01/17/2024
Just received an email from a wholesale distributor we used to spend a lot of money with. Was I a total do*****ag? Disrespectful? Or was my retort an amusing way to make a point?
Read to the end for a special surprise.
FROM THE DISTRIBUTOR: "I hope this email finds you well. My name is ######### and I am the new marketing director at #########. First and foremost, thank you for your business. It is customers like you who have shaped ######XX and the trust you’ve placed in us means the world.
It looks like it’s been a while since your last order, and as someone who genuinely cares about your experience, I’m reaching out to understand if there was anything that didn’t meet your expectations. I hope you can help me understand what happened.
Was it our customer service, pricing, or shipping policies? Perhaps our product range didn’t align with your needs? Or maybe there’s something else that prompted your decision. Whatever the reason, I am here to listen and learn. Your insights will guide us in making necessary improvements.
Please know any feedback you provide will be received with utmost respect and consideration. I genuinely appreciate any time you’d be willing to spare to share your thoughts and experience, as it will help #########X to take better care of you and other customers in the future.
Thank you once again for your past support, I hope to have the opportunity to welcome you back in the future. The purpose of me sending this email is to take a step back and listen to the people that matter most; you.
Okay, for whatever reason I decided to respond with in fairy tale format. Maybe because my initial thought is these guys are so far out of touch with reality that a fairy tale was appropriate.
MY RESPONSE:
"Allow me to respond with a story.
Once upon a time, in a digital realm not so far away, there existed a land of endless opportunities where online retailers could purchase their coveted merchandise from benevolent wholesale distributors. These savvy retailers would then work their e-commerce magic, turning a handsome profit and living happily ever after.
But, as life often does, it threw a few plot twists into the mix.
The stalwart brick-and-mortar businesses, loyal customers of these benevolent distributors, started to grumble. They found themselves unable to compete with the tantalizingly low online prices and were, quite frankly, resistant to change - especially the kind that involved diving into the treacherous waters of the internet.
To appease their grumbling brick-and-mortar patrons, the wholesale distributors embarked on a quest to make life increasingly challenging for our valiant online retailers. A series of obstacles and tribulations were strewn along their path to profitability.
And then, just when our online retailers thought they'd reached the darkest depths of their struggle, a new adversary emerged – the nefarious brands themselves. These malevolent overlords dictated who could and could not partake in the selling of their cherished wares. The wholesale distributors, ever eager to maintain their favor, took up the mantle of tormentors, adding fresh layers of complexity to the online retailers' already tangled web of woe.
As if that weren't enough, the wholesale distributors made a fateful decision: they delved into the treacherous waters of managing Amazon accounts for select brands. The result? An online retailer's life, already hanging by a thread, was pushed to the precipice of impossibility.
And so, dear wholesale distributor, one may ponder the fate of those intrepid online retailers who once thrived in this digital kingdom. But as the tale unfolds, it becomes clear that the very policies meant to safeguard the balance of power have, in truth, tipped the scales against those who once dared to conquer the world wide web.
"I wonder," mused the wholesale distributor, "what became of those online retailers?""
BTW, I don't see this distributor or any wholesale distributor changing. The industry itself has changed too much. Eventually, most brands will be shipped directly from the factory to Amazon - they won't need wholesale distributors, especially when the brick-and-mortar stores go out of business.
I have TWO business models that have worked for me for decades that are not selling physical products. If you want additional information to see if one or both of these models might flip your switch, comment "more info" below, and I'll be in touch.
