Wholesale Is Like Online Dating – Are Buyers Swiping Left on You?

Ever feel like your wholesale pitch is getting ignored? You’ve sent the email, attached the line sheet, maybe even followed up… and still, crickets.

Here’s the thing: retail buyers are busy. Their inboxes are full. They’re quickly scanning through pitch after pitch, making snap decisions - just like someone scrolling through a dating app.

If your pitch doesn’t stop them in their tracks, they’ll move on.

Boring? Swipe left.

Too vague? Swipe left.

Clear, exciting, and easy to say yes to? That’s a right swipe - and maybe even a first order.

Your wholesale pitch is like your brand’s dating profile. You’ve only got a few seconds to grab attention and spark some interest. So, how do you make sure buyers don’t scroll past?

Lead with a strong hook

That opening line matters more than you think. Start with something specific, personal, or eye-catching. Show them that you’ve taken the time to think about their shop - not just copied and pasted the same message to everyone.

Something as simple as:"I saw you stock beautiful stationery brands like x and y, and thought my illustrated planners might be a great fit too..."

Is already so much more engaging than:

 "Hi, I’m reaching out to introduce my brand."

Make your photos work for you

Let’s be honest, we all judge a little based on the pictures. Buyers need to see your products to fall in love with them. That means clear, high-quality images that show your products in the best light (literally). Bonus points for lifestyle photos that help them picture your items on their shelves.

No fancy equipment needed - a bright window and a tidy setup can go a long way.

Share what makes you different

Buyers want products that sell, not just ones that look nice. This is your chance to show off what makes your brand special. Is it your bestselling product? A loyal customer base? Your eco-friendly packaging? Your strong repeat sales?

Whatever it is, say it clearly. Don’t make them dig for the good stuff.

Make it about them

Instead of listing everything you’ve ever done, focus on what’s relevant to the buyer. What makes you a great fit for their shop? Think about the type of customer they have. Can you help them fill a gap or bring in something fresh?

Positioning your pitch this way makes it feel more like a helpful suggestion - and less like a cold call.

If you're ready to stop second-guessing your wholesale strategy and start making real progress, Sales Growth Lab could be exactly what you need.

End with a clear next step

Don’t leave them wondering what to do next. Tell them! Whether it’s replying to request your catalogue, booking a quick call, or checking out your online portal - make it easy and clear.

Even better? Make your call to action sound friendly and low-pressure, like:

"Would you like me to send over the catalogue?"

 or

"Happy to send samples if that helps!"

You’ve Got This!

If you’re not hearing back, it’s not because your products aren’t good enough. It might just be that your pitch isn’t giving buyers a reason to say yes.

So this week, take a fresh look at what you’re sending out. You don’t need to rewrite everything, just tweak a few key parts to make it more human, more helpful, and more you.

And if you’ve landed a stockist after sending a pitch you were proud of, I’d love to hear what worked!

Drop me an email and tell me what helped get that “yes.”

Finally, if you want to learn more about wholesale selling, check out my group program, Sales Growth Lab. This is where you streamline and strategise your wholesale so you can double your sales.