Essential Guide to Data-Driven Smart Decisions in Wholesale Business

Why Do You Need Data Analysis?

Many wholesale businesses still rely on intuition instead of data, which isn't the best way to navigate the competitive landscape. In today's digital world, success hinges on understanding your sales data and market trends.

Does "data analysis" conjure up images of complex calculations and intimidating spreadsheets? Don't worry, it's time to ditch the guesswork and unlock the hidden treasures within your data easily!

By analyzing your data, you can unlock valuable insights like:

  • Customer behavior: See which products are popular, who's buying them, and when they buy them. This helps you make better decisions about what to stock and sell.
  • Sales team performance: Identify top performers and reps needing support, allowing you to refine your sales approach and improve overall performance.
  • Product trends: Uncover emerging trends and customer preferences to stay ahead of the curve.

How Does Data Analysis Help You Make Smarter Decisions?

This guide will show you some basic reports and analyses you can do with your data. These reports will help you make smarter decisions and grow your business.

Here are some key points to remember:

  • Data is treasure: It's valuable information just waiting to be discovered.
  • Analyzing data isn't scary: There are simple tools and methods you can use. WizCommerce is loaded with dashboards and visualizations to help you analyze data and make data-backed decisions.
  • Data drives smarter choices: You'll make better decisions and avoid costly mistakes.

Ready to unlock the power of data? Let's dive in!

1. Compare Year-To-Date (YTD) Buyer-Wise Sales

By examining the purchasing patterns of your buyers this year against the previous year(s), you can identify which clients have reduced their spending. This insight is crucial, as it allows you to prioritize engagements with buyers who might need a nudge or a tailored strategy to return to their previous purchasing levels.

Try to do a root cause analysis and to find out what led to this decline: Is there a particular category they stopped buying or a particular product they bought a lot in the previous year but stopped buying this year?

Engage in conversations with these buyers to understand their purchasing decisions and identify categories or products they've stopped buying. 

Bonus tip: Accuracy in analysis hinges on comparing like to like. For instance, if you're analyzing sales data in March, compare it against the same period in previous years. This approach ensures your analysis isn't skewed by seasonal variations or other factors that could mislead your strategy.

2. Analyze Gap Between Two Orders

Understanding the frequency and timing of orders is crucial. Analyze the days since the last order was placed and the average gap between orders to identify buyers due for purchase. This also prevents spamming customers who are less likely to order.

3. Rep Performance Analysis

Conduct a year-to-date (YTD) analysis to identify top performers, those needing support, and areas for improvement. Investigate challenges faced by underperforming reps. Identify the buyers contributing most to this decline and examine whether a shift in product mix might affect sales. This analysis helps pinpoint areas for improvement, whether in training, product knowledge, or sales strategies.

4. Average Order Value (AOV) Analysis by Rep

Monitoring the Average Order Value (AOV) by rep and comparing it year-over-year can reveal shifts in sales strategies or buyer preferences. A decrease in AOV might indicate that reps are not effectively selling higher-value products or categories. Analyzing category mix can provide insights into areas where reps might need additional support or incentives.

5. Best Seller Reports by City/Region

Regional preferences can significantly impact sales strategies. Wholesalers can tailor their inventory and marketing efforts to suit local tastes and demands by identifying best sellers in specific cities or regions. Examining the category mix by region along with themes around colors/ textures/ material preferences can highlight opportunities for introducing new products or reallocating sales reps to leverage untapped potential.

6. Leverage Top Performing Reps and Products

Sharing information about top-performing reps and their best-selling products can serve as a motivational tool for your sales team. Other members can see which products are selling more and replicate the success. This fosters a healthy competitive environment and encourages reps to learn from the best practices of their peers, potentially increasing overall sales conversion rates.

7. Product-Wise Quote-To-Order Conversion

How long does it typically take for customers to convert product quotes to orders? Analyze product-wise quote-to-order conversion to identify products frequently quoted but not purchased. Often, pricing is a critical barrier to conversion. Strategic promotions or discounts on these items can enhance their appeal and increase order volumes.

8. Targeted Promotion for Discounted Products

Identify buyers who have historically shown interest in items on sale/discounts. Ask your sales reps to proactively reach out to them and inform them about the discounts. This can help you turn inventory fast, making room for new products as well as ensuring your buyers feel valued.


The key to thriving in wholesale lies not just in selling but in understanding - to whom, what, and how you sell. By embracing detailed reports and analyses, wholesalers can navigate the complexities of buyer preferences, sales rep performance, and product popularity with ease. These insights not only drive sales but also build stronger, more informed relationships with buyers, setting the stage for sustainable growth and success.

Article published by
Shreya Srivastava
Content Marketing Associate
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