The Silent Salesperson:

You’ve perfected your product. You know your profit margins. Now, it’s time to talk to the buyer—and your conversation starts long before you send an email. It starts with the Lookbook.

For professional buyers, the lookbook is your brand’s resume, pricing guide, and catalogue all rolled into one essential document. A messy, unprofessional, or incomplete lookbook is the fastest way to get a "no," or worse, no response at all.

Your lookbook isn't a marketing flyer; it is your silent salesperson. It needs to be clear, comprehensive, and built for a buyer who only has three minutes to review your line.

Here are the five essential elements you must include to build a lookbook that commands respect and drives orders.

1. High-Quality, Consistent Imagery

This is where the artist in you gets to shine, but with a business-owner discipline.

• Rule: Every image must be clear, well-lit, and consistent. Do not use busy backgrounds or cluttered lifestyle shots.

• Action: Show the product clearly against a white or neutral background. Use a separate column for a small lifestyle photo if necessary, but keep the main image functional. Buyers need to see the product exactly as it will appear on their shelves.

2. The Pricing Trio: Wholesale, Retail, and MOQ

Clarity is king. Buyers should not have to hunt for the numbers they need to make a purchase decision.

• SKU (Stock Keeping Unit): A unique, alphanumeric code for every single product variation (e.g., CANDLE-LAV-8OZ). This eliminates confusion on orders.

• Wholesale Price: The price the buyer pays you (must be $COGS \times 2$ or higher).

• Suggested Retail Price (SRP): The price you recommend they sell it for (must be $Wholesale \times 2$ or higher).

• MOQ (Minimum Order Quantity): Clearly state your minimum order requirement (e.g., 6 units per scent, $250 minimum opening order).

3. Clear, Comprehensive Terms of Sale

This section is non-negotiable and must be easy to find. It protects you and provides the buyer with the necessary guidelines.

• Minimums: Reiterate your opening order minimums.

• Payment: List accepted payment methods (Credit Card, ACH, PayPal) and your payment policy (e.g., "100% upfront for first orders," or "Net 30 terms for approved re-orders only").

• Shipping: Clearly state who pays for shipping (standard is FOB, or "Freight On Board," meaning the buyer pays the shipping costs). Include your current lead time (e.g., "All orders ship within 14 business days").

4. A Compelling Brand Introduction

The front page (or cover) should sell your story and your values quickly. Remember, buyers are choosing a partner, not just a product.

• The Hook: A short (2–3 sentence) paragraph explaining why your brand exists. Are you eco-friendly? Handmade locally? Donate to a cause?

• Contact Information: Name, direct phone number, email address, and your dedicated wholesale website/portal. Make it easy for them to order.

5. Professional Format and Deliverability

The world runs on PDFs. Do not send a spreadsheet, a Word document, or individual JPEGs.

• Format: Save the document as a clean, professionally designed PDF.

• File Size: Keep the file size under 5MB. Buyers will often delete large files, or their spam filters will block them.

• Version Control: Clearly date the document (e.g., LineSheet_2025_Fall) so buyers know they have the latest pricing.

Ready to Master Your Wholesale Documentation?

Your lookbook does the selling when you can't be in the room. If it looks like a spreadsheet, you'll be treated like a commodity. If it looks like a professional catalogue, you'll be treated like a serious brand.

The Wholesaler Maker Course provides you with proven, fill-in-the-blank lookbook templates that instantly make your brand look professional.