It's been awesome. Avenue, Thank you so much. Let people know how they can get a get a hold of you. [00:23:33] spk_1: Well there's my website, retail dash empire dot com. Uh, if you look at the website and I think amy, I believe you have the link, but does retail ready service on the left side if you wanna, if you want me to look at your, you know, brand and tell you what I think. If it's, you know, if there's an opportunity and start to communicate with me or there's also the contact me, the contact page on my site that, yeah, you can contact me in so many different ways. Very easy. I have a US number, an Israeli number. What's a telegram you name it? Wait, [00:24:06] spk_2: wait, wait. There's still people on twitter. You haven't been banned yet. [00:24:11] spk_1: Well, I'm, no, I haven't been banned yet, but I'm afraid to be so, So that's why I had to get, get our, whatever the name of that is. [00:24:19] spk_2: Get yeah. Get, get her, get her, get her. Yeah. I don't know. There's so many of these days is like a new one every day. That's, you [00:24:26] spk_1: know. [00:24:26] spk_2: Yeah. It's hard to keep up. It sounds like, uh, you know, Tiktok is the only one that, you know, you can get on and kind of get away with just about anything, [00:24:36] spk_1: right? So I don't have. Yeah. [00:24:41] spk_2: Yeah. It's, it's one of those ones where I, I guess I'm getting too old to like understand it. Right. I'm like, I don't quite get it. So that's when you know you're getting old. Hey Taylor, thank you. Thank you so much for being on. Really, really appreciate having you and um yeah we'll we'll we'll have to have you on again. I know that we could have, we could have kept going here uh because there's so much to talk about there so we really appreciate it. [00:25:09] spk_1: Yeah, something got stuck in his microphone. You're muted. Amy [00:25:12] spk_0: oh no we lost Andy, I don't know what happened that was okay. Well good thing that I am recording this session and you know, thank you everyone for being here on the seller roundtable. We're gonna hit stop on the recording and the live stream and um thank you guys so much for reviewing, rating and subscribing. We love you guys, thank you for your votes in the cellar pole. We appreciate you so much and we'll see you guys next week on the civil roundtable. Bye everyone. [00:25:45] spk_1: Bye everyone. Thank you. [00:25:47] spk_0: Thanks for tuning in, join us every [00:25:50] spk_2: Tuesday at one PM Pacific Standard time for [00:25:52] spk_0: live Q and A. And bonus [00:25:54] spk_2: content after the [00:25:55] spk_0: recording at cellar roundtable [00:25:57] spk_2: dot com, [00:25:58] spk_0: sponsored by the ultimate [00:25:59] spk_1: software tool for amazon [00:26:00] spk_0: sales and growth seller S C. O dot com and amazing at home dot com