Traditional Sales Skills Are Not Dead: The Human Advantage in Wholesale

In a world where buyers’ inboxes are overflowing and digital tools dominate, it is the human touch that cuts through. Trade shows, phone calls, even posting something physical. What was once considered old fashioned now feels fresh and memorable.

A Personal Reflection

When I started in the home and gift industry in 2008, some people still faxed through orders. Packing lists were printed copies with handwritten notes, and inboxes were far more manageable for everyone.

Since then, so much has developed digitally. We are expected to absorb more information than ever before, and it is harder than ever to cut through the noise.

Every trade show I visit, I hear the same thing from exhibitors: “It is slower, it is quieter than last year.”

At the same time, wholesale buyers tell me they are finding it challenging too. With fewer and fewer brands exhibiting, they still want to see and feel products, and to meet the people behind them.

So I am starting to see a trend. Those old techniques we used to take for granted are making a comeback. The demand for the human side of wholesale is returning.

It reminds me of when people said ebooks would replace publishing. Everyone thought the demand for physical books would disappear. Instead, the opposite happened. Reading physical books became trendy again, and now whole communities on BookTok and YouTube celebrate them.

I believe wholesale is at a similar point. We are moving into a new normal where digital and human connection blend. The brands that buyers know, like, and trust, and the ones who find a way to balance digital with human interaction, will be the ones that thrive.

The New Normal in Wholesale

The good news is that with a blended approach of digital and human interactions, we now have more ways to reach buyers than ever before. It is easier to see their shops with tours on Instagram and TikTok, and this visibility helps you tailor your wholesale pitch.

It also evens out the playing field. Even some big brands no longer do trade shows, which makes shows feel less competitive. And since many smaller brands are owner-led on social media, you can build personal connections that bigger teams often struggle to create. This is a huge advantage for small businesses looking to grow their wholesale sales.

The Psychology of Why Buyers Say Yes

Buyers say yes when they trust you, like you, and see that you understand their shop. Messaging is more important than ever. You need to picture your products on their shelves and know what value you bring before you reach out.

The quicker and more helpful you can be in showing how you fit in, the more confidence the buyer will feel in saying yes. This is what makes the difference between being ignored and being stocked.

The Power of Sticky Messaging

Messaging is one of the most important parts of wholesale sales. You can have the best product in the world, but if you cannot explain quickly why it matters to a shop, you will struggle to get stocked.

Buyers do not have time to figure it out for you. The quicker you can communicate your story and the value you bring, the easier it is for them to say yes. Sticky messaging is what makes people stop scrolling, open your email, or remember your pitch at a trade show.

Think about having more than one way to hook a buyer in. Some buyers respond to the numbers, like margins and bestsellers. Others are drawn to your brand story or the way your products fit into their shop displays. The stronger your messaging, the more confident you feel repeating it across emails, catalogues, and social posts.

Good messaging cuts through the noise, makes you memorable, and gives buyers reasons to trust you.

This is something I help my clients and students with inside Sales Growth Lab, where you get personal feedback on your wholesale catalogue, and email pitches. 

Traditional Sales Skills That Still Work

• Trade Shows: Once seen as purely sales events, they now sit in the middle of the sales funnel. They are about building relationships, not just orders.

• Phone Calls: Picking up the phone can feel uncomfortable, but it builds trust faster than endless automated emails.

• Wholesale Catalogues and Physical Materials: Sending a catalogue or flyer through the post still stands out in a digital-heavy world. It gives buyers something to hold onto and revisit when they are ready to order.

• Storytelling: The way you share your brand’s story and values makes you memorable, not just your product. Buyers want to feel connected to the people behind the brand.

  
  

Blending Old and New Approaches

The rise of fully automated funnels and AI-driven outreach has made some interactions feel less personal. Buyers can tell when they are just another name in a funnel, and this often brings conversion rates down instead of up.

Smaller brands have an advantage here. You can use AI for efficiency, but still keep the human element strong. For example:

• Pair an email with a personal phone call.

• Follow up a trade show connection with a handwritten note and catalogue.

• Use Instagram Close Friends to create a private space for your stockists. Share collection previews, merchandising ideas, and celebrate them as much as you promote yourself.

This balance is what makes you stand out in a crowded wholesale market.

Why This Matters Now More Than Ever

Wholesale buyers are busier than ever, often managing social media, photography, and admin alongside buying. Overwhelm makes genuine human contact stand out.

Consistency matters, but so does connection. Brands that combine both build long term loyalty. When you mix modern tools with timeless sales skills, you create a wholesale business that grows steadily and sustainably.

Practical Ideas to Try

• Pick up the phone to thank a stockist for their order.

• Post a catalogue or flyer with a short personal note.

• Set up a Close Friends list or a wholesale specific Instagram account where you involve your retailers at every stage.

• Share display ideas or merchandising support they can use straight away.

• Celebrate your stockists publicly to build goodwill on both sides.

Conclusion

Sales has always been about connection. As inboxes fill and platforms become noisier, it is the human touch that makes you memorable.

Traditional sales skills are not dead. If anything, they are more important than ever. Combine them with modern tools, and you will create a wholesale strategy that feels personal, trustworthy, and effective.

If you want more support in building this kind of consistent wholesale strategy, that is exactly what we do inside Sales Growth Lab. It is my group programme for product-based business owners who want to feel confident pitching, build stronger stockist relationships, and grow their wholesale sales in a steady and predictable way.