Brenna Swanston reports:
"Running a retail business means finding products you want to sell from manufacturers you want to work with – and convincing those manufacturers they want to work with you as well...If you're running a wholesale distribution business, you want to convince the manufacturer that you're the best possible connection between it and retail sellers. You'd likely be selling yourself as the sole distributor of the product in question, so how you present yourself in the initial distribution rights request letter is of the utmost importance. You want to appear professional, knowledgeable and receptive. If you're running a retail distribution business and your customers are members of the general public, rather than other retailers, it's your job to convince the manufacturer that your retail business gets enough foot traffic and draws the right crowd to justify giving you distribution rights for the product in question. Again, it's important to sell yourself as a professional...If a manufacturer sees that your email address is linked to a free Google, Yahoo or Hotmail account, the contact might think your business isn't established enough to warrant its own domain name. Invest in an email service for your business to help boost your credibility...There is nothing wrong with sending a hardcopy letter by postal mail, either, providing that you have professional letterhead with which to send it. Whether your communication is 'dead tree' or digital, the same standards of professional business correspondence apply...Fill that email subject line with something indicating that you're seeking a relationship with the manufacturer that will benefit it and that it'd be worth a person's time to open your email and read it all the way through. 'Retail distributor request' – it's short and simple and announces, 'I want to give you business.'...Use a salutation and a respectful signoff. Remember that though you're making a request, you're also making a sale – a sale of your business' brand and reliability. Inform the potential client of what your business can do for its business, and ask for details regarding what it looks for in a distributor.
Here's what to include in your letter:
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