Selling through the wholesale supply chain route brings both benefits and disadvantages to suppliers. Benefits in that there is no easier way of leveraging your product sales to large numbers of customers, without the need for a dedicated distribution arm to a supplier business.

However, reliance on an independent distributor often eradicates the direct customer relationship, enforcing the need for a strong communications strategy.

For many suppliers, the distributor is their largest customer and retaining listings and sustaining price is an ongoing challenge. There are several steps any business can take when entering into a relationship with a wholesaler that will make the partnership more profitable for both sides.

• Is your product suited to the wholesale environment? As the economic climate continues to tighten, wholesale goods are increasingly finding themselves fighting not only against rival brands, but own-label goods as well. It is no coincidence that many categories are dominated by one brand - those that invest in an NPD programme, hold a valid USP and continue to innovate are well placed to ride out this trend.

• Ensure that the wholesaler you are targeting enjoys brand synergy with your business.

• Make sure you choose a reputable wholesaler that is well represented in the desired channel. If your product is particularly suited to the pub channel, then a wholesaler with good customer relationships within that market will grow your business.

• Consider the geographical significance of a wholesaler. Those with a national presence could help grow your business, while products with a strong regional focus could be better off elsewhere.

• Maximise your wholesaler marketing support by programming your promotional and advertising slots as part of your overall trade-marketing plan.

• Keep your wholesaler informed of your end user trade support, and make them aware of campaigns likely to generate peaks in demand.

Have a read of our third journalist interview with John Wood of ProWholesaler.

If you could have one superpower, what would it be?
I would turn all Humvees registered in Britain into Noddy cars and force the owners to continue driving them.

What do you admire most about the wholesale sector?
Most of the companies in the sector are family owned and the sheer energy and entrepreneurial skill of the people running them is brilliant. 

What would be the one piece of advice you would give to a business looking to start dealing with wholesalers?
Two things. Wholesale is very different to retail so make sure you do your homework and understand their requirements. And read ProWholesaler! Read more...

This month we were amused by:

Bizkit the sleep walking dog, Twitter in plain English, Despondex Depressant Drug for the cheerful and The Hub Branded Dolphin