How to find wholesale buyers and suppliers in Russia and the CIS? Ways to increase sales in the wholesale business Where to find wholesale customers
A necessary condition for any trade deal is the presence of a buyer. Success, respect of colleagues at work, position in the company and your standard of living depend on the ability to look for new clients. Therefore, you must master the ability to find new customers perfectly. As we know, fear is a hindrance to success in all areas of life, which in the sales process is directly related to finding new customers. It is not only about making contact with another person, but also about making this contact fruitful. The fear of rejection can overwhelm you to the point of paralyzing you as a salesperson. To realize how much fear interferes with work, imagine this situation.
Your firm has very high-paid, really great specialists in finding new markets. Their task is to conduct a study of all potential customers in a given market sector using a certain method, in order to establish which of them will buy the exact product that you are selling. As a result of their research, these specialists make a list of those who are ready to buy your product right now. You have a guarantee that every customer on this list will agree to a purchase if you meet them, but this list is only valid for that one day.
With a list of trusted clients like this, you probably would like to establish personal contact with each of them. You would spend the whole day making phone calls, faxing, racing from meeting to meeting. You would also visit those with whom you previously agreed on the phone. Every minute would be valuable to you.
If you were guaranteed success, if you were not afraid of rejection, disappointment, difficulties and misunderstandings, you would be one of the most confident and dynamic salespeople. The main reason you don't do this is fear. This feeling can be so devastating. Your goal is to overcome fear. When you do this, success awaits you.
OVERCOMING FEAR AND ABILITY TO FIND CUSTOMERS
Where is the source of the fear that paralyzes us when looking for new clients? This is the result of constant oppression, the roots of which lie deep in childhood. Unfortunately, human nature tends to avoid unprofitable situations on pain of multiple failures. Due to the defeat, the person becomes nervous. If, when contacting clients, you are faced with their negative reaction, then you feel resentment and humiliation. After all, it is about your self-esteem.
If it came to an open confrontation, you would probably try to defend yourself. In the future, you will avoid situations in which this painful experience may recur. You will find excuses and excuses not to meet those “unsympathetic persons” who, unfortunately, are at the same time potential clients, the source of your income. This behavior quickly becomes a habit. It may happen that you hate the very idea of \u200b\u200bfinding a new client. This is a natural reaction common to many salespeople.
Newspapers
Start with newspapers. Many salespeople spend years compiling a list of potential customers whose names or business names appear in the daily newspapers. Unfortunately, one day is not enough to read all the ads in the local press.
Do you remember the definition of a good customer? Firms that advertise in the newspaper are good clients: either they are doing well and they want to earn even more, or the income they receive is far from what they expected and in this way they want to increase their profits. Those who buy entire ad pages are first-class customers because newspaper ads are expensive. Advertising in a newspaper is a certain form of information: “Sellers all over the country, come to me! I have insoluble problems and opportunities that I want to use. "
Phone book - "yellow pages"
The phone book with company numbers, the so-called "yellow pages", is a great source of potential clients for many reasons. First of all, placing information in it is expensive. It is clear that firms that spend money on this want to increase their income in this way.
Secondly, a place on the Yellow Pages must be reserved in advance. This speaks of correct planning and a fairly long existence of the company. Businesses that choose this type of advertising are most likely to post large format ads. This suggests that they are at a stage of rapid growth, which means that they probably have problems.
Specialized magazines
Specialized magazines contain the most accurate customer information. They often include a list of 25 to 50 leading firms in the field. They even include lists of customers interested in a product or service.
You yourself can also write in special magazines. In this case, you must provide information on how your products or services can solve the problem or help the company achieve the goal it seeks. You may not receive a fee for your journalistic work, but in such a professional magazine you can submit your name, name and address of the company, and this gives a chance that potential clients will contact you themselves.
You can attach such an article to materials that you present to clients or to correspondence. If you gain authority in your business, then clients will trust you more and, if necessary, will willingly consult you.
Also subscribe to some serious economic newspaper. You will not only find there specific data on individual firms, but you can also deepen your knowledge of economic issues. The information that you get there will be useful for you both in conducting conversations with clients and in better understanding their situation.
Industry information and address list
Another supportive source in finding potential clients is agencies that have information about specific industries and their employees to whom you would like to sell your product. If you are thinking about specific branches of the economy, then just go to the nearest library and ask for a selection of all periodicals. Pick the magazine with the largest circulation and subscribe to it.
Other firms that also work in the industry must advertise in special editions. This information will help you better present your product or company. In addition, you will better understand what concerns people in this specialty are concerned about, at the same time you will become familiar with their specific language, which will undoubtedly help you when selling your products.
Chamber of Commerce
Regional chambers of commerce are the next source of information. These institutions publish publications in which you can find data on all potential clients. The main goal of the chambers of commerce activity is constant contact with companies and their representatives.
Reviews can be found everywhere
The most accessible source of information is your customers. After signing the contract, ask the client to recommend someone from their acquaintances. The recommendation of a satisfied customer is very important. Look for the next customer using the previous one.
Look for clients at random
It is also one way to find new clients. This is the first opportunity for beginners in the business and the last for experienced salespeople. If you're just getting started and don't have any clients or addresses, random searches or telephone marketing can get you off to a good start and at the same time learn intensively about the products or services you offer.
Preliminary analysis
What do you sell? Analyze the transactions that you have already made: why did they end with orders? This will give you the opportunity to develop a customer search strategy that will lead to high results. Answer yourself the following questions.
What am I selling?
What are my products or services?
What will they give the client?
If I were a customer, what would I get by purchasing this product or service?
Having analyzed the benefits that the client will receive, you can clearly show him why it is profitable to purchase this product from you.
Who is your customer? It's good when customers come to supermarkets or shops themselves. They have already decided, they already know what they need to buy, what they want. And the seller only acts as an assistant. With direct sales, the customer must first be found. And this is particularly difficult.
First, answer yourself these questions.
Who is my real buyer?
Who is my ideal customer?
Who will be my client in the future?
Think of people who have already purchased a product or service from you: who are they? Before you start looking for new clients, try to answer this question. The dossier on the clients you acquire will help you with this. Haven't got it yet? Do it immediately!
Your potential buyers may include individual firms or entire industries. What happens if you start to specialize in working with certain types of firms? What problems do people care about in this particular area?
So, you establish where the buying firm is, then study its position in the market and only then find a person who makes decisions on this issue.
The motives for buying your product. This is a very important question: why buy your product or service?
Which of all the expected benefits are most visible?
What are the less striking benefits?
What benefits does the client expect from working with you?
When presenting your product, draw the client's attention to the most obvious points.
TALKING BY PHONE
The telephone is a commonly used means of communication. And now it is also an opportunity to sell your product to a much larger number of buyers, perhaps without even meeting them. But in order for him not to turn from a good friend into a devourer of your time, it is worth adhering to some rules. Let's talk about them in more detail.
Ten Telephone Sins
Unclear purpose of the conversation.
Improvisation during a conversation, unfinished necessary materials.
Bad time to call.
Searches for the subscriber's number.
Keywords are not pre-written.
The purpose of the conversation is not explained to the partner.
The style of conversation is dominated by monologue rather than listening and asking questions.
No follow-up recording of the conversation.
The agreements are not specific.
Inability to end a conversation, fear of offending a partner during a protracted conversation.
Methods for effective organization of telephone conversations
Incoming calls. If they call you, try at the very beginning of the conversation to find out a number of questions that will help to negotiate on the phone more rationally.
The reason someone is calling you shouldn't be considered more important than the business you are currently doing. No one expects the surgeon to interrupt the operation and answer the phone.
Outgoing calls. Outgoing calls are easier to manage than incoming calls. The most rational way is to put them in telephone blocks, that is, time intervals (preferably closer to noon and in the evening. At this time, you can get through faster, since you are connected with your interlocutor not during peak hours.
03.03.2017
The majority of manufacturers face the issue of expanding the dealer network. In recent years, the volume of sales for current dealers has decreased, up to 2 times for many, and it is not so easy to find new ones.
I have been offering moves related to the reorganization of the sales department and the allocation of individual people to find and attract new customers for more than one year, but most furniture companies are “deaf” to this. And this despite the obvious advantages of this approach and the results of our clients, which I have cited.
At the same time, almost at every event for the owners of furniture production, I am still asked: "How to increase wholesale furniture sales?" Let's look at this problem from the “other side”.
In this article, I tried to collect different channels for finding wholesale buyers on the Internet. It will be useful both for those who are just thinking about expanding production, and for those who are already actively working with wholesalers and planning to develop further. You can use this article to train new sales managers.
1. Wholesale buyers of furniture - who are they?
... Furniture stores
I would divide them into three categories :
The first - furniture chains representing furniture of many manufacturers and different groups of goods in different cities, for example, “Gromada” in Siberia, “Azbuka” in the Far East. Moreover, they themselves, most often, are not produced by furniture manufacturers.
Second
- federal furniture chains of manufacturers, such as Angstrem, Lazurit, Lyubimy Dom. They focus on the main group of products, for example, cabinet furniture, the rest of the product groups are related, as a rule, from third-party suppliers.
And the third
- small dealers of furniture manufacturers, that is, LLC or individual entrepreneur, who run furniture stores in the city of residence.
Many offline stores have a "representation" on the Internet: a catalog site or a store site.
You can and should work with each of them.
Furniture online stores
Some of them have their own warehouses in Russia, and you will have to work with them, most likely, with a deferred payment.
The other part will be interested in your products in the region where you are located or your warehouse. Then they will not have to spend money on large warehouses, logistics. You need to maintain a warehouse stock, since a buyer who orders a sofa, bed or wardrobe in an online store hopes that the furniture will be delivered to him tomorrow, at least the day after tomorrow, and not in a week or a month.
Stores of related topics:
Household goods + furniture like HOFF
- DIY hypermarkets, for example, "K-Rauta", "Maksidom", "Leroy Merlin"
- plumbing + bathroom furniture
- decorative elements of the interior + exclusive furniture with unusual decor, wrought iron elements, decoration.
This is a fairly promising sales channel. True, it requires a lot of resources from the manufacturing company. In most cases, payment is deferred for 90 days.
Intermediary companies
There are tens of thousands of items in their assortment. They aggregate in their database many manufacturers (both Russian and foreign), develop catalogs, develop their dealer network. They have their own warehouses and transport service. One of the representatives of this category is BestMebelik.
Large state and private companies
I mean large state and private companies - buyers of office furniture, hotel and restaurant furniture (HoReCa segment), which requires regular updating. The cost of the contract can reach hundreds of millions of rubles. Yes, this is a one-time order. But if you make quality furniture and deliver it on time, you will be contacted more than once.
2. The Internet is a convenient channel for finding furniture wholesalers
For furniture wholesalers, the Internet is one of the most effective tools for finding business partners, as it allows you to quickly establish direct contact with them.
Let's see how to find furniture dealers on the internet?
2.1. Creating your own website
Decide who will target your site: wholesalers or end consumers. If you are going to cover both directions, it is better to make 2 separate sites. Allocating a separate section for dealers of furniture manufacturers on your website, you will still not be able to fully reflect the benefits of working with you and, moreover, will raise doubts among the “physicists”, and whether they are overpaying for furniture.
The screenshot below is an example of NOT the best manufacturer positioning for dealers.
You can make a one-page website - a landing page designed specifically for finding dealers in accordance with the requirements of the b2b segment. With the right approach, it will work much more efficiently than a site for everyone. The task of the landing page is to collect data from wholesale buyers of furniture for a subsequent call or sending a commercial offer. As an example - the landing page of Mebelopttorg, by the way, assembled on a fairly simple constructor.
Using Yandex Direct and Google Adwords, you can quickly get the first target visitors to the page. You will need to choose the right keywords, create effective ads, and correctly set up an advertising campaign.
2.2. Collection of contacts from the websites of furniture dealers and other wholesalers
By typing in the search line "wholesale buyers of furniture", "looking for suppliers of furniture", "furniture stores Moscow" (or any other region you are interested in), make up your base of wholesalers. Opening the website of a furniture dealer, immediately look for the page "Cooperation" or "Partners", fill out an application or include the company's phone number in the call plan.
It is at business forums that future dealers of furniture manufacturers who are just starting to think about opening their own store most often ask questions.
Don't just rush to the embrasure and shout “I'm looking for a furniture dealer! Come on, I'll be your supplier! " To begin with, it is worth talking in a neutral manner: help to choose the assortment, tell how to arrange a showroom, answer other questions. The trust in you personally, caused by your qualified answers, can result in profitable cooperation.
2.4. Personal page on furniture portals
Furniture portal is a multi-page site that combines the functions of an article magazine and a catalog of companies. It publishes advertising and informational articles, furniture manufacturers place their personal pages. Furniterra.ru, 1md.ru, meb100.ru, mebelfirm.ru portals position themselves as resources providing ample opportunities for the development of the furniture business.
What can a furniture wholesaler in your company do when looking for wholesale buyers?
Post news: about the appearance of new materials and new types of products in your assortment, the development of new collections, your participation in exhibitions, receiving any awards, current promotions and discounts. The conditions for publishing news on different portals are different - check with the administration.
Create a corporate page indicating your contact information, office address and email address, adding elements of corporate style, listing the advantages of your company and calling for cooperation. You can also place your products with photos. Creating a page is free, you just need to register.
Publish paid ads. Several formats are offered to choose from: banners of various sizes, premium placement (that is, placing your company's block in the TOP-3 of the portal catalog). To find furniture dealers, be sure to use the word "wholesale" in your ad text.
Before you start working with the portals, check how many users visit it every day. It is desirable that there be at least 2000 visits per day. You can request the necessary information from the administration or look at the counter, if, of course, it is on the website.
This is how the counter on the Sotk portal looks like. The top line shows how many views were in 24 hours, the middle line shows visitors in 24 hours, and the bottom line shows visitors for today.
2.5. Placing ads in catalogs for wholesalers / buyers
Supplier and manufacturer catalogs OptList.ru, Optom.ru, "Wholesale trade - wholesale suppliers" represent a database where you can find wholesale buyers and manufacturers of furniture and many other products.
If you want to find furniture dealers, you can scroll through the section for current inquiries and tenders of retail stores for wholesale supplies:
Or write out contacts of wholesalers from the general catalog:
Or register as a supplier so that wholesale furniture buyers can easily find you:
Different sites have their own functionality. What opportunities can a furniture wholesaler use?
Adding a company account with detailed information about the product to the supplier base
Placement of price lists, photos and files
Placing requests for wholesale supplies
Publication of paid ads, banners and paid promotion to the top lines of the catalog
Viewing statistics
Search for business partner companies with screenings according to certain criteria
Publishing company news
Communication with wholesalers through a personal
2.6. Tracking wholesale buyers of furniture at tender sites
Commercial enterprises and government organizations organize electronic auctions for the purchase of a large batch of furniture. Information on them can be found on the public procurement website or on the tender site where commercial tenders are posted.
On the official website of the unified information system in the field of procurement http://zakupki.gov.ru you can specify the region you are interested in:
And product type by keyword:
Please note: at the time of this writing, there were 817 electronic auctions for the supply of furniture at the “application” stage (a small part of them is the preliminary selection of participants). The contract price varies from 11 184 rubles to 147 229 920 rubles.
In addition to the public procurement website, there are more than 30 tender platforms in Russia, not counting the thousands of companies that publish purchases on their corporate websites. And the chance of getting an order from them is much higher due to less competition. Obviously, self-tracking all of these resources will take you a lot of time, even if you only look at them once a week. Therefore, I recommend using aggregators that collect commercial and government tenders from all available sources.
This is how the RosTender platform works:
RosTender is not the only aggregator. Consider several options and choose the most convenient for you.
So, you now have contacts of potential wholesale buyers. Now you need to contact them and submit your proposal.
P.S. To help the heads of the wholesale directions of furniture companies, the International Furniture Personnel Center has developed 2 powerful tools that will allow you to increase sales by 10% or more in 6 months.
Two powerful tools to help furniture business wholesalers
 Management kit |  Master group |
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For those who do everything themselves |
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This kit is the newest package product developed by MMC. It includes 18 of our best turnkey wholesale solutions that will help you implement FUNCD principles * into your company, break out of routine, out of the competitive crush, find “solid ground under your feet” and start a new, well-ordered furniture life. FUNKD * - Functionality, Controllability, Reliability, Controllability, Dynamism - Alexandrov S.А.
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We wish you great wholesale furniture sales!
You wondered where to find wholesale customers (clients), suppliers and at the same time work with them without intermediaries?
Here are several ways to advertise your company to wholesale buyers from all over the CIS and beyond:
- Participate in thematic exhibitions in key cities of the CIS
- Place yourself on a single wholesale online platform for the CIS and EAEU
- Advertise your company on Google and Yandex
- Build a dealer and agent network
More details about each method of attracting wholesale customers:
Method number 1
Participation in thematic exhibitions in key cities of the CIS
A huge number of exhibitions in various industries are held annually in different cities throughout Russia and the CIS (EAEU). The largest exhibitions are held in Moscow at such venues as:
Crocus Expo
ExpoCenter
VDNKh
Sokolniki and others.
A few more sites where you can find relevant trade shows and industry events:
expomap.ru - calendar of Russian exhibitions.
exponet.ru - search for exhibitions in Russian cities.
expolife.ru - catalog of Russian and international exhibitions.
This method of searching for wholesale buyers is effective, but at the same time requires considerable investments. There are much more effective and more affordable ways. They will be discussed below.
Method number 2
Placement on the wholesale trading platform of the CIS and EAEU
Another great way to attract wholesale buyers is Qoovee.com, a single electronic trading platform in Russia and the CIS. Today, the supplier base in Qoovee numbers over 22,000 companies. Tens of thousands of wholesale buyers from different countries visit the site, thousands of wholesale transactions and hundreds of thousands of page views of goods and companies are made.
Qoovee.com has a Suppliers section, which is essentially a round-the-clock and year-round Internet exhibition, where wholesale customers are looking for suppliers of goods from around the world.
In the section "Products" wholesale buyers get acquainted with the catalog of suppliers' goods. This section is a huge wholesale hypermarket where customers can quickly and easily create a request for an order.
You can also participate in commercial tenders on the Qoovee trading platform. How can I create a tender i.e. request prices and terms of delivery, and receive orders as a supplier.
Qoovee.com is not an intermediary, so your contacts will be available to buyers and they can contact you directly. about the site.
Benefits of listing on Qoovee.com for supplier and buyer
Method number 3
Advertising in Google and Yandex.
One of the most effective ways to attract wholesale buyers or find manufacturers and suppliers is contextual advertising in Google and Yandex. Wholesalers often search for suppliers through search engines. They are typing keywords in the search, for example: Children's clothing wholesale, or the Base of clothing manufacturers, wholesale dried fruits and the like.
It is important to be on the first page for keywords that relate to your product. How to do this, how to attract wholesale customers through Google and Yandex, as well as how to find out how many wholesale buyers are looking for your products in Google and Yandex search engines, you can, and absolutely free.
Method number 4
Building a dealer and agent network
Why is it profitable to build a dealer network? The answer is obvious: the dealer will invest his resources and he will do the same as you would if you opened your office / representative office.
The development of a dealer and agency network will allow you to cover large territories and expand sales markets with minimal resources. The main thing is to have a quality product and a network building system.
How and where to find dealers and agents? What will allow you to quickly bring dealers into the business and expand the network? How to arrange work with dealers and agents? How to organize and create a dealer and agent network? You will receive answers to these and other questions in this material.
To attract and retain quality suppliers, customers need to properly build relationships with a range of potential suppliers, motivating them to fruitful cooperation. Any supplier wants to maximize profits by generating additional revenue and at a reasonable cost (customer acquisition cost).
And since he wants the cost of attracting and supporting the customer as a client not above average, the customer must try to reduce the cost of participating in the bidding of the supplier he is interested in.
This can be done by automating the procurement activities of the enterprise, coupled with a couple of simple, but proven effective management methods. At the same time, the customer optimizes his resources for organizing and conducting purchases in parallel with the creation of acceptable conditions for the suppliers he needs.
Automation of procurement means the creation of a certain system (electronic trading platform, SRM, etc.), which is capable of solving a lot of tasks, including planning procurement, holding tenders, monitoring the execution of contracts, etc. I will dwell on ways to attract and retention of suppliers at the stage of preparation and implementation of procurement procedures.
How to separate the wheat from the chaff
It should be understood that by creating greenhouse conditions that reduce suppliers' costs, the customer cares first of all about himself, about his own procurement efficiency. At the same time, the customer is not obliged to take care of each supplier - these are his costs. Hence, the primary task is to filter out the best suppliers from all the rest. To do this, the functionality of the procurement management system can be supplemented with the possibility of automated prequalification for certain categories of goods, works and services.
As part of prequalification, which is a pass to future tenders, the customer can clarify whether the supplier has production capacity, what are the terms of delivery and settlement, whether the supplier is ready to integrate its systems with the electronic trading platform, etc. Prequalification for a certain period releases the supplier from confirmation of qualification requirements with participation in each auction, reducing the costs of both counterparties.
Having selected suitable suppliers, the customer uses the system to invite them to participate in procurement procedures. But it's not a fact that the best suppliers themselves will express a desire to work with a specific customer. Sometimes it is useful to find the right supplier in the market and send him a personal invitation to become your supplier without qualification.
Miser pays twice
Then the supplier proceeds to work directly with the e-procurement system. Everything here should be as simple and convenient as possible. If every time a supplier needs to bid, he starts to shiver, then this is unlikely to add points to the customer who saved the cost of developing an automated solution. In such a "economy system" of procurement management, the most likely to appear problems with the interface and usability, as well as intra-system failures and other problems that interfere with the comfortable and fast work of the supplier.
What else can make suppliers happy? A necessary condition for participation in the auction is a real opportunity to win. Having bargained in vain on the site once or twice, the supplier will understand that he has nothing to "catch" here, and will simply leave. You need to understand: when there is only one high-quality supplier on the site, he will certainly break the price, so you need to attract as many such suppliers as possible to create quality competition. It is necessary to maintain competition on the site, giving a real opportunity to win for suppliers offering the highest quality goods, works, services.
If we are talking about an exceptional situation when it is necessary to retain a specific supplier, which is very important and the relationship with him is very important, then the organization may even conclude a purchase agreement with him from a single supplier in order to maintain his interest. And so that he does not break the prices, you can first conduct a request for prices or a request for proposals. With this approach, the customer today can lose money, but in the future, due to the competition of the quality suppliers remaining on the site, the customer will win. It is also important to note that maintaining a sufficient level of competition among suppliers in all purchases is good, but it is more expedient to create better conditions for suppliers of key product groups.
For effective procurement, there must be competition between quality suppliers. It will not appear on its own, we need to work on this, including investing our funds in tools and technologies.
SHAIROV
Search for wholesale customers
Where to find wholesale customers? This question arises before businessmen quite often. There are so many options where you can find your client. As a wholesale buyer and retail. Knowing where wholesale customers sit has always been a goldmine for entrepreneurs. Let's list the minimum opportunities where you can find your customers:
- avito bulletin board website
- various forums on the Internet where potential customers are looking for your products
- tV advertising
- upload a video of your proposal to YouTube
- place a banner on the portal with your target audience, etc.
And that's not all the possibilities. Personally, I know over 100 ways to attract customers, but I don't use all of them. Because for me there are no more than 10 really effective instruments, I will tell you about one of them below.
Where is a wholesaler of children's clothing looking for clients?
One of my clients is a wholesaler of children's clothing. He works in Belarus, and clients come to him from all over the CIS and all over Russia. And a very stormy stream. How he does it? It's pretty simple. Contextual advertising in Yandex and Google leads the clothing seller dozens of customers a day for wholesale orders with an average check per transaction of 800,000 rubles. Businessmen often try to find new clients, but here everything is much simpler. Clients are looking for us, and we are always with them.
How to search for wholesale customers in Yandex?
Every day people search for various services and products in Yandex. How does this happen? A person enters a commercial query in the Yandex search line, for example: buy potatoes in bulk in Minsk. Further, in front of him there are sites on which this potato is sold. Contextual advertising allows you to be on the first lines of Yandex for those queries that we choose ourselves. This tool is not simple, not everyone can master it. Although now every dog \u200b\u200bsays that it sets up this very advertisement. Here, be careful, better consult me \u200b\u200bon this matter by phone 8-499-346-68-15. Advertising in Yandex I'm talking about is called Yandex Direct. If you want to make money and get hundreds of new clients, then call my office and my guys will tell you in detail how to launch this source of buyers.
How do I know if my wholesale customers are looking for me?
To answer this question, you need to go to the site http://wordstat.yandex.ru, this site shows how many people searched for the word you write per month. Let's try to type there the phrase "wholesale children's clothing" (without quotes). Here is our result 65,129 impressions per month. Well, not bad. Even with great competition, we can easily get our wholesale customers. Especially if professionals work. Write your results in the comments. I will answer you whether it is possible to receive clients with such a date or not. See you soon.