By Emma Wilson
As the saying goes, “It’s not what you know, it’s who you know” and the sex toy industry is no exception. Maintaining strong relationships with your manufacturers is a key component in running a successful sex shop. Given there’s a saturated market of manufacturers offering a variety of products, you want to make sure you find ones that offer quality products, and align with your business’ core values. Developing strong relationships with these manufacturers can unlock many benefits for brick-and-mortar stores; however, these benefits come with time after you prove you’re a loyal and trustworthy customer they enjoy working with. That’s why maintaining a solid working relationship is the key to long-lasting partnerships with reputable manufacturers.
THE BENEFITS OF STRONG RELATIONSHIPS BETWEEN STORES AND MANUFACTURERS
Creating sound relationships with your manufacturers has a variety of benefits you might not have initially considered. Once you begin developing these relationships, you’ll find hidden bonuses crop up in unlikely places. For example, when your companies enjoy collaborating together, your manufacturer may offer you deals on shipping and better shipping rates if you prove to be an understanding, repeat customer. Not only that, but these businesses can also provide you with insights into the newest products and emerging trends in the sex toy sector.
Furthermore, exclusivity is another potential benefit to having strong relationships with your manufacturers: they may grant you access to new and innovative products before they hit the wider market. Finding reputable partners and manufacturers may appear overwhelming, especially with a market full of strong competitors, however, the benefits much outweigh the costs. The stronger the relationship, the better the benefits, which builds the relationship, bringing even more benefits. See how easy it is to fall into this positive cycle? In addition, if you build this reputation of being a reliable store to work with, manufacturers will reach out to you, as opposed to you reaching out to them.
STEP 1: FINDING MANUFACTURERS
Moving on from why building strong relationships is beneficial to brick-and-mortar stores, now you need to determine how to find manufacturers to begin with. That said, all you need is confidence and attitude. Attending trade shows like ANME and Taboo is one of the easiest ways to find new manufacturers and suppliers. Even if you don’t have a booth, you can still attend and scope out potential partners. Introducing yourself and your store with an assured, open and friendly attitude is all you need to break the ice. The industry is full of sociable, outgoing people who are looking for new opportunities and brands to work with.
Networking with other industry professionals is one of the best ways to find new manufacturers when your store is new to the space. As anyone in the industry will tell you, one thing that sets the sex toy business apart from the rest is how supportive we are of each other. If you’re new to the industry and want tips, tricks or advice, you’re sure to find someone who’s happy to help. A rising tide raises all boats, after all.
STEP 2: PUTTING YOUR BEST FOOT FORWARD
Once you’ve found manufacturers you’d like to work with, now is the time to put your best foot forward. Starting your relationship off on a positive note is best if you want to avoid any lasting negative impacts in the future.
Asking for all the relevant details before entering written agreements or exchanging goods is always a good place to start. Request information on their capacity for handling large orders and scaling production during peak seasons (such as before Valentine’s Day and Christmas), as well as where they’re located and how that affects shipping costs. You can also ask for samples of their products before committing to bulk-buying; this ensures quality, functionality and compliance with safety regulations wherever you’re based.
When discussing partnering with a manufacturer, the rule of thumb is to be as transparent as possible. Set clear expectations and define what you’re looking for in terms of product quality, pricing and lead times. Negotiating is crucial when it comes to your relationship with your manufacturers: you need to know when to dig further and when to fall back. Standing completely unwavering can be seen as inflexible and off-putting, however if you fold too early you might miss out on a good deal. As long as you know your market rates and leverage your own assets (e.g. large and recurring orders) you should be able to haggle a good deal without jeopardizing your relationship with the supplier.
STEP 3: MAINTAINING THE RELATIONSHIP
Once you enter an agreement with your manufacturer and you have their products stacked on your shelves, you now need to work on maintaining your relationship with them. Having a dedicated point of contact with your manufacturer is essential here; with a specific individual to communicate with, you can ensure scheduled updates and regular check-ins.
While it’s crucial to remember any relationship is a two-way street, you as a store need to foster a feeling of mutual trust with your manufacturer. Make sure there’s fair treatment on both sides. Don’t strain the relationship with aggressive negotiation tactics or bombard your point of contact with constant emails.
If there are issues, addressing them early on and giving feedback is essential. Analyze the root cause of the issue, then compromise and adjust expectations as you go. Giving feedback is a delicate balance: you need to let the manufacturer know if you’re experiencing any issues, but you also shouldn’t hold back on the things that are going right. The Compliment Sandwich is an effective method to follow: compliment, polite critique, compliment. This ensures direct feedback without coming across as rude. Once these issues are addressed, remember to thank the manufacturer for their help in resolving the problem.
Ultimately, as an up-and-coming brick-and-mortar store, you should be committed to creating, developing, and maintaining strong relationships with your manufacturers. Even though this process may be a delicate balance, mastering it is easy as long as you’re approachable and know your worth as a store. Manufacturers and stores need each other, so making this relationship as strong as possible is the key to success.
Emma Wilson is a newcomer to the adult toys industry, providing customer service and writing fun product descriptions, articles and more for Nobü Toys.
