How To Do Outreach To Attract New Wholesale Customers


Trying to attract new wholesale customers could be tricky. For one, you might not know if they will react to your offer and two, they might not just be entirely interested at all. So how do you keep a potential customer engaged in what you have to offer?

These days entrepreneurs are hyping up their online marketing efforts in order to attract the right customers and lucky for you, you don’t need to pay a lot in order to use marketing campaigns to reach out to them. All you really need is the determination and motivation to make a lasting impression. Effective customer engagement will help keep their attention and even attract new ones. Here are some effective ways you can reach out to wholesale customers.

Cold Calling

Cold calling is defined as contacting or visiting a prospect without any set appointment. It could also mean calling a prospect for a sales appointment otherwise known as cold canvassing. Basically, its unsolicited phone calls made to strangers in order to generate sales or seek donations.

Cold calling can be a bit tricky to execute as you are only focused on contacting people that are interested with your offer. So what do you do? First of all make or choose a target area. You can expand but it’s a lot easier to focus on local areas than taking over the world. From there you can then choose to expand on areas you want. You can start within your own state or region. Estimate the size of the business and accept only those people who can meet the standards you are looking for. Get in touch with them through calling; make sure to check the time that is best to call them. Again, don’t try and make an appointment. It’s like a surprise call but with marketing purposes.

Pay Per Click

Also known as PPC is an internet marketing campaign that is used by advertisers wherein they pay a fee every time the ad they have posted is clicked on. It’s basically like “buying” the visits to your website or blog. Among the most popular forms of Pay Per Click is search engine advertising. This allows the advertisers to bid for a rank or placement in a search engine’s sponsored links. So when someone searches for a keyword related to that business then the ad will show up on the top spot of Google’s results page.

To attract more wholesale customers, targeting keywords that are related to your niche is important. Setting up a good landing page must also be added for customers that are visiting your website. Once you have the customers, give them a breakdown as to why they should consider being your wholesale customers. Get into the details and offer them a wholesale registration form to sign up to.

Send Out Samples

Sending samples of your products is one of the most commonly used strategies of manufacturing companies to help create the leads they need to purchase their items. As a wholesale company, you can definitely do this. In order to be successful at it, you need to commit on sending out samples either each week or month (depending on what you prefer). Make sure to conduct follow-up phone calls the following week to those customers who received the sample products too. This creates a good opportunity for you to talk to customers and help them decide. Be creative as well; include fun stuff in the sample products you send out. This could get your customer’s attention which can also lead to interesting topics to talk about once you conduct follow-up calls.

Attending Trade Shows

Trade shows are a good source for leads for wholesale customers and business owners. Trade shows provide you with the chance to showcase your products and give away samples. If you do it right, reaching out to wholesale customers is very possible. You can also talk about yourself at the trade show; make connections with other people who are in the same niche as you are. Be honest and upfront; make sure to ask for referrals and contact information as well.

Fill In Orders ASAP

Speeding up fulfilment of orders keeps your customers happy. There are plenty of ways to do this and you don’t necessarily need to use any management software to do it. All you need is to have an efficient team that can help you with orders that could start the process immediately. Of course using management system software can be an advantage too but always make use of what you have and find ways to fulfill these existing processes.

Communicate Regularly

Keep your retailers in the loop, make it a point to inform about their order process so they can manage their timeline effectively. You should send them detailed order confirmation of the items they have ordered, when it has been confirmed, tracking details of their order, where it is going and if it’s on the way. You can also update them of the latest products you have and when they are released. This saves them the time to call or check emails regarding their orders.

Collecting Details Matters

One of the easiest ways to find wholesale customers is to look within your own customer base and gathering their information can help you in the future. You can do this by narrowing down the list of what you are looking for, find ones that fit it and convert them into wholesale customers. You can:

  1. Separate your business customers from the consumers by looking for the ones that have supplied a company name.
  2. You can also export your full customer list.
  3. Narrow down those customers who have made their purchase more than once.
  4. Pick up the phone and reach out to them (manually) or simply send out an email. But if you truly want to connect with your wholesale customers, talking to them via phone is more personal!

You can also collect information of your potential wholesale customers through the following:

  • The author page
  • The Contact Us and About Me/Us pages
  • Google
  • Facebook
  • LinkedIn connections
  • Twitter accounts
  • Spokeo
  • Local directories
  • Blogging groups/communities
  • Emails campaigns

The list could go on but if you are looking into collecting information of potential customers then these can come handy. Some of these may be used for free but there are also others that requires membership fee like Spokeo and many others.


Attracting new wholesale customers is not impossible, in fact, it can be done systematically. You just have to find that string that connects your business to them and vice versa. Don’t be afraid to try new approaches too; have that enthusiasm to share and promote your products. Be an assertive communicator and not an aggressive one. You will win more customers this way. Make sure to provide them with useful information and connect them to proper channels that can help.

Show your interest with your customers and not only because you want to make sales. Being someone who is genuine and like-able breaks the barriers between seller and buyer. Don’t just promote yourself, promote them as well. Avoid using false-advertisements as this could ruin your credibility. Create a pathway where communication is clear and your customers can feel free to express their concerns. Train your team to be empathetic, honest and help them develop their communication skills so they can follow up on leads. Lastly, be the example that you want your team to be. Be engaging and lead your team well. Your influence will not only help your team but also win new potential wholesale customers.


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