Selling to Today’s Retail Customer: 5 Wholesale Lessons Every Product Business Owner Needs to Know
- Therese
- 1 day ago
- 5 min read
The wholesale landscape is changing fast. From platforms like Faire to the rise of social media, it is easier than ever to reach retailers, but building trust and landing consistent wholesale orders still relies on the fundamentals.
Here are five lessons from my recent panel talk on Selling to Today’s Retail Customer: Breaking Through the Wall, hosted by Talking Tables and supported by The Giftware Association.
That is what we talked about at a panel hosted by Talking Tables. Thank you so much, Clare Harris, for moderating, and Jo Jeffery for inviting me to be a part of such an engaging and interesting panel. I always enjoy your events, they are always so thoughtfully put together and with great food.
It was so nice to hear everyone’s different takes. Naz Khan (Talking Tables) spoke about how he uses sales funnels and infuses them with a human touch, Andrew Kemp (Barekind and Candid Founders) shared how he uses technology and Faire to sell, and Matthew Timbers (Talking Tables) explained how he sends samples that stand out.
There were over 20 established gift companies in the room, and it was a very engaging conversation with lots of great thoughts and ideas shared. You can also watch the full highlights on YouTube here.
Why selling to retailers has changed (and why it has not)
It is easy to believe that everything about wholesale has moved online. Platforms like Faire, Ankorstore, or even social media make it possible for small brands to reach new retailers without ever leaving their studio.
But the truth is that while the tools have changed, the foundations of selling have not. Buyers still want trust, clarity, and human connection. In fact, in a survey of 77 independent retailers, the majority told us they prefer trade shows as their main way to discover new brands.
So if you have been relying on algorithms or waiting for buyers to find you online, here is what you need to know about selling to today’s retailers.
1. Tech is useful, but human connection drives bigger orders
Wholesale platforms are a fantastic way to be seen by more retailers, but they do not replace personal connection. One key insight from the panel was that average order values are significantly higher when sales happen in person compared to online.
That is because conversations build confidence. Buyers can ask questions, touch and feel the product, and get to know the person behind the brand. Technology is brilliant for reach, but it is real human interaction that drives loyalty and reorders.
What this means for you: Do not rely only on Faire or social media. Infuse as much human connection as possible into your sales funnels and customer service.
2. Retailers still prefer trade shows to discover new products
In Talking Tables survey of 77 independent retailers, the majority said trade shows remain their favourite way to discover new suppliers.
Why? Because trade shows let them see a wide range of products at once and spot trends they might miss online. Buyers value being able to compare ranges side by side and meet the people behind the products. And crucially, orders placed in person tend to be larger on average than those placed online.
What this means for you: Even if trade shows feel like a big investment, they are still the most trusted discovery channel for buyers, and they deliver higher-value orders. Think of them as your shop window to the retail world.
3. Cutting through inbox noise is harder than ever
Another strong theme from the panel was just how overwhelmed buyers are by emails.
That does not mean email does not work. It just means you need to get better at it. The subject line and first sentence need to hook attention quickly. And every message should add value, not just ask for an order. Think mini trend reports, bestseller stats, or proof that your products sell.
What this means for you: If your pitches are not landing, review your email. Would you open that email? Does it sound useful, timely, or relevant? If not, rewrite.
4. Trade shows deliver long-term relationships, not just quick orders
Fewer orders are written directly on the stand these days, but that does not reduce their importance. The value now comes from the connections you make and how you nurture them afterwards.
The brands that win at shows are those who:
Warm up buyers before the event with emails and social media
Follow up quickly with personalised messages after the show
Treat every new contact as the start of a relationship, not just a one-off sale
What this means for you: Stop measuring trade shows by on-the-day order totals. The leads and relationships you create are what fuel long-term wholesale growth.
5. Social media is now part of the wholesale sales journey
Finally, we talked about how many buyers now discover and even build relationships with brands on social media. Some start following months before they place an order. Others use Instagram to see if your brand is active, reliable, and aligned with their shop.
This means your Instagram grid or TikTok feed is not just for consumers. It is also part of your wholesale sales funnel. Tagging stockists, sharing behind-the-scenes, and highlighting bestsellers helps buyers feel connected before they ever open your email.
What this means for you: Make your social media work double duty. Talk to both end customers and potential stockists. Be consistent, and show that you are a reliable partner they can trust.
Final thoughts: why conversations still matter
Selling to retailers in 2025 means balancing tech with trust. Wholesale platforms, SEO, CRM systems and social media are fantastic tools, but none of them replace the power of a real conversation.
That is why I believe it is so important to get out from behind our desks, attend events, and stay connected with the industry. Panels like this are a reminder that while the tools may change, people still buy from people.
Thank you again to Talking Tables, Clare Harris for moderating, and Jo Jeffery for inviting me. It was a privilege to share the stage with Naz Khan, Andrew Kemp, Matthew Timbers, and to learn from so many established gift companies in the room.
If you are ready to take these lessons further and build a wholesale system that creates consistent, predictable sales for your business, you can learn more about my group programme, Sales Growth Lab.
All photos from: Talking Tables
