What to look for in a Wholesaler
The top 5 criteria are
Product Management Ability
Take a look at the reputation of the wholesaler. What policies and procedures do they have in place to manage products? Will they cooperate in implementing management suggestions?
Facilities and Resources
Are the facilities maintained and up to date? What is their training like? These questions can give good insight into how well they run their business.
Needing a cash infusion to expand is okay. Needing a cash infusion to survive is a big red flag.
If your intermediaries’ goals are not in synch with your goals, then there is a major problem waiting to happen.
Take a look at the work the wholesaler has done for other suppliers. Get to know the sales and Marketing staff. Make sure that they understand the needs specific to your product.