The Ideal Account Profile (IAP)

Before pitching anyone, define exactly who you want. Consider: weekly volume (what minimum order size makes the account worth servicing?), operational fit (can you fulfill their delivery schedule?), brand alignment (do they serve specialty-grade, or will they ruin your coffee with a commercial brewer?), and growth potential (are they likely to add more menu items or open a second location?). An account that orders 5 lbs every two weeks is a different beast than a hotel that needs 100 lbs on a rolling bi-weekly schedule. Know the difference before you start prospecting.

Step 2: Price Your Wholesale Program Correctly

Wholesale pricing is not "retail minus 30%." That formula ignores the actual cost structure of servicing an account: delivery, invoicing, relationship management, roasting to order vs. inventory, and the customer service time that comes with any ongoing B2B relationship.

A more defensible approach: start with your full cost of goods per pound, then add your target margin for wholesale (typically 40-60% gross margin for specialty), then set tiered pricing based on weekly volume thresholds.

• Tier 1 (5-20 lbs/week): Base wholesale rate
• Tier 2 (20-50 lbs/week): 5-8% discount
• Tier 3 (50+ lbs/week): Negotiated, includes training and co-marketing

Step 3: Build a Simple but Professional Onboarding System

First impressions in wholesale are set in the onboarding phase, not the pitch. Every serious wholesale program needs: a written wholesale agreement, a coffee menu/cupping guide, a brewer calibration visit for cafe accounts, a contact sheet with clear protocols, and a simple reorder system.

Step 4: Systematize Delivery and Reorder

Delivery is where wholesale programs fall apart operationally. Once you have more than 5-6 active accounts, organize deliveries into geographic routes with fixed days. Accounts know when to expect their order; you batch your driving time efficiently.

Step 5: Build Retention Into the Program Structure

Wholesale churn is expensive. Build retention touchpoints directly into your program: quarterly check-ins, seasonal coffee introductions giving wholesale accounts first access to new single-origins, annual staff training for cafe accounts, and co-marketing opportunities that feature your best accounts on your channels.

Step 6: Use Simple Technology, Not Expensive Software

You don't need enterprise wholesale software. What you actually need: a shared spreadsheet or simple CRM to track accounts and payment status, a PDF agreement template, an invoicing tool, and a communication system. Spend your energy on relationships and systems, not software subscriptions.

Wholesale as a Brand-Building Tool

Every well-run wholesale account is a walking advertisement for your brand. When a coffee shop pours your beans, every customer who asks "what coffee is this?" becomes a potential direct consumer. Treat wholesale not just as a revenue line but as a distribution and awareness channel.