When a business expands beyond direct-to-consumer sales into the wholesale market, it requires a more formalized and structured sales approach. Successfully presenting your products to retail buyers is essential for securing larger orders. A well-designed sales document serves as a professional introduction to your product line and signals to potential stockists that your business is prepared for business-to-business commerce.
What is a Linesheet?
A linesheet is a direct and functional sales document crafted for wholesale buyers. Its main purpose is to present products to retailers in a clean, organized format that simplifies the ordering process. It is a concise product menu with all the essential information a store owner requires to make an informed purchasing decision.
It is important to differentiate a linesheet from a standard product catalog. A catalog is a more elaborate and visually rich publication intended to convey a brand’s story to the end consumer. A linesheet, conversely, sets aside this marketing narrative in favor of directness and utility, making the buyer’s task as straightforward as possible.
Essential Components of a Linesheet
High-Quality Product Images
The visual representation of your products is the first element a buyer will scrutinize. Use high-quality, clear photographs that accurately depict your items. Each image should be well-lit, in sharp focus, and presented against a clean, neutral background—typically white or light gray. Maintaining consistency across all your product photos creates a professional and cohesive presentation.
Product Information
Every product featured on the linesheet needs to be accompanied by essential data for clear identification. This includes a distinct product name and a Stock Keeping Unit (SKU) or style number. Adding a brief description that highlights the product’s primary features or materials can also be advantageous.
Pricing Details
The document must explicitly state the wholesale price per unit, which is the price the retailer will pay. It is also a standard practice to include the Manufacturer’s Suggested Retail Price (MSRP). The MSRP informs the buyer of the intended sale price, allowing them to quickly calculate their potential profit margin.
Product Options
This part of the linesheet should clearly and concisely list all available variations, such as different sizes, colors, or materials. For an apparel brand, this would involve listing all available sizes (e.g., XS, S, M, L, XL). For other goods, it might entail detailing various colorways or material choices.
Company and Ordering Information
Your linesheet must prominently feature your company name, logo, and comprehensive contact details. This should include the name of the primary sales contact, their direct email address, and a business phone number. Including your business address and website URL further legitimizes your brand.
Terms and Conditions
This section defines the rules for a wholesale partnership, preventing future misunderstandings. It should explicitly state your:
- Minimum order quantity (MOQ), the smallest order you are willing to accept.
- Payment terms (e.g., payment due upon receipt, Net 30) and the payment methods you accept.
- Production lead times.
- Shipping policies, including preferred carriers and who is responsible for costs.
How to Create a Professional Linesheet
The design of your linesheet should reflect your brand’s aesthetic while maintaining an emphasis on clarity and organization. A clean, uncluttered layout is more effective than a design that is visually busy. Use a readable font and incorporate sufficient white space to prevent the page from appearing cramped, making it easy for a retail buyer to navigate.
Consistency in your branding is also an important consideration. Use your company’s logo and established brand colors, but apply them subtly to preserve a professional tone. The layout should be logical, with products grouped by collection or product category. A grid-based layout is often the most effective method for presenting multiple products on a single page.
Creating a linesheet does not have to require expensive software. For businesses just starting out, accessible programs like Canva provide user-friendly templates that can be customized. Even a well-structured spreadsheet in Microsoft Excel or Google Sheets can serve as a functional first linesheet, while Adobe InDesign offers complete control for a polished document.
Best Practices for Using Your Linesheet
It is a best practice to always save and distribute the document as a low-resolution PDF. This file format ensures that your formatting remains intact across different devices. It also keeps the file size small, making it easy for buyers to download and open from an email attachment.
The linesheet is a versatile sales tool that can be deployed at various stages of the sales cycle. It is the perfect document to attach to introductory emails when you are making your initial outreach to potential stockists. It also functions as a follow-up asset after a phone call or meeting, and printed copies are useful for trade shows.
To maintain its value, your linesheet must be treated as a living document. It is important to keep it updated with your latest product offerings, promptly removing any discontinued items. Prices can fluctuate, so ensuring that your wholesale and suggested retail prices are current is necessary for every new interaction.