This is an excerpt from Get Your Greeting Cards Into Stores: How to Find and Work With Sales Reps (Updated 2017 paperback) If you like to make greeting cards, this book explains how to get your cards into stores and sell them nationwide. Learn about changing trends in the indie card market and niche opportunities available for artists. Book includes detailed guidelines on pricing cards for a profit, getting professional feedback on your designs, finding sales representatives, pitching your card line to them, approaching stores, and the industry standards you should follow. Information is also applicable to gift items, such as magnets, journals and calendars.
Every rep is different, but I have found these things to be common with almost every rep I've worked with.
1-The rep does not pay for the artist’s card sample deck.
2-Reps expect all cards in the sample deck to have a code, either preprinted or hand written on the card, that is unique for each design. So, for example, if you have a card line of 50 different kinds of flower images, the artist needs to assign a code to each one, so when the rep writes up an order, they know #45 means the red rose card.
3-The artist is primarily responsible for the cost of all promotional materials, such as brochures, catalogs, and store signs.
4-The most important thing you can do in your relationship with reps is to pay them on time.
5-Normally, the artist pays the sales rep once a month for all the prior months’ orders, independent of whether or not the stores has first paid the artist. This is referred to as “paying reps by ship date.” Some artists pay reps after being paid by stores, but I believe reps sell more, and are happier with artists who pay by ship date.
6-Reps sell cards in dozens and half dozens. A typical beginning order for an artist might be 12 dozen cards of 12 different card designs, or 144 cards.
7-Independent artists usually pay the rep a 20% commission on the wholesale price the cards. Therefore, if you receive an order for $200 wholesale (the price you sell it to the store for), the rep’s commission is $40. Some reps might accept 15%, but that is usually for larger companies that have high sales.
8-Reps expect the artist to discontinue slow selling cards and replace them with new designs. A good plan is to add new designs 3-4 times a year: January, May and August, and seasonal items approximately 6 months ahead of the holiday.
If you already make your own greeting cards, this book explains how to get your cards into stores and sell them sell nationwide. Included are guidelines on: how to price your cards for a profit, how to get professional feedback, where to find a sales representative and and what industry standards you should follow. All the information is also applicable to gift items, such as magnets, journals, calendars, collectibles, etc.
Greeting Card Sales Reps work by geographic territories and it is the responsibility of the artist to make sure no territory overlaps with another rep. For example, if you have a rep that covers northern New Hampshire, and another one that covers southern New Hampshire, make sure that the line is clearly divided between them.
A simple way to keep track of territories is to purchase a United States Zip Code atlas:
You can photocopy individual maps and request that the rep outline the area they cover.
States with small populations like New Mexico may be covered by one rep, and the boundaries are clear, whereas densely populated metropolitan areas like New York City, Los Angeles and San Francisco may have several reps in a small geographic area. In these cases, unless these reps all work together in a group, it is critical to make sure you have all the territories mapped out.
Territories tend to be separated by population, and not necessarily by state. A northern California rep might cross the Nevada border to sell in Lake Tahoe because the Nevada rep does not travel that far north. A Chicago rep might dip down into Indiana since the metropolitan area spills over the border.