How B2B Brands can attract new wholesalers to their business
Did you know that 74% of B2B buyers research online before making a purchasing decision, and 80% of them expect the same level of ease and functionality in B2B buying as they experience in B2C? This shows just how critical it is for your B2B business to stand out online and offer a seamless experience to attract new wholesalers.
For B2B brands, building a solid base of wholesalers is essential for growth. Wholesalers help your products reach new markets and customers, but the competition for their attention can be fierce. So, how do you make your business stand out and attract the right partners? Let’s break it down with practical, down-to-earth strategies that any B2B brand can implement.
1. Define what makes your B2B brand unique
Before you can attract new wholesalers, you need to know what sets you apart. Why should a wholesaler choose to work with you over competitors?
Ask yourself:
- Do your products solve a specific problem for end-users?
- Do you offer competitive pricing, exclusive product lines, or premium quality?
- Are your terms and conditions more attractive (e.g., flexible payment options or bulk discounts)?
Example:
If you’re a sustainable packaging brand, highlight your eco-friendly materials and how they help wholesalers appeal to environmentally conscious businesses.
Make your unique selling points (USPs) clear in all your communications—on your website, in emails, and during conversations with potential wholesalers.
2. Build a wholesaler friendly website
Your website is often the first point of contact for potential wholesalers. Make sure it’s designed to cater to their needs.
What to include:
- A dedicated wholesaler section or application form.
- Easy-to-find information about wholesale terms, pricing tiers, and benefits.
- A simple and clear process for signing up or requesting more information.
Example:
A B2B platform like Turis can offer an easy-to-use eCommerce experience for your wholesalers, with features like automated order processing and customized pricing. This shows potential partners you’re serious about making their lives easier.
3. Use targeted marketing channels
Wholesalers often operate in specific industries or niches. To reach them, focus on marketing channels that cater to their interests and pain points.
Where to find them:
- LinkedIn: Connect with decision-makers and join industry-specific groups.
- Trade Shows and Events: Attend relevant expos where wholesalers are actively looking for new brands to partner with.
- Industry Publications: Advertise in or contribute content to magazines and websites that your target wholesalers read.
Example:
If you sell office supplies, advertise in trade publications that cater to retailers and distributors in this space, or sponsor a booth at an office supply trade expo.
4. Offer irresistible wholesale incentives
The right incentive can make a wholesaler choose you over competitors. Think about what would make your offer more appealing.
Ideas:
- Introductory discounts for new wholesalers.
- Free samples or trial periods to let them experience your products.
- Exclusive products or early access to new collections for wholesale partners.
Example:
A skincare brand might offer a 20% discount on the first three bulk orders for new wholesalers. This reduces the risk for them while building your relationship.
5. Leverage social proof
Wholesalers want to work with trusted brands. Use testimonials, case studies, and reviews from your existing partners to build credibility.
What to showcase:
- Positive feedback from current wholesalers about your product quality, service, or profitability.
- Case studies demonstrating how partnering with you has helped other wholesalers succeed.
- Certifications, awards, or any other proof of your brand’s excellence.
Example:
Share a testimonial like this: “Working with [Your Brand] has been a game-changer. Their fast shipping and competitive pricing have helped us grow our business by 30%.”
6. Simplify the B2B onboarding process
Once a wholesaler is interested, don’t make it hard for them to start working with you. A complicated onboarding process can turn potential partners away.
Make it easy by:
- Providing clear instructions for signing up as a wholesaler.
- Offering a dedicated account manager or point of contact to assist with questions.
- Ensuring all agreements, pricing, and logistics are straightforward and transparent.
Example:
If you’re using a B2B eCommerce platform like Turis, your wholesalers can easily sign up, view pricing tiers, and place orders—all without extra back-and-forth communication.
7. Invest in building relationships
Attracting wholesalers isn’t just about closing the deal—it’s about creating lasting partnerships. Focus on building trust and rapport from the start.
Ways to build relationships:
- Regularly check in with wholesalers to see how you can support them better.
- Provide excellent customer service and resolve any issues quickly.
- Offer ongoing training or marketing support to help them sell your products.
Example:
A food brand could provide wholesalers with point-of-sale materials, like posters or shelf displays, to help them promote products in-store.
14 tips on how to find the best wholesale suppliers for your small business in 2025
Final Thoughts
Attracting new wholesalers is about showing them the value of partnering with you. By defining your unique advantages, using the right marketing channels, and making the process seamless, you’ll stand out in the crowded B2B space.
Remember: It’s not just about getting more wholesalers; it’s about finding the right ones who align with your brand and can help you grow sustainably. Take the time to nurture these relationships, and your business will thrive.
