If your wholesale strategy revolves around one type of buyer, you're leaving real money on the table. And the frustrating part? You probably don't even know it.
Most brand founders are pitching, optimizing, and pricing for one buyer in their head… usually the independent boutique owner. But there are four distinct buyer archetypes showing up on across the wholesale landscape, and each one buys completely differently.
In this episode, I'm breaking down a framework I use to look at the entire wholesale buyer landscape — not just Faire, but your entire wholesale strategy.
I'm walking you through four buyer archetypes and covering their psychology, buying behavior, what they need from you, and how to speak to each one. Whether you're optimizing your Faire page, writing pitch emails, or setting your minimums, this framework will completely change how you think about your strategy.
WHAT YOU'LL LEARN
- Why picturing only one type of buyer is costing you accounts and reorders you don't even know you're missing
- The two axes that define every wholesale buyer — and why understanding both changes everything
- What a Discovery Buyer needs to feel safe enough to place their first order with you (hint: it's not just low minimums)
- Why the Curating Buyer is probably who you've been pitching all along — and what actually makes them come back
- The surprising buyer type that reorders constantly, requires almost zero ongoing effort, and most brands completely ignore
- What an Account Buyer is looking for that has nothing to do with your product — and why you'll lose them before the conversation even starts if you miss it
- What Faire's new "business use" buyer category and Faire Plus pilot program mean for your wholesale opportunity right now
- How to audit your own Faire page and pitch strategy to see which archetypes you're actually speaking to — versus which ones you're accidentally turning away
RESOURCES MENTIONED
>Unlocking Faire Private Podcast: https://kristinfishercoaching.com/unlockingfaire
>Buyerside Pitch Kit: https://kristinfishercoaching.com/pitchkit
LOOKING TO GROW YOUR WHOLESALE BUSINESS?
Retail Pitching👇
1) Get the NEW Buyerside Pitch Kit to help you pitch wholesale buyers with confidence. Get yours HERE
Faire Growth👇
1) Learn what buyers are looking for on Faire. Listen to the FREE private podcast series Unlocking Faire - Get instant access HERE
2) Get my exact growth strategy inside the FREE workshop, The Faire Success Blueprint Watch now HERE
3) Ready to take action and scale on Faire? Check out The Faire Bootcamp
READY FOR NEXT-LEVEL, HIGH-TOUCH SUPPORT IN YOUR BUSINESS?
Join the Rewired Retail Collective Waitlist HERE - a 6-month high-level mastermind for product based businesses looking to scale profitably and intentionally.
(Doors open to limited seats in May 2026)
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Website: kristinfishercoaching.com
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Contact: [email protected]