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Hello, hello, hello, and welcome
to another episode, the Winning 

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Shop Fight Podcast to me host 
Nick Truman. 

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Nick, why? 
Look, it's the yellow. 

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Well I'm in a new office and the
lighting is terrible and there's

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no point putting the studio 
lights in yet because the 

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electrician needs to give us a 
switch. 

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And I was like anyway it all 
looks a bit different. 

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The gorgeous plant is still 
here. 

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This thing has been itching the 
back of my neck for many many 

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years. 
In the old office we're building

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a new studio, so every week 
you'll notice something a little

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bit different. 
The doors currently here. 

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You may never see this door 
again. 

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Depends how quickly the builders
come in and fix a few things, do

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some painting and other bits and
pieces. 

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Last bit of news before I jump 
into today's topic, which 

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honestly I'm very excited about 
because it's a big topic and 

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there's lots of things that you 
guys should be doing could be 

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doing, are doing, not doing and 
I want to talk about some of 

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those things. 
Five in particular. 

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The other piece of news is I'm 
going to be at Sub Summit next 

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week. 
So let me just check my 

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calendar. 
Got my laptop here. 

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So sub Summit is on the 13th, 
14th and morning of the 15th of 

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May in Kansas City. 
I'm going to be out there. 

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I know a few of our partners are
coming out as well, but if you 

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like running or you don't like 
running, we want to get into 

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running. 
We are going to be hosting a run

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with Tax Cloud and a couple of 
other partners by the looks of 

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things as well. 
People are sort of jumping in 

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left, right and centre. 
But we're going to be running, 

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running a run at 7:00 AM on the 
Thursday. 

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So that is Thursday, the 14th of
May. 

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So if you want to come along, 
Kansas City, 7:00 AM, we'll be 

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doing a run that morning and 
there'll be a link in the 

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description as well, which Byron
will pop in once he edits this 

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up and sends it out. 
And it'll probably be late 

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because I'm recording this at 
the same time it's supposed to 

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be posted. 
So the minutes late this is, is 

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how many minutes the episode 
took and how long it took Byron 

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to chop a few bits and pieces 
together and get it live. 

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Byron and I will be running. 
We're both there. 

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I was going to say avid fitness 
fanatics. 

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I can't call myself that, but 
Byron does a lot more sport and 

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stuff than I do. 
Well anyway, we're going to be 

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doing a run, so come along if 
you can. 

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If you're not into running, 
it'll be easy. 

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I think there's a 1K option and 
a 5K option. 5 KS, 3 miles for 

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all you nutters that still use 
the Imperial system over in the 

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US or the UK. 
We still use miles and things 

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here as well, even though they 
don't make sense. 

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Anyway, let's talk about 
wholesale. 

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I'm very like Scatty today 
because I'm in a new place and 

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I've got 5 things I want to talk
about how you can harness the B 

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to B wholesale side of your 
business to help B to C grow. 

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There's obviously a lot going on
there and people get very 

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excited about it. 
And then they see direct to 

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consumer, their own sales. 
Direct to customer doesn't 

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actually change that much at 
all. 

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So we're going to have a quick 
talk about that. 

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The first thing as a avid SEO 
guy for heading towards 20 years

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quicker than I'd like to admit, 
I've got a very good face cream 

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for one of our clients. 
Thank you, Skinsense, love you 

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guys to bits. 
And but the one of the things 

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that you guys should be looking 
at from an SEO point of view 

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when doing wholesale is making 
sure, and we'll also come to 

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this on point #4 as well effects
SEO quite a lot. 

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But it's not just SEO on that. 
And but on this, you want to see

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if they can link back from their
website or even do a big social 

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announcement to say, we now 
stock this awesome brand. 

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And it's within their interest 
to have a social story and a bit

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of authenticity behind the fact 
that if you buy the brand from 

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us, we're a, we're a good out 
there. 

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We're a good retailer and we're 
trusted by all of our suppliers,

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including this lovely, awesome 
brand. 

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But it's also good for you to 
get the SEO links and brand 

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mentions are nearly as important
as an SEO link these days. 

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So if you become a trending 
topic, So therefore you might 

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want to say to your wholesalers,
I want all of you to go live 

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with our wholesale, with our 
products to your retailers, our 

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new wholesale solution, we want 
all of you to go live on, on the

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1st of August. 
For example, this big, we like 

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to call it sometimes a winning 
shopfire thunderclap, which is 

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quite a well known term. 
It's like this massive boom of 

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awareness where everybody's 
suddenly talking about your 

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brand and all these new sites 
are stocking this brand. 

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It's a high trending brand, but 
your own website holds the main 

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authority. 
It's the number one. 

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People then start looking for 
this brand because they've seen 

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it in several places. 
And you might find some of your 

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non brand SEO rankings as well 
start to increase as a result of

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that big boom. 
What you don't want is this 

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quiet little Backpage somewhere 
on the retailer's website 

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suddenly mentioning you and it's
there. 

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It's great. 
Google maybe finds it, but it's 

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it's not having that same effect
of reaching people. 

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The more people though that big 
boom on the same date reaches, 

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the more notice Google will take
of that and improve your 

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rankings as a result. 
So make sure you get some links 

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from those sites when they say, 
hey, we're now stuck in this 

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awesome brand over here. 
You can buy on a psy. 

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You can even use your loyalty 
points and reasons to still buy 

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it from them. 
So you're not just telling them 

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to promote you and then people 
buy the product directs for you 

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and but also those brand 
mentions really, really 

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important. 
So make sure they are using your

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brand. 
And second thing you want to do 

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is as all that happens, you want
to monitor what's called brand 

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awareness or what we call brand 
awareness here at my agency. 

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And brand awareness can be met 
monitored in one very simple, 

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quick and, and freeway, which is
through Google Keyword Planner. 

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So you can see how many people 
are typing your brand in every 

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month on Google. 
It gives you what's called the 

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monthly search volume and that 
updates. 

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It's somewhere between the 6th 
and the 10th of the month. 

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So this is the 5th of May. 
When I'm recording this say any 

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day now, all of April's data 
will suddenly populate in there 

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as well. 
So if you suddenly go from 

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wherein 2 wholesale, two small 
wholesale retail stores, as in 

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we've wholesaled to the retail 
store, we're in two of them. 

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And then actually on the 1st of 
April, April Fool's Day and 1st 

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of April, we went from those two
little ones to three big ones 

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and a couple more small ones. 
It's quite a big footprint now. 

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And then you can watch actually 
how much has our April monthly 

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search volume for our brand's 
name on Google increased because

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other brands are stocking you 
now. 

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You might actually want to start
spending some money on your 

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brand ads on Google. 
You would not believe what 

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percentage of people's budget 
they're spending on brand ads. 

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And there's a lot. 
I won't go into it today because

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there's a huge topic in the PPC 
world as to whether you should 

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bid on your own name or not. 
If you're sold in 100 different 

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retail places to that same 
customer that could buy you in 

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100 places. 
You almost definitely want to 

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spend money to get those 
customers direct because you're 

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going to keep more of the margin
from those sales. 

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You now own the customer and you
can market to them direct. 

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If you're selling to a retailer,
you lose that control. 

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So although you get to sell a 
massive pallet, you know, 

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pallets and pallets and trucks 
and trucks for the stuff to 1 

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retailer in one single 
transaction, you do lose power 

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to then resell to those 
customers. 

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You're relying on that retailer 
stocking your item again and 

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selling it to their customers. 
So be careful how much you're 

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spending on on both the click 
cost and the total amount of 

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your PPC budget to advertise on 
your own brand name. 

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So something we look at a lot 
when we start auditing accounts.

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I never say this on the show, 
but, and I probably should 

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because it's my show and my 
agency. 

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If you want us to audit your 
Google Ads account and tell you 

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how much you're spending on 
brand versus non brand and 

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anything else we think is going 
wrong, drop us an e-mail team at

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Spec dot Digital. 
Spec dot Digital and or you can 

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e-mail us at the podcast. 
Hello at winningshop5.com. 

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Be happy to have a quick look. 5
minutes of my time and I can 

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probably pull apart three to 
five things that you should be 

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changing in there, but happy to 
have a look and give us a bit of

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context. 
What are you worried about? 

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What's going well? 
Or give us a blank slate and say

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what do you think? 
Let me have a look #3 set a 

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retail price. 
This is so important. 

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We've had brands we worked with 
before that have got a retail 

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price list. 
As an example, they've got $100 

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as the price if you buy the 
product from their website and 

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then one of their retailers pops
one of the retail brands. 

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Some of the wholesale sell bulk 
products to this other retailer 

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pops up £0.50 or $0.50, sorry, 
or a dollar cheaper than your 

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$100. 
And they appear side by side on 

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Google. 
And another way to differentiate

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will come on to you in a minute 
as well. 

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But they appear side by side on 
Google, or it's the same product

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in Google Shopping. 
Or the customer actually sees 

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the same product from you and 
then sees it at a dollar cheaper

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elsewhere having already bought 
it from you. 

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It's going to be a bit of a sour
taste in their mouth. 

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In the UK, in the USI don't, I 
might have this wrong. 

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I'm not a lawyer, but I don't 
I'm not aware of any. 

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I love that phrase. 
I'm not aware of any. 

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I'm not aware of any laws that 
say that the retail price has to

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be respected. 
But this is about having an 

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important relationship and a 
good strong relationship and 

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communication with those 
retailers that are selling your 

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brand for you. 
If you have a bad relationship 

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where you have no contacts, like
they bought it through a 

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distributor or something, then 
you're kind of stuffed like 

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you're going to be racing to the
bottom on price on your own 

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products. 
And yes, you could probably stop

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them at a cheaper price because 
you've got a bigger margin 

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because you've not had to 
wholesale the product in you've,

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you've removed that one, that 
one thing which is the other 

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retailer. 
So actually you hold more of 

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your margin. 
You know, you might have an 80 

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or 90% margin, they might only 
have 20 to 40% in your product, 

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but you don't want to race to 
the bottom. 

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It makes you a discount cheap 
brand and that's a very bad 

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thing. 
It's bad for business long term.

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So set a retail price and check 
up on your retailers at all 

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times. 
There are some really good tools

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you can use as well that if if 
you have G tins for your 

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products, so barcode numbers, 
unique identifiers, you can use 

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those G tins to see who else is 
appearing against you on Google 

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free shopping and on Google Page
shopping. 

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You can also use other tools 
that we use to watch what other 

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people are selling that same 
item for. 

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So setting a retail price is 
really, really important, 

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important. 
Don't be unfair and undercut it 

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yourselves. 
That will annoy all of the 

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retailers. 
And there is an advantage to 

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having them both from a 
financial, commercial point of 

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view, but also from a more 
people are stocking our brand, 

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more people are hearing about 
that's point of view. 

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But the other thing to flag on 
this as well is you also don't 

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want to become more expensive. 
We have a lot where brands are 

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more expensive to buy from than 
Amazon, Their own Amazon account

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on Amazon and Amazon Offered 
offer free next day delivery, 

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Fulfilled by Amazon and you 
offer either free two to five 

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day delivery or you don't offer 
free delivery or it's free 

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delivery over a threshold, 
whereas Amazon can beat that. 

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Some brands now use Fulfilled by
Amazon to fulfill all of their 

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normal Shopify orders as well as
obviously all the ones that are 

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on Amazon. 
That's not a bad way to do 

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things and there's loads of 
options for that. 

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But again, just look at the 
competitiveness of if you buy a 

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product from US versus buying it
from someone else, really, 

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really important, especially in 
this day and age, AI is going to

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find that same product in 10 
locations in no time. 

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And trust me, I'm a savvy 
shopper. 

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I can find a good deal on the 
same item very, very quickly. 

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And #4 is kind of relates to the
last one as well. 

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We had a situation years ago, 
same situation I mentioned a 

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minute ago, but the different 
product where the product was a 

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pound, still a pound cheaper, 
let's say, or a dollar cheaper 

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from someone who was a retailer 
that was also selling our 

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brand's own product. 
It was a dollar cheaper. 

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Same picture. 
So they literally use the same 

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image from my client's 
photography studio. 

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Same image. 
This other brand was really well

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known. 
My client was not. 

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They had white labeled the 
product so it was the same item 

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and you could see that in the 
picture. 

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But ours was like, hey, check 
out this awesome brand. 

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We are with the brand name and 
this other brand just said buy 

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this item. 
And you've heard of the 

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retailers, you knew who they 
were. 

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They had product reviews. 
We didn't because we hadn't sold

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enough ourselves. 
They also had a dollar cheaper 

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00:10:36,280 --> 00:10:39,440
and they had free delivery. 
We charged for delivery, had no 

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00:10:39,440 --> 00:10:40,800
reviews. 
We're a dollar more expensive 

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00:10:40,800 --> 00:10:43,560
and the same picture. 
So whether you read the title 

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and description and stuff on 
Google Shopping or not with the 

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same picture, so clearly the 
same item, we're a terrible 

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place to buy from. 
And when we put that in front of

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the finance director, he 
immediately said, right, we will

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match all of their products. 
And I need to have a 

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conversation with my sales, my 
commercial wholesale sales team.

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00:10:58,160 --> 00:10:59,920
And we said, yes, you do. 
And we managed to put off a 

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report for all those things, get
that sorted. 

258
00:11:01,840 --> 00:11:04,920
Our sales increased because now 
we were fair and level with 

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00:11:04,920 --> 00:11:07,520
everybody else, but then we we 
fought another thing. 

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00:11:07,520 --> 00:11:09,840
So that's the photography, but 
also the product descriptions on

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the site. 
Coming back to SEO, if 50 sites 

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have got the same item with the 
same description, why is Google 

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00:11:15,920 --> 00:11:17,400
going to put you ahead of 
anybody else? 

264
00:11:17,680 --> 00:11:20,320
These retailers are possibly 
more established than you are as

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a small to medium brand. 
And even if even if you're an 

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00:11:23,760 --> 00:11:27,000
incredibly established retail 
brand that everybody know, a big

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00:11:27,000 --> 00:11:30,000
retailer, a Walmart or Target, I
don't think I'd stop at that 

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00:11:30,000 --> 00:11:32,360
kind of level of brand. 
If people know who they are, 

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00:11:32,360 --> 00:11:34,360
they trust them and they can buy
your brand and lots of other. 

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00:11:34,480 --> 00:11:37,760
There's a there's an advantage 
to shop elsewhere, but you want 

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to keep the margin and own the 
customer. 

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00:11:39,360 --> 00:11:41,080
Therefore, you can own the 
communication, you can do your 

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00:11:41,080 --> 00:11:43,600
own e-mail marketing and you can
get give that customer your own 

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00:11:43,600 --> 00:11:45,440
loyalty points to get to come 
back and buy from you guys 

275
00:11:45,440 --> 00:11:47,160
several times. 
There's all these advantages to 

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make sure they use their own 
photography and they use their 

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00:11:49,400 --> 00:11:51,920
own product descriptions. 
If they're not going to do that,

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00:11:52,040 --> 00:11:55,640
the ones you supply make them 
different and not quite as good 

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00:11:55,640 --> 00:11:58,680
as the ones on your website. 
So if somebody sees the item on 

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00:11:58,680 --> 00:12:01,680
Amazon or somewhere else and go,
I really want to buy this item. 

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00:12:01,720 --> 00:12:03,600
If they go on Google and look 
for the item, they find you and 

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00:12:03,600 --> 00:12:05,760
go, this item's even better than
I thought. 

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00:12:05,760 --> 00:12:08,040
And is there's, there's even 
better reason to buy it direct 

284
00:12:08,040 --> 00:12:10,120
from the from the retailer. 
You know, I'm going to get some 

285
00:12:10,120 --> 00:12:11,880
loyalty points and stuff here. 
I'm not going to get that on 

286
00:12:11,880 --> 00:12:13,680
Amazon. 
So again, find the thing that's 

287
00:12:13,680 --> 00:12:18,680
actually going to hook people in
and #5 this one's really cheeky.

288
00:12:18,680 --> 00:12:20,680
And I've had more than one brand
of this in the past. 

289
00:12:21,680 --> 00:12:25,040
So take what you will with this 
one and offer, especially with a

290
00:12:25,040 --> 00:12:28,360
large item offer drop ship. 
So you can say to people, we 

291
00:12:28,360 --> 00:12:30,920
will go and fulfil the items for
you. 

292
00:12:30,920 --> 00:12:33,480
So if somebody buys it from your
website, we'll send it straight 

293
00:12:33,480 --> 00:12:34,440
out. 
You don't have to stock it. 

294
00:12:34,440 --> 00:12:35,520
You don't have to worry about 
delivery. 

295
00:12:35,520 --> 00:12:37,440
We'll cover all of that out of 
our margin. 

296
00:12:37,680 --> 00:12:40,240
You just go and sell the item 
and we'll give you 1020% or 

297
00:12:40,240 --> 00:12:42,360
something of the of the car and 
you don't even have to touch it.

298
00:12:42,600 --> 00:12:45,120
You know, we'll do all the rest,
but there is an advantage here 

299
00:12:45,120 --> 00:12:48,360
then to send it out in your 
packaging with potentially some 

300
00:12:48,360 --> 00:12:51,280
of your offers or something from
your side that even though it 

301
00:12:51,280 --> 00:12:55,200
was sold through someone doing 
drop shipping through you, you 

302
00:12:55,200 --> 00:12:58,160
can then potentially get them to
find your site somehow and come 

303
00:12:58,160 --> 00:13:00,080
and purchase again. 
I've had it before. 

304
00:13:00,080 --> 00:13:03,120
I've bought stuff on eBay for 
example, and I just the only 

305
00:13:03,120 --> 00:13:05,800
brand I really see is eBay. 
I bought some furniture from 

306
00:13:05,800 --> 00:13:08,240
eBay years ago, but the invoice 
that arrived was from his 

307
00:13:08,240 --> 00:13:11,080
furniture company and I looked 
up my item on their website and 

308
00:13:11,080 --> 00:13:13,400
it was cheaper. 
So I reached out saying just to 

309
00:13:13,400 --> 00:13:14,640
be clear, like I don't want to 
do anything. 

310
00:13:14,640 --> 00:13:16,840
I can't be with this big item. 
And it took me a while to get it

311
00:13:16,840 --> 00:13:20,000
up the staircase in the house, 
you know, into, into the 

312
00:13:20,000 --> 00:13:23,280
bedroom. 
But this item like it was £40 

313
00:13:23,280 --> 00:13:25,520
cheaper on your website. 
I do feel a little bit, you 

314
00:13:25,520 --> 00:13:27,840
know, hard done by and they said
what eBay take massive fees? 

315
00:13:28,120 --> 00:13:31,240
So we put our prices up on eBay.
But if you spend £200 on our 

316
00:13:31,240 --> 00:13:33,200
website, here's a £40 off 
credit. 

317
00:13:33,520 --> 00:13:35,560
And I thought that was a really 
cool way of doing things. 

318
00:13:35,760 --> 00:13:38,160
But the invoice was in their 
branding and had their website 

319
00:13:38,160 --> 00:13:41,440
URL under their logo on the 
invoice, which is how I found 

320
00:13:41,440 --> 00:13:43,680
them in the first place and 
found all their other stuff. 

321
00:13:43,760 --> 00:13:46,440
If I'm shopping on eBay, I might
buy from 10 to 20 different 

322
00:13:46,440 --> 00:13:47,480
people. 
If I put those stuff in my 

323
00:13:47,480 --> 00:13:49,200
basket. 
If I buy from them, I'm buying 

324
00:13:49,200 --> 00:13:51,600
it all from one place and 
they're owning that customer. 

325
00:13:51,640 --> 00:13:53,880
So be really, really careful 
with this bit because you don't 

326
00:13:53,880 --> 00:13:56,400
want all of your wholesale 
customers say they were driving 

327
00:13:56,400 --> 00:13:58,480
40% of your business. 
You don't and they were all 

328
00:13:58,480 --> 00:14:01,640
doing drop ship on large items. 
You don't want them getting the 

329
00:14:01,640 --> 00:14:03,480
huff and then you suddenly start
losing those big orders. 

330
00:14:03,480 --> 00:14:04,640
That could be really bad for 
business. 

331
00:14:04,640 --> 00:14:06,400
Again, relationship's really 
important. 

332
00:14:06,440 --> 00:14:08,320
Be really careful about it, but 
do it in a subtle way. 

333
00:14:09,600 --> 00:14:11,560
If the box turns up and it's, 
you know, bright yellow and 

334
00:14:11,560 --> 00:14:14,360
black branding in your branding 
and it's like, hang on a minute.

335
00:14:14,360 --> 00:14:16,600
I thought I was buying this from
someone else, then the retailer 

336
00:14:16,600 --> 00:14:18,560
might get quite unhappy at the 
same time. 

337
00:14:19,440 --> 00:14:22,480
Or if you buy a pair of trainers
from Footlocker, I don't know if

338
00:14:22,480 --> 00:14:24,080
you guys have them in, I think 
you'd have them in the US. 

339
00:14:24,080 --> 00:14:26,520
I'll find out next week. 
But if you bought a pair of 

340
00:14:27,000 --> 00:14:30,320
Adidas or Adidas, as some people
call it from Footlocker, they 

341
00:14:30,320 --> 00:14:33,440
come in an Adidas box, right? 
You know you're buying Adidas. 

342
00:14:33,760 --> 00:14:36,360
So it depends on your brand 
equity in the market and what 

343
00:14:36,360 --> 00:14:38,480
you can achieve from there. 
But anyway, join me on a run 

344
00:14:38,480 --> 00:14:40,040
next week if you haven't 
already, hit subscribe. 

345
00:14:40,040 --> 00:14:42,880
We'll be back again on Friday 
with some incredible content. 

346
00:14:43,120 --> 00:14:45,360
I am in the I've been in the 
studio a lot recently. 

347
00:14:45,360 --> 00:14:47,200
I'm back in the studio again 
tomorrow in London. 

348
00:14:47,200 --> 00:14:49,200
We've hired some really nice, 
all different studios. 

349
00:14:49,200 --> 00:14:51,200
We've hired some nice studios. 
We're doing some face to face 

350
00:14:51,200 --> 00:14:54,160
ones and we've even got a guest 
coming up who was on the UK 

351
00:14:54,160 --> 00:14:56,120
Apprentice, which is pretty cool
as well. 

352
00:14:56,120 --> 00:14:58,400
So thanks for joining in. 
Hope you can join us again next 

353
00:14:58,400 --> 00:15:00,360
time and make sure you hit the 
subscribe button and join our 

354
00:15:00,360 --> 00:15:00,720
e-mail list.