This week on the podcast I'm chatting with fellow coach and friend, Sarah Cross. I love this chat where we explore what it might look like for a service-based business to create a product. In this episode, Sarah shares a framework with us for deciding if creating a product for your business is right for you and things to think about along the way.
From the age of 24 she built a multi-million dollar business from her kitchen table. She's the Founder and CEO of Creative Product Institute, a well-known speaker, author, business coach and authority on empowering women in business.
She encourages innovation, strategy, creativity, and
Sarah's passion is to challenge business owners to get out of their comfort zones and break free from limiting self-beliefs.
The KICK Success Framework:
K – Kickstart by aligning with your passion
Think about the products you use or recommend to your clients
Think about the products you are passionate about
Think about the products that are aligned with your service-based business
I – Intention [energetics]
Why are you looking to branch out into product: more money, passive revenue stream, creativity
C – Cultivate [outsourcing, community around you]
How can you leverage your current community and audience that you serve with your service-based business
Who are your ideal customers from those that you already serve
K – Knowing [often it comes from knowledge and a few time-saving tips]
5 powerful ways to succeed when selling your products via wholesale
The things I learned by growing a 7 figure product-based business and my current product-based business where I have 40 stockists after only 7 months of starting it and which I share with my mastermind clients.
Success Case Study Examples –
A photographer who created a tourism line of homewares and art prints for Retail Travel using her photographs and sold into the Whitsunday resort gift stores and National airports.
Artists and Designers expanded into homewares and stationary line, wallpaper, teatowels and tote bags.
Business and Money Coach who created a journal for her program to provide her clients with the same paper guide she uses.
Yoga / Pilates created own line of active wear and support tools for yoga and pilates to complement their classes.
Graphic Designer designed an award-winning $800K business creating a Baby Journal Keepsake brand that just keeps growing.
Links we mentioned:
Sarah's first interview on the podcast – Eps 23 Building a Product based business with Sarah Cross
Connect with Sarah:
Website – https://sarahjcross.com/
Instagram – https://www.instagram.com/sarahjcross_official/
Suzanne Chadwick 0:32
Hey, friend, how are you? So good to be back this week, I have to tell you, I'm a little bit excited about today's episode, I have got my fellow coach and good friend Sara cross back on the podcast. She actually was one of my first episodes, she was episode number 23, on how to build a product based business. And she is back talking to us today for the service based businesses out there because I know there's a lot of you that listen to the podcast, how you can potentially unlock a powerful new revenue stream in your service based business. I have to tell you, I did get a little bit excited about this because we were coming up with ideas for me. And so I love this chat where we're exploring whether creating a product could complement your business. And Sarah is gonna give some really great examples of clients she's worked with who have been in a service based industry, and what sort of products they created. And I had to say that when I was at the huddle earlier in the year, which was I think it was March. The majority, I think of businesses that were there were actually product based businesses. So I was on stage with Celia loves and bond Maxi, and bohemian traders, you know, and Merrymakers, and they're all product based businesses. And so I do think that a physical thing is so beautiful. But I also have a lot of preconceived ideas about the cost of having a product based business like all of those overheads. I think that when you're in a service based business, I mean, saying that my overheads are not small. But you know, it's kind of me, and then it's my tech, whereas I'm like, Oh, my gosh, product based business, all of the stuff all of the physical things that I would need. But Sarah and I talk about smart ways, and interesting ways that you can potentially bring a product into your business where you're not having to deal with all of the bits and pieces. And I guess paying for what I thought you would be outlaying for a product based business as well. So I'm excited to share this with you. I want to get your creative juices flowing. Even if you decide that you don't want to product based business, I think it's really interesting to listen to this and think about hmm, like, could I do something is definitely a thing that I don't want to do. And so for me, we kind of talk about an idea or two that I have been percolating. I'm not sure whether I'll do it or not, but something to think about. So Sarah is going to share a framework with us for deciding if creating a product for your business is right for you. And things to think about along the way. So I'm gonna link up the first episode that she did was building a product based business, which shares a bit of a story. But if this is the first time you're hearing about Sarah or connecting with her, just let me give you a little snippet from the age of 24. She built a multimillion dollar business from her kitchen table. So she created a hampers business for corporates. And she got a massive order when she just started out and it kind of kicked off from there. And now after selling that business, she's the founder and CEO of creative product Institute, a well known speaker, author, business coach and authority on empowering women in business, and helping them to build product based businesses as well. So today, we're gonna be going through the model and the framework that she talks about. She's gonna give us some case studies, we're gonna talk a little bit about my ideas. It's a fun episode. So make sure that you're hanging around and you listen and you go connect with Sarah as well. But listen, let's dive into this week's episode. Sarah, welcome back to the brandbuilders love podcast. Thank you. It's a pleasure to be here. Sorry, go ahead. So you have been on the podcast before and we will link that up and you are a friend as well as a business connect collaborator we've kind of done some stuff together and we've been each in each other's wells for it feels like a long time now.
Sarah J Cross 4:45
I think it must be over five years. I had a little photo pic pop up. We met in a very early days both in our coaching businesses at a at someone else's network. We just clicked. And then we said, Let's go out for cocktails. And I was there with Phil's on. And I didn't sound like me at all. Sarah doesn't sound like me at all. So not you. And I was there with bells on and you were there with bells on. And we had this really fabulous, like, let's talk about, you know, solving, you know, world issues. And I had a Facebook memory popup, and I was like, wow, you're like one of my original, you know, when I got into the coaching side, service service based business, you were one of my first business friends. And now I call you a, you know, a girlfriend. So it's been a while it's been a journey with both crossed over so much, haven't we like now?
Suzanne Chadwick 5:46
Yeah. And it's always exciting to watch each other's businesses grow and things like that. But, you know, we were talking about the fact that I probably the majority of my audience are service based businesses. But I do also have product based businesses, that I that I work with him that are in my community, as well. And as a product based coach, I thought it would be really interesting to have you come on the podcast, and talk a bit about that. I'll tell you why. Number one, obviously, it's what you talk about. But when I was at the huddle recently, as a service based business, and I saw all these incredible product based businesses, I was very much like, that would be so fun to do. And so I know that there's a lot of opportunity, I just think, you know, I have just come back from writer's retreat when we're talking about this. And I was talking about the box that we put ourselves in. And sometimes we do something, and that's what we do. But it's okay to also do other things. It's also okay to explore our creativity, and take a look at what else you might like to do. So that's what we're going to talk about today, which is all about how you can unlock a powerful new revenue stream in your service based business, which is exciting.
Sarah J Cross 7:02
Yes, I'm excited to talk about it, because it's something that I know speaks to your audience to your listeners. And I was very fortunate to attend your fabulous Business Women's retreat in the early part of the year. And there were some amazing women there, who definitely, definitely have opportunities to create another really hot revenue stream in their business to add to their revenue, if they're scaling up and wanting to get to seven figures. It's a really lucrative revenue stream that we're going to talk about, that can actually add in some really good, just another, it's an outlet for creativity, like you mentioned. And you and I work with creative women. Yeah. So it's a it's a really easy crossover. And I think sometimes things just evolve and happen. But this is sort of talking about planting an idea. If, if you've got women who are driven who are wanting to add in another easy revenue stream, it's not passive. I never believed in passive income. I think that's a bit of a fallacy. But it's actually something to complement what they are already an expert in.
Suzanne Chadwick 8:18
Yeah, I love that. And I know that obviously, you've got your coaching business where you coach, product based businesses, but then you also have now again, created a product based business because we know that's where you started with gift, hampers, etc. And then you sold that. And so what's your new product business?
Sarah J Cross 8:40
My new product business is called little koala living. And it's a collection that I have collaborated with a beautiful Australian botanical artists. She has designed six license designs, and I have them printed on beautiful Organic Cotton Bamboo swaddles for babies, because I love anything babies, I know babies and pets. Products can sell to the cows come home. And I've created a beautiful koala. It's very Luxor, Australian gifting. I love the tourism market. I love anything Australian. I loved. You know, being part of a creative business previously, I think I felt I was missing something. And the journey has been incredible because it now puts me in the same space and same realm as my clients who goes through creating and designing a product, bringing it to life, either importing and designing or creating it as a handmade product. And then recently, I just attended a four day trade show event Live in style in Melbourne. And I got to be part of that as a product based business with nine of my past and current clients and we had Enough Sleep bowl, we all supported each other everyone was, you know, cheerleading for how we were doing. And it wasn't competitive. It wasn't, you know, there was everyone was so encouraging and really had each other's back. And plus, there was obviously the social side of going out and getting together, which I really love. So I really love being on both sides of the business of service and product.
Suzanne Chadwick 10:25
Yeah, it's so good. And like I said, when I was at the huddle, I was kind of like, oh, like all of these candle and clothing and like gadgets and all the rest of our that's so fun. And I have thought about it before. So we can talk a little bit about that, because I do have I guess, preconceived ideas of the struggles with product based businesses. But before I ask some of those questions, I think let's dive into the framework that you've created around this particular topic. So do you want to take us through that?
Sarah J Cross 10:56
Yeah. So I've created a really easy success framework for service based businesses. And the acronym is kick. So the k represents kickstarting and just getting something out there by aligning it with your passion. So think about the products that you currently use in your service based business, or products that you recommend to your clients to purchase. So something that you could actually ideally bring in house and create, but it has to be something that you are passionate about. Because like anything, when you're at the building blocks at the start, that's, that's where all the creation and passion has to come from. And that's what really fuels you to launch it. Because it's not easy. Nothing's easy. My mom always says, if it was that easy, everyone would be doing it. Yeah. So we all know that it's hard. But if it's fueled by passion, and values and alignment, then that actually really is what actually helps you to get it to bring it to life to launch it. That's a really, really powerful part of it.
Suzanne Chadwick 12:05
Yeah. And I think you're gonna talk a bit about this. But I think the first thing that comes to mind when you say that, for me is how do I make the decision about whether I decide to create that as opposed to putting my branding on something that's already created? So So what's kind of, yeah, can do both. So
Sarah J Cross 12:28
white labeling is when you are actually using an existing product. And there's plenty of them out there. Let's say you're, you're a you're a yoga Pilates, yoga guru. And you have a lot of support tools, like your, you know, support blocks, your rollers, your bolsters, anything that is a tool that you're buying from someone else and reselling in your studio or to your to your clients would be something that you could either have manufactured with your colors and branding. So a white labeling that already exists, it might just be packaged up with your name, or it could be something says that you create from a need that you cannot find it anywhere else. So people are asking, you're using it and you're thinking, Oh, I really need, I didn't need this tool, like I know that it's going to help my clients go to the next level, they're going to scale up more if I can create this. Yeah. And that's where you would actually have the concept and the idea to create something that isn't already existing. So almost an invention, or it could be just something that you personally have adopted and used every day that you think this is a fabulous thing. I should be sharing it. And why don't I monetize it? Why don't I actually commit and why don't I bring it out?
Suzanne Chadwick 13:50
Yeah, okay, we're gonna keep going. I've got like, so many questions, but that's okay. Just I think because I've thought about it. And I'm like, postage and Shopify and creating it. And I'm just like, is it something that I want to do more of?
Sarah J Cross 14:05
Yeah, and I can tell you a little bit because I think when you already have a service based business and you're already busy enough, I am a very, very big advocate of outsourcing. So in order to scale you need to outsource because you simply cannot wear a dozen hats. So the way that I've created my baby brand, is that once I've got the product to market, what I have done which is all the hard work all the hard yards with getting it all boxed and getting it packaged, getting it design, everything like along those lines. I've actually outsource the component that I'm actually hands off to business, I can be remote, I can be working wherever I don't have to be in a fixed address for my items to be shipped. I've now got three stalkers in the States. So they can be shipped internationally and nationally and I am hands off because I outsource that part. My goods arrive and go into warehousing, and then they are picked and packed as they are ordered, okay shipped, so I don't touch any of the product. Love it. I'm all for that. Yeah, so it's a hands off business in the sense that I control the marketing and the sales and the direction. But I actually don't do the manual labor. And that was always something that I wanted to do, and what I teach my clients to do, and the clients that have adopted that formula, I've got clients that are now up to $4 million in revenue. And they started with me at 400, they scale to, you know, seven figures a million in the first 12 months. So it really is about not actually having to wear that hat as well, some people have a dream of having a warehouse, and staff. And I've done that. And I personally feel like that's adding on another business because you're then managing staff, you're managing suppliers, you know, there's a lot more moving parts. Whereas doing something like this, whether it be white labeling, let's say the yoga Pilates instructor wants to bring out a really beautiful hydration, facial mist. There's plenty of companies, there's a very big company in Queensland, that do white labeling for sell homes, and for studio owners. So you can have your own branding and packaging on a really beautiful hydrating spray. And you can stock that and sell that to your customers in your studio as your own. You can sell it online.
Suzanne Chadwick 16:26
Yeah, yeah, I love that I do like a bit of a white label. It takes the takes pressure off initially,
Sarah J Cross 16:35
I know, you know, going all out and starting something from scratch is B. But going down the path of a white labeling of an existing product, it means that you don't you probably minimize the risk. You might pay a little bit more is that to say it's just the profit margin, isn't it? Yeah. But remember, we're adding in another revenue stream. So you're already an expert in your service based business, you're already perhaps a photographer got a cracking, you know, photography business, you're a coach, you're an event planner, graphic designer, you've already got all that going. It's another layer. And it shouldn't actually create more work, it should create more revenue.
Suzanne Chadwick 17:14
Yeah, we love that. We love that more revenue, not as much work. But I did want to pick up on something you said before, which is the passive income is a bit of a pipe dream, like I think unless you're doing a massive amount of ad spend for for the funnel to be filled. I think that yes, passive income is an interesting one.
Sarah J Cross 17:36
I think if you were wanting to launch something, and you wanted to do it organically, the best way of doing something like that now in our current climate is on tick tock, and on reels. So you could flog off your new product in your in your service based business as a new revenue stream, and you could tap into your existing followers who already love you and love what you produce and what you do. And then you could easily launch that and promote that through socials. But paid ads is something that I I'm a big believer of I believe in many revenue streams in in a business many layers not all eggs in one basket. So I need to make sure of testing. Yeah, yeah. Yeah.
Suzanne Chadwick 18:26
And I have to say, like, I do get, you know, I do see the ads come up. And they are very targeted to me. And I am like, you know, I am open, I am open to being sold. When it's when it's the right when it's the right thing as well. Okay, cool. So the first thing is kickstart. So really taking a look at like why nation at about
Sarah J Cross 18:47
Yeah, aligning it with your passion and think about the products that you currently use that help you and and then the products that you sometimes recommend to your clients. So if you've ever worked with someone, it could be a life coach or a business coach, and they recommend a fabulous, no planner, or a journal or some sort of guide, I've been thinking about that, then that's something that if you're repeating yourself over and over, it's like putting a clause into play that can then become part of your digital revenue stream as well in the sense that you can sell them online so they could be actually in digital format. Or you can actually have hard copy. So the next one is in the kick acronym is is the eyes. So intention? And this is all about your energetics. And why you're looking at branching out into this product. Like is it just about money? Is it just about I mean, having that extra revenue stream which is kind of passive to a point when you set it up, but of course it needs marketing and IT needs eyeballs and for conversion. And is it also there's a deeper layer of a Have you got a yearning desire to create something, to put something out there, like you and I both release books. I mean, they're kind of a legacy. A book is a legacy I think for to pass on and your kids know that you're, we're an author, that you can share your story in your book. So is it about giving out holistically like, your your path or your your past? As interns, it's intentional for others to be able to admire you looking at you as a thought leader or as an expert. And then this is what I use daily. This is what I put in place. This is how I plan. I mean, you're a big planner, I can definitely see you during the planner.
Suzanne Chadwick 20:47
Yeah, I think that's thing like at the moment, I just use notebooks in that, but I have thought about it before. Like there are certain things that I teach my clients. And I just thought if I put all of those things into one product, that would be amazing. It's just whether I can be bothered, Sarah, that's the main thing. I'm just loving it, outsource, outsource, outsource I'm hearing, I'm hearing this,
Sarah J Cross 21:09
I think sometimes you just need to start with the idea. And the intention, yeah, then an outline, and then filling in the dots. And then all of a sudden, you've got an app, you've got the foundation. And you only have to do things. Well, it's a bit like my baby brand. It was a bit of a chore whilst I was running my coaching business setting that up was another layer of work, but it's only something that I've created once I've now form relationships with China factories, freight forwarders. Brokers, I mean, I've learned so much that I can now also pass that all of that on to my clients as well. So it's a full circle. And it was something that I did have, I wanted a creative outlet as well, I think that's what was missing.
Suzanne Chadwick 21:59
Yeah. And I think it's just like, for me, the planner is definitely something I've thought about for a while now. Every time I come up with a new thing that I teach my clients how to do, I'm like, Oh, my gosh, that was so so well in the planner. But then it's also like, do I thinking about whether I create that? Or is there something that's more like more creative and fun, like non business II as well that I could do?
Sarah J Cross 22:24
I can see during that as well, because you're very colorful, and bubbly and bright. And I could see doing something, something that you could do that could be more ever everlasting and ongoing is something that could be a really beautiful bound binder that you actually provide inserts to go in a bit like Kiki K. And you can have dividers up for different sections of your life. Or you could have, you know, different things that you've done. But it's sort of something that it's it's not sort of it's repurpose, it's not just a one time data journal that expires and then you get rid of it. It's something that you have a collection of all your thoughts and ideas, but your system is in there.
Suzanne Chadwick 23:12
Yeah, I love that. All right. Well, try not to make this creativity brainstorm for my product based business. I love it. Okay, cool. So what's our intention? Is it more money? Is it passive revenue is a creativity. So I think just asking yourself all of these questions is great before making the decision.
Sarah J Cross 23:31
But yeah, yeah, the next step is the theme, which is cultivate it's really comes down to leaning on your community around you and and asking, getting some feedback as to what they would really love as well. It's really interesting to get that feedback when you ask. And I think a lot of people forget to do like surveys or ask them because they're in the trenches, they're actually, you know, know what they need, or sometimes they don't know what they need, but they like some things that you have given them. And they think, Oh, that'd be a great resource for me to have to. I love how Sue's does that. And I think outsourcing like I mentioned earlier, it really is the only way that you don't want to overwhelm yourself, you, you want to be able to work on the business rather than in the business on the tools. So the initial work is going to have to happen from your end. But once it's set up and created, it really is about leveraging your current community, an audience that serve you currently in your service based business and working out like your ideal customers of who you already serve, like what is it that can really benefit them? What's going to be a really good opportunity to give them as a tool to use to help them grow in them in
Suzanne Chadwick 24:50
Yeah, so interesting. So what give me some examples of, of different service based businesses. And what's Other things that I've come up with.
Sarah J Cross 25:02
Okay, so I, as you know, I'm a product base coach and wholesale expert. And I've worked with a number of service based clients, which initially I was sort of like, what are we going to come up with, because they've got ideas and then wanting to create something from their their expertise. So I worked with a fabulous photographer, an aerial and underwater photographer, who's happened to be located in the beautiful Airlie Beach, which is up in the Whitsundays beautiful. And when I when I thought to myself, if she signs up with me, this is going back pre COVID, this is going back a few years, she signs up, I'm gonna get on a plane and go off and because I've never been there, which I did, and I drink cocktails, and I did sessions, and I got to see her business, and I got to say, beautiful with Sunday area. And I it's a tough life, Sarah, but somebody has to do it. Like waving the benefit of being able to Well, I love to travel. But you know, when you get these exciting clients in these amazing areas. So she had already created a gallery with her art prints. And what we worked on was packaging up other items of homeware for retail tourism. So, homelands, such as imass for travel, beautiful silk have 10s, pillowcases, cushion covers, I mean, coasters. Anything that can be picked up on people's travels as a keepsake from when they've been in Australia. So we should be creating the product or she just licensing her art, her photography. So her photography was her own that she had a gallery for free. But her photographs are repurpose onto the home wares. So the beautiful big whales and the turtles. They were all part of the homeland of the coast, a set of the eye pillows of the reef. And so did she white label those? No, no, she didn't white label, she actually sourced them and brought them in from China. Okay, yeah. So she was very successful she she got the contract to fit out Dreamworld with the refurbishment. Wow. And she is also stocked in the resort gift stores on all the islands. And she also secured a great deal with us working together, supplying their national airport retail stores. Fantastic. Beautiful keepsake beautiful Australian piece of art to take home, that not everyone can afford a picture like a printer or you know photography, but they can actually put something like that in their suitcase and take it home from their holiday. Yeah, I love that. That's. So I've also worked with and coached a lot of service based artists and designers that have expanded into their own line of home with a stationery line which I always get excited anyone that mentioned stationery, it's like a passion of mine. I'm always looking and buying beautiful paper and note cards and pins. So we've developed lines along the in the secretary world, such as even tea towels, tote bags, wrapping paper, peel and stick wallpaper. So I mean, I've seen that client. Yeah, when you had your office. Oh, yeah, beautiful, beautiful clients that have been able to, I guess read. It's almost like repurpose from their talent and putting it onto another textile or another tangible product. Yeah, that's so great. I have another revenue stream.
Suzanne Chadwick 28:54
Yeah. So I was actually thinking of taking down all of my art and putting wallpaper up. But I love that it's like you can just peel it off and stick it on. Oh, easy yet so easy.
Sarah J Cross 29:04
I mean, I've also got a graphic designer client that had worked in branding and packaging, and she launched her business, and has now got like an 800,000, almost a million dollar business. She has created beautiful, heirloom keepsake baby journals. Gorgeous. And you know, that brand has keeps on growing and growing, both in Australia and globally.
Suzanne Chadwick 29:31
Yeah. And that's it, isn't it like good quality, unique, beautifully created things? I just think that's one of the things that a lot of people think, oh, but the markets so busy, and it's so saturated and but I just think there are certain things that rise to the top or if it is something that's really unique, it will do well.
Sarah J Cross 29:50
And the other thing that I get excited about with this is that, you know it's not just a new business where it's a cold audience that no one knows Yeah, you've already got how many Instagram followers? How many people on Tik Tok? Love you? How many past clients have you got? How many current clients? Have you got? Yeah, how many people have you spoken, you know, with that you can repurpose and put this in front of, you've already got like, a lot of the foundation's there to watch something relatively easier than if it was a brand new business where you're just entering the business world.
Suzanne Chadwick 30:29
Yeah, absolutely. And Mike was saying before as well, it's like, you can put your having that marketing budget and kind of just targeting I think is a is a great way to like get that kickoff, without having to always wait for organic, it's kind of that multi pronged approach of collaborators adds organic, like I think, yeah, yeah, if you're going to be NBA
Sarah J Cross 30:54
momentums already there, because you're serving a need that you've identified working with your current clients, you've already created something that people want. So it's gonna sell it's a it's a given.
Suzanne Chadwick 31:08
Yeah, I love that. So good. Awesome. And yes, to outsourcing for sure.
Sarah J Cross 31:14
And, and finally, the K is the knowing it often comes from knowledge and just a few time saving tips. So we mentioned, you know, all about time saving, whether you outsource a new white label, so you're not kind of creating, reinventing the wheel, you're not creating something it might already exist in might be just simply having your branding attached to it. Or, you know, I guess the thing is, it's just a really about sort of working out, you know, ways to succeed, adding in another revenue stream and being able to, you know, create a benefit for people that will need it because you're currently using or you currently like it, or you know that there is something missing?
Suzanne Chadwick 31:59
Yeah, I love that. It's just about thinking about the idea, isn't it, like coming up with what you want to be sharing that you feel really fits with supporting your clients to have the outcome that you want them to have as well. So yeah, so good.
Sarah J Cross 32:12
So with the K with the knowing it really comes from your own knowledge. And you know, that part of the five powerful ways to really succeed when you are wanting to launch into selling your products, it can be that you're selling your products, retail, directly online. And then there's also the wholesaling. There's also corporate, which is my background as well. And gifting. And then there's the retail tourism dollar, which is why I've created my baby brand, as well. So there's, there's all sorts of different layers, that once you get a product to market, that you will be able to succeed by using a number of different methods of selling them. And it doesn't have to detract or deter from your service based business of what you are an expert in. It's to add in another revenue stream. But it's also to add in a benefit to your buyers.
Suzanne Chadwick 33:10
How much time do you spend on your product based business? Because I think that's the first thing that just came to mind there. I'm like, Okay, this sounds great. Let me create this incredible, like, you know, notebook journalists are gonna do it now has ever i know i've just like, right, so this is coming? No, we'll see. But it's kind of like how much time even though we're outsourcing and things like that. How much time do you spend on your baby business?
Sarah J Cross 33:36
I probably spend on average, a week, maybe about three hours. Okay. I do have someone that does my follow up calls and implements my wholesale marketing system. So that doesn't pay that you've got Yes, yeah. And she roughly does around five hours. So in total, probably we're looking at maybe around about eight hours. So that would be like a day or full day for someone to concentrate on on a on a business if they're going to create another revenue stream like product into their into their existing business.
Suzanne Chadwick 34:15
Yeah, it's so interesting. I know that you were just at the InStyle was at InStyle life and so life and style, and how did that go? Because obviously you're looking at wholesaling. And so how did you find that experience now for you?
Sarah J Cross 34:31
Oh, it was good to be back in that world because I used to go there as a buyer. So you know, in my previous the corporate have the business that I had, like 20 years ago, I used to be a buyer for you know, and I used to travel you know, to these Melbourne and Sydney every year. It was great to be on the other side. And it was also great to obviously have my community and my tribe of my lovely clients there. I found it great because we've had To ease the pandemic, people probably have found the first six months of this year to be a lot more sluggish. And a lot more, you know, like instilling confidence and getting back into the groove. Now things are heating up coming towards Christmas, and there was a lot more confidence in buying. So, in the four days that I exhibited, I was able to secure I think around about $18,000 worth of orders. And 16, new wholesale stores. So some of them actually have multi stores, and I got into the National Museum of Australia. Thank you. Yeah, thank you. So all in all, all my clients, we, you're ideally looking at recovering your outlay, or costs on your first day, which everyone did. And then over the period of those four days, it's really about capitalizing on a lot of warm leads. So people coming up meeting you seeing or products in real life, you've got a scanner, so you can scan in their barcode on their nametag, you can remark it to them. And I teach all about marketing, pre and post because a lot of the sales were coming through, which was interesting, Sue's not everyone orders on the day. Yeah. And it was a bit like, oh, you know, on the hernia,
Suzanne Chadwick 36:21
I'm a bit like that, where I like I go into your market, and I see something I like, but I'm like, let me go take a look. And then I'll come back or something like that. So I feel like it's szenische buyer behavior to some came back.
Sarah J Cross 36:35
You know, they there and though like, I'm just moving through really fast doing an overall look back into days, then some just randomly signed up, as I can do through my website for a wholesale account, and then started putting orders through on the day, which was really interesting. But I don't know anywhere where you can get so many stalkers on board in such a short period of time in four days. That's what obviously you're paying for the brand exposure, the awareness and the connection, but it's a rapid way of growing wholesale.
Suzanne Chadwick 37:10
Yes. So interesting. And I have been watching Lisa messenger in the US as well, because she's at all the trade shows selling the collective products too. So I am always interested, when I'm watching other people doing it, I'm just like, it looks like a lot of work.
Sarah J Cross 37:25
But luck with anything, it's a lot of work, possibly, at the beginning. Most of your focus and energy has to go and then there's timeframes, and then there's a launch, then you can do a soft launch. But it really is mapping out the idea and getting it onto paper. And then there are other people that can do things for you. That's where you outsource. Yeah. And that's why I don't pack my own audits. Yeah, I don't have my garage full. I've done all of that. I wouldn't be able to travel. That's all in the past for me, you know, i i Can I hire contractors, I've got vas, I've got people that can do sales, I can do all those parts, and I can still run my retreats go on a holiday, you know, with my family, like, you know, I want to be able to have a lifestyle as well.
Suzanne Chadwick 38:14
Yeah. Yeah. Amazing. So guys,
Sarah J Cross 38:18
I really think like, for anyone who's been thinking about it, this might be the listening. Next step, yeah.
Suzanne Chadwick 38:27
I'm sure that lots of my audience just like, I haven't thought about this, or I've been thinking about it, but I thought it was too hard. So I love that. And I think that going through this as well, really thinking about what you're passionate about, I'm sort of like, oh, well, if I created the journal, it's great for my clients, because I teach that. But I don't know that I could wholesale it, potentially, because obviously, it's very specific to, to me. But I just think that that's the process that you go through as well, which is kind of looking at what it could look like and how it could be and maybe it's something different. Maybe it's not the journal maybe it's, you know, I don't know, conversation cards or things like that, like, whatever you're inspired.
Sarah J Cross 39:03
Yeah, I've got clients like, you know, people who are in sort of, into mindfulness, you know, that have developed things from there, might have had a couple of original products, that they've then created affirmation cards and notebooks and beautiful pens and journals, because they're wanting to put together a really beautiful gift set. Yes, yeah. They're wanting to put together a bundle and there is no reason why you can't wholesale anything, if anything. It's kind of like the book in a sense. It gives people a taster of what you know of how you work or what your ideas are. And if anything, it's a bit like you know, a book can be like a business card on steroids, you know, like, it actually can attract clients to you same as your podcast. Yeah, yeah, absolutely. No, I love that. That's so good. Very good. Well, thanks for sharing that. Now. You've got us all thinking about like what else we can be doing? I know I know, I'm really excited to share and to be here and I'm going to now hold you to account and to bring it up.
Suzanne Chadwick 40:10
I'm not committing to it, but I've been thinking about it. So, three, I'll have to start exploring because I have been thinking like I'd love to give clients as part of like when they work with me a welcome gift. Yeah, as well. But anyway, we will we will have a think about workshop that another time. Yeah. I love it so far. Good. So Sarah, and for my audience, we're gonna have the link to your first episode in the show notes because that kind of talks through your story and how you built your initial business and all of that, which I think is great for people to listen to. But right now, like what's coming up for you, and where can people find you?
Sarah J Cross 40:50
Well, so you can find me on Instagram, which is Sarah J cross underscore official, or my website, which is adjust Sarah J for jump. cross.com. And, yeah, lots of things coming up gearing up for a very busy Christmas. I've got some retreats in Australia and one in Bali coming up. And just looking forward to getting to Christmas. Being very nice. Not having any lockdowns and getting back into travel.
Suzanne Chadwick 41:24
Yes, absolutely. I'm very excited for you for Bali. I know we were going to have our both of us. We're going to have our retreats in Bali, in 2020, which never happened. Yeah, I know. But you're still having yours, which is exciting. Who knows. I'll be in Bali next year. We could end up I could end up with a retreat there as well. Could I kind of love to do it. That alone. Maybe my journal will be ready by the end. I'll help you. I'll help you bring it to life. That journal. So so good. Awesome. Sara. Thanks so much for being on the podcast and sharing. I think I'm excited for my audience for those who feel inspired by this. Thanks for having me. It's been a pleasure. OMG SO FAR, are you inspired? Do your creative juices flowing? Are you like thinking about what you could potentially do? Or are you like Nazism just gonna stick to stick to what I do? Anyway, I love that conversation. It definitely got me thinking. So I hope that it inspires you today as well. Well, that's it for another week. It has been amazing to have you here as always, and remember to follow me on all socials at Sue's Chadwick. But thanks so much for listening. Until next time, have an awesome week and make sure you keep playing big and branding bold.
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