The business model for the Wholesaler is the same as that of the Manufacturer. In the eyes of the
prospect
the wholesaler is like an extension of the manufacturer. This model is almost always
business to business
but may at times be dealing
with a business to an end user.
Hot Button # 1 - Make More Money
a) Higher Margins
b) Dealer To Consumer Marketing
Hot Button # 2 - Less Hassle, ease of doing business with
Hot Button # 3 - Low Risk
The prospect may feel as though they already have a manufacturer providing the same or similar product. The prospect has no time to investigate the options. He is skeptical of upsetting his clients, and is always being hit up by sales reps. The prospect wants the product to move, and make higher margins. He wants a quality product and general customer support. But most important to the prospect is the ability to make more money. They will judge you on your own marketing as well as the marketing tools you offer to them to help them move the product off their shelves and into the hands of their customer’s.  The biggest concern for the prospect is the risk of your product staying on his shelf and low margins. This is a loss of income for your prospect. The opposite of what is important. |
Most prospects have had extensive experience in dealing with manufacturers and have heard it all. They are concerned about damage to goods in transit, the availability, range of selection and modification to the product. They want assurance that the product will be delivered as ordered and undamaged. The biggest objections deal with the standard issues concerning the quality of the product. If the product stays on the shelf because of poor quality, that is a big problem. Your prospect wants to see quantifiable evidence of the result, that the margins are there and that the risk is low. Your marketing has to be credible if you are to accomplish that goal. Contact us today to arrange a free assessment of your marketing requirements. |
