Insights — Channel Creation & New Revenue Streams — 3 min read
How to Create a Professional Trade Proposition
A trade proposition is not just a discount. It is a package of terms, services, and support that makes your business a viable partner for other professionals.
In short
A professional trade proposition must include clearly defined pricing tiers, Minimum Order Quantities (MOQs), payment and credit terms, lead times, and a returns policy tailored for B2B. It should also outline the support you provide, such as marketing assets, product training, or technical documentation. Moving beyond a simple discount to a structured commercial offer is what separates opportunistic sales from a sustainable B2B channel.
Many consumer-facing businesses have a small footer link that says 'Trade Enquiries Welcome'. If you click it, you usually find a basic contact form. This is not a trade proposition; it's a hope. A professional trade buyer isn't just looking for a discount on a single purchase; they are looking for a reliable, predictable supplier who understands how their own business operates.
Creating a trade proposition is an exercise in empathy. You need to stop thinking about why someone wants your product and start thinking about why a business wants to partner with you. A genuine trade offer addresses the specific risks and operational needs of a professional buyer.
The components of a credible trade offer
Trade buyers need certainty. They are often managing their own customers' expectations or their own inventory levels. Your proposition needs to answer their most important questions before they have to ask them.
| Component | What the trade buyer is looking for |
|---|---|
| Pricing Tiers | Volume-based discounts that reward larger commitments |
| MOQs | A clear understanding of the minimum investment required |
| Lead Times | Reliable dates for when product will arrive |
| Credit Terms | The ability to pay on invoice (e.g., Net 30) |
| Support | High-res images, spec sheets, and staff training |
Why 'one-size-fits-all' pricing fails
A local independent shop has different needs than a national wholesaler or a commercial contractor. A good trade proposition recognises these different 'personas'. You might have a 'Trade' level for small recurring orders and a 'Wholesale' level for bulk pallets. Forcing everyone into the same discount structure usually results in losing the big accounts and over-servicing the small ones.
Testing the proposition
Before you publish your trade terms to the world, you must test if they are commercially viable. Can you actually afford to offer Net 30 terms? Do your lead times account for seasonal peaks? The Evans Channel Creation Programme (£1,995 + VAT/month) helps businesses stress-test these terms to ensure they build a channel that grows the business rather than draining its resources.
Could your business support another route to revenue?
Evans Channel Creation identifies, validates and builds additional revenue channels from capabilities a business already has — B2B to D2C, D2C to B2B, product to service, recurring revenue or partners — and says so plainly when a channel should not be built. Programme from £1,995 + VAT per month over six months.
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