Wholesalers, in commercial terms, are people who buy goods in large quantities from manufacturers and then sell smaller quantities of the goods to retailers, who in turn sell these goods to the general public. Wholesalers, as we have seen, sell products in bulk, to a large number of retailers. Wholesalers sell their goods and then receive a percentage of the mark up price. To be put in simple words, wholesalers buy directly from the manufacturing company and at a fairly cheap rate and then clinch a deal with the retailers and sell the goods at a higher price to the retailer.
Almost everything under the sun has got wholesalers dealing with it. Wholesalers can deal with toys, books, clothes, machinery, or any other merchandise. Wholesalers need to maintain excellent rapport with manufacturers of these products. Being in their good books helps them to have a long term relationship, because the manufacturer can always appoint other wholesalers.
Big wholesalers usually buy big, that is to say they go in for bulky purchases from the manufacturers. This in turn enables them to get large discounts sometimes. Such big wholesalers are almost sure to have a large inventory. A wholesalers’ job though does not stop with having a big inventory. They need to convert that inventory into profit. In order to do that, they should also have excellent working relationships with various retailers who would buy their products.
Wholesalers nowadays are saddled with additional responsibilities, rather than just selling a manufacturer’s product. They are supposed to promote particular brands. They have become an important cog in the machine, as far as brand promotion goes. They are an important and indispensable part of the distribution channel and will continue to remain so in times to come.
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