At Swell Quality, we take a lot of pride in not coming off as online used car salesmen. Instead of hawking any product we can get our hands on, we try to be intentional about the brands we hope to add to our portfolio and look for partnerships with true growth potential.
Brands like these aren’t easy to come by, and the ones we do find are often hesitant to bring a new seller onboard. In fact, more often than not, our initial inquiries are ignored or politely turned down. The primary reason for brands’ hesitation?
“We already have too many sellers.”
This might seem like an inauspicious start to a new partnership, but we actually value brands who think this way. This is because so many brands, even ones that may surprise you, truly have too many sellers.
Why is this a problem?
Brands, especially those in the early stages of growth, see new sellers as vehicles for explosive bottom line success. However, once their products are out there and their brand starts to mature, they run into a world of hurt.
Here are just a few reasons why less is more:
1) Control. We’ve written about MAP (Minimum Advertised Price) policies and why they’re so important, but they’re just one example of how your brand maintains more control with a consolidated list of sellers.
Remember, these are partners who carry the responsibility of representing your brand in the marketplace. The more there are, the less power you have to corral your seller network when issues arise around things like price and promotion. You also dramatically decrease the chance of unauthorized sellers popping up and hijacking your listings.
2) Value Maximization. Let’s say you’re interested in beginning or expanding your PPC (pay-per-click) advertising efforts on Amazon in order to boost awareness and conversion of your brand. Wouldn’t it be nice if you could get your sellers to do some of the heavy lifting for you?
This is possible…if you’re only dealing with a few partners. Take advantage of the leverage that comes from having a strong brand and ask your partners if they’re willing to run PPC on your behalf in exchange for making your short list. Trust us, this is a mutually beneficial deal. Sellers who reject this offer are likely not good fits to begin with.
3) Customer Service. Nothing can do more harm and good than your brand’s consumer touchpoints. After all, sellers won’t be interested in your products unless end consumers demand them. But the train can go off the track quickly when your long list of sellers is responsible for customer service.
As a brand, your message is everything and extends far beyond bullet points on a product page. You need partners who understand the wants and needs of the people who desire your product and feel compelled to make sure all of their concerns are addressed quickly and appropriately.
You’d be shocked to hear some of the horror stories brands have told us about customer conversations with sellers. The worst part of it all? The brands had no idea these conversations were happening until it was too late.
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As tempting as it may be to expand your seller network during the early stages of growth, ask yourself what value you are really gaining from that strategy. Chances are, you’re doing more harm than good.
Questions? Interested in learning more about Swell Quality? Reach out and connect with us!
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