When you’re working on building your wholesale program, recruiting new wholesale customers quickly becomes your #1 problem. That is why it’s important to have a perfect WooCommerce wholesale registration page.
It’s hard enough to find retail customers, so how the heck do you attract quality wholesale customers without having a wholesale registration landing page to educate them on joining your wholesale program?
What should be on your wholesale registration landing page?
This landing page is more than just providing a wholesale registration form. It’s about providing a resource that will:
- Tell them the benefits – your page should tell people why they should join your wholesale program
- Filter prospects – it should identify the right wholesale customers and eliminate those who aren’t a good fit
- Social proof – show examples of people who are in your wholesale program who are having success with it
- Tell them what to do – the page should provide an option for wholesale registration
- Set expectations – it needs to tell them what to expect next in the process
And that’s the rough formula, but in this post, I’m going to go deeper into what I think makes for a quality wholesale customer recruitment landing page.
#1 – Outline The Benefits Of Your Wholesale Program
Whenever you create a landing page, one of the golden rules is to always talk to the benefits of whatever it is you’re selling first.
Disregarding design for a moment, I find it helps to imagine a shortlist, of maximum 5 bullet points, headed up with the title “Benefits of joining”. This will put you in the right frame of mind to list out the benefits.
Examples could be:
- Preferential wholesale volume pricing
- Exclusive first-view access to new product lines (released approximately every quarter)
- Access to quarterly reseller training webinars
- Welcome pack including 1x promotion stand, 500 product information booklets, and 250 counter magnets
- Quarterly check-in phone call
Once you have your list, you can design this into a nice presentation which really goes in-depth on each point and hows off how you treat your wholesale customers like royalty.
#2 – Identify The Right People
You probably have a pretty good idea about who your target market is on the retail side. But have you thought about who your target market is for your wholesale program?
I probably don’t need to sell you on why you need to have a target market in mind, but just to refresh our minds, it’s about having a crystal clear vision about who your target market and what is unique about them.
It will help you identify the right people and actively eliminate those who aren’t a good fit.
Your landing page should explain exactly who is a good fit for your wholesale program.
Don’t be afraid to get specific with the details, describe their attributes and this will help people self identify. Eg. “Our wholesale program caters to retail stores that sell complementary products such as X, Y, and Z doing over $10m turnover per year.”
Doing this will also help people self eliminate, so you get fewer applications from people you don’t want in your program.
#3 – Show Social Proof Of Existing Customers
Once you have taken them through the high-level benefits of working with you and described who is and isn’t right for the wholesale program you can safely assume you are talking to someone that is going to be a good fit.
Now you just need to overwhelm them with social proof.
In my opinion, nothing does this better than case studies or “success stories”.
You can do this easily by showing just a few paragraphs or you can go deeper with links to specific case study stories or even better, video interviews.
By showing successful wholesale customers you are basically telling your new prospect that:
- They’re not alone and they’re not the first one to apply
- Existing wholesale customers are happy to do business with you
- They can have the same level of success as well
Don’t have the time to put together case studies? That’s OK. You can also do things like show social feeds of customer reviews or show testimonials from your big customers.
#4 – Ask For Registration
By now your prospect should have all the information they need to at least submit a wholesale registration form, so now is the time to “ask them for the sale” as they say in sales speak.
Our WooCommerce Wholesale Lead Capture plugin is designed to make this job very easy and it features a full approvals process as well.
The plugin adds a wholesale registration page for you but, if you want, you can simply add the shortcode for the registration form onto any on your site and it will take care of the rest.
See the getting started guide for more information on how to use this plugin.
#5 – Tell Them What To Expect
Now you need to tell them about what to expect next.
They need to know how the process goes for becoming a wholesale customer.
I recommend you get specific with a timeline here. Give them timeframes, individual steps, what they need to provide or have ready to provide to you, whether they need to conduct an interview call with you, etc.
Lay it all out so that they can see what is expected of them and what they can expect from you.
You should also make them agree to the specific terms and conditions of your wholesale program. Give them your information sheet as a downloadable/printable so they can read it later. Make your terms very clear.
Specifically, I recommend you tell them what they need to do to remain a wholesale customer, what their responsibilities are, minimum order requirements, etc.
Bonus Tip #6 – Provide An FAQ
Here is a bonus tip that can increasing the conversion rate of your registration form while decreasing the number of questions you get.
Add an FAQ accordion to your landing page!
It’s hardly possible to answer every little tiny question a prospect might have via the landing page copy.
Sure you might hit on all the big points, but for something as important as a wholesale customer application which potentially the start of a long and prosperous business relationship they might have some follow up questions before submitting.
An FAQ is ideal at this point in the landing page to answer those little questions that you weren’t able to address head-on in the landing page copy.
Ensure that you start with a good half a dozen to a dozen questions in the list and plan to add to it over time.
I recommend also providing a dedicated contact person or a contact form for the inevitable “other” questions that people will need to ask. Once you’ve answered them, you can add them to the official FAQ list.
A wholesale registration landing page is an essential part of your wholesale program strategy for your WooCommerce store.
Remember that this is the page you are going to drive traffic to, so the better it is, the more likely that traffic will convert into leads for your wholesale program.
Put the time into developing this as a tool for recruiting wholesale customers and you will reap the rewards.