How To Get Wholesale Customers & Sell More Candles

In the world of handmade manufacturing, one of the biggest goals is to build a strong network of retailers who love your products and keep coming back for more.

Wholesale clients are gold—they place bigger orders, reorder frequently, and help you reach new customers every day.

But how do you attract and keep these valuable clients?

With over years of experience, we’ve picked up some great tips on what wholesale clients like and how they work. Here are some simple, effective ways to connect with them.

Here's What We'll Cover:

• Creating a Trade Catalogue
• Engaging in Cold Outreach
• Discovering New Clients
• Fostering Repeat Orders

Create a Comprehensive Trade Catalogue

First things first, you need a killer trade catalogue to sell more candles and get more candle sales.

This document does double duty: it lays out your operating procedures and provides potential stockists with everything they need to know about working with you. Here’s what to include:

• Products available
• Wholesale pricing (including RRP)
• Minimum order quantities
• Payment terms
• Product photos in context
• Company details, reviews, and customer profile

Show off your achievements, like order volumes, positive reviews, and social media following. Retailers love this info. Even if you’re a small business, highlight your handmade and eco-friendly aspects.

Once you've got your trade document ready, consider hiring a freelancer from platforms like Fiverr or Upwork to design a visually appealing catalogue.

This professional touch can help you sell candles wholesale more effectively.

Engage in Cold Outreach

Now that you have a well-designed trade catalogue, it’s time to start reaching out to potential stockists.

The goal is to get more wholesale customers. Rather than immediately sharing the catalogue, focus on sparking a conversation first.

Two effective and cost-free methods for reaching out are direct messaging (DM) and email.

Though time-consuming, these approaches have proven highly effective.

In our experience, DMs tend to yield better results since retailers check their messages more frequently. Here’s how to find retailers and start the conversation:

1. Identify the type of retailers you wish to collaborate with (e.g., garden centres).
2. Use Google Maps to locate local garden centres.
3. Visit their websites to gather email addresses or find links to their social media profiles.
4. Craft a short, friendly, and personalised message showing your genuine interest. For example:

"Hi [name], I came across the [product name] at [business name], and I absolutely love it! I would like to introduce my candle business and explore the potential for a mutually beneficial collaboration. Would you mind if I share more information with you?"

This friendly approach increases the chance of a positive response.

While out of 100 DMs you might get only 5 replies, remember that attracting wholesale clients is a numbers game.

Keep at it and don’t give up easily!

Discover New Wholesale Customers

In addition to the obvious method of using Google to get more wholesale customers, there are other ways to find retailers interested in stocking your products.

Attending trade shows like the Autumn Fair can be a fantastic opportunity to sell candles wholesale. Keep in mind, though, that these events can be costly, sometimes exceeding £7,000.

Another effective strategy is to work with sales agents—self-employed professionals who sell your products within their network. Sales agents usually take a commission of 10-15% per order.

Finding reliable sales agents can be tough, so continuous recruitment across different territories is necessary. LinkedIn is a great platform for identifying potential sales agents.

Get More Repeat Orders

Once you land that first wholesale order, it’s crucial to ensure the retailer keeps coming back.

Excellent communication and prompt shipping are key.

Check in with them every few weeks to ask about sales and offer assistance. Strengthen your relationship by showcasing retailers on your social media and providing point-of-sale displays like posters and leaflets.

Increase repeat orders by sending free samples of new products, encouraging them to place more orders and raising the average order value.

Also, inform retailers about new collections before launching them to your general customer base. This ensures they have stock available in their stores and feel valued.

Conclusion

Building a clientele of wholesale clients requires dedication and perseverance.

However, imagine the benefits of having 100 active stockists regularly ordering from you alongside your retail sales.

These practical tips can guide you on the path to getting more wholesale customers, selling more candles, and boosting your overall candle sales.

Keep pushing forward, and you'll see the rewards.