When this happens, they lose sight of the big picture, Often they overlook opportunities to improve their operations. For example, they know the value of good public relations but do nothing about it. In other instances, they may not know how to build a favorable image and their time and money are spent uselessly. Because he or she is not involved in the routine of a store, the wholesaler can often detect such management weakness in customers and suggest ways for correcting them. They offer help on real estate problems, financing, insurance and personnel.
Some wholesalers pass on to their retailers tips on stores that are for rent or for sale.
These tips are given to their customers when they are considering a branch store. Depending on your wholesalers, you may be able to get help in analyzing the suitability of various location, including an evaluation of the market potential. Some wholesalers keep a finger on the direction and character of urban development and offer advice about desirable future locations. They help the retailer establish a priority rating for each location, New locations, particularly in shopping centers and other large-scale trading area developments, may involve complicated leasing arrangements. In some cases, wholesalers-distributors help their retailers with long range financing.