Proof to Product

According to Experian, Black Friday 2025 spending in the US is predicted to reach over $12 billion in online sales alone, and global spending is forecasted to be between $80 and $82 billion.

That's a lot of money.

Despite consumer caution and economic pressures here in the United States, this represents an 8 to 10% increase over last year. 2024's Black Friday buying season totaled almost $11 billion.

Why am I sharing these stats with you? Because Q4 is a critical sales season for product-based business owners and we want you to be prepared. Jessica Totillo Coster of eCommerce Badassery is back on the podcast today, and we are talking about Black Friday/Cyber Monday sales strategies. Specifically, what's working, what we want you to avoid, and why we insist that you keep your sales strategy as simple as possible.

Today's episode is brought to you by our Proof to Product LABS coaching program. This is a coaching program specifically built for product-based business owners, with members from across industries and across the globe. We have member-only events inside of LABS, so request your invitation to join below!

REQUEST YOUR INVITATION

You can view full show notes and more at http://prooftoproduct.com/416

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

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Map out your next 90 days here: http://prooftoproduct.com/quiz

I'm going to give a little tough love: some of you are new to selling wholesale, and it shows. I am seeing a lot of people using direct-to-consumer strategies when they're launching their wholesale program and then feeling frustrated when the orders don't come in.

Here's the thing: it's not your products that aren't a great fit for them, and you're not doing anything wrong.

It's that wholesale and retail are completely different business models, and they require different strategies, timelines, and messaging.

Today on the podcast, I'm breaking down the key differences between selling retail and selling wholesale, what each one of these things means, and how the buying process is different.

Understanding this will completely change how you approach your sales and marketing for both revenue streams.

Today's episode is brought to you by our Is Wholesale Right for You private podcast! This free 12-part audio series will help you decide whether wholesale is a good next step for your specific business. After listening to this audio series (in less than an hour), two things will be true. You'll know whether you want to pursue wholesale for your product business, and you'll have the confidence and action steps to get started with wholesale. Sign up for the private podcast today!

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You can view full show notes and more at http://prooftoproduct.com/415

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

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Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

I don't know about you, but I do a lot of my best thinking in the shower, in the car as I'm driving kids around, or doing pickups and drop-offs.

I've got these little breaks between taking kids to different places, and that's actually where I do a lot of my coaching with my Advisory Board clients. We're talking back and forth on Voxer, they're dropping questions in my phone, and I'm responding back.

Anyhow, I'm sharing because I was sitting in my car the other day thinking, and there are a few things that I have wanted to talk about with you here on the podcast in more of an off-the-cuff, unscripted way.

I'm hearing from a lot of you who want to hear what's on my mind more casually right now. You like the interviews and solo episodes, but you also want to hear in real-time what I'm thinking about and what I'm working on with my clients.

So one of the things I'm going to talk about today is the difference between going deep in something and going wide.

Today's episode is brought to you by our Proof to Product resource library. It's where you can get your hands on our free resources to help you start, streamline and scale your business in your own way and at your own pace.

GET FREE ACCESS

You can view full show notes and more at http://prooftoproduct.com/414

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

If you are anything like my clients in LABS, you may be wondering, how do I plan for the future when the world feels upside down? More importantly, what should I be focusing on next?

Today, I'm sharing a short clip from one of our recent coaching calls inside of our LABS Community. LABS is the space where product-based business owners come together to get clarity, build connections, and practical strategies that they can put to work right away.

The clip you're hearing today is from one of our recent coaching calls. We're checking in on the state of the economy and talking about what matters most for product brands in this final stretch of the year.

Things like:

• Keeping your best customers coming back
• How to build stronger relationships with both wholesale and direct-to-consumer buyers
• Making smarter choices about diversifying your revenue

In these monthly calls in LABS, members get to ask their specific questions. Whether it's me or one of our coaches or the guest experts that we bring in, they're getting direct feedback on what they need in real time.

It's an interactive, supportive speaker space that keeps people moving forward in their business. If you like what you hear today, definitely check LABS out!

Today's episode is brought to you by our Proof to Product LABS coaching program. This is a coaching program specifically built for product-based business owners, with members from across industries and across the globe. We have member-only events inside of LABS, so request your invitation to join below!

REQUEST YOUR INVITATION

You can view full show notes and more at http://prooftoproduct.com/413

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

I am recording this episode the same week that we are running week three of Paper Camp, which is our marketing week.

Marketing week is where we talk to buyers about their buying preferences, how they like to be pitched, how much follow-up is too much, etc.

I often see a lot of our students, and even non-students, struggling with this concept of "I'm putting myself out there and I'm not hearing anything back."

Today on the podcast, I wanted to tackle a pretty big misconception that I hear all the time in the wholesale world and one I'm hearing this week too in Paper Camp.

"I've been pitching to stores but they're not replying? Maybe my pitch just isn't good enough."

Here's the truth.

Most of the time, your pitch isn't the problem.

The real issue is your wholesale foundations.

Things like:

• Product readiness
• Pricing
• Terms and conditions

Those things might not be in alignment with what buyers are expecting to see.

Too often, I see brands jumping straight into pitching their products to stores before they've got the back end of their business properly set up for wholesale.

That is what is getting in the way of retailers saying yes.

In this episode, I want to walk you through some of the common red flags that I see when I'm reviewing product-based business owners catalogs and things like that.

I'll also share what makes pitches stand out in a crowded inbox. If you have been second-guessing your wholesale pitch, then this episode is definitely for you.

Let's dig into what is really holding you back and how to fix it.

Today's episode is brought to you by our Proof to Product resource library. It's where you can get your hands on our free resources to help you start, streamline and scale your business in your own way and at your own pace.

GET FREE ACCESS

You can view full show notes and more at http://prooftoproduct.com/412

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Do you struggle with the idea of selling your products?

I am hearing from a lot of creative entrepreneurs who are telling me that they feel uncomfortable with in-person sales. They're worried about how they'll be perceived. They don't want to be seen as pushy or overbearing by their customers.

I'm hearing this with online sales too, but it's particularly heightened right now with in-person sales because we have a lot of people who have been doing summer craft shows and also in-person trade shows on the wholesale side of things.

I wanted to bring today's guest on to talk about sales in person and how you can push through some of these feelings of discomfort and show people what you've got and why they need to buy it.

Today's guest is Karen Sawyer-Meehan, Pier Six Press, which is a stationery and gift brand known for its bold design, vibrant colors, and high-quality craftsmanship. Now, Karen is one of my Advisory Board members. Advisory Board is my private mastermind, and this is a topic that she and I were chatting about privately on our Voxer chat, which is where folks talk to me one-on-one.

We were talking about how this would make a great podcast episode and how Karen had a lot of great insights to share with you all.

During this episode, Karen shares her journey from art school and retail sales, building a brand that stands out, to embracing empathy, bold colors, and authenticity, and the handmade artistry behind her brand.

She shares her real, honest take on ethical selling, why genuine connections matter more than ever in retail, and how learning to trust your own unique artistic voice, and how that has transformed both her business and her confidence.

If you have been struggling with feeling salesy, finding your creative style, or wondering how to connect your values with the products that you're selling, this episode is for you.

Today's episode is brought to you by our Proof to Product resource library. It's where you can get your hands on our free resources to help you start, streamline and scale your business in your own way and at your own pace.

GET FREE ACCESS

You can view full show notes and more at http://prooftoproduct.com/411

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Hey, friend. I'm pulling an amazing episode from the archives with over 400 episodes here on the Proof to Product podcast.

There is a gold mine of information for you to help you grow your business, and, frankly, it can be hard to take it all in.

Today's episode is a look back at an interview I did with Paper Camp alum Ashley Sutton of Hustle and Hope on the topic of grants. A lot of grants for small businesses are due during the fall season so we thought this was a perfect time to reair this episode.

Ashley is a corporate gal turned entrepreneur. Her career began with marketing and developing the perfect shade of lipstick for Avon to creating buzzworthy toys at Mattel and crafting unforgettable marketing campaigns for leading TV shows for children such as Peppa Pig and PJ Masks. She's also creating the number one best-selling marketing campaigns for authors at Penguin Random House.

As a stationery lover and a consumer products professional, her goal was to channel her career experience into a product with purpose, and that is how she founded Hustle and Hope. The first 2 in one motivational greeting card company that includes free digital guides with every single card. A certified minority and certified woman-owned business, Hustle and Hope has retail placement at Buy Buy Baby, World Market, HomeGoods, Amazon, and over 45 other shops across the US. Today, Ashley shares Hustle and Hope's origin story.

She talks about her experience participating in the Target Accelerator program, and we talk about how she's been utilizing grants for her business, including how she got started applying for grants, what she looks for, and how these grants have benefited her business. She also shares resources in case you want to get started applying for grants for your business.

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

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Hey, friend. I'm pulling an amazing episode from the archives with over 400 episodes here on the Proof to Product podcast.

There is a gold mine of information for you to help you grow your business, and, frankly, it can be hard to take it all in.

Today's episode is a look back at one of our most downloaded episodes, discussing how to utilize abandoned cart email automations to drive more sales.

The holidays are coming up, and it's a perfect time to look at your email strategy and touch base with your hottest leads.

If you have ever shied away from sending out these emails, you are going to want to listen to this one and rethink your strategy.

Did you know that almost 70% of shoppers abandon their online shopping carts and don't follow through with a sale?

That means that only 3 out of 10 of your customers who go to your website and load up their shopping cart complete their purchase. The same report from Baymard Institute said that more than $18,000,000,000 in e-commerce sales are lost annually due to abandoned carts.

That is a whole lot of money. And yet, only some independent product brands are utilizing abandoned cart follow-up emails to recapture some of these sales.

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, its only $27 bucks.

Get Access to the Unlock Buyer Secrets Interview Series

You can view full show notes and more at http://prooftoproduct.com/336

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Hey, friend. I'm pulling an amazing episode from the archives with over 400 episodes here on the Proof to Product podcast.

There is a gold mine of information for you to help you grow your business, and, frankly, it can be hard to take it all in.

Today's episode is a look back at guest Sally Diguette, a home and lifestyle buyer with Anthropologie.

Pitching large retailers is a completely different process and timeline than working with independent retailers. Having worked with thousands of brands, I know that it can feel like an intimidating process to pitch your work to these key accounts.

Through an unpredictable path, Sally landed in the retail industry and has over 14 years of experience in buying, product development, and sourcing.

Sally is an innovative merchant and consultant. She centers her work around relationship building and creative strategy, combining unique product development and sourcing from national brands across a variety of categories. Her passion lies in working with emerging brands in an incubator capacity to build fresh product offerings, solid organizational systems, and a strong team structure.

On this replay episode, Sally shares about the buying process and schedule for Anthropologie. We talk specifically about the timelines that she's working with for both exclusive products as well as ready made products. And she offers advice for how to get your products in front of key account buyers.

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

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Have you been thinking about joining us for Paper Camp, but aren't sure if this program is a good fit for you?

Or maybe you're a new listener of the podcast, and you're thinking, what the heck is this Paper Camp program that I keep talking about? This episode is for you.

I'm answering the top questions that we get asked about our wholesale program to help you decide if it's the right fit for you. The next round of Paper Camp is open for enrollment right now.

If you're listening to this on release day, we will close enrollment tomorrow, August 20th. If you are looking to scale your wholesale strategy and build a system that drives sales, this is the program for you. You won't want to miss it.

SIGN UP FOR PAPER CAMP NOW

You can view full show notes and more at http://prooftoproduct.com/410

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz