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6.1 Introduction to Wholesale Sales

Introduction to Wholesale Sales

Wholesale sales present a significant opportunity for franchisees to diversify their revenue streams and build lasting relationships with local businesses. By partnering with resellers such as grocery stores, restaurants, breweries, and attractions, franchisees can secure consistent, repeat orders and expand the King of Pops brand in their territory.


Though wholesale often operates at a lower margin than direct-to-consumer sales, it offers scalable growth and predictable revenue. Additionally, it creates valuable networking opportunities, enabling franchisees to connect with businesses that might host future cart locations or events. A successful wholesale program is rooted in professionalism, effective communication, and consistent execution, all of which are outlined in this guide.


Benefits of Wholesale Sales

  • Consistent Revenue: Wholesale customers often place regular orders, providing a steady income stream.
  • Increased Brand Visibility: Selling in local businesses expands brand awareness in your territory.
  • Networking Opportunities: Builds relationships with businesses that can lead to future event bookings or cart placements.
  • Diversified Income: Reduces reliance on cart sales and seasonal events, ensuring year-round business stability.
  • Efficient Scaling: Wholesale accounts require less daily attention compared to events and retail sales.

Tools and Processes for Wholesale Success

1. Customizable Sell Sheet
  • Purpose: To provide a professional overview of King of Pops offerings to potential wholesale customers.
  • Key Elements:
    • Company branding and mission statement.
    • High-quality product photos and descriptions.
    • Wholesale pricing for everyday and extra special pops.
    • Contact information for orders and customer support.
2. Spec Sheet
  • Purpose: To ensure resellers have the technical details needed for ordering and compliance.
  • Key Elements:
    • Product dimensions (individual pops, case sizes).
    • Storage instructions (e.g., -10°F or colder).
    • Nutritional and ingredient details.
3. Offerings
  • Categories:
    • Classic Pops: Fruity and creamy flavors.
    • Seasonal Pops: Rotating, limited-time flavors.
    • Prince of Pops: Smaller pops for kids or lighter snacking.
    • King of Pups: Dog-friendly frozen treats.

              Other Products: Cocktail mixers, soft serve bases, branded water.


4. Square Wholesale Setup and CRM Management

  • Purpose: To ensure seamless invoicing and efficient tracking of wholesale opportunities.

Square Wholesale Setup

  • Create a Square Location:
    • Add a new location named Wholesale – [Your Territory] in your Square account.
  • Set Pricing:
    • We suggest selling Everyday Pops for $2.10 each.
    • AND Extra Special Pops: $2.30 each.
  • Send Invoices:
    • Always use the Wholesale location to create and send invoices.
    • Include customer details, product quantities, pricing, and delivery fees for smaller orders.
    • Ensure all invoices are signed before delivery.

HubSpot CRM Integration

  • Create a Deal for Each Delivery:
    • Log every wholesale delivery as a deal in HubSpot.
    • Use the naming convention: [Customer Name] – [Delivery Date].
  • Inbound Leads will be assigned to the territory owner. 
  • Track and Report:
    • Update deals with notes on product delivery, customer feedback, and any issues.
5. Merchandising Checklist
  • Goal: Optimize the in-store display to boost sales.
  • Best Practices:
    • Position freezers in high-traffic areas.
    • Ensure branded signage is visible and clean.
    • Rotate stock for freshness.
6. Check-In Cadence
  • Recommended Frequency:
    • Weekly for high-volume accounts.
    • Monthly for smaller accounts.
8. Deliveries
  • Guidelines: Provide clear delivery windows and require customer signatures.
9. Routing & Delivery Days
  • Process: Organize routes by geography and notify resellers of delivery schedules.
10. Professional Appearance
  • Uniforms, conduct, and punctuality guidelines.
11. In-Store Marketing
  • Provide branded freezer wraps, shelf talkers, and QR code promotions.
12. Demos
  • Train staff and schedule during peak hours for maximum impact.
13. Freezers
  • Guidelines for freezer setup, temperature maintenance, and branding options.
14. Signage
  • Tools for effective in-store branding and promotion.
15. Customer Types
  • Strategies for grocery, gift shops, restaurants, breweries, attractions, and more.

Let me know if you’d like any additional sections fleshed out further or examples added!