Justin Baer built Collars & Co. around a complaint: a dress shirt under a sweater is miserable to wear. His seven-year-old filmed the TikTok. The first month did $40,000 on one white shirt.
He tells Elizabeth Gore why the goal of a cold call should be the rejection, how his stores turned that into a five-no target on the shop floor, and what he found out thirty years after his first sales meeting as a fourteen-year-old with a media kit made in Microsoft Word.
Featuring
Justin Baer, Founder and CEO, Collars & Co.
Presented by Block Advisors, built by H&R Block.
Timestamps
0:00 The goal is to collect the no’s
0:21 Tax break: holiday shipping prices are going up
1:40 The dress collar polo, and where it came from
2:34 The etiquette course that turned into a texting business
3:20 One question changed the entire pitch
4:38 Fourteen years old, with a media kit made in Word
6:00 What he learned about that meeting thirty years later
7:15 It’s never too late, but it’s later than you think
8:00 Why a dress shirt under a sweater never works
8:30 His seven-year-old told him to make a TikTok
9:10 Forty thousand dollars in a month, on one white shirt
13:42 He filled in the Shark Tank form at half past eleven at night
15:08 Make the no the goal
17:13 Five no’s before the customer leaves
18:02 A live role play on the shop floor
21:08 Going from ten million to a hundred is a different game
24:24 The dirty unicorn: a contract nobody read closely enough
26:13 Why the ten thousand dollar Instagram post stopped working
30:02 His father’s name plate
31:57 Tax break: what the OBBBA changed
#CollarsAndCo #menswear #founderstory #coldcalling #TheBigIdea #YahooFinance
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