A wholesale account application form for brands that sell to stores
Wholesale applications arrive from established shops, from people opening a store next year, and from resellers you would rather not supply. A form that asks about the business, where it sells, what it carries and how much it would order sorts them before anyone sends a line sheet.
What should brands selling wholesale ask first?
| Ask | Why it matters |
|---|---|
| What is the store’s name and website, or where can we see it? | Seeing the store answers half the other questions at once. |
| Do you sell in a physical store, online, at markets, or a mix? | Many brands set different terms, or say no, for online-only resellers. |
| Where is the store, and which other brands like ours do you carry? | Location tells you about territory; the brand list tells you about fit. |
| How long has the business been open? | A store opening next year is a different account from one with ten years of customers. |
| Roughly how much would a first order be, and how often would you reorder? | It shows whether they meet your opening minimum, and whether they are likely to reorder. |
| Do you also sell on marketplaces such as Amazon or eBay? | Marketplace resale is where pricing agreements usually break. |
If an answer would not change what you do next, leave the question out. Each extra question is one more reason for someone to stop before they finish.
Which answers come back too vague to use, and what do you ask next?
The answers that cause a phone call are rarely missing. They are present and too loose to act on. A narrower follow-up, asked straight away while the person is still there, usually settles them. Offering likely answers shows the person the level of detail you need.
| What comes back | The follow-up that settles it |
|---|---|
| “We’re a small boutique.” | Is that one shop, or more than one location, and do you also sell online? |
| “We’d start small.” | Which is closest for a first order: under $500, $500 to $1,500, or more than $1,500? |
| “Lots of similar brands.” | Could you name two or three you carry now? |
Follow up once per gap, then move on. If an answer is still unclear after one follow-up, flag it for whoever picks the request up rather than pressing.
When is a call or a visit still the right move?
A store you really want, such as a flagship in a new city or a chain buyer, deserves a call or a sample box whatever the form says. The application handles everyone else. Good fits get the line sheet the same day, and the ones that do not fit get a polite answer instead of silence.
How do you set this up from the Website lead qualification template?
Acquainto has a Website lead qualification template to start from. After you sign up, open Browse templates, pick Website lead qualification, and it lands in the editor as a draft you can change before anything is published.
The template asks for a work email, company size and what the person hopes to solve, and branches on size: a company over 200 people is asked who else is involved and what the timeline is. For wholesale, replace company size with the store or online choice and branch on that, treat “what they hope to solve” as which of your products they want to stock, and add the brands carried, the first order and the marketplace questions.
To see it from the other side, answer a demo built from the questions on this page. It is a demo: your answers come to Acquainto, not to a business, so leave out real names and contact details.
Acquainto runs it as a short written conversation instead of a form. It:
- asks a follow-up when an answer is incomplete, and asks for clarification when one is vague;
- uses a structured choice where precision matters and open conversation where detail matters;
- shows the person every answer before it is sent, so they correct their own mistakes;
- hands back one clean value per question, delivered to your own systems by webhook.
The person answering needs no account, and nothing has to be scheduled. Start free trial, see how it works, or compare plans.