A provision retailer and a provision wholesaler handle the same cartons and run very different businesses. The retailer opens the carton and sells the tins one by one at a good margin. The wholesaler sells the carton whole, earns a small amount on it, and has to sell a great many.
If you're moving from retail into wholesale, or starting there, the habits that matter change. Display and customer service matter less. Buying, storage, credit and counting matter much more.
How the money works
In wholesale you earn a little on each carton and rely on volume.
Here is an illustration with invented figures. You buy a carton for ₦28,000 and sell it for ₦29,000. That's ₦1,000, or about 3.4% of the selling price.
Sell 40 cartons a day at that margin and you make ₦40,000 a day before expenses. Sell 8 and you make ₦8,000, which may not cover the rent and the loader.
Two things follow. A small mistake on price is a large share of your profit: selling at ₦28,700 because a customer argued costs you 30% of what you'd have made. And a single lost or damaged carton wipes out the profit on 28 others.
Wholesale rewards people who are exact.
Where to buy
Your buying price is your business. Sources, roughly from best price to easiest access:
- Manufacturers and their distributors. Best prices, but they expect volume and often payment up front. See how to become a distributor in Nigeria.
- Large wholesalers in the main markets. The usual starting point. Build a relationship with two or three, so you aren't stranded when one is out of stock.
- Importers, for imported lines.
Buy what moves in your area, not what's cheapest in the market. Ask the retailers you hope to supply what they sell most and what they struggle to find.
Check every delivery before signing for it: quantity, brand, size, condition and dates. Record it on a goods received note. At wholesale volumes, one short carton per delivery adds up to real money over a year.
Price by the carton, and know your floor
Set a price list and keep it written down.
Work from landed cost: the supplier's price plus transport, loading and offloading, spread across the cartons. That's your true cost per carton.
Many wholesalers use tiers: one price for a single carton, a slightly lower one for five or more, lower again for a regular who takes a large quantity. Decide the tiers in advance. Don't invent them at the counter.
For each product, know the lowest price at which you still make something after your running costs. Below that you're working for nothing. The difference between adding a percentage to cost and keeping a percentage of the sale is explained in markup vs margin.
When your supplier's price rises, reprice the stock you already hold. You'll need the higher amount to replace it.
Storage
Your store is your shop. Lay it out for speed and for counting.
- One place for each product, with a label on the rack.
- Cartons off the floor on pallets, away from damp walls.
- Don't stack higher than the cartons can bear. Crushed stock at the bottom is your loss.
- Oldest stock at the front and on top, so it goes out first. Write the arrival date on cartons. See first in, first out.
- Clear walkways, so a count doesn't require moving half the store.
- Proper locks, and a known list of who holds keys.
- Regular checks for rats and leaks.
Credit is the main danger
Retailers will ask to take goods and pay after selling. Some of your best customers will work this way. So will the ones who ruin you.
- You decide who gets credit, after they've bought for cash for a while.
- Every customer has a limit and a due date. Seven or fourteen days is common.
- No new goods while the last lot is unpaid past its date.
- Every credit sale gets an invoice the customer signs, and a line on their page in the debtors book.
- Add up what you're owed every week. In wholesale, the total owed can quickly exceed the value of the stock in your store.
- Chase on the due date, not a month later. See how to collect debts from customers.
Remember that you probably paid your own supplier in cash. Every naira out on credit is a naira you can't restock with.
The records
Wholesale needs tighter paperwork than retail, because each item is worth more and there are fewer, larger transactions.
| Record | What it does |
|---|---|
| Goods received note | Proves what came in, counted by you |
| Bin card on each rack | Running quantity of each product in the store |
| Numbered invoice or waybill | Nothing leaves without one |
| Sales book | Each day's sales by cash, transfer, POS and credit |
| Debtors book | Who owes what, and since when |
| Petty cash book | Loaders, fuel and small costs, kept out of the sales cash |
Samples of the store-room cards are in stock card and bin card.
Separate the jobs if you can. The person who releases goods from the store shouldn't be the one who writes the invoice and collects the money.
Count the store on a cycle: fast lines weekly, everything monthly. Compare with the bin cards and value the difference at cost.
Starting small
You don't need a warehouse on day one.
Begin with a handful of the fastest-moving lines in your area, in a secure store you can afford. Supply a few retailers you know. Sell for cash at first.
As you learn what moves and who pays, add lines and extend credit carefully. Reinvest rather than draw out. In a business with margins this thin, growth comes from turning the same money over more times, and from not losing it to shortages and bad debts.
Work out your real profit each month using how to calculate profit and loss for a shop. In wholesale the gap between feeling busy and being profitable is wider than anywhere else in the trade.