Why does a retailer opt for one vendor over another? It's not about cost cutting. Generally, it comes down to the "R" word: relationships. The better your relationship with a retailer, the more likely she is to give you her business. In this deeply informative book, retail expert Rick Segel offers a wealth of ideas, tactics, and concepts you can use to become a valued "must-have" resource to your retail customers. You'll learn how to: Educate your retailers while positioning yourself as an expert in your industry Create retailer friendly, store-focused co-op advertising Work with your customers to hold promotions that pay Help your retailers create and maintain a web presence Use tradeshows as powerful relationship-building events "Rick nailed it His book is right on the mark. I have been selling to retailers for 30 years; I just wish I would have had this book when I first got started."- Steve Lang, Chairman of the Board, Mon Cheri Bridals "Just when I thought I knew everything about servicing my retailers, Rick comes out with this book that makes me rethink everything I am doing. Thanks, Rick " - Sal Macaluso, CEO, EFashion Central"