Why Trade Shows and Faire Aren’t the Whole Wholesale Picture

Have you ever left a trade show feeling a bit deflated? Maybe you spent hours preparing your stand, talking to buyers, handing out catalogues - only to go home with fewer orders than you hoped for. Or maybe you’ve listed your range on Faire and kept refreshing, waiting for those orders to magically roll in… and nothing’s happened.

If any of this sounds familiar, I want you to know you’re not alone. And more importantly, it doesn’t mean your products aren’t good enough or that wholesale isn’t for you.

It just means there’s a better way to approach it.

A Trade Show Won’t Fix a Broken Sales Strategy

This might be a bit of tough love, but it needs to be said: if you’re not already confident in how to sell wholesale, a beautifully designed stand won’t make the difference. Neither will signing up to every marketplace and crossing your fingers.

If you don’t know how to sell, an expensive trade show stand won’t change that. If you’re not getting traction on Faire, it’s not about luck - it’s a sales issue. If your stockists aren’t reordering, they probably need more support and reminders to do so.

There’s no shame in this. So many product-based business owners are incredibly talented at creating beautiful things, but no one ever taught you how to sell them into retail. That’s where the real gap is.

Wholesale Growth Starts with Strategy, Not Platforms

Trade shows, Faire, and other wholesale marketplaces can absolutely help grow your business, but only when you’ve got a strong wholesale foundation in place. That means:

• Knowing how to pitch your products in a way that makes sense to buyers.

• Following up with potential stockists without feeling awkward or pushy

• Supporting your existing retailers so they reorder again and again

Wholesale is about people, not platforms. It’s about building relationships and understanding how to communicate your value in a way that works for the retail world.

What You Actually Need to Grow Wholesale

If you're ready to stop second-guessing your wholesale strategy and start making real progress, Sales Growth Lab could be exactly what you need.

You’ll build a clear, repeatable sales process that gives you the confidence to grow wholesale without guessing. No more throwing spaghetti at the wall, hoping something sticks. No more waiting around for orders to land without knowing what to do next.

Click here to learn more and get signed up!