Wholesalers have their work cut out for them when trying to connect with retail stores to get them to sell the cannabis brands they represent; retail stores are inundated with claims of “the next best product” or distribution deals that they simply can’t pass up.

With such a saturation of cannabis products available to legal retailers now, the wholesaler must take into consideration some of the techniques they will undertake to get the attention of product buyers and store merchandisers so to create a lasting relationship that will ensure a consistent product flow.

Here at GrowFlow, we understand that it’s not always easy getting the attention of the people who sell cannabis products. It’s often a difficult endeavor to stand out in the “sea of green” to ensure your products are chosen for consumers. This is why we’ve put our heads together and are offering cannabis wholesalers five ideas on how to expand their wholesale brand.

Embrace the Power of Storytelling
For those who consumed cannabis pre-legalization, cannabis was a rather personal endeavor, where the user would usually know a bit about who they were getting their cannabis from. Now that cannabis is legalized in some areas, that personalized experience should still exist when customers are sourcing legal cannabis.

What are the stories behind the brands you carry? Who are the cultivators of the cannabis? What are the Corporate Social Responsibility (CSR) missions of the brands? What are the strategies or methods they use in creating cannabis products that make them unique? Furthermore, why did your wholesale company choose to include this brand in the roster of products you offer?

Taking the opportunity to look product buyers in the eye and tell them a story about your brand will help them remember your brand, and why it’s significant. Retailers also love passing on great stories to their customers. Stories sell!

Ensure Website and Socials are Up to Snuff
You can’t rely on the individual brands you represent and their website and social media to sell you as a wholesaler. A cannabis wholesale company needs to work just as hard on their strategy for their website and social media as cannabis producers, brands, and retail stores do.
Ensure your website is up to snuff and includes enough information that your prospective client can get a good understanding of who you are, the diversification of products you offer, and your approach to wholesaling. Use your website as a space to proactively answer any questions they may have about working with a wholesaler.

Your social media strategy should not only feature the brands you carry, but also help to define your brand as well. It should show your prospective and current clients that you have something of value to share with them, and that you truly have theirs, and their consumers’ best interests in mind.

Refine Your Cold Calling Approach
We have gotten so used to hiding behind emails and text messages that we rarely just pick up the phone anymore as a way to build relationships. We also are such a scheduled society that we avoid “pop ins” as we’re afraid of infringing on people’s time. However, one of the oldest sales techniques is the cold call, and it’s an important step in building a long term relationship with your customer as a wholesaler.

There are a few keys to the successful cold call, whether it’s over the phone or in person. First off, understand that you have a matter of seconds to engage your potential buyer, as first impressions count. In fact, it could take 15 seconds, or less, for a first impression to be cemented. Second, make the cold call less about what you can offer the retailer, and more about understanding what the retailer actually needs and desires for their customer. Third, be clear in what you’re offering your potential retail clients. What are you offering them that is of mutual benefit to their store, customers, and of course, you as a wholesaler?

Set Your Relationship Up for the Long Term
Creating a relationship with clients as a wholesaler isn’t a one and done endeavor. As we mentioned in an earlier article, it is five to seven times more costly to acquire customers than to retain them, so you’re best to put your efforts into keeping existing customers happy rather than scrambling to half-assedly get your products in front of as many potential customers as possible.

Once a successful relationship has built, the wholesaler needs to maintain and continuously develop that relationship. While the goal is to get into a business partnership where the wholesaler will provide a continuous supply to the cannabis retailer, that set of products will need to evolve alongside the customer. This is where data and insights become extremely important.

Work with The Available Data
As a wholesaler, using the data you have available to you in your business management systems should allow you to get ahead of consumer needs, even before the retailers do.
Because a wholesaler works with a number of retailers, they have access to valuable sales data that will help their retail clients get ahead of sales trends. What products are being requested more and more from retailers? What products are not gaining as much interest? What demographic features of cannabis buyers are you able to see in your sales patters?
Looking at your data also helps you manage your roster of clients, ensuring that you’re providing an excellent level of service. Your business management dashboard should give you easy access to answer questions like: What are my best-sellers? Who’s buying them? Which customers haven’t bought from me in a while? Who is my most productive salesperson? How can I grow my business faster?

Grow Flow Has the Necessary Tools for Wholesalers
Grow Flow recognizes that the wholesaler’s job involves managing multiple people, multiple locations, multiple distribution agreements, and multiple products all at once. This is why an advanced business management system is needed for wholesalers to not only attract customers through the brands and products they provide, but retain them through excellent customer experience.

Connect with Grow Flow today to discuss how our all-in-one business management and compliance system can help you streamline your business activities so to distribute the maximum amount of product to lead to the maximum amount of profit.