Let’s Talk Shop

Today we are diving into the questions every small product business is asking in mid November. Am I ready for Black Friday. Is it too late to plan. What should I focus on if I do not have much time. How do I reengage a quiet list. How do I stand out in a crowded inbox. And once the weekend is over, how do I turn those new customers into repeat buyers. This episode is packed with practical, commercial advice to help you stay focused and profitable during the busiest season of the year. I am joined by Sarah Mathias, founder of This Is Growth. I have long admired Sarah’s straight talking business advice and I am so excited to bring her to the podcast. Sarah helps product brands become more profitable and more memorable through smart, commercial marketing that brings the whole picture together. She blends brand, email, content, ads and conversion strategy in a way that feels clearer, more strategic and more doable for small product businesses. If you have been feeling behind, overwhelmed or unsure where to put your energy, this episode will help you get focused fast. Timestamps 00:00 Introduction and Black Friday Readiness 01:01 Meet Sarah Mathias: E-commerce Expert 02:29 Current State of Black Friday Preparations 04:19 Effective Last-Minute Strategies 07:12 The Power of Email Marketing 09:33 Consumer Behavior and Email Frequency 17:36 Alternative Black Friday Strategies 19:21 Value-Based Campaigns and Brand Perception 27:29 Big Brands vs. Small Businesses 30:07 The Genius of Brand Recruitment 31:13 Navigating Black Friday Dilemmas 33:26 Effective Email Marketing Strategies 37:39 Post-Black Friday Customer Retention 46:13 Planning and Organizing for Success 51:28 Final Thoughts and Workshop Invitation In this episode we cover What to do if you feel behind What is still possible in mid November and what is not worth your time. Where to focus when time is short Why email is the fastest way to generate revenue and how to use segmentation to warm up your best buyers. How to reengage a quiet email list Who to email first, what to send, and why no one is judging you for going quiet. How often you can email during Black Friday Why most small brands send far too few emails, and why unsubscribes are not the problem people think they are. What to do if you cannot offer a big discount Alternative strategies that still convert, including bundles, gifts with purchase and value based messaging. How to write subject lines that stand out Why your subject line needs to be clear, bold and unmissable during Black Friday week. How to turn new customers into repeat buyers Why Q1 is critical for retention and the simple offers that bring customers back quickly. Short term planning for December Why gifting, last shipping dates and customer expectations matter more than you think. What brands who are thriving right now have in common Planning, simple strategy and a trading calendar that keeps everything moving. If you only do one thing this week Email your list. Email outperforms social at every turn in Q4 and most small brands are not emailing nearly enough. Links mentioned Small Business Collaborative Website: https://www.smallbusinesscollaborative.co.uk/ Instagram: https://www.instagram.com/small_business_collaborative/ Sarah Mathias, This Is Growth Instagram: https://www.instagram.com/thisisgrowthecom/ Website: https://www.thisisgrowth.co.uk/ Free Workshop: From One Time to Lifetime If you are listening in real time, Sarah and I are hosting a free workshop together this week. From One Time to Lifetime: How to turn your seasonal customers into returning customers Date: Thursday 20 November Time: 12 pm UK time Register free: https://smallbusinesscollaborative.myflodesk.com/retention You will learn: • How to identify your highest value customers • How to bring Q4 customers back quickly in Q1 • The key retention levers that work for small product brands • A simple plan you can follow for the next three months Come

If you’ve ever wondered how to make wholesale work for your product business, this episode is for you. In this behind-the-scenes look at Sales Growth Lab, I’m sharing real results from real brands including how they moved from feeling stuck and inconsistent to becoming confident, organised, and fully in control of their wholesale strategy. You’ll hear stories from makers, illustrators, and designers who have: Doubled or even quadrupled their stockists Built repeatable systems for pitching and follow-up Grown wholesale sales by up to 900% Gained confidence at trade shows and in buyer conversations Made wholesale the main part of their business We’ll talk about what changed when they decided to give wholesale the attention it deserves, and why this shift is the key to building a more consistent, sustainable income from retail partnerships. 00:00 The real reason wholesale keeps getting pushed down your list 01:05 What Sales Growth Lab actually is and who it’s for 02:20 Kate from Factory Floor Jewels: from uncertainty to 50% wholesale growth 03:45 Deb from Tall Order: from Etsy-dependent to confident seller with 900% sales growth 05:10 Sarah from Little Black Cat: 20 to 300 stockists in under three years 07:00 Antje from Soloko: finding structure, clarity, and confidence in outreach 08:35 Kate from It’s Our Planet Too: finally giving wholesale the focus it deserves 09:45 Catherine, Elizabeth, and Charlotte: doubling, tripling, and finding consistency 11:10 What really makes Sales Growth Lab different 13:00 Final reflections and what happens when you give wholesale the attention it deserves 14:00 How to apply and take your wholesale growth seriously Ready to give wholesale the attention it deserves? Apply now for Sales Growth Lab or book a free discovery call to see if it’s the right fit for you. Apply to Sales Growth Lab → https://www.smallbusinesscollaborative.co.uk/sales-growth-lab Book a Free Discovery Call → https://tidycal.com/smallbusinesscollaborative/sgl

You’ve already sold to shops. Maybe you’ve got a handful of stockists, or you’ve had some one-off wholesale orders that felt exciting at the time. But now things feel inconsistent. Reorders are patchy, outreach slips to the bottom of the list, and wholesale doesn’t feel like the steady revenue stream you thought it would be. If that sounds familiar, this episode is for you. I’m Therese Oertenblad, founder of Small Business Collaborative and host of Let’s Talk Shop. In this episode, I’m pulling back the curtain on Sales Growth Lab, my 12-month group programme designed to help product-based business owners grow their wholesale sales in a clear, structured, and sustainable way. You’ll learn: What Sales Growth Lab actually is and how it works Who the programme is for (and who it’s not for) Why wholesale often feels unpredictable and how to fix that The results and transformations past students have achieved The role of community, accountability, and feedback in building wholesale momentum Applications are open now. Apply here: Sales Growth Lab Watch the behind-the-scenes walkthrough video: Sales Growth Lab Walkthrough Timestamps: 00:00 Introduction 01:15 Who Sales Growth Lab is for 04:30 What Sales Growth Lab includes 09:10 Student results and transformations 12:40 The community and ongoing support 16:20 How to apply and next steps

Are you relying only on emails, Faire, or Instagram to grow your wholesale sales? In this episode of Let’s Talk Shop, I’m sharing why traditional sales skills are making a big comeback - and why buyers are craving human connection more than ever. I’ll walk you through what I’m seeing in the home and gift industry right now, and how you can use simple, old-school sales actions to stand out from the noise, win more stockists, and build repeat wholesale orders. Episode Timestamps 00:00 – Introduction: Why traditional sales skills matter today 01:12 – What sales looked like when I started in 2008 (fax orders, handwritten notes, manageable inboxes) 03:05 – How digital has changed wholesale sales and why buyers feel overwhelmed 04:32 – Why trade shows feel quieter - and what buyers are really looking for 06:15 – The comeback of human connection in wholesale 07:48 – BookTok, physical books, and what this trend teaches us about selling wholesale 09:10 – The emotional side of sales: trust, familiarity, and connection 11:22 – Handwritten notes, catalogues, and why they still work 13:04 – Curated pop-ups, markets, and the rise of experiential retail 15:37 – What Korea teaches us about retail theatre and brand activations 18:45 – How UK farm shops, garden centres, and big destinations use small brands to drive discovery 21:12 – Examples of activations: Molly Mae’s coffee van, Jellycat pop-ups, and why they work 23:08 – Action steps: how to bring a more human touch to your wholesale sales this week 25:00 – Invitation to Cracking Christmas free workshop on 24th September 26:10 – How Sales Growth Lab can help you build a repeatable wholesale system What you’ll learn in this episode Why buyers are overwhelmed by digital pitches and inbox clutter How traditional sales actions like handwritten notes, phone calls, and catalogues can cut through Examples of curated pop-ups, markets, and brand activations shaping retail trends The emotional side of wholesale sales - why trust, familiarity, and human connection drive orders Practical ways to blend modern sales tools with personal, relationship-driven wholesale strategy Free Workshop: Cracking Christmas On 24th September, I’m hosting a free live workshop called Cracking Christmas: Build Your Sales Plan for Your Best Q4 Yet. We’ll map out 5 proven moves to boost your wholesale sales, reconnect with buyers, and finish the year strong. Sign up here Ready for Steady, Predictable Wholesale Sales? If you’re ready to stop relying only on third-party platforms and finally create a wholesale sales system that works every single month, come and join me inside Sales Growth Lab.

In this episode of Let’s Talk Shop, I’m joined by illustrator and calligrapher Kate, the creative mind behind Peggy and Kate. Kate’s nostalgic, story-led cards, prints, and wrapping paper all begin as hand-painted illustrations, capturing the small glimmers of happiness in everyday life. We talk about how she’s grown her wholesale to around 50 stockists, the reality of doing just one trade show a year, and why she’s never really felt “ready” – but started anyway. From learning the ropes at her first Top Drawer, to creating visual cues (including her “f*** it button”) to push through fear, Kate shares how imperfect action and small steps built her confidence and her brand. If you’ve ever hesitated to pitch, felt vulnerable about sharing your work, or wondered whether you need to wait until you’re “ready” – Kate’s story will resonate. And if you want support to take bold action this season, make sure you join me for my free workshop Cracking Christmas: Build Your Sales Plan for Your Best Q4 Yet on Wednesday, 24th September at 11 AM UK time. 👉 Sign up here: smallbusinesscollaborative.co.uk/workshop Timestamps 00:00 Welcome to Let’s Talk Shop 00:28 Meet Kate: The Illustrator Behind Peggy and Kate 01:02 Kate’s Journey into Illustration 01:57 Navigating Wholesale and Trade Shows 03:07 Starting the Business: Challenges and Learnings 07:56 The Evolution of Social Media and Marketing 08:56 Lessons from the First Trade Show 13:22 The Importance of Honesty and Learning on the Job 14:45 Overcoming Vulnerability in Sharing Work 14:54 Building Confidence Through Imperfect Action 15:54 The Power of Sharing Work in Progress 18:54 Visual Cues and Overcoming Fear 21:43 The Importance of Pushing Yourself 25:03 Starting Small in Wholesale 26:43 Proudest Moments in the Wholesale Journey 28:59 Where to Find and Buy My Work Links and Resources Kate’s website: katepeggycronk.com Follow Kate on Instagram: instagram.com/peggyandkate Wholesale on Faire (direct link, no commission): faire.com/direct/peggyandkate Sign up for Cracking Christmas: smallbusinesscollaborative.co.uk/workshop Connect with Me My website: smallbusinesscollaborative.co.uk Follow me on Instagram: instagram.com/smallbusinesscollaborative

In today’s episode, I’m joined by Kate Stewart, founder of Factory Floor Jewels. Kate creates contemporary jewellery using mixed metals and reclaimed materials, with stories that trace back to her childhood and her father’s engineering background. We dive into: How storytelling shapes her collections and makes them stand out to buyers The role trade shows have played in building trust and long term stockist relationships Why persistence (without pushiness) is key to reorders How markets and events feed into product development and retail insights Kate’s proudest wholesale moments, from landing major galleries to seeing her work in Tate Modern This is a brilliant listen if you want insight into building a strong wholesale brand that retailers remember and reorder from. Timestamps 00:00 Welcome and introduction 00:23 Upcoming free workshop: Cracking Christmas 01:29 Meet Kate from Factory Floor Jewels 02:50 Kate’s journey and inspiration 04:02 Wholesale and retail strategies 07:16 Trade shows and branding 11:45 Storytelling in jewellery collections 16:08 Building relationships with retailers 18:55 Persistence and motivation 24:17 Proudest moments and conclusion Free Workshop: Cracking Christmas Build Your Sales Plan for Your Best Q4 Yet 📅 Tuesday 24 September, 11:00 AM UK time 🎟 Free to join: www.smallbusinesscollaborative.co.uk/workshop If you’re feeling behind on Christmas, this session will help you reset, refocus, and create a simple, realistic wholesale sales plan for your busiest quarter. We’ll cover how to: Put your existing stockists at the heart of your Q4 strategy Scale your outreach using your AW range Map out a follow up plan that feels natural (and gets replies) Create a wholesale marketing calendar you’ll actually follow Join live for access to a Wholesale Toolkit with time saving templates, live mini audits, and Q&A. Connect with Kate Website: www.factoryfloorjewels.com Instagram: www.instagram.com/factoryfloorjewels Buyers: find Factory Floor Jewels on Faire by searching the brand name Work with me I’m Therese Oertenblad, founder of Small Business Collaborative, and I help product based business owners grow their wholesale with clarity and confidence. Website: www.smallbusinesscollaborative.co.uk Instagram: www.instagram.com/smallbusinesscollaborative Free workshop: Cracking Christmas — www.smallbusinesscollaborative.co.uk/workshop

How Morena Built Kodes Through Wholesale and In-Person Pitching In this episode of Let’s Talk Shop, I’m joined by Morena Fiore, the founder and designer-maker behind Kodes, a bold jewellery brand known for statement pieces, Art Deco influences, aromatherapy diffuser jewellery, and her popular glasses chains. Morena shares her journey of turning a personal story into a thriving brand, how she rebranded with a strong “why,” and how wholesale has helped her grow in ways she never expected. From pitching in person to opticians, to standing out at 100% Optical with a bright and disruptive stand, Morena has taken a less traditional wholesale route and made it her own. We also talk about how to push past discomfort when selling, managing business growth alongside ADHD, balancing two businesses, and why wholesale can provide both validation and resilience in a changing retail landscape. If you have ever felt nervous about pitching in person or wondered if wholesale could work for your brand, this conversation is full of practical tips and encouragement. Time Stamps 00:00 Welcome and Introduction 00:52 Morena’s Journey into Jewelry Making 02:09 The Importance of Personal Expression 04:15 Support and Community for Alopecia 05:31 Diving into Wholesale and Trade Shows 07:52 Overcoming Sales Challenges 11:39 Tips for Successful In-Person Sales 17:57 Staying Motivated and Inspired 18:40 Exciting Wholesale Opportunities 19:08 Turning Competitiveness into a Game 19:42 Mapping Success and Motivation 20:17 The Importance of Follow-Ups 22:11 Managing ADHD in Business 24:23 Balancing Two Businesses 26:37 Wholesale Growth and Challenges 33:09 Proudest Wholesale Moments 37:02 Where to Find Us Connect with Morena Website: kodes.me.uk Faire direct link: https://faire.com/direct/kodes?utm_source=widgetv2&widgetToken=bw_fj8t66jzfw Instagram: @kodes_accessories Website and SEO services: morenafiore.com Resources mentioned Sales Growth Lab: smallbusinesscollaborative.co.uk/sales-growth-lab Elevate Your First Trade Show: smallbusinesscollaborative.co.uk/elevate-your-first-trade-show Free Resource for Listeners Want to send stronger, more confident wholesale emails? Download my Email Pitch Checklist: smallbusinesscollaborative.myflodesk.com/checklist Connect with me Website: smallbusinesscollaborative.co.uk Instagram: @small_business_collaborative Subscribe to Let’s Talk Shop on Spotify, Apple Podcasts, or wherever you listen.

From zero to 40 stockists in a year – How Lisa from House of Payne has grown her business In this episode of Let’s Talk Shop, I’m joined by Lisa Payne, the owner of House of Payne – a colourful art print and greeting card company known for its vibrant designs and unique Riso printing technique. Lisa shares how she’s grown from starting wholesale just over a year ago to working with 40 stockists, including Oliver Bonas, and why she’s kept her range intentionally small. We talk about building relationships with buyers, navigating production challenges, and the mindset shifts that helped her grow quickly without waiting for everything to be “perfect.” Whether you’re just starting out or looking to grow your wholesale, Lisa’s story is full of encouragement and practical takeaways. 📍 Episode Timestamps: 00:00 Introduction and Welcome 00:14 Meet Lisa Payne: Owner of House of Payne 01:07 Lisa’s Wholesale Journey 03:13 Challenges and Strategies in Wholesale 04:54 The Unique Riso Printing Technique 10:01 Building Relationships with Stockists 13:40 Overcoming Challenges and Growing Confidence 17:12 Advice for Aspiring Wholesalers 19:00 Proudest Moments and Conclusion 📥 Free Resource: Want to send stronger, more confident wholesale emails? Grab my Email Pitch Checklist — it’s quick, clear, and helps you pitch without second-guessing every sentence. 👉 Get it here ✨ Find House of Payne: Website: houseofpaynemcr.com Instagram: @houseofpaynemcr 👋 Connect with me: Website: smallbusinesscollaborative.co.uk Instagram: @small_business_collaborative 🎧 Subscribe for more guest interviews, solo sales episodes, and behind-the-scenes support to help you grow your wholesale with confidence.

Your Sales Aren’t Inconsistent - Your Strategy Is If you’ve ever thought, “I just need to be more consistent,” or “Why do I keep falling off the sales wagon?” — this episode is for you. Because the truth is: it’s not about discipline, motivation, or even confidence. It’s that you’re likely trying to grow your wholesale without a system that actually works for you. In this episode, I’ll walk you through the real reason your wholesale feels chaotic, the emotional toll of winging it, and what a structured sales strategy can do for your confidence and momentum. Plus, I’ll introduce the P.A.R.T.Y. Framework — the five-part structure we use inside Sales Growth Lab to turn guesswork into growth. 📌 This is the final solo episode of the season — interviews with product-based brands are coming next! ⏱️ Episode Breakdown: 00:00 — Introduction: Overcoming Inconsistency in Wholesale 00:40 — Meet Therese: Your Wholesale Consultant 01:22 — Understanding the Inconsistency Cycle 02:42 — The Importance of a Structured Strategy 04:13 — Introducing the PARTY Framework 05:56 — Sales Growth Lab: A Path to Consistency 06:57 — Review and Reflect on Your Wholesale Strategy 09:11 — Final Thoughts and Upcoming Interviews 💡 Quick Action Tip: Take 10 minutes today to review your current wholesale strategy. What’s working? What’s missing? Are you relying on hope… or a plan? 🔗 Links & Resources: ✨ Join the Sales Growth Lab waitlist and get the free Email Pitch Checklist: https://smallbusinesscollaborative.myflodesk.com/checklist 🌐 Learn more about Sales Growth Lab and the P.A.R.T.Y. Framework: https://www.smallbusinesscollaborative.co.uk/sales-growth-lab 📱 Follow Therese on Instagram: https://instagram.com/smallbusinesscollaborative

Episode 6: 5 Big Mistakes I See in Wholesale Pitches If you’ve been sending pitches and hearing crickets — this episode is for you. Even with great products, unclear or hesitant emails will get ignored. In this episode, I break down the 5 most common (and fixable) pitch mistakes I see from product-based business owners — and what to do instead. We’ll talk about: Why vague pitches don’t work (even when your products are amazing) The “hope you’re well” trap — and what to say instead How to sound confident without being pushy Why clear next steps matter more than ever The truth about follow-ups (hint: you’re not being annoying) I’ll also share a real result from one of my Sales Growth Lab students — and how a simple pitch rewrite lead to two replies and one order right away. If you want to pitch with more confidence and finally start hearing back from stockists, this one’s a must-listen. 🧠 Timestamps 00:00 – Introduction: The Struggle with Wholesale Pitches 00:23 – Recap of Previous Episodes 01:05 – Today’s Focus: Improving Your Email Sales Pitch 01:26 – Common Mistakes in Email Pitches 02:01 – Mistake 1: Vague Pitches 03:13 – Mistake 2: The ‘Hope You’re Well’ Trap 04:06 – Mistake 3: Lack of Confidence 04:56 – Mistake 4: No Clear Call to Action 05:17 – Mistake 5: Not Following Up 05:42 – Success Stories and Final Tips 06:23 – Conclusion and Next Episode Teaser 🎯 Want to improve your pitches today? Join the Sales Growth Lab waitlist and I’ll send you my free Email Pitch Checklist right away. You’ll also be the first to know when the programme reopens and inside you get access to my custom chat gpt that helps you write a full 6-touchpoint email funnel in 30 minutes — tailored to your business. → https://smallbusinesscollaborative.myflodesk.com/checklist 🔗 Resources & Links Sales Growth Lab info: https://www.smallbusinesscollaborative.co.uk/sales-growth-lab Website: https://smallbusinesscollaborative.co.uk Instagram: https://instagram.com/smallbusinesscollaborative

Episode 4: Is Wholesale Still Worth It in 2025? If you’ve been wondering whether wholesale is still worth it — because it feels harder, slower, or less predictable than it used to — this episode is for you. The truth? Wholesale still works. But not if you’re treating it like it’s 2019. In this episode, I’m sharing: What’s really changed in the retail landscape. 3 key shifts that are shaping how buyers make decisions in 2025. Why wholesale is still one of the best ways to build predictable income — if you’re ready to evolve how you approach it. You’ll walk away with a clearer picture of what’s going on behind the scenes for buyers, and what you can do to stay visible, relevant, and top of mind (without being pushy). Because yes — your products are great. But if buyers are overwhelmed, distracted, and being pitched by 10 other brands… the best thing you can do is make it easy for them to say yes. And that’s exactly what I help you do inside Sales Growth Lab. Links and Resources Join the Sales Growth Lab waitlist & download the free Email Pitch Checklist: 👉 https://smallbusinesscollaborative.myflodesk.com/checklist Explore Sales Growth Lab: 👉 https://www.smallbusinesscollaborative.co.uk/sales-growth-lab Visit my website: 👉 https://smallbusinesscollaborative.co.uk Say hi on Instagram: 👉 https://instagram.com/smallbusinesscollaborative Timestamps 00:00 — Strong Hook + Intro 01:06 — What Wholesale Used to Look Like 02:07 — What It’s Like Now 03:26 — 3 Key Shifts I See Right Now 05:03 — Why Wholesale Still Matters 06:07 — Let’s Recap + What’s Next

Why Faire Won’t Save Your Wholesale Strategy If you’ve ever felt frustrated by low sales during a Faire market or discouraged by their commission rates, you’re not alone. But here’s the hard truth: if you’re relying on Faire to bring in all your orders, you’re handing over your power. In this episode, I share recent feedback from brand owners during the Faire Summer Market, and we unpack what it actually means to take responsibility for your sales — even when you’re on a marketplace platform. Because while Faire is a tool, your strategy is what drives growth. Let’s talk about how to work with Faire in a way that’s mutually beneficial, how to take back control of your sales, and how to avoid the trap of passive selling. Episode Timestamps 00:00 Introduction and Welcome 00:21 Discussing Faire Market Experiences 01:25 The Role of Faire in Your Wholesale Strategy 03:03 Taking Control of Your Sales 04:13 Interviews and Sales Growth Lab 05:12 Commission Structure and Pricing 06:51 Final Advice and Resources In this episode Real insights from brands who’ve experienced very different results during the Faire Summer Market Why Faire is responsible for their sales — and you’re responsible for yours How to shift from passive to proactive selling Why commission complaints are often a distraction from the real issue What a fair, strategic partnership with marketplaces should look like How your wholesale sales system can help you build predictability and resilience Links and Resources Download the free Email Pitch Checklist → https://smallbusinesscollaborative.myflodesk.com/checklist Join the Sales Growth Lab Waitlist (and get first access and bonuses) → https://www.smallbusinesscollaborative.co.uk/sales-growth-lab Visit my website → https://smallbusinesscollaborative.co.uk Follow me on Instagram → https://instagram.com/smallbusinesscollaborative If this episode sparked a mindset shift, please follow the podcast and share it with a friend. Next up: What retailers actually look for in a brand — and how to know if your business is wholesale-worthy. See you there.