Welcome to tales, from a garment selling newbie.

I’m a former sales agent. Indian knitwear.

*My father and 

me in India 

In my early twenties, we’d only have a few customers ...

… that my father already had when I joined our agency in the basement of my parents' house in Frankfurt. 

I desperately wanted to add more fashion retailers by myself. Not only did I want to make my father proud, but I wanted to move out of the basement.

Therefore, I sent countless emails. Approached fashion retailers, introduced our factory in India and asked for inquiries. 

Why?

I think it’s because it’s sooo easy to get caught up in the promise that asking for inquiries holds. 

The tales of getting gigantic orders. The tales of doubling revenue. The tales you fill your calendar with meetings faster than you hit send on an email, or – in the really worthy cases – meet them right in India and they place even more. (**cough, cough**).

I did that with the sense that asking for inquiries is THE ticket to get to the next step.

Now, get ready. I’ve left out the biggest shocker. Because it’s so big, it deserves its own header. I give you:

I know. Ouch.

Everybody knows that a human connection cannot happen without actually talking. 

Nobody can get a new customer without speaking first with each other. No surprise, right?

And if you’re like, well, hey, they can send their inquiries, right? Like, yes, that might be a way someone can become a new buyer.

But.

Every other action is starting a conversation. 

Start a conversation. 

Even when you’re interacting with an assistant of an assistant, there is still a conversation that gets started. There’s still ultimately a say yes to a personal interaction at the end of it all. 

I get it – makes total sense. This leads me to...

Sending their inquiries is the action that you care about them taking – but what do they want? 

I wonder. 

They want value. Without any hint of implied work.

As a buyer who hasn’t heard of me before, I’m convinced that they are not even close to that point to be ready for it. 

I get it.

If it sounds that work is hiding of the other side of that door - I’m not going to open that door. 

You tell them what they should do next. And it implies work for them. 

In other words, if you find yourself typing the word inquiry in your first interaction, keep in mind what this newbie learned and won’t soon forget:

That is to say, at this point buyers are not yet sold on the idea why they should take the next action. 

Asking them too early is making it hard for them to do it.

Really, potential customers are a closed door, and you have to make buyers feel comfortable about opening that door.

Now then...

In the end, I had to let go of asking for inquiries.

In short, I tinkered, tweaked, and learned.

In my experience – and I really do feel my lives’ work is entering new customers – it’s crazy that it comes to that - I’m a major advocate of introductions.

They’re probably one of my favorite things to do. They can also be one of the toughest things to do well.

Again, when you’re thinking about the company introduction email as a door – what do I need to know what’s on the other side of the door to make me feel good about opening that door?

Make it save to move forward with you. 

Light. Playful. Which means elevate happiness.

Above all never suggest that work is about to begin.

It’s about moving buyers to the point where they’re ready to start a conversation and that’s where your company introduction is giving them a taste of what to expect. 

As a result, it can help a lot and take over. 

Here's how that worked out. To sum up, offering their inquiries is a matter that happens organically. 

Without asking.

PS I’m doing a live masterclass on “5 simple solutions to attract new buyers at lightning speed”. 

We’ll dig into head-slap: “Oh no, I do that” flubs that cost us all money -- and fixes. Don't miss this. You can reserve your seat here. The short scoop: There will be masterclass-only bonus, so watch live.

What are your experiences with asking for inquiries? 

Worked? Not so much?

Will you try it and stop asking for inquiries? Yes/no/maybe?

Tell me in the comments. Love to hear from you.

There's an art to cold outreach to RMG buyers. And a science. And we're going to cover both. Let's get you some new buyers, shall we?