Caution: Selling online is not for the faint in heart. If you hate selling, nothing in this post will make sense to you.
Welcome to the first post in a series of #HowToSell guides where we give you an expert look at strategies you can implement when taking your products and creations online.
It’s the world cup craze and we decided to start this series with one item that’s all over the internet at the moment – sportswear (with a focus on football jerseys).
In this guide, you’ll see:
- What it means to sell sportswear online.
- How to engage your target market
- Examples of features and benefits
- Recommended social networks
- Brief marketing strategy
- How to get started.
So let’s jump right into it.
Product Description: What Does It Mean To Sell Sportswear Online?
Running a sportswear store simply refers to selling sportswear, from football jerseys, to boots, shin guards, socks, you name it, not just to sportsmen and women but to sports fans as well.
After all, there were 3 million preorders of the new Naija Jersey by Nike, yet, we don’t have 3 million people running on the pitch in Russia.
It’s also always advisable to specialise so you’re not trying to sell everything to everybody. You don’t have to be a mega sports brand or a creator/designer of sportswear before you can sell sportswear online. Ever heard of retail?
By simply partnering with another sports brand as a retailer, you can get the ground running. This way, you won’t have to create the sportswear, but you must be able to sell them. For example, here’s a guide on how to sell Adidas sportswear online.
However, keep in mind that not just anyone can go into this business.
Yeah you heard me right.
Because we preach passion before profit. If you hate sports, can’t stand the sight of a muscular babe and can’t see yourself speaking sports lingo, I suggest you try setting up an ecommerce store for something else you’re actually interested in.
You don’t have to be an athlete to sell sportswear, but you must have passion enough to be willing to study the industry and understand the language (or lingo). Very important! It’s what keeps you interested in growing your brand.
Your Target Market: Sports Industry, Fitness Industry And Lovers Of Sports
This isn’t rocket science; you can see the trend in the ongoing World cup. As a small business, you may not be able to sell to national teams (unless you have millions of dollars to pay), but you can target smaller clubs, street athletes, fitness trainers and anyone else who thinks wearing sportswear is cool.
Features and Benefits
It’s good to say your running shoes fit well, but how about telling your prospect how they’d feel wearing those running shoes?
Anyone who gets your shoes isn’t just looking for a tight fit. They want to feel comfortable. They want to feel they can win races and keep fit by simply wearing your shoes. They want to feel cool. And they want to feel like they’re part of a growing tribe. It’s the same with the football jerseys – half the people who buy them aren’t footballers. But they want to feel current and among a tribe.
Infuse those emotional benefits in your descriptions and sales messages.
Go Full Speed On Facebook And Instagram, Youtube Plus IGTV
You want to build a media platform around your sports brand, and to do that, you need to leverage as many platforms as possible, but not all. A sportswear brand is a visual brand. Not only do people want to see what your sportswear looks like, they want to see other people use them.
You can best promote images of your wear on Facebook and Instagram. However, let customers who have used your products send video recordings of them during try-outs, or actual games and upload these to video platforms like YouTube or the new IGTV. The good thing is with IGTV, your customers can record with just their smartphones, so this removes any editing or equipment costs.
A Brief Marketing Strategy For Selling Sportswear Goes Like This…
Don’t just sell…educate.
It sounds normal for you to keep posting images if your wear on social media telling people to buy now, but sincerely, that’s not normal. Asides making prospects feel good, show them how to use your sportswear, and instances where they can be used. Depending on the niche you choose in the sports industry, you can give fitness tips, upcoming games, routine workouts, etc. Whatever you do, don’t directly sell every time. Education sells too.
You can post on social media daily or weekly, but once a week will be a huge drag. So daily or thrice a week does it.
The interaction starts on social media, but should end on your ecommerce site. You want to be able to automatically store customer data so you can always sell to them again and again. Social media doesn’t let you target people who have already bought sportswear from you except they’re following you or you send broadcast messages and DMs (which can be annoying).
Having a standard ecommerce site helps you monitor and keep records of sales, know how many people are browsing your store, and give opportunities for customers to subscribe for new product notifications.
Plus, if your social media account gets sabotaged tomorrow, you have a database you can fall back on via your website. Super simple.
Talenthost allows you setup an ecommerce website with all these benefits and more. Automatic notifications, sales monitoring, chat features and automatic notifications of new products and more are all wired into its very existence. Sign up today and get a discount.
Now Go And Get Your Trophy!
Money has to enter that bank account, so use the tactics here, including those you find in other guides and start selling. But, we have something even better coming…