There is a "White Elephant" in our midst. Safes are being sold online for discounts of 30%, 40% and 50% off list price. Turn 10 Wholesale sees this White Elephant. Our shop and mobile dealers see this White Elephant. Why can't our safe manufacturers see this White Elephant?
WEB safe reseller discounts are up to 50% off list price and often offer free freight. These WEB prices create a HUGE competitive hardship for local dealers. This price war with every website fighting other websites with low, low pricing reminds me of the childhood days of price wars while selling lemonade. Prices have been lowered to the point where there is NO PROFIT which equals NO FUTURE.
Simply put, our shop and mobile dealer network selling nationally-known safe brands cannot live on the mere 3%-5% net profit as their online competitors are doing. One example is a WEB safe seller who is offering some of the highest discounts on the WEB. This WEB seller uses the SEARCH ENGINE look-up by matching the "Factory Model Number" to get web traffic to their site and then extends huge discounts plus free shipping. Each of these WEB sales results in lost sales by a local dealer. (Note: Turn 10 does not sell to this WEB reseller.)
Amazon and eBay also have heavy discount offers on safes. An explosion of new mystery WEB sites on Amazon and eBay continues to emerge each year. It seems like everyone is excited to be a WEB reseller after reading books like "WEB Marketing for Dummies." It looks too easy to make money and we expect a big flood of more WEB resellers to expand in the years ahead.
Turn 10 Wholesale has taken action to help our dealers to be competitive with the WEB. Effective March 2, 2015, Turn 10 Wholesale has structured our own WEB discount policy to help keep the WEB from selling too low against our shop and mobile dealers. Turn 10 Wholesale has implemented the New Web Discount program for any National Internet Safe reseller who wishes to drop-ship across the country and wants to order via Turn 10 Wholesale. This program will basically adjust WEB site pricing to be 10%-20% off retail. Shipments by truck will be 30% off retail plus full freight charges plus a tailgate charge of $25. Deliveries to restricted areas will have an added $60 charge. Shipments by UPS will be 25% off retail price plus full UPS charges plus a $15 packing fee.
We need our nationally known safe manufacturers to support a similar WEB discount change and to address the "White Elephant" by implementing a new policy discount for drop-ships across the USA. When done, a FACTORY WEB Discount Policy will be great news for the local shop and mobile network of dealers who will then be competitive in their local selling areas, plus it will put all WEB resellers on the same net buying program to end the low price wars.
Turn 10's smaller Web dealers (6-10 accounts) at first were upset with the above program until they stated if ALL WEB sites were on the same plan that it would indeed work and keep aggressive low sellers on the WEB from continuing to sell too low.
The ultimate goal of Turn 10 Wholesale is for the safe manufacturers to follow suit with a similar new WEB discount program which helps the local dealer network to compete with WEB resellers who then will be at a 15%-20% discount.
DEALERS- Turn 10 Wholesale needs your support to help convince the factories to implement their own WEB Discount Program. Please contact Turn 10 ASAP by E-mail, fax or by phone stating your support of Turn 10's outlined WEB policy and for the safe manufacturers to follow suit ASAP. Let's sell more safes together.
For further information contact: Andy Miller, Operations Manager, Turn 10 Wholesale, [email protected], FAX: 800-391-4553, phone: 800-848-9790.
