Table of content

  1. Introduction
  2. How to save a struggling wholesale business?

    3. Conclusion


Initially, when you have a struggling wholesale business to handle. You generally get an idea of how things will go.

Unfortunately, no one can predict with certainty how any business will operate. Things don’t always go as planned in even the best-laid plans. This is especially true of new businesses that need time to develop and mature before they reach their peak potential.

Unfortunately, if your wholesale business has converted to a struggling wholesale business, then that’s a sign that something isn’t working properly. 

It doesn’t mean that you made the wrong choice or that there aren’t people who would benefit from your wares. 

Rather, it means that you need to make some changes in your struggling wholesale business You need to implement new strategies and take actionable steps if you want to give it a second chance at success.

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How to save a struggling wholesale business?

Step 1: Develop a marketing strategy for your struggling wholesale business

Firstly, one of the best ways to save a struggling wholesale business is to develop a marketing strategy that targets your ideal customers.

Before you start marketing your products to everyone, consider who would truly benefit from your products, and start marketing to them.

Focus your marketing efforts on places where your ideal customers are spending time. Try using online communities, social media platforms, publications that cater to your ideal customers, and more.

This helps you to avoid marketing to people who aren’t likely to buy from you and instead focus your efforts on those who are most likely to purchase from you.

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Step 2: Create a product roadmap

Now, if you have a large wholesale inventory, it could be taking up too much of your time and resources. While having a wide variety of products can be beneficial, having too many of them could be hurting your business. 

Consider scaling back your product offerings so that you can focus on the products that are generating the most profit. This could include discarding products that are no longer profitable. You can also add new products. 

You can do this by creating a product roadmap to help you plan and prioritize your product line expansions.

Step 3: Review your wholesale relationships

When your business is struggling, the relationships you have with your customers could be the source of the problem. 

Unfortunately, your business will suffer if you have relationship with customers who are not profitable or are taking advantage of your business schemes. Moreover, it will suffer if the relationship isn’t maintained from your end.

If you have relationships with customers who are taking advantage of your business, you risk losing your ability to stay in business. 

Before you make any wholesale changes, you should review your wholesale relationships. This includes everything from examining your contracts to deciding which customers to sever ties with and which ones to keep.

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Step 4: Revise the business plan for your struggling wholesale business

If you are running a struggling wholesale business, then you need to revise the business plan. 

A business plan is a document that outlines the goals of your business and how you will achieve them. 

If your business is struggling, then that is a sign that something is not working as planned. This could be a result of a poor business plan or poor implementation of your business plan. 

Whatever the cause, you can save your business by revising your business plan. 

Start by figuring out what isn’t working and then make changes to your business plan to compensate for those issues.

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Step 5: Make an honest assessment of the problem

First and foremost, you need to make an honest assessment of the problem. 

If your business is struggling, it’s unlikely that you’ll be able to make the necessary changes unless you understand “Why” it is happening. 

Firstly, identify what the problem is when it comes to saving a struggling wholesale business. 

Next, take a look at your business plan and see if you made any mistakes. Look at what has happened in the marketplace since you opened. Then see if there are any factors that you weren’t able to predict. 

A wholesale business is different than a franchise or a retail outlet. You’re dealing with a lot of unknowns here. It will take time to really get your business off the ground. 

Evidently, wholesale has its ups and downs. It takes a professional wholesaler and an experienced company to consistently operate at peak levels from day one.

Moreover, if you’ve been in business for a year or more and your company is still struggling, it’s time to look for some answers.

Step 6: Implement changes to your product line

If your marketing efforts are flawless and you’re still struggling, it may be time to make some changes to your product line or the way you sell them. 

Lets say, you’re dealing with a situation where customers are coming to you but they aren’t buying, you may need to make some changes to your product line. 

You may need to find a way to make your products more appealing. You may need to reduce the price or make them more affordable. 

Hire a marketing expert to help you figure out what you need to do. Wholesalers deal with a lot of challenges that franchise owners and retail store owners don’t have to deal with. 

This isn’t a bad thing, but it does mean that you need to be more flexible, try new things and make adjustments as needed.


When you start a business, there are inevitably going to be challenges to face and obstacles to overcome. Wholesale businesses are no different. 

If your business is struggling and you want to save it, you must take action. 

Start by reviewing your business plan to see where you might have made mistakes. Then, implement new strategies such as marketing to your ideal customers, scaling back your product offerings and reviewing your wholesale relationships. 

By making these changes and taking action, you can save your struggling wholesale business.

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