Wholesale marketing is booming today. Anyone who sells wholesale faces the market as being or more competitive than retail. And the explanation is simple: customers are disputed with shops in the same segment, with retailers and with mixed companies. So it is important to position yourself well with wholesale marketing strategies. You can also learn a lot from reputable wholesale sites like DHgate. In this article, we will discuss about the 4 wholesale marketing strategies commonly used today:
4 wholesale marketing strategies
You have chosen to do wholesale and are well aware of the specific challenges of this sector. Conquering corporate clients, finding market positions and differentiating themselves beyond prices is a goal that can be achieved with B2B marketing strategies.
For small business owners, this can be a more difficult process, but it is not accessible. The secret lies in the elaboration of progress and careful planning to avoid using the right tools for the wrong problem or correcting defective places and creating other weaknesses.
Having the support of a more experienced consultant or advisor will provide a sure and lasting return. Every athlete, however good, has a coach. The strategy chosen depends on the specific characteristics for each product-company market group and, sometimes, on each supplier-buyer relationship. But it is important to understand that, although useful and necessary, they do not have the power to solve problems if applied alone or incorrectly.
Here are four marketing tools for wholesalers: SWOT analysis, benchmarking, market segmentation and direct sales. Learn more about them:
1. SWOT Analysis
SWOT analysis directs companies to clearly assess the positive and negative aspects of the internal and external environment. This may seem silly, but most strategic mistakes are born of shallow environmental assessments, or none. Extremely widespread, the SWOT matrix is a tool for strategic analysis of the company which makes it possible to obtain a synthetic vision of a situation. The advantage of this matrix is that it makes it possible to gather and cross internal and external analyzes with the micro and macro environments of the company. It separates what is environmental from the specific characteristics of the business. It is used in the preliminary diagnostic phase of a project and is one of those tools that allow a group to build a common vision of a situation.
2. Comparison
Benchmarking (comparing with competition) consists of understanding (not just copying) best practices, including in other sectors of activity, and bringing it to the organization, increasing competitiveness and productivity.
3. Market segmentation
Market segmentation is the process of recognizing different customer groups, with relatively homogeneous characteristics, thus defining how each will be approached.
In wholesale sales, each client company is often a separate world, worthy and demands exclusive attention and dedication. But be careful: not all segments are attractive (quite profitable) or even desirable (because of risk, for example). Therefore it is necessary to select the target market (target) after segmentation.
4. Direct sales
Direct sales are justified by the values and volumes involved in transactions, as well as the complexity of the offers and opportunities offered by close relations. Without these all, the kind of sales will not work well.
Integrated communication supports the strategy
As you can see, the strategy varies and its success also depends on how well your business is prepared to receive it. But there is an important step which, regardless of the tools used, can support it: integrated marketing communication, with an emphasis on media plans.
The media plan consists of organizing campaigns to drive the spread of brands, products, and services in the way that is most easily accessed by the company’s target audience. To do this, getting to know the customer well, his habits and needs are very important. That’s why social media can be used to analysis the consumers.
And when we talk about brands, be sure to pay attention to visual identity, which can add value to the company. It aids and supports positioning and differentiation, becoming an important element for the conquest and maintenance of the market.
