Staying on Top of Faire Exclusivity: Proactive Strategies to Manage Diverse Accounts

How Regular Communication & Clear Expectations Can Help You Prevent Last-Minute Cancellations

When it comes to managing your exclusivity contacts on Faire, the landscape can be as varied as the retailers themselves. Some accounts consistently meet their exclusivity requirements, others show up with a $0 payment record, and a few fall somewhere in between. Over time, I’ve developed a proactive strategy that involves quarterly email check-ins, which has paid dividends in maintaining accountability and avoiding those dreaded 11th-hour cancellation requests.

In this post, I’ll break down what I do to stay on top of my exclusivity contacts, discuss why proactive communication matters, and explore what you might consider if you ever face a last-minute cancellation scenario.

Understanding the Spectrum of Exclusivity Contacts

Exclusivity contracts are intended to secure a solid commitment between brands and retailers. However, not all accounts are equal:

• High-Performing Accounts: These are the retailers that consistently meet or exceed the requirements. They pay on time and maintain a strong purchasing track record.

• Accounts with $0 Paid: Some contacts may be on the exclusivity list but haven’t made any purchases yet. They might be testing the waters, or perhaps they’re not fully engaged.

• Middle-of-the-Road Accounts: These retailers show some commitment but may fall short of fully meeting the expected requirements.

  
  

The diversity in performance can create management challenges, especially when your contracts include financial obligations and commitment metrics. The key to success here is proactive, consistent communication.

My Proactive Approach: Quarterly Email Check-Ins

Every quarter, I send a targeted email to all my exclusivity contacts. Here’s why this approach works well for me:

• Keeps Expectations Clear: Regular emails serve as gentle reminders about the terms of the exclusivity agreement. They keep the retailer informed of where they stand, both in terms of their purchase commitments and payment requirements.

• Builds a Relationship: Communication isn’t just about enforcing contracts—it’s about building a relationship. When you reach out regularly, you’re more likely to understand any challenges they might be facing and can work together to find solutions.

• Prevents Last-Minute Surprises: By staying on top of these relationships, I’ve managed to avoid those 11th-hour cancellation requests. When an account is in the habit of communicating, they’re less likely to try and back out at the last minute.

  
  

I haven’t personally had any brands reach out at the last minute to cancel, and I believe it’s because I’m proactive about my outreach. If I ever encountered a situation where a brand was trying to cancel at the 11th hour, I’d be less inclined to let it slide, as I’d have the evidence of regular communication to support holding them to the terms they agreed to.

What Would You Do in This Situation?

If you find yourself managing a mixed bag of exclusivity accounts, here are some steps you might consider:

1. Segment Your Accounts: Create segments based on performance—high-performers, low-engagers, and those in the middle. Tailor your quarterly emails to address each group differently. For instance, with high-performers, you might include a note of thanks and a reminder of upcoming expectations, while for those with $0 paid, you might ask if there are any obstacles preventing them from making a purchase.

2. Set Clear Milestones: In your communications, lay out clear milestones and deadlines for meeting exclusivity requirements. This removes ambiguity and ensures everyone knows what’s expected of them.

3. Provide Support: Sometimes low performance isn’t a reflection of unwillingness but rather of challenges on the retailer’s end. Offer assistance—maybe a quick call or additional resources—to help them meet their obligations.

4. Document Everything: Keep a record of all communications. This documentation will be invaluable if you ever need to enforce the exclusivity agreement or address a cancellation request.

5. Enforce Accountability: If a retailer does try to cancel at the last minute, lean on your documented communications to remind them of the commitment they made. While flexibility is important, it’s equally vital to uphold the integrity of your agreements so that the system works for everyone.

6. Consider Escalation Paths: For accounts that consistently underperform or attempt last-minute cancellations, it may be time to escalate the issue—either by revisiting the terms with them directly or by working with the platform (like Faire) to ensure the contract is honored.

   
   

Managing exclusivity contracts on Faire requires a delicate balance of clear expectations, regular communication, and a commitment to enforcing agreements fairly. By sending quarterly emails and segmenting your contacts, you can maintain a proactive stance that minimizes surprises and builds stronger retailer relationships.

So, what would I do if faced with this situation? I’d continue with my proactive quarterly outreach, document every interaction, and enforce the agreed-upon terms without hesitation. After all, a contract is only as strong as your willingness to stand by it—and in the world of wholesale, that kind of accountability is key to building trust and driving success.

How do you manage your exclusivity contacts? I’d love to hear your strategies and insights in the comments below.