What Wholesalers Need to Know to Work Smart with Retailers

If you are planning to start selling your wares to retailers in any line of business, you are likely to deal with retailers much of the time. Once you decide to go wholesale, you will need to come up with secure options that will help you not only get wholesale buyers but also to make them come back again and again and even refer other customers to you.

Once you have become a wholesaler, you will need to get representatives who will ensure that all your retail buyers are served well and that all the deals are sealed with satisfaction on either side to provide a mutual benefit for both of you. In many cases, as a wholesaler, you will need to have a special offer for new wholesale buyers, but you can also leave some room for negotiation such that your retailer will feel appreciated.

The following are some of the things that you will need to seriously consider if you would work well with your wholesale buyers.

Return Policies

As a wholesaler, you can be very excited when you receive your first big order from your potential retail customer, and it is very easy for you to forget about simple details like how and when can the wares be returned to you.

Be sure to set rules that will govern and clarify circumstances under which damaged, outdated or even unsold goods can be returned.

Set policies like when in case a wholesale buyer purchases products and has already signed for the goods upon delivery and later discover any defects on the goods, can they be returned? Setting such governing policy can be helpful to deal with your retailers and ensure a good working relationship with your buyer.


When retailers buy wares from you in bulk, you will need to come up with a way of delivering the goods to their store. There are many different methods that you can use to deliver the wares to your clients.

Once you decide that you will be delivering the goods bought to your customers, be sure to set the options and delivery schedules that will be effective both to you and your buyer. Also, include a clause on how long it will take from the purchasing of the goods to the actual delivery.

Some of the delivery options that are available include the following:

Freight On Board Destination
Under this option, you (wholesaler) will offer to cater for the shipping costs of the goods, and you will be responsible for the condition of the goods until they reach to your retailer’s store.

Customer Arranged Pickup
Under this delivery option, your buyer opts to arrange for the transportation of the goods and is responsible for the condition of the goods as soon as they are picked from your warehouse.

Freight On Board Shipping
This delivery option means that your buyer pays for the shipping cost and is responsible for the goods as soon as they exchange hands.

Freight On Board
This is a delivery method whereby you will agree with your buyer on who will cater for the transportation cost and when the responsibility of the condition of goods shifts from you to the purchaser.

Advertising Restrictions

As a wholesaler, you need to set restrictions concerning advertising. It will be wise of you if you will set advertising restrictions like for how long or when can your retailer use your business logo or ad placements.

You will also need to make this limitation well known to your retailers to avoid any misunderstanding. Having advertising restrictions will enable you to protect the unwanted use of your business logo and ad placements for the benefit of another business.


Placing and Cancelling of Orders

Ensure that as a wholesaler, you set clear rules that are as clear as crystal on the process of placing and cancelling orders.

Set a simple process such as can a retailer make orders via phone? During which hours of the day can your customers place orders? If you have an online portfolio, can your clients place orders using your online platform?

Once you have set such a process of making or cancelling orders, ensure that you stick to it. For example, if you allow your customers to place orders via your online portal, ensure that you respond to their queries and comments within 24 hours.


As a wholesaler, when you are setting the prices for your goods, consider the cost you incur while purchasing those products from the manufacturer and the demand for goods in the market. Set prices in a range that if your retailer wants to negotiate, you can be able to allow a discount and still make a profit.

Set a price that will allow your client to make some profit too once they go to resale it. There are many ways through which you can determine the price of the wares. However, be careful not to overprice your goods but offer prices that are competitive.

Offer Advice

Retail sellers are constantly looking for new ways to enhance their business. You can make your retailers always come back to your shop by regularly giving them pieces of advice on how to improve their business and hence sales.

If you can come up with great business ideas that you freely share with your clients, you will win your customers, and this can be good for your business.

Make Your Retailers Feel Good

It is commonly said that laughter, even when faked, is good for general health. If you can cheer up your retailers every time they visit your warehouse and make them feel better than when they came into your store, you stand a chance of making them want to come back to your store more often.

You can also come up with something new every day that makes your warehouse different from the last time your client visited. By so doing, you make your store unpredictable, and your customer can always look up to the next visit to see something new in your store.



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