Client Overview
Industry: Wholesale blank apparel — t-shirts, hoodies, uniforms sold in bulk to printers, merch agencies, and corporate buyers
Team Size: 25-person team: warehouse ops, sales support, and a hands-on founder managing key accounts
Market Focus: B2B domestic buyers — from small screen printers to national merch fulfillment companies
Complexity: Tiered volume pricing, frequent style/size stockouts, razor-thin margins, and long account activation timelines
Their site looked clean. The product catalog was deep. But every win still came from being the lowest bidder — and that was slowly killing their margins.
Role & Duration
Role: Strategic Revenue Architect & Margin Expansion Operator
Engagement Duration: 100 days (Full-funnel strategy, trust asset deployment, system installation)
I wasn’t there to tweak CRO or run ads. I was brought in to answer one question:
How do we stop bleeding margin and start driving qualified demand that values what we do?
The Challenge
The business had all the signs of success — strong customer retention, bulk order frequency, and stable operations. But they had hit a wall:
- Most quotes devolved into price wars.
- Inbound traffic was converting poorly — only low-quality buyers were biting.
- Their biggest customers were found through hustle and referrals — not their website or systems.
- Sales reps were stuck managing logistics, not growing accounts.
And the worst part?
The brand was indistinguishable in the market. Same shirts. Same pitch. Same race to the bottom.
They’d worked with SEO agencies and tried a rebrand — but the foundational issue was trust, clarity, and buyer enablement. They didn’t need more noise. They needed a system that proved value without saying “we’re the cheapest.”
Strategic & Operational Approach
Step 1: Repositioned the brand around reliability and buyer risk mitigation
I interviewed their top 10 accounts. Every buyer said the same thing:
“We don’t care about saving 3%. We care about stock being there when we need it.”
We shifted the positioning from “we have cheap blanks” to “we keep your supply chain moving.”
We designed messaging and sales collateral around:
- Fill-rate reliability
- Real-time inventory visibility
- Easy substitution flows for out-of-stock SKUs
- Operational responsiveness (e.g., rush order handling, dedicated account support)
This positioned them as a partner, not a price list.
Step 2: Built a lead capture and quote system for high-fit buyers only
We redesigned the quoting and lead journey to filter for quality:
- Visitors self-identified by buyer type (agency, printer, promo buyer, etc.)
- Each segment got a tailored quote path with priority SKUs and custom pricing triggers
- Post-quote flows delivered trust assets like stock reliability case studies, fulfillment data, and reorder automation perks
The result? Higher-quality quotes. Lower back-and-forth. Stronger close rates.
Step 3: Installed margin-protecting retention mechanics
Instead of just fulfilling orders, we engineered post-sale infrastructure that drove sticky, higher-margin relationships:
- Reorder reminders based on customer order patterns
- Loyalty tiers with margin-friendly perks (faster fulfillment, early access to restocks)
- High-AOV bundle offers during historically slow months
Sales reps could now upsell from a system, not scramble during downtime.
Step 4: Equipped sales with conversion-ready assets
We armed the team with:
- ROI calculators comparing fulfillment risk between suppliers
- Side-by-side stock availability vs. key competitors
- Ready-to-send procurement decks for larger clients
Now, they weren’t chasing — they were closing with authority.
Results & Business Impact
Within just over 3 months:
- Margin per order increased by 19%, thanks to fewer price-based wins and more value-aligned buyers
- Quote-to-close rate jumped by 46%, driven by targeted trust flows and filtered lead intake
- Reorders increased 54%, thanks to proactive retention systems
- Sales team productivity improved by 2x, because quoting and onboarding were now systemized
- Founder no longer had to “rescue deals” — the brand spoke for itself, and the system did the rest
More than growth — this was margin clarity and operational breathing room.
Why Working With Me Changed the Game
This wasn’t about “fixing the funnel” or “increasing traffic.”
It was about removing the silent margin killers:
- Unqualified buyers
- Price-only positioning
- Manual-heavy quoting
- No real post-sale system
If you’re in B2B eCommerce, especially with a logistics or commodity-heavy product, I don’t sell you trends. I build the infrastructure that makes your actual value visible — and your sales pipeline inevitable.
You don’t have to win on price. You have to build a system where the right buyers choose you early, buy confidently, and come back often.
If you’re ready to stop competing on spreadsheets, let’s build the system that makes your next $1M margin-rich — not stress-filled.