Proof to Product

349 | Sales Rep Challenges & Opportunities with Keli Faw, Crow & Canary

Jul 16, 2024

Keli Faw, owner of Crow & Canary, brings 13 years of retail experience to the conversation, alongside her PR background from Microsoft and Nordstrom. She discusses the ongoing challenges retailers face, like managing seasonal returns and strategic buying. Keli emphasizes the impact of online platforms on wholesale, the necessity of transparent buyer-rep-brand relationships, and navigating the evolving sales landscape post-pandemic. The importance of community, storytelling on social media, and adapting to unique store dynamics also takes center stage.

38:08

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Keli Faw

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Quick takeaways

Keli Faw emphasizes the necessity for transparency and strong communication among buyers, sales reps, and brands to navigate retail challenges effectively.

Adapting to the evolving retail landscape requires sales representatives to maintain personal relationships and provide value amidst the growing influence of online platforms like Faire and Amazon.

Deep dives

Kelly Fah's Background and Transition

Kelly Fah, the owner of Crone Canary, took over the business in early 2023, bringing a wealth of retail experience from her previous roles as a sales representative and shop owner. With over 13 years in retail and a background in communications and public relations, including positions at Microsoft and Nordstrom, Kelly's insights provide valuable lessons for the industry. She highlights her journey from a shop owner focused on textiles to managing a stationery line and emphasizes the evolving landscape of retail, particularly post-pandemic. Her commitment to understanding the dynamics of her clients and the marketplace reflects a deeper trend in retail for adapting to the changing needs of consumers.

Intro

3min

Navigating Retail Resilience and Social Media

12min

Evolving Sales Dynamics Post-Pandemic

15min

The Human Element in Business and Product Connections

3min

Preparing for Shop Object: Insights on Trade Shows and Connections

3min

Enhancing Wholesale Success Through Community and Education

2min

I love bringing a variety of perspectives and people from the retail space to this podcast. Buyers, sales reps, you name it, they've been on the Proof to Product podcast.

This week's episode, I'm joined by Keli Faw, who is the owner of Crow & Canary. Crow & Canary might sound familiar as we've had the previous owner, Carina Murray, on the show in episode 232. Carina has also been a long-time Paper Camp speaker and supporter of our Proof to Product community.

Keli took over Crow & Canary in early 2023 after being a sales rep for the agency and a shop owner in Seattle. With over 13 years of experience as a retailer and a background in communications and PR, including stints at Microsoft and Nordstrom, Keli brings a wealth of knowledge to our conversation.

In this episode, Keli shares the challenges retailers face, from managing seasonal returns to making strategic buying decisions. We discuss the impacts of online platforms like Faire and Amazon on the wholesale markets and why there needs to be transparency and strong communication between buyers, reps, and brands.

Keli also shares her insights on navigating the sales rep relationship amidst the changes brought on by the pandemic and social media and the importance of understanding individual store dynamics and product diversification. Whether you are a retailer, a sales rep, or a brand owner, this episode offers valuable takeaways on optimizing those wholesale relationships and staying proactive in your business planning.

Today’s episode is sponsored by our Unlock Buyer Secrets Interview series. To make a strong first impression with wholesale buyers, we need to do a few things really well:

We need to make it easy for stores to purchase from us
We need to have clear pricing and terms & conditions
We need to clearly communicate and add value at each touchpoint
We need to focus on building strong relationships with our customers.

And all of this becomes infinitely easier when we actively listen to our customers. This on-demand interview series will give you a competitive edge by providing an exclusive window into what buyers want and need from you. And, the best part, it's only $27 bucks.

Get Access to the Unlock Buyer Secrets Interview Series

You can view full show notes and more at http://prooftoproduct.com/349

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