412 | Your Wholesale Pitch Isn't The Problem with Katie Hunt

·18 min·1 clip

Katie Hunt explains why your wholesale pitch isn't the problem—it's your business foundations holding you back.

Katie Hunt, a wholesale expert and business strategist, hosts this episode of Proof to Product. She addresses a common frustration among product-based business owners who pitch retailers but receive few replies. Hunt argues the issue is rarely the pitch email itself but rather foundational business elements. She shares a story about a client who extensively revised a pitch email without success until they corrected wholesale pricing that was causing losses. Hunt identifies pricing outside industry standards as a first major red flag, noting even a one-dollar difference can create buyer friction. Incorrect or missing terms and conditions form a second red flag, as retailers seek predictability in costs and timelines. The third red flag is the overuse of discounting, which Hunt sees as a carryover from direct-to-consumer strategies that trains buyers to wait for sales. Hunt recounts how a jewelry brand she advised initially saw orders slow after reducing discounts but later exceeded previous sales volumes by emphasizing product quality and storytelling. She clarifies that most wholesalers now run percentage-off discounts just twice a year, aligned with major trade show seasons. Once foundations are solid, common pitch flaws include unclear calls to action, incomplete details like missing wholesale pricing, and inconsistent follow-up with prospects. A surprising insight is that a highly effective pitch can be a single, information-dense line stating a new collection, order minimum, lead time, and a direct purchase link. Hunt emphasizes that retailers want to hear from brands, framing outreach as a service that helps buyers do their jobs. She advises leading with product value and benefits to the store rather than markdowns. The tone is educational and conversational, drawn from Hunt's experience coaching thousands of brands. She offers direct, actionable advice aimed at streamlining the wholesale sales process. Product-based entrepreneurs struggling with wholesale outreach will find this episode particularly valuable. Listeners solely interested in direct-to-consumer marketing or advanced sales tactics might find the focus on wholesale fundamentals too basic.

As heard by us

Wholesale pitches improve once pricing, readiness, and terms are aligned.

The episode makes a plain case that weak wholesale interest often comes from a deeper setup problem, not just a pitch that needs another rewrite.

Read the full review in PlayNext →

Why you'd press play

Your pitch may be fine. Your wholesale foundations may not be.

Read the full recommendation in PlayNext →

Listen to the show on

Apple Podcasts Spotify

Play clips from this episode More from Proof to Product