Hi folks, I'm writing a website for a sportscap wholesaler whose target audience is retail stores, sports organizations and other wholesalers. I'm kind of scratching my head as to how to define this target audience's wants, needs and desires. For example, what does a retailer look for in a wholesaler? Same as what a single customer wants from a retailer? (Quality merchandise, affordable prices, etc?) Can anybody enlighten me here...? Need a crash course in Business 101...
I'd say it's about reliability and professionalism as much as anything else. When you're dealing with large amounts of money like that, you need to know that someone is going to deliver the goods promptly and without any fuss. Obviously quality matters as well, but I would say it's about having good business ethics and offering an excellent service at a competitive price. Try to hit every different aspect throughout the site, quality, price, reliability, professionalism, customer service, etc, etc. and then focus on a couple more than the others - reliability and quality would probably be good to focus on. Hope that helps.
Maybe this will be of some use to you. http://retailminded.com/blog/2009/04/pitching-retailers-what-retailers-want-from-you/
I can't see that it's been mentioned yet but quality branding always makes a great sales point. If the wholesaler can deliver on premium quality names and designs, the retailer is more likely to be attracted because of the potential for sales at their own outlets. If the wholesaler can offer a combination of branding and price to maximise the profit margins of the retailer, you probably have one of the easiest pitches in the world. Writing sales copy is still relatively new to me so take heed of the advice from experienced posters in the thread. However, the above combination is a sure-fire winer in any walk of life. If a guy walked into my local pub offering me fifty Nike caps at a pound a pop, I'd bite his hands off to buy them because I know I could sell them at a vastly inflated profit within minutes at the other pub a little further down the road! Great commerce is great commerce no matter what level it's delivered at.