Marketing Ideas For Every Wholesaler

By Author: peter
Total Articles: 20
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Getting into the wholesale business in the UK is easy. However, the difficult part is becoming successful at it. A lot of start-ups in the past have tried to build competencies in terms of efficient execution of orders. Many have tried to act as a dropshipper or eBay supplier. But, the fundamental thing that most start-ups forget is the ability to gain customers. It is absurd that a wholesaler makes an attempt to get into the market without a marketing strategy in place.

The Old Method

The age-old practice in the wholesale business has been to ignore the marketing aspect. The belief underlying this practice had two causes. Firstly, the reasons were financial. A wholesaler generally plays on wafer-thin margins. Spend too much money on advertising, and you will run losses. Mass media was expensive, and because wholesalers’ target segments were fragmented, communication seemed like a useless proposition to everyone in wholesale UK. The second cause was a belief that all you needed to do was drop your prices low enough, and retailers would flock to ...
... you looking for a deal. So, why spend money advertising?

Problems With the Old Method

The old method worked pretty well in the old times when everyone was following the same rules. In the 1990s there came about a type of revolution that changed the game in almost every business. This revolution was called the Internet.

Internet made mass media cheaper and more targeted. In fact was that mass media wasn’t mass media any more. Any person could log onto the web and create a web page almost free of cost. Thus, they could now communicate to the whole world. That’s why they call the computer “the world at your desktop.”

Secondly, with the Internet, any retailer could gain information about suppliers worldwide. The game wasn’t local anymore. It became international. It is possible that your buyer could be sourcing material right now from a wholesaler based in China.

The Solution

To overcome these problems, a new solution is being looked at. It is called “networking forum.” It is like the Facebook or LinkedIn but exclusively for wholesalers and retailers. An additional feature is that the information put up on these websites is physically verified by the website’s management. This makes a subscriber’s job a lot easier as they know that they are dealing with credible information.

The wholesale business has now, therefore, become very much marketing oriented. The underlying constraints have been nullified. Mass media is no longer expensive. You can easily get a space where you can target your customers from across the world in an inexpensive way. Because everyone is on these websites, retailers prefer to go there to find their sources. So, anyone who is not communicating with the world can no longer do business or is at least leaving big opportunities unexploited. Why should you target your neighborhood retailers in this global age where every wholesaler has a world of opportunities open to them?