GreenWave Resource
Sell sheet example for the GreenWave farm.
Lesson 4
Outreach to New Customers
Back to: Market Your Business
Wholesale Customers
Wholesale customers are different from retail customers because outside of trade shows and industry events, you usually have to track them down one at a time.
A wholesale customer is usually going to be a company, and companies are made up of many different people. So after you’ve identified the company, you also need to identify the specific person within the company who is most likely to resonate with your product and who has the decision-making authority to actually make a purchase. In the case of restaurants, for example, it won’t do you any good to try to sell kelp to the hostess or the bartender — you need to get in touch with the chef. Personal introductions are always better than cold calls, so reach out to your network before going in blind.
Once there is any indication of interest, be direct about asking to meet in person, ideally on a specific date and time. Brainstorm what your prospects’ questions and concerns might be so you have answers ready in the moment, rather than having to circle back. When you show up to that meeting, bring samples and those same point-of-sale materials you used with your retail customers, plus a wholesale-specific sell sheet.
Within 24 hours of your in-person meeting, follow up to see if your prospective customer is ready to make a commitment, or if not, whether there’s anything you can do to influence them. Make sure you already have a concrete plan for next steps (When will your first delivery be? How will delivery and billing work?), so you’re not caught by surprise if they’re ready to go.