Third installment on how to build a wholesale website:
THE FOLLOWING PAGES YOU MAY OFFER IN THE GENERAL ACCESS AREA OF YOUR WHOLESALE WEB SITE, OR IN THE PASSWORD-PROTECTED AREA, AT YOUR DISCRETION
9. “HOW TO ORDER” PAGE. Offers an overview of the ordering process on the web site. Be as detailed as possible, anticipating every problem. If a customer becomes confused, they are often GONE!
10. “PAYMENT OPTIONS” PAGE. Explains in detail the payment terms you offer retailers who order on the web site (which may be different than terms for stores you call on). Examples of these terms include: VISA/MasterCard, Net 30, Check)
11. “SHIPPING INFORMATION” PAGE. Describes what carrier you use, how shipping is charged, how long until orders typically go out, choice of shipping carrier are available to the customer (e.g. FedEx or UPS?), and where to call for special considerations, such as expedited delivery.
12. GUARANTEE PAGE: Required by most companies to get a merchant account. While unconditional money-back guarantees (including the shipping fees, one way) are good business, you need to include a time limit. For retail you can do up to a year. But for wholesale, allowing returns up a week after they receive the shipment is adequate… but do require they call you first. Anything you can do to reduce buyer apprehension is a good idea, and a clear, and generous, return policy helps. Note that if you find a REALLY unhappy wholesale customer, plan to pay for return shipping, in additional to the original invoice in full.
13. DETAILED FAQ PAGE: Format for an FAQ page is to type a “typical” customer question in bold, and then provide a detailed answer in regular type. (Hence the name, FAQ = frequently asked questions.) Any details not covered in other sections, include here. And when you get the same question from multiple customers, either add a clarification on the appropriate web page, or put in another FAQ. Often, this is also a good place for “What are your products made from?”, where you can describe your manufacturing process, raw materials, ingredients, or other interesting product features.
14. PRODUCTS: You may list, even describe, these in the general access area, if you do not include pricing. This helps with SEO. A page like this is also a good place for linking to your retail web site, one more time.
15. REPS: Including a list of reps on your web site enhances your image (“Oh, you have reps!”), makes your reps feel appreciated, and helps them do their job. Regardless, when you get a referral, forward the prospect’s name to the rep company ASAP, with the expectation they will contact the store by phone within a couple days, and visit within a month.
PUT THE PAGE BELOW ONLY IN THE PASSWORD PROTECTED SECTION OF THE WHOLESALE WEB SITE
16. PRODUCT ORDERING PAGES. The “catalog” area, where products and descriptions, with pricing, are integrated with the shopping cart system, should go inside the password system. And remember, PRICING AND ORDERING IS NOW IN CASE LOTS!!!, rather than single units. Of course, some products may differ a bit, but that’s the general rule.
For more information on building wholesale websites or on selling wholesale, check out The Complete Guide to Selling to Gift Shops
