Approaching wholesale suppliers to establish distributor accounts requires careful preparation and a professional demeanor. Just as you wouldn’t attend a job interview unprepared, you shouldn’t contact wholesalers without doing your homework. Remember that setting up a new account costs the manufacturer time and resources. If you don’t appear to be a potentially profitable distributor, they are likely to decline your request.
As Charlie Hall, owner of Charlie’s Woodshop, notes, online retailers need to follow up and do the required work to succeed. Making a positive impression can be the deciding factor between a rejection and the beginning of a successful business partnership. So, what’s the right approach to requesting a wholesale account?
**Present Yourself Professionally**
Wholesalers want assurance that you will represent their products effectively.
1. **Pay attention to your presentation:** Ensure your grammar, punctuation, and capitalization are correct. Use a spellchecker. Poorly written communication suggests laziness or incompetence. As Hall points out, these details reveal whether a retailer is serious about the business relationship.
2. **Provide comprehensive information:**
* Include your full name, business name, business street and mailing address, and complete contact information.
* Provide your tax IDs: Legitimate wholesalers require these numbers to verify your business’s legality and to avoid charging you taxes. In-state manufacturers need your state tax ID, while out-of-state manufacturers need your federal tax ID.
**Come Prepared**
1. **Conduct thorough research:**
Only contact companies you’ve carefully studied and believe align with your business goals. Avoid sending mass emails requesting information and accounts. Even if using a template, personalize each email. Wholesalers are less likely to respond if they detect a generic, mass outreach attempt.
Thoroughly research a company before requesting information. Review their website and policies. Asking questions easily answered by their FAQs suggests a lack of seriousness.
2. **Understand the relationship’s boundaries:**
A wholesaler is your supplier, not your business coach. They have limited time and resources, so don’t expect them to provide extensive guidance on running your e-commerce business, optimizing your site, or driving traffic. They are not there to answer questions you should be researching yourself.
While not all wholesalers are accepting new accounts or willing to work with home-based businesses, many are. By being professional, prepared, and understanding the wholesaler’s perspective, you significantly increase your chances of establishing successful partnerships.