How to Determine the Elements of a Good Wholesale Tea Program?
For the avid tea drinker, a trip to a well run tea room or a high quality hotel or restaurant that serves a good quality of loose leaf tea tends to be a most pleasurable experience. In addition to the delicate flavors and sense of peacefulness and calm serenity that drinking high quality loose leaf tea offers, the tea drinker may also enjoy the various added benefits that tea resellers provide.
Tea resellers such as tea rooms can add great value to the process of tea drinking by providing tea-related food, such as sandwiches, cakes, pure drinking water and full meals, and an invitingly elegant environment that is created to encourage socializing and camaraderie among tea drinkers.
It is necessary, however, to have a thorough understanding of the business relationship that exists between the tea supplier and the tea reseller/wholesaler that provides the means to create the extraordinary value for the tea drinker.
What is a tea wholesaler?
A tea wholesaler is a business entity that purchases high quality loose leaf tea in bulk and at a significant discount off of the retail price, and then serves this tea to its customers in an elegant tea room, restaurant, or other establishment. The serving of the tea almost always coincides with value-adding offerings of other products such as quality food and other beverages.
What is a tea supplier?
A tea supplier, unlike a tea wholesaler, is a business that buys and imports bulk tea from the various countries of origin, such as China, Taiwan, India, Sri Lanka, or other tea-producing countries. Many of these suppliers will blend different types of raw tea using recipes to create unique flavors that the supplier has developed. Blends like Earl Grey, Kashmiri Chai, Coconut Pouchong, Vanilla Jasmine, and others are included along with basic black, wu long, green, pu-erh, and white teas in the standard product line of the supplier.
The essence of the wholesaler/supplier relationship is in the value that is created as a direct result of the various products and services offered to the wholesaler by the supplier, and the numerous benefits received by the wholesaler.
What should the wholesaler look for in a supplier?
•Tea Quality
The place to begin any tea relationship is with the quality of the loose leaf tea. If quality tea and tea blends cannot be provided, the business relationship will fail. Wholesalers should try to find suppliers who have a reputation for stocking the highest quality tea.
•Customer Service and Support
Like everyone else, many wholesalers are getting tired of trying to reach the supplier and instead being forced to navigate the channels of endless phone trees or automated responses. It would thus be wise to choose a supplier that will offer an assigned and dedicated live phone representative to assist with order placement, shipment tracking, billing support, and any other needed assistance.
•Pricing and Profitability
A wholesaler should receive the best possible discount for the volume of tea ordered. Some suppliers will even allow wholesalers to earn even greater profits through larger volume based discounts that are based upon multiple-tiered pricing structures.
•Discount Velocity and Reliability
Are the discounts that are offered an integral and necessary part of the business relationship, and if so, are they on a consistent basis that will give the wholesaler the ability to design a profitable business model? Some suppliers will offer enormous discounts that are often then reduced at a later date. This practice is of course terribly detrimental to the wholesaler.
You should always look for a supplier who has a wholesale program which offers auto-adjusting price levels. This will reward higher volume purchases in real time, as well as providing a status indicator that will inform you of how close you are to that next price break.
•Easy Access to Your Account for 24/7 Account Management
For wholesalers who wish to buy after hours the best suppliers will offer wholesale tea programs that allow the wholesaler to create unique account logins that provide access to account management services 24 hours a day.
•Easy and Cost Effective Ordering
Some suppliers will even offer technologically advanced wholesale programs that provide the option to load previously placed orders with a single click, and a few go so far as to also offer auto-ship programs that will automatically bill and ship your wholesale tea order every month at a discounted price. Most of these programs also provide 24 hour account access online. These features save both the retailer and the wholesaler time and money.
•Manageable Order History
When only ordering teas during specific seasons, or only ordering a certain selection during various times of the year, it is crucial for the wholesaler to deal with suppliers that offer a comprehensive order history lookup. This allows the supplier to see not only every order placed but also the exact date the order was placed. This prevents the wholesaler from forgetting to order that best selling tea during Mothers Day, Valentines Day, or any other peak holiday.
•Multiple Delivery Locations
If you are a wholesaler with multiple store locations you should look for suppliers who provide wholesale programs that will easily allow for shipments to be made to multiple locations without the wholesaler having to place several orders. They should also keep this information on file, to allow for easy lookup in the future.
While tea wholesalers are a vital part of the loose leaf tea business, they still must be able to work with a reliable supplier who produces only the highest quality of teas and tea blends, and who offer a business model that provides the wholesaler with long term, sustainable profitability.
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