So much truth in these posts! When we started, I was meeting a variety of sign shop owners through networking events. I met one that could do things we needed done from time to time, and I felt we could do things for him. I took some vinyl work to him, he charged me retail price. I spoke to him about working together on a number of things, he said he was interested. Went back for more vinyl work. Retail price. Went back again, he didn't even know who I was, and treated me like a brand new customer he'd never seen before. Charged me retail price.
We bought a vinyl plotter
We've put people into 2 groups. Those that charge us wholesale and those that charge us retail. I'd say 80% of the shops around here think retail pricing is wholesale. We have people telling us wholesale printing is $10 a sq. ft, without laminate. Some people want to do wholesale, some don't, and I think by their pricing, it's apparently which one's don't.
We do wholesale work for other sign companies fairly frequently and we constantly discuss whether it's worth it or not. One aspect is they almost always provide the files in the format you need, which makes that easy, but they often call on Tuesday, want it on Wednesday, 1/2 the time they supply material and that material is hacked up crap they pulled from the scrap pile, and most of them don't seem to care about branching out and offering more things together. Then there's always the dirtbags you let into your door, and they go right to your existing customers and try to steal them.
In the beginning, I thought wholesaling was a great idea. After doing it for 3 years or so, I'm not so convinced that's the case.
Out of all our wholesale customers, I'd say I have about 2-3 that I trust without question. They are fair in their pricing, they operate professionally, and they treat us like we're a partner, not a supplier. Those few and probably the only reason we continue to offer it, but those people are hard to find.