For wholesalers, marketing your products can be challenging. When selling in the b2b sector, business decision-making can be notoriously complex. For example, wholesale customers love to compare vendors on every single point from pricing to delivery, looking for the best deal.
Fortunately, you can use a few different strategies to promote your products and attract more wholesale customers. By focusing on effective online marketing and clever offline ideas, you can improve your prospects and land new business.
In this article, we’ll discuss six ideas for attracting new wholesale customers. Let’s get into it!
1. Optimize your landing page design
Technically, a landing page is simply the page users arrive on when they visit your website. However, it also serves as the first impression a customer will have of your business.
You can also create unique landing pages for marketing purposes. They will be designed purely to capture leads and push your prospects down the sales funnel.
So, what goes into making the perfect wholesale landing page? Generally, there are three main elements you should consider.
Firstly, you should emphasize the benefits of your wholesale offerings. For example, popular wholesale marketplace Faire offers a vast catalog of products, free returns, and extended payment plans:
Next, be sure to offer some social proof. Your prospects will likely want to see that your wholesale offerings have successfully resolved pain points for other customers.
For example, you might include some customer testimonials on your wholesale website. Wholesale Central demonstrates this concept well with its dedicated reviews page:
You should also include Calls to Action (CTAs) liberally. For example, you might use a buy now button or ask your readers to click on links. CTAs help direct your prospects to take action where they might otherwise have procrastinated or navigated to a competitor’s site.
2. Strategically manage your pricing on the front end
Wholesale pricing is generally much cheaper than its retail equivalent. Not all your prospects will know this, so you can benefit from communicating this difference.
For example, you might display wholesale prices on the front end of your website:
If you’re using WooCommerce by itself, you won’t have the option to do this by default. However, you can use our Wholesale Prices plugin to extend the functionality of WooCommerce.
To get started, you’ll need to have both WooCommerce and Wholesale Prices installed. We have a free version of our software that is suitable for displaying wholesale prices on the front end. Alternatively, you can upgrade to a Wholesale Suite bundle for more customizable features.
Once you have installed and activated both plugins, head to WooCommerce> Settings > Wholesale Prices > Prices. Select the Show Wholesale Price to non-wholesale users option:
Alternatively, you may want to enable catalog mode in WooCommerce. It can display products without pricing. This configuration can help to stimulate interest. As such, it can push customers to engage with you and send them further down the sales funnel.
3. Send samples
Sending samples of your products directly to business decision-makers can grab their attention. Hopefully, it can also secure them as ongoing wholesale customers. This is one of the older tricks in the wholesale marketing playbook, but it can still work.
You won’t need to rely on much technology or sophistication here. Simply curate a list of decision-makers, send them your products, and follow up with calls within a week. If your goods are suitable for their industries, they’ll likely be willing to discuss further options.
If your products are sound, you’re bound to generate a reasonable number of sales orders from this strategy. To maximize the likelihood of success, try to send samples directly to the key decision-makers each time.
4. Reach out to retailers directly
What’s one of the more obvious ways to get more wholesale customers? Simply talk to them directly!
When constructing your wholesale marketing approach, there are two factors to consider. The first is finding ways to attract new wholesale customers to your business. The second is figuring out how to meet your potential clients where they already are.
There are many ways to reach potential customers. For example, you might reach out via email to advertise your products. This approach can be efficient, but you risk your messages getting lost in spam folders or crowded inboxes.
Alternatively, you could try cold calling. This strategy refers to phoning new customers as the first point of contact. This method can be intimidating and often has a bad reputation. However, you can use some tips to refine your approach.
For example, you should consider calling in the morning before the day gets busy. Few people want interruptions during the most productive times of their workdays. As a rule of thumb, 10-11 AM on a Monday is the ideal time for a cold call — it’s the sweet spot when it’s neither too early nor late to connect with new prospects.
Furthermore, you should also consider addressing your recipients by their names. Before you pick up the phone, you might like to research the potential customer and their business. By doing so, you’ll likely get a better response.
5. Demonstrate at trade shows
People who attend trade shows tend to be decision-makers. As such, they generally go to those events to find deals. This means industry trade shows are excellent opportunities — not only to advertise and promote your products and brand but also to make more sales.
For example, the PPAI Expo is a famous promotional products tradeshows. It attracts wholesalers, distributors, and consultants from around the globe:
To maximize your chances of making a sale, you may consider offering free samples or special discounts. Additionally, you could demonstrate your products with interactive presentations. Using attention-grabbing strategies can catch the interest of new wholesale customers and convince them to buy.
6. Ask your existing wholesale customers for referrals
Referrals can also attract new business. They are first-hand recommendations from your existing wholesale customer base.
Referrals can be effective because they represent social proof. In fact, up to 92 percent of consumers trust recommendations from people they know. This effect can be amplified in wholesale business because the stakes are generally higher, and trust is a more significant concern.
You can start by simply asking satisfied existing customers to pass along your details to prospects. If you have a good relationship, there’s a decent chance of gaining this referral. You could even incentivize these clients by offering discounted products.
Attracting a steady stream of prospects is a challenge almost all wholesale businesses face. With so much competition on the market, it can be difficult to land and keep new wholesale customers. Fortunately, using a few strategies can put you ahead of your competitors.
For example, you can optimize your wholesale store by creating convincing landing pages and strategically displaying your pricing. Furthermore, you can attract customers offline with samples, trade shows, and referrals from your existing clients.
Do you have any questions about attracting new wholesale clients? We’d love to hear from you in the comments section below!