Wholesale Management Guide | How Wholesaling Works

Wholesaling is a fun, challenging, and financially rewarding eCommerce business model. Learning how to run a wholesale business and how to run a wholesale distribution business is essential. On the surface, it may look like you can buy raw goods, repackage them, and sell them. However, there’s a lot more to selling wholesale items than this.

Getting familiar with wholesale includes wholesale licensing, how to buy and sell goods, where to find suppliers, marketing and sales strategy, and pricing. Let’s walk through the process of getting a wholesale business set up step-by-step.

request a bluecart demo about wholesaling

What Is Wholesale Management

Wholesale management refers to operating a business that sells goods in bulk. Managing a wholesale company includes a variety of tasks such as:

Sourcing products;
Finding manufacturers and producers;
Price management of goods;
Marketing and sales to other businesses that need products in bulk;
Managing inventory and stock levels;
Growing the business by offering more brands and additional product categories;
Various other activities related to running a wholesale business.

Tips for Effective Wholesale Management

There are multiple ways for distributors to improve their business and increase profits. Here are a few tips that can help in that regard.

Impeccable price management. That’s especially important for sectors where prices are often fluctuating. Suppliers in these industries need to automate price management in order to retain their profit markups.
Warehouse efficiency. Proper warehouse operations can be the difference between successful wholesale management and an inefficient one.
Adapt to the demand. As the market becomes more competitive, suppliers need to adapt to the latest trends in technology and demand. The process of wholesale management also includes sourcing new products and brands to offer. Clients also expect their wholesale distributors to offer reliable solutions for ordering, invoicing, and managing stock levels.
Have a risk management plan. There are multiple risks that can affect a supplier’s business. That’s why effective wholesale management also means having proper plans in cases of price fluctuations, supply chain disruptions, and other situations that might pose a threat or have a negative effect on a wholesale distribution company.

Wholesale Definition

There are at least three definitions of the term wholesale. One, the word wholesale itself can refer to a complete or partial product that was acquired from a manufacturer.

Two, wholesale can refer to a business that buys wholesale goods and resells them to another business. Three, wholesale can mean a business that sells wholesale products to individual consumers at a profit.

How Does Wholesale Work?

It’s easy to understand how wholesale works once you become familiar with each of the relationships involved in the process. Here is what it usually looks like:

The creator of raw materials sells their goods to a manufacturer.
A manufacturer sells their products or parts to a wholesaler.
The wholesale broker or merchant sells their goods to another eCommerce or wholesale marketplace, retailer, or consumer.
Wholesale brokers ship products to retailers who add their own profit margin to the products. Wholesale merchants sell their goods to consumers, and their profit margin is typically adjusted as a result.

How Does Wholesale Distribution Work?

Wholesale distribution refers to the services wholesalers provide between private sellers or manufacturers and retailers. This is a crucial stage in demand management, as each party benefits from the following steps.

First, the wholesaler acquires goods from a private seller. This seller may be a large manufacturing company or a handmade product creator.

Second, the wholesaler identifies relevant retail opportunities through which to sell the manufacturer’s goods. Small manufacturers may not have the resources to sell their products directly to retail.

Third, the wholesaler sells the goods to retail outlets in smaller quantities. They are the link between the original seller of goods and the company providing goods to consumers.

How Does Wholesale Retail Work?

The wholesale retail process involves many steps from the overall wholesale distribution process. Here is a basic overview of how wholesale retail works:

The retailer communicates with the wholesaler to request the appropriate quantity of products.
The retailer receives goods, unboxes them, and either repackages or stocks them for sale.
The retailer sells the products to end users (consumers) at a higher profit than the wholesaler’s selling point.
The wholesaler continues supplying the retailer with the right amount of products, based on sales data.
The wholesaler and retailer both watch sales trends on either side of the supply chain.

Getting acquainted with the wholesale industry positions you for long-term success. This knowledge allows you to carve out a niche, develop key relationships, and drive efficient business results.

When you’re ready to start your business there are crucial decisions to make. Let’s examine the basics of starting a wholesale business.

How to Become a Wholesaler

Wholesaling is competitive, but there has rarely been a better time to start a wholesale business than today. The range of digital tools available today has made sourcing, producing, marketing, and selling goods a faster process.

Knowing how to start wholesaling requires industry knowledge, a few financial resources, and an excellent B2B marketing plan. Here is how to start a wholesale business:

Decide on the type of products you want to sell. Wholesaling includes everything from electronics and mechanical parts to jewelry materials and food.
Determine the type of wholesaling you want to do. If you’re a broker, you’ll be selling to other producers. If you’re a merchant, you’ll be selling wholesale goods directly to consumers.
Narrow down your target market. Uncover a pain point amid a wider market and sell directly to those buyers.
Identify relevant manufacturers or suppliers. Make sure that you’re both getting a good deal and working with a certified vendor.
Complete relevant paperwork. This is the least fun part of getting a business started, but is necessary and legally protects your work.
Develop a strong sales and marketing plan. Remember to not spend more than you have available in the beginning and leverage lower-cost strategies, like word-of-mouth and content marketing.
Organize your retail efforts. Research outlets that are accepting new vendors and match your target audience’s immediate needs.
Open or rent a physical workspace if you need it. What you need depends on your type of business model, but having physical space is extremely useful.

Hitting your stride as a wholesaler is largely the result of knowing your audience. The more you understand what your customers need and want, the more you’ll be able to create appealing offers that turn into sales.

Now that you’re familiar with wholesaling on the merchant side, it’s important to know about wholesaling on the supplier side. Let’s look at the building blocks of this business model:

Determine the goods you want to sell. Select products you believe in and won’t be reluctant to sell over and over again.
Decide if you’ll be selling raw materials or manufactured goods. Suppliers can sell goods that will become part of a manufacturing inventory, or sell to brokers who resell to retail outlets.
Run a healthy budget. Selling wholesale often means you’ll be selling in bulk. Set initial limits on your purchases so you can profit above your expenses first.
Build strong relationships with merchants and distribution networks. Being able to get your products in the hands of people who will move your sales forward is key.
Focus on value. The more your products can stand out on their own merits, the easier time you’ll have making sales.

Once you understand the essentials of starting a wholesale business, you can get your paperwork in order. There are specific legal requirements for operating a wholesale business, and some of the details vary from state to state.

How to Get a Wholesale License

Let’s start with answering, “What is a wholesale license?” A wholesale license legally permits you to purchase from manufacturers and resell products to retailers or consumers.

Your wholesale license is also a means to reduce taxes over the long haul. Since most wholesalers purchase goods in bulk, this license legally removes sales tax. Without a license, you’d be paying sales tax on each supplier purchase, which adds up quickly.

How Much Is a Wholesale License?

The average wholesale license costs about $6,500, though it can be as low as $3,000 or as high as $10,000. The high degree of variance may be because of the state you live in, the laws pertaining to that state, or other case-by-case requirements.

Getting your wholesale license requires existing business information, some dedicated time, and some funding. Here are the key steps to prepare for:

Step one is acquiring your employer identification number (EIN) or your federal tax identification number (FTID). The government uses your FTID or EIN to track all of the transactions your business is engaging in. If you already have this, you can skip to step two.

Step two is getting your sales tax ID. This is the document that allows you to collect sales tax on your products.

Step three is applying for your wholesale license. This step usually looks different from state to state. Consult your state’s tax or revenue office to ensure you’re providing all required information.

Once you’ve invested the necessary funds and completed all legal paperwork, you’re probably eager to start looking for suppliers. Wholesale businesses find products through wholesale directories, which are large lists of suppliers and their goods. Next is a list of prominent directories in popular wholesale niches to help you get started.

What Is a Wholesale Directory?

The hundreds of wholesale directories online all feature different suppliers and advantages. Take the time to familiarize yourself with prominent directories in your niche so you know where to find great opportunities.

Wholesale Beauty Products Directories

The beauty industry generates over $500 billion annually in the United States and is growing at over 10% per year.

Here are three of the top wholesale beauty supply directories:

Cosmetic Index
eWorldTrade
GreenDropShip

Wholesale Pet Supplies Directories

The United States’ pet industry sees over $232 billion in annual revenue with an expected year-over-year (YoY) growth trend of 6%.

Take a look at three of the best wholesale pet supplies directories below:

PetEdge
King Wholesale
PIDA (Pet Industry Distributors Association)

Wholesale Food Directories

The grocery and food wholesaling industry generates over $1 trillion annually in the US.

Here are a few prominent general wholesale food directories:

Dealerbaba
Wholesale Central
Bevnet

Wholesale Crafts Wholesale Craft Supplies Directory

Homeschoolers, teachers, and community event coordinators all purchase craft supplies and artistic goods regularly. The industry is also growing by 2.7% YoY.

Take a look at some of the top wholesale craft supplies directories:

Independent Retailer
Art Materials Retailer
The Craft Booth
Fine Crafts Imports

Wholesale Office Supplies Directory

Wholesaling office supplies is a great niche to get into due to ongoing strong demand. This wholesale niche generates at least $230 billion each year and is growing by 2.4% YoY.

Below are some of the top wholesale office supply directories:

Bulk Office Supply
Zuma Office
Office Super Savers
On Time Supplies

Hardware Wholesalers Directory

The hardware industry in the US generates annual revenue of about $350 billion with an expected 4.1% YoY growth.

Here are some top wholesale hardware directories:

Reiss Wholesale Hardware
Kompass
STAFDA (Specialty Tools and Fasteners Distributors Association)
Global Sources

Once you settle on a directory that provides the products you need at competitive prices, it can be a game-changer for your business. It’s much easier to grow your sales when you have a supplier you can depend on.

If it hasn’t been as easy as you thought to find quality suppliers, there are ways to narrow down your approach. Keep reading to discover other ways you can partner with best-in-class suppliers and manufacturers.

How to Find Vendors

Knowing where to find wholesale suppliers that will bring your business to the next level is difficult. Before we look at how to find the companies you need, it’s extremely useful to know how vendors, distributors, and suppliers are different:

A wholesale supplier is a company that first manufactures or produces a part, material, or product.
A wholesale vendor is a company, service, or website that offers suppliers’ goods for sale.
A wholesale distributor is a company that purchases wholesale goods and resells them to retailers or consumers.

Now that you know these different types of businesses and what they provide, let’s look at how to find the ones you need:

Browse online wholesale directories. It’s better to try to contact manufacturers themselves if directories aren’t providing what you need.
Attend trade shows, either locally or internationally. The Global Sources Expo and Canton Fair are two prominent trade shows that should not be passed up.
Use supplier databases. Sometimes directories won’t have what you’re looking for, but a database will. Remain diligent in your search and you’ll be pleasantly surprised at the opportunities you uncover.

If you need a vendor instead of a supplier, the process is largely the same. Here are methods to maximize the time and energy you invest:

Conduct a vendor online search. Popular B2B eCommerce platforms offer detailed info on wholesale suppliers with a few clicks of your mouse.
Research your competitors’ methods. You can consult the US customs database for a list of what companies imported which goods.
Subscribe to relevant publications. By seeing what companies are advertising and where, you’ll uncover the right opportunities much faster.
Browse forums and online groups. Talking in an online forum is a great, flexible way to build new relationships. You never know when the next conversation will lead to a positive business partnership.

Here are some key tips on finding distributors if you need to expand your retail network:

Determine the kind of distributor you need. The type of distributor you need--like a dedicated reseller or logistics provider--will depend on your business goals.
Maintain strong visibility at trade shows. Distributors have an active interest in building supplier relationships. The more prominent you are at trade shows, the easier time you’ll have in talking with the right people.
Browse local business listings and chambers of commerce. Small businesses need to register with their state, so villages and townships have an incentive to make them visible.
Look through websites like Amazon, eWorldTrade, and eBay. A percentage of individuals who sell goods wholesale do so through these large online marketplaces. Use the contact details of a couple companies to learn more about where they source from and how they’re looking to do business.

The relationships you form are some of the most important decisions to make in business. They can be catalysts for exponential growth or the reason growth isn’t happening quickly. Once you’re working with some quality suppliers and partners, it’s time to get your purchasing down pat.

How to Buy Wholesale

Buying wholesale goods is easy when you understand how the process goes. Here are the basics:

Perform market research. Wholesale brands in any niche compete against hundreds of other sellers. You should be closely familiar with what you want to sell so you can produce and maintain a competitive edge.
Establish a professional brand image upfront. Decide on the type of imagery you want to represent your brand today, then make it happen.
Decide on a niche. The business adage of being a big fish in a small pond is entirely true. Instead of trying to sell everything at once, focus on a few quality products that you can scale up.

With the essentials covered, you can research more specific niches. Here’s what you need to know about the most prominent wholesale categories.

How to Buy Wholesale Grocery Items

Buying grocery items wholesale begins by making relationships with farmers and growers. Prepare by researching what suppliers expect of partners so you don’t go into a conversation empty-handed. It’s good to have a food storage plan created ahead of time so you don’t lose precious inventory to spoilage.

How to Buy Bulk Wholesale Items

Simply enter a product keyword in a directory and include bulk before or after when searching. When you’ve located a supplier you want to work with, ask what their average and minimum order quantities are.

It’s widely known that wholesaling can be a difficult industry to break into. That’s why you need a marketing strategy that will help you reach customers in relevant ways. Check out the next section for powerful recommendations on wholesale marketing.

What Is Wholesale Marketing?

Successful wholesale marketing is any approach, strategy, or tool that will help you increase the sales and customers for your business. There are dozens of business goals you may have; you need the right strategies to make it happen.

Here are a few effective ways to market your products:

Offer an Appealing Customer Experience

If your shopping experience is effortless, customers will be far more likely to complete their purchase and come back later. Your website should be fast-loading, navigable, and simple to understand. BlueCart offers a lightweight, speedy, and SEO-optimized eCommerce platform that can solve these problems for you.

Use PPC and Advertising Wisely

The modern targeting capabilities of platforms like Pinterest, YouTube, and Facebook make the scaling of a customer base easier than ever before. Make sure you understand how to use a given platform before you spend hundreds or thousands of dollars on it.

Wholesale Social Media Marketing

Setting up social media marketing for your wholesale business is important and has significant returns. Use these best practices:

Choose an ad platform that matches your target audience. Do your research and pick an avenue that will support the growth of your business.
Focus on content originality. Invest in someone who can create quality graphic imagery for you if you don’t know how to.
Create a posting schedule and stick to it. First, make quality content. But second, develop a social media schedule and be consistent.

Wholesale Email Marketing

Email marketing is an indispensable tool for winning in today’s business landscape. Here’s what you need to know:

Begin an email list now. Email marketing is easy to begin and has massive payoffs once you get it started. Once business owners understand the power of this tool, the only regret they have is not starting an email list sooner.
Place an emphasis on your subject lines. Your list will never open your emails if your subject lines are boring.
Use powerful calls-to-action (CTAs). Your CTA is the phrase used to encourage your customer to take action. Tell people what you want them to do and how you want them to do it!

SMS Marketing Wholesale

Texting customers is a surprisingly effective way to keep them engaged and send messages on the go. Here is how to use SMS marketing:

Employ relevant tools. Use a platform specifically designed to make the collection, organization, and segmenting of text contacts simple.
Send short texts. SMS stands for short message service, which is exactly the mindset you should use when sending marketing texts.
Make the sign-up process appealing. People are often reluctant to give out their personal contact information, especially if they don’t get anything in return. Give them a powerful reason for handing over their cell phone number to you.

Having a reliable marketing plan gives you the freedom to keep building incredible products. Growing your customer base will also reveal which products are most popular over time.

If your sales are still lagging despite successful marketing campaigns, you should revisit your sales methods. Next up are some strategies to keep in mind.

How to Make Wholesale Sales

The sales approach you use will depend on the products you sell and your overall wholesale business model. What worked when you started your business may not be an effective or efficient method anymore.

Here are a few flexible sales strategies to test:

Tap Into Your Existing Customer Base

Whether you have 10 buyers or 1,000, the easiest way to increase sales is through your existing customers. Make new and appealing offers that speak to your customers’ needs.

Provide One-Time Deals for New Customers

Offer a great one-time deal for your buyers, like a large discount for signing up, or a free product with their first purchase.

Offer a Subscribe and Save Discount

Give your customers a reason to buy frequently by creating a subscribe and save offer. If you sell products customers can use often, this is a great way to create recurring revenue.

Create a Referral Program

Use a referral program to incentivize customers to share your business. When both they and their friend receive a goodie for mentioning what your business does, this creates an outward ripple effect. More people will continue sharing your business and spreading the word to new customers.

Getting your sales process down pat takes time, and determining an attractive price is a big part of that. Let’s look at what wholesale price is as well as how to achieve maximum pricing leverage.

Wholesale Price vs. Retail Price

Wholesale price is the amount of money paid to a manufacturer by a wholesaler or distributor. There is also the price you assign to your products as a wholesaler. The price you use will depend on whether you’re a distributor or manufacturer.

Ask the following questions of the suppliers you’re researching, as well as their pricing:

What is their customer service like? You want to select a company that prioritizes how they interact with other people and business owners.
Is their pricing competitive? A price that’s wildly above or below similar products (not including shipping costs) typically means something isn’t right.
What is their distribution and shipping network like? If your supplier’s turnaround times are lagging, ask them about any alternative distribution solutions they may offer.
Do they offer bulk discounts? If they aren’t a business that runs promotions, you may be better off with a different company.

If something seems off during your research, it probably is. It’s better to take your time in starting a partnership than wish you hadn’t started one at all.

Control Your Costs and Labor

Keep your costs as low as is reasonable. Your labor and parts expenses (prime cost) tend to be the highest costs. Look for creative ways to reduce existing costs and prevent new expenses.

Consider a Minimum Advertised Price

A minimum advertised price (MAP) is the lowest price point at which a retailer agrees to advertise wholesale goods. It’s used for these reasons:

Reliable pricing supports wholesalers’ business models. It keeps businesses throughout the entire supply chain operating more predictably with one another.
Advertised price floors prevent unabated price slashing competition between retailers. Businesses may reduce prices to unreasonably low levels if there isn’t a limit to what is advertised.
MAPs support brand value. Customers are more likely to assume a brand is of low quality if the price is much lower than expected.

How to Calculate Retail Price from Wholesale and Markup

The average product has a 30-50% higher price when sold in retail compared to wholesale. The added markup covers expenses, attracts the right type of customers, and generates profit for the business. A product may be marked up anywhere between 100% to 500% in retail, depending on the product and brand.

Once your marketing plan is humming, sales are coming in, and customers are recognizing your brand, it’s time to maximize efficiency. An important way to do this is by maintaining an optimal fill rate. The next section explains what fill rate is and how to achieve a good one.

Fill Rate Definition

Fill rate is the number of orders that you’re able to fulfill at any given time, as a percentage of your total orders. Optimal fill rate is at or near 100%, and this means you aren’t experiencing a stockout, backorder, or lost sale.

Fill Rate Formula and Fill Rate Calculation

Learning how to use the fill rate formula is straightforward. First, take the number of orders completely fulfilled and divide it by the total number of orders received. Second, multiply that number by 100. The resulting number is your fill rate percentage.

Here’s the total formula written out:

Fill rate = (Fulfilled orders / Total orders) x 100

Download our fill rate spreadsheet template for free to simplify your fill rate calculations.

Improvement Rate Formula

The improvement rate formula shows the percentage increase from one number to another. Improvement rate demonstrates how much a business or operational need is improving month over month.

It’s simple to calculate improvement rate. First, subtract the first month’s number from the second month’s number. Second, take that number and divide it by the first month’s number. Third, take that number and multiply it by 100. That will give you your improvement rate percentage.

Here is the formula written out:

Improvement rate percentage = (Second month’s total - first month’s total) / first month’s total x 100

What Is a Wholesale Purchase Agreement?

A wholesale purchase agreement is a document that transfers the ownership of products from a seller to a buyer. In some cases, the seller may be a supplier; in other cases, they may be a wholesaler. The purchase agreement is used to achieve specific outcomes at various stages of the eCommerce supply chain.

To better understand how wholesale purchase agreements work, it’s helpful to know why they’re used. Here is a general overview of a wholesale purchase agreement’s stages:

A manufacturer sells goods to a wholesaler. This may be raw materials inventory, manufacturing inventory, or merchandise inventory, depending on the wholesale items the business sells. Manufacturers sometimes have their own product assignment or purchase agreements to be signed before wholesaler purchases are complete.
The wholesaler becomes the owner of the goods upon purchase. They assume all legal liabilities and responsibilities as a result of buying the goods (and often later selling the items to another entity).
A wholesale purchase agreement is drafted by the wholesaler. The wholesaler may later use this to assign or sell ownership of their products (sometimes finished goods inventory) to a buyer. The buyer may be a distributor, retailer, or a public consumer. This stage influences wholesale vs. retail price, as well.
The wholesaler later uses the purchase agreement to lawfully transfer product ownership and liability to the buyer. Depending on the type of documentation used, it may be accompanied by an assignment agreement. However, assignment clauses are often present in a singular purchase agreement.
The entity buying from the wholesaler now owns the goods purchased and all the benefits and liabilities associated with them. This is key in preventing unwanted lawsuits as a wholesaler as well as other legal concerns.

Wholesale Agreement Example

If it’s your first time learning what is wholesale, you may be surprised by the amount of work involved. There are supplier relationships to build, quality products to source and sell, warehousing to optimize, and inventory management to handle.

With all of these important tasks on your plate, paperwork is often the first to be forgotten. When you do start researching examples of wholesale agreements, it can be difficult to know which kind applies to your business.

The details of any contract will depend on the local laws governing an agreement that is struck as well as the parties executing it. That being said, it’s helpful to have a framework for what your own agreement may look like.

Any wholesale agreement you develop, modify, or enter into should have the following sections at a minimum:

The goods being purchased, who is buying them, and who is selling them.
Quality standards for goods and means for seller-provided remedies.
Shipping policy and services.
Payment policy and any payment gateway providers.
Any applicable taxes and governing laws.
Default policy.
Conditions, limitations, and means for modification(s) of agreement(s).

Wholesale Agreement Template

When you’re starting an eCommerce business, there are dozens of things to do. Between developing an eCommerce marketing strategy and working to increase eCommerce sales, giving buyers more paperwork to fill out sounds burdensome.

While it may seem inconsequential, having a wholesale retail agreement template on hand is a wise move. Instead of creating a brand new document from scratch, you can fill in the blanks for each of your clients. This frees up your time for more important responsibilities, like eCommerce marketing automation, keeping your fill rate high, and improving order fulfillment speeds.

Give yourself the easy button with BlueCart’s wholesale agreement template. After downloading the file to your computer, you can print it out and fill in details for as many buyers or sellers as you have.

Disclaimer: This information does not function or serve as a replacement to legal reference materials. It is intended for educational or informational purposes for personal use only. Conduct your own research or consult with a lawyer to make sure your business and any affiliated operations are in full compliance with every federal, state, and local law.

Supplier Relationship Management

Supplier relationship management, or SRM, is the process of strategically managing supply categories for maximum profitability and success. It includes developing mutually beneficial relationships with suppliers, planning business needs efficiently, and making difficult decisions when necessary.

SRM is important because it directly influences the core aspects of your business. First, suppliers are responsible for supplying everything from raw materials inventory to finished goods inventory, depending on what you sell. If you aren’t receiving the quality or quantity of materials needed, contact your supplier to get things straightened out.

Second, supplier activity is closely tied to crucial business outcomes. If your supplier is experiencing material shortages, this is passed along to you, their buyer. This creates shortages at the wholesale or retail level, which may produce the bullwhip effect later on.

Objectives of Supplier Relationship Management

Getting your incoming shipments down to an exact science with your supplier is something to be proud of. This alone requires precise coordination of information and fast thinking when obstacles crop up.

As you grow comfortable with the occasional fluctuations of supplier relationships, you’ll notice ways to grow your business beyond daily operational success. It’s wise to build reciprocity with companies that you may be working with for decades to come.

Here are some sample objectives of supplier relationship management for your own business:

Customer recognition. As a small business looking to grow, acquiring new customers is likely near the top of your priorities. Getting orders to customers in a timely fashion is a key part of winning repeat buyers. Your supplier should deliver products quickly such that shipping and handling are a breeze for you.
Innovative product development. In some instances, suppliers are the companies developing innovative products. Maintaining reciprocal relationships with key suppliers opens the door to powerful collaboration opportunities.
Logistical optimization. eCommerce software programs and human channels of communication must operate in tandem at all times. One error can create a cascading effect throughout the rest of the supply chain, which is eventually felt by customers. Run periodic checks with your warehouse inventory management software and any 3PL companies you work with to ensure nothing is missing.
Brand enhancement. Today’s customers look for intuitive brand connections as much as they do functioning products. If you’re starting an eCommerce business, partnering with an established supplier will lend their credibility to you.
Growth in market share. Depending on what you sell, some geographically advantaged suppliers may be able to help you reach new audiences. Look for suppliers that only work in a specific market if you want to sell to customers who were previously out of reach. You can also find new suppliers in a wholesale marketplace if you’re expanding your product line.

Supplier Relationship Management Activities

Since there are so many different types of eCommerce businesses, the SRM activities you carry out will differ from other businesses. The degree of variance depends on the type of products sold, supplying companies, business size, software used, and other factors.

Despite such variability, there are common supplier relationship management activities you can utilize. Here are some of them:

A cost-benefit analysis of which products should be purchased and in what volumes to maximize profitability
Aligning own company’s strategic goals with that of suppliers so both companies benefit
Reviewing minimum lead times for each supplier, then adding two business days to account for unforeseen events
Purchasing only MOQs on products where it’s relevant to do so, which simplifies inventory management

Supplier Relationship Management Steps

After you’ve categorized your suppliers and narrowed in on the most valuable ones, it’s time to engage your SRM plan. Having a supplier that sells quality, affordable products is a great start, but this alone won’t offer the competitive edge you’re looking for.

There are smaller factors in SRM that contribute to--or detract from--long-term business success. A successful SRM strategy includes understanding what makes an excellent supplier and knowing how to mutually leverage that relationship.

Here are the core supplier relationship management steps to be aware of:

Categorize your suppliers. Excellent supplier relationships begin by categorizing them. Categorization examples include product type, profitability level, and delivery speed. You can use whatever makes sense for your business. The goal here is to create clarity on the immediate pros and cons your suppliers bring to the table. You can skip this step if you only use one supplier.
Evaluate supplier performance. This is where differences between suppliers are readily visible. Write down all the transaction and communication details of your relationship with each supplier. Are the deliveries of one supplier chronically late? Does a different supplier include discounts on a regular basis? These details point out the suppliers that value their relationship with you versus those that don't. Use this info to prioritize win-win relationships in your supply chain.
Demonstrate value as a customer. Relationships are a two-way street, including in the business world. Responding quickly and professionally to all requests is as valuable to your supplier as it is to you. If you work with any companies that sell quality goods but their communication doesn’t seem to match, ask them about it. You may discover areas of your own business that you can improve.
Improve your supplier-buyer relationship. When it comes to getting the most out of your supplier-buyer partnership, the details are exactly as you’d imagine. It involves proactively communicating what you want to accomplish through your business relationship, including specific needs. For example, if you frequently order a part in bulk that your supplier doesn’t offer a discount on, ask them about it. By demonstrating your consistent demand for a product that makes them profitable, they may be willing to cut you a deal.
Strengthen supplier quality and performance over time. As you learn which suppliers provide the most value to your company, continue adding reciprocal value. This can come in the form of sending letters of appreciation, prioritizing your communication with them, and other non-bribing ways of expressing gratitude.

Supplier Relationship Management Strategies

Everyone wants their business to become more profitable, but few people want to put in the work for it. To increase eCommerce sales, it’s important to look in areas that you’d otherwise ignore, like your supplier relationships.

There are several supplier relationship management strategies your business can succeed with. Let’s look at some of the top ones:

Communicate clearly from day one. This includes everything from your attitude towards a new supplier to the details of your contract. You don’t want any liability risk or potential for manipulation to take place. If you’re using one, make sure your wholesale purchase agreement includes all the information both parties need to make a sound decision.
Make your company effortless to work with. There are practical ways of making your business an appealing client to suppliers. This includes having a clearly defined reorder point--the inventory level at which fresh products are reordered. Your supplier will learn they can depend on your lead time--the period between placing an order and receiving it.
Seek to align buyer and supplier incentives. Taking the time to discuss top goals and how to reach them with your supplier is essential. It’s a step few businesses will ever take, but it sets them apart from the rest. First, identify what’s holding you back from peak efficiency and create a basic plan to resolve the issues. Second, reach out to your supplier and ask them what obstacles they’re facing. See where your priorities align and make a written agreement to cooperatively meet them.
Be proactive when problems arise. In the unlikely event that something goes wrong, don’t hesitate to communicate that. An attitude of proactive resolution shows that you don’t want anyone to take a loss, whether it’s your own business or another’s. It also strengthens your credibility and improves your industry knowledge.

Supplier Relationship Management Templates

If SRM still feels complex or intimidating, there are various supplier relationship management templates to leverage. This allows you to focus on your answers so you don’t need to reinvent the wheel or wonder if you’re leaving anything out.

SRM documents can be extensive for large companies and enterprise-level operations. Your document can be customized for your needs.

A good SRM template includes the following sections at a minimum:

Product sourcing manager contact info
Supplier profile (contact information, financial stability, account manager)
Supplier financial competence evaluation
Supplier performance criteria
Supplier comparisons and final choices

Top Supplier Relationship Management Software

When learning about SRM for the first time, it’s good to have your first draft written on paper. This gives you the freedom to consider as many ideas as you want without the risk of repercussion.

Once you have the hang of things and want to automate more of your work, you should consider supplier relationship management software. These tools track data like invoicing issuing time, invoice accuracy, average order quantity (AOQ), and applicable discounts. All of it is done automatically so you can review information periodically and make decisions faster.

Here are some of the top supplier relationship management software providers:

GEP SMART
Oracle Supply Chain Management
Anvyl
SAP Ariba
Tradeshift
ProcureWare

Getting the Whole Picture

Launching a wholesale business requires significant investments of time and money. Remember that high-quality niche products are often spotted more easily by customers in an already-crowded market. Focus on building long-term relationships and delivering value to your audience, whether that’s retailers, distributors, or consumers.