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How to find a Wholesale Sales Representative


Many sales reps sell to companies, individuals, or even organizations. However, the traditional supply chain holds that products flow from the manufacturer to the wholesaler then to the retailer. 

When manufacturers produce, the sell to wholesaler who now have to empty their inventory for new products, thus, they engage the professional services of wholesale sales reps who push these products into retail outlets.

Who is a Wholesale Sales Representative?

This is simply a sales rep who sells wholesale goods to retail outlets. These sales reps are usually in the employ of wholesalers who have to constantly empty their inventories.

Wholesale sales representatives don’t get to be picky about a brand’s products as they may end up selling similar products of many brands. It is usually the case that these sales rep may be in classifications: consumer goods sales rep, technical products sales rep, and many others. 

As with other sales reps, the wholesale sales rep may have to work under intense pressure. This is not unconnected to the fact that sales target has to be met and compensation may be tied to sales quota.

How to Become a Wholesale Sales Rep

Find an Angle

Wholesalers stock a lot of products and from a lot of brands. You need to find a niche you are most conversant with. You can’t sell furniture the same way you can sell a computer. The products are different and so will their sales pitches. You need to find an industry you understand. This could be through:

  • Course of study in school
  • Interest 
  • Special knowledge of a particular kind of products.

Get Core Sales Skills

You are constantly on the field to meet retailers and other players in the supply chain. You need to be able to pitch to them and make them repeat customers. To achieve this, you need core sales skills. Some of these skills are:

  • Excellent communication skills
  • Rapport building skills
  • Relationship building skills
  • Active listening skills and empathy
  • Persistence and tenacity
  • Ability to handle rejection
  • Demonstration and presentation skills
  • Ability to close sale at the perfect time
  • A thorough understanding of the product

Understand the Final Consumer Base for Your Products

Even though you are selling to retailers, you need to understand the market reception of the products you are selling. You need to be able to follow market trends and look out for market insights. Is your product gaining traction? Do you need more brand awareness? Getting answers to these questions will help you understand the reception retailers will give to your products.

Get Some Experience Beforehand

Most employers prefer to hire experienced sales people to handle wholesale sales. This does not rule out the fact that fresh persons are also employed. Employers go for experienced people because they would not have to pay more to train these persons and research has proven that experienced people bring more results to the table. You can gain experience through: 

  • A sales program
  • A sales internship
  • A previous job in sales
  • Or previous experience as a salesperson for a personal product

Final words…

Working as a wholesale sales rep will require relationship building skills. You need to be able to make retailers repeat customers. They own the market and as more retailers as you network with, the bigger reach your products get.

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