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Article Title:
An Unreliable Wholesaler = A Black Hole In Your Sales

Article Description:
The Difference Between Making and Losing Money.

Additional Article Information:
893 Words; formatted to 65 Characters per Line
Distribution Date and Time: Tue Apr 11 08:30:44 EDT 2006

Written By:     Paul Mroczka
Copyright:      2006
Contact Email:  mailto:[EMAIL PROTECTED]

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An Unreliable Wholesaler = A Black Hole In Your Sales
Copyright © 2006 Paul Mroczka
Uk Wholesale Suppliers And Wholesalers B2B Trade Portal

You are preparing to open your business - you know what you are 
going to sell, your premises or website are being setup, and you 
have your wholesaler all set to go. But is your wholesaler really 
ready? What do you know about them? How did you choose the 
company with whom you are going to do business? These are, after 
all, the people who control your ability to offer a specific 
product in a timely manner. They are a very basic element of your 
success or failure. 

A wholesaler is a company or trading entity that buys large 
quantities of specific products at a discount from manufacturers 
and then sells each product in smaller lots to vendors, also 
known as retailers, who will then resell the product in even 
smaller lots to the general public. If you have a business 
focused on selling products to the public, you are a retailer, 
and you will get your products from wholesalers. 

There are a few essentials to look for when considering 
suppliers, including reliability and punctuality, company 
history, liquidity and financial health, commitment to value and 
quality, ethics and trustworthiness, and customer service. Before 
deciding on whom you are going to do business with you must 
complete some homework by investigating potential wholesalers 
in accordance with the six general categories above. 

After searching out wholesalers and creating a list of contacts, 
your next step should be to directly speak with these potential 
suppliers. Talking with someone at the company - making a direct 
contact that goes beyond e-mail - should be very simple. This is 
actually your first test of their commitment to service. If a 
distributor doesn't take the time to connect with you, you will 
have grounds to question their concern for customer relations. 

When conversing with a wholesaler ask questions regarding payment 
terms, turnaround time on orders, quality control, and their 
business philosophy. Business philosophy simply means - what is 
their company most committed to when it comes to their day-to-day 
operation? Be sure to listen carefully, ask follow-up questions, 
and request clarification on anything that is not clear. At the 
end of your conversation, you should request information about 
their company and also ask for business references. 

If the wholesaler says they cannot supply references that should 
be a warning flag. Any business should be able to provide a few 
names of companies or people with whom they have conducted 

Also, they should mail or e-mail you some sort of informational 
package. This is the first test regarding their turnaround time. 
If they forget to send you information you requested or if it 
takes longer than 5 business days, you probably want to forget 
about dealing with this company. Additionally, what they send 
you, how organised it is, and how detailed and professional it 
looks will be a good barometer regarding the company's standards 
and performance. Read any materials you receive carefully and 
check to see if there is some sort of company history and 
business philosophy included. 

Notice, without risking any money at all, you have probably 
already eliminated some distributors while placing others on your 
shortlist. Of the six categories listed above you have already 
gathered useful information on reliability and punctuality, 
company history, ethics and trustworthiness, and customer 

Perhaps you have contacted eight companies and you like two. 
Search for more wholesalers to interview. A sampling of 10 to 15 
will give you a good idea of the range of distributors that exist 
and their different policies, standards and services. Don't stop 
after speaking with two, three or five. It's just not a big 
enough sampling on which to make such an important business 

One important area to weight carefully is company history. If a 
wholesaler has been in existence 20, 40, 70, 100 years or more 
- that certainly says something about their company. In this 
increasingly competitive world, businesses do not continue to 
pass the test of time unless they are simultaneously stable and 
well run while being adaptable to the changing marketplace. This 
does not mean a newly formed company will not serve your needs, 
nor does longevity insure your total satisfaction; the length of 
a wholesaler's history is simply one of many ways to gauge their 
competence and reliability. 

After performing your research and reviewing the information you 
have collected, you may still be unsure of which distributor you 
should choose. You may certainly decide to go with more than one 
source for merchandise due to different styles, brands, and price 
ranges they offer. You can always go with the wholesalers at the 
top of your list, knowing that you still have information on a 
second or even third choice, which you could fall back on if your 
initial pick proves to be ill-advised. 

One thing to remember is that after following through on your 
queries your final decision may be based on a feeling - a gut 
reaction - rather than on cerebral deduction. Still, the fact is 
all of the work you have done has not been wasted. You have used 
it to get to the point where you have two, three or maybe even 
four sound choices. You really won't know if you have made the 
correct choice until your business is up and running - taking 
orders and, because of your hard work, delivering the goods.

Paul Mroczka is chief editor at, a 
<a href="";>UK wholesale suppliers and wholesalers B2B 
trade portal</a> 
based in London, UK.



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