RMW said:
If it is not too nosey a question, is there anything you care to share about what it took to get them interested in carrying the product, not pricing but how you went about it?
Thanks,
RMW
RMW, that's an interesting question that I don't normally get to share with others. This will be kind of fun for me to answer. I have a long history with Rockler that put some things in motion a decade ago, but only part of this is pertinent to them carrying my guides. Simply that it told me what doors needed to be opened, not necessarily opening those doors.
I've known, and been known by, the editorial staff at the Woodworker's Journal since before it
was the Woodworker's Journal. I've done some freelance writing for WWJ over the years, and WWJ did a "What's New" product description for my MGS guide last year. Rob Johnstone and his wife were part of the editor's trip to Festool-Germany that Festool invited me to as a "Thank You" for the manuals I have written. Rockler and WWJ headquarters are on the far side of town from me.
Earlier this summer, Rob Johnstone sent me an email saying, "hey, don't you write manuals...and would you be interested in writing for some of our new products...." Normally the magazine and product groups aren't related, so this gave me new contacts in the product development and purchasing group. I was mainly dealing with their product development engineers, though.
This took place while the SCG Guide was still only half in my head and half in the computer, so I didn't reveal the new design to them just yet. The product manager had seen my MGS-30 guide, but I hadn't told them about the SCG-10 until the week I released it to the public.
I had several meetings at Rockler for the manuals I was working on, so I set one up with the product manager to show him the new SCG-10 guide. He was impressed with the new design and we started cutting the "red tape" (lots of paperwork) to carry the guide pretty quickly. With the paperwork out of the way, I delivered a small quantity of guides to them with the understanding that I would have a large quantity held in reserve for 24-hour turnaround in case the sales spiked as hard as I suspected they could.
The sales did spike as I predicted, but it took 2 weeks instead of the 1 week I predicted for them to run out of inventory. Because of that 1 week delay, I let my guard down, and got blindsided by the large purchase order they sent me late last week. Over the weekend, when I wasn't in the workshop with Tanner building the table, I was up in the office building guides.
(Thankfully I had the distraction of watching Tanner play his XBox on the office TV, otherwise I would have gone stir-crazy.) I delivered the full order of guides to them yesterday.
I don't normally mention it publicly, but I also had the normal shipment of guides to Festool-Australia to complete this weekend too. Festool-AU is the equivalent to Festool-USA except they are privately owned and can therefore distribute my guides at the corporate level through the dealer network. Festool-AU can do this, but Festool-USA is prohibited from distributing my guides. This is why I cannot sell guides to Australian customers through my website. There is an exclusivity agreement for the whole Australian continent.