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32 Conklin Fashions FEATURES
sunglasses, or reading glasses, or bracelets, why not supply them?” Conklin always has new products ready to hit
the market. However, the problem with having such an extensive line of merchandise is keeping the company website up-to-date. Conklin noted that in December, more than 1,000 new styles of earrings arrived in one day. Although the company has a full-time photo department and a web pro- gramming department to set up the product pages for every item, it still took time to put all the photos online. “Each one of those styles can require up to six pictures, and every one of those pictures needs to be fi xed and put in a group shot,” Conklin adds. While a shopping cart
that rep will call the company directly. “When the customer gets your merchandise and they sell out of it, the next time they see your name on the caller ID, they will pick up the phone and say, ‘What have you got for me?’ T at’s what I look for. T is is the kind of relationship that we have with our custom- ers, and why we are successful,” says Conklin. However, just because things are going well
“We’ve grown because our customers’ needs have grown, and we
is available online for easy purchasing, Conklin rec- ommends that customers call and speak to a sales representative directly, rather than simply adding the items to their cart. “I do not always advertise my lowest pricing online,” he adds. “I encourage customers to call and get a sales rep that they will work with on a regular basis. T e sales rep can then work with the customer to make sure they get the right kind of merchandise for their store, based on their store type, location, and needs.” Diff erent loca- tions around the country require diff erent types of merchandise. Conklin’s philosophy is to make sure that each sale is a perfect fi t for each business, because if a sales rep sells something just to make a sale, it is likely that the wholesaler will eventu- ally lose them as a customer. Not only will the sales representative sell what they believe is the perfect merchandise for every buyer, but also whenever new merchandise comes in that they feel is a good match
Jerry Conklin, owner of Conklin Fashions
have successfully fulfi lled those needs.”
does not mean that Conklin is ready to take his foot off the gas pedal. He notes that he did seven trade shows in January alone, and hired seven new employees at the start of the year, something that is incredibly rare during this slow economy. “I have so many goals,” he notes. “I think as I get older, I look to increase rather than slow down, and we push harder when things are going well. I’m really looking to expand,
train new people, and get them to become special- ists. I see so many diff erent new markets that we can satisfy. I’m excited for the future, and I just cannot wait to see what is coming next.”
For more information: CONKLIN FASHIONS 9-11 Johnson St., Bainbridge, NY 13733 Tel.: 607-967-3021 Toll Free: 888-563-4411 Fax: 607-967-3027 Email:
orders@wholesalejewelry.net Website:
www.wholesalejewelry.net
Find other great ideas for running your business at:
www.wholesalecentral.com/wholesale–news 34 March 2012
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