The world of food and drink runs on relationships. While sales are made on data and analysis, the pitch doesn’t even begin if the relationship isn’t there. For independent retailers, knowing you can rely on your wholesaler and supply chain is perhaps the number-one contributing factor to a good night’s sleep.
Yet finding time to build these relationships is something that often falls down the to-do list. The operational realities of running a busy store leave little time for networking, but the retailers who find the time to put the groundwork in and engage wholesalers and suppliers, find that their business is stronger and better resourced – and that leads to more time rather than less.
We speak to two retailers who reveal what they do to make wholesale and supplier relationships work for them.
- Build the basics
Some retailers will only reach out to their wholesaler when an order goes missing or stock runs out, but the best relationships are proactive, not reactive, says Kaual Patel, owner of Nisa Torringdon in London. The good news for every store is that there’s no secret formula here – in fact, it’s often a simple case of basic decency.
“Your relationship with your wholesaler is a two-way street,” he says. “And the little things go a long way. When they come into store, we offer them a drink and make them comfortable. Treat them with respect and it will pay dividends.”
When suppliers or wholesalers are visiting you, treat the occasion like a meeting. Block out the time, go somewhere comfortable that you won’t be disturbed, and discuss two or three key points. Share your goals, ambitions and challenges so that they can understand how best to help you.
When the drivers arrive, it’s as simple as learning their names, the kids’ names and how they take their coffee. The payoff is that drivers will wait the extra five minutes while you check the invoice, they won’t leave your stock in the wrong place, and they’ll actually care about not breaking your bottles.
- Squeeze your reps for free intel
Your account manager is typically your first port of call and their targets rely on you – and other stores within their area – selling their products well. They oversee a vast amount of data in your area and will know better than most what your competitors are doing and what stores like yours are doing well two towns over.
If you’re only relying on them when you’re missing an order, you’re missing a trick. Take the time to interrogate them on what products are working in other areas that you’re missing. Find out if they’ve seen anything impressive in other stores that you can take inspiration from.
Consider if chasing the pennies is worth it
You can’t run a successful business if you have poor availability, and choosing the right wholesaler is critical for this. Bobby Singh, of BB Nevison Stores and Post Office in Pontefract, West Yorkshire, says availability is the single most important aspect of support he can receive from his wholesalers.
“If I put in an order and I get everything delivered, that’s the best support we can receive,” he says. “This, paired with strong promotions, is vital as it allows us to increase our margins and offer better prices for our customers.”
If availability is lower than Singh expects, margins have dropped or prices have increased, he will consider shopping around. However, he warns that retailers should “be sensible”.
“If you’re only going to save a small amount it’s probably not worth it, and you need to think of the relationship you hold with your wholesaler,” he says.
We get it, every retailer loves a bargain – we do too. If your wholesaler is regularly being beaten on price or service, then of course it’s worth considering switching. But is it really worth harming a connection with a great supplier for a discount on the occasional case?
When you face a price increase or availability issues, don’t just disappear. Talk to your wholesaler and ask why it’s happened. Sometimes it’ll just be a temporary supply chain issue and they’ll know when it’ll be fixed. More often than not, they’ll be willing to offer you something to make it right – because relationships matter.
What should you look for in a wholesaler?
- Ask for marketing support beyond the shelf: A great wholesaler shouldn’t just deliver products; they should provide the tools to sell them. Ask if they supply digital assets, PoS materials, or social media content that helps you highlight key ranges.
- Voice your concerns and share your wins: Engaging with your wholesaler means building a relationship, and part of this, Singh says, is voicing any concerns. “If you don’t tell them, they won’t know,” he says. “Most of the time, they’ll find a solution and they are there to help.” Wholesalers also want to hear about your wins, so share what’s working.
- Your relationship is a two-way street: “Be prompt on payment, pay before it’s due,” Patel says. “Work with your wholesalers. Tell them what you want to achieve and see if they want to be part of it.”
A wholesaler should be more than just a delivery service; they should be a partner in your growth. At Epicurium, we understand that you can only build competitor brands through relationships built on trust. If you’re looking for this kind of partner, let’s talk.
