Sellar Best Price Promise

When Sellar started in 2020, a shift was happening in the industry. With margins under attack, no longer would growing revenue and volume at all costs lead to success. Winning was now about increasing profitability and maximising margin.

Together with our community of craft breweries, we are working hard to build the future of trade sales. Sellar exists to put breweries back in control. Where you can sell direct to anyone, keep all of your margin, all while reducing the admin that typically comes with direct sales.

Like most people, we don’t like the idea of rules, but as life teaches us, some rules are not only necessary, but good. Below you’ll find our House Rules.

We’ve kept these to a minimum while ensuring we can deliver on our value proposition. We’re confident you’ll agree that not only are these House Rules fair, but they are important for our collective success.

Sellar Lists is designed to be used as your availability list and therefore should be a source of truth for trade buyers to see what products are in stock. If you’re not keeping your product list up to date, this impacts the perceived reliability and could confuse buyers about how Sellar works.
When buying from you through Sellar, your customers expect to see your full product range. This includes all special releases and seasonal products.
With Sellar, you have full control over which customers can see which products, in which format and at what price. This means there shouldn’t be situations where customers are unable to order products that they could through other direct ordering methods.
Against the rules:
“That product isn’t on Sellar yet”
“Let me send you our full list over email”
“If you want that product, you’ll need to call the office”
All of your regular customers (read: ‘Define Customer’) should be set up with their usual pricing and payment terms.
This requires all price books, volume-based discounts, minimum order quantities, free delivery thresholds, one-time discounts, promotions and payment terms to be correctly set up on Sellar.
Put simply, your customers should never be at a disadvantage when choosing to order through Sellar.
Trade buyers expect their negotiated pricing and terms to be honoured at all times.
Against the rules:
“We don't have our distro pricing on here, please email us to place your order”
“Existing and local customers aren’t set up to order on here yet, please email your account manager”
Watch Explainer Video 🎥
Best Price Promise comes from our fundamental belief that buying products directly without a middleman should be the most cost-effective price. Not only is this fundamental to Sellars value proposition to buyers but we believe it will protect this industry in the short medium and long term.
This promises buyers that whenever they order directly from you on Sellar they will be getting the best price available for that product on the market. This is limited to channels where you as the supplier are in control of the price.
What do we mean by best price?
We mean the delivered at price of any product available should be at least the same as is available to trade buyers elsewhere. We are not saying the price needs to be better, only the same so that the buyer is not disadvantaged when ordering directly from you.
To see a worked example of some suggested options, click here. The numbers don’t lie.
Reliability is key, especially when it comes to building trust in a system that may be new to buyers. That’s why all orders should be ‘Accepted’ within 24 working hours.
If for a valid reason, you’re not prepared to accept an order within that timeframe, you should drop the customer a message with a reason why.
A key part of the value proposition to trade buyers is having a complete invoice and order history in one place. We expect suppliers to ensure this is kept up-to-date and accurate.
All orders provide your trade customers with an invoice based on your invoice settings and the customer's payment terms. Should any changes need to be made to the order, these changes should be reflected on Sellar so your customer has an accurate order and invoicing history.
Against the rules:
“Don’t worry about the invoice on Sellar, I’ll email you a separate invoice with your discount applied”

We value our supplier relationships and believe it’s important to keep an open line of communication. We want to hear your feedback, opinions and ideas to shape how we can continue to improve Sellar. If you need a hand with anything, we will always get back to you as quickly as possible. We expect the same in return, particularly when it comes to the rules outlined above.

By using Sellar you are agreeing to follow these rules and uphold the standards outlined. If the above responsibilities are not upheld, we may suspend or freeze your access to your account until a resolution has been reached.

We reserve the right to amend these House Rules to reflect the improvements that are consistently being made to the Sellar platform.

You can find our full Terms & Conditions here.

FAQs

We believe in the future we’re building. We know it’s better for our industry. But changing the game is hard. It takes a monumental effort and thousands of pieces to fall into place.
To build a future that puts breweries back in control, we need industry-wide buyer adoption. To achieve this, we have to deliver a consistently better experience for trade buyers.
These rules reflect the minimum standards that must exist to achieve this better future for breweries. When broken, it doesn’t only affect your brand, but ours, which in turn impacts the rest of our suppliers and is why we take this so seriously.
We want to work with breweries who share our vision for the future. The actions we take will depend on the severity and consistency of the rules being broken. We’re a reasonable bunch and will try to work with you wherever possible.
Breaking rules may involve your account being frozen while we work with you on a resolution. However, consistently not respecting these rules will communicate to us that you don’t share our vision for the future. Not sharing our view of the world itself, of course, is not a problem, but making it harder for us to build this better future for our other suppliers is, and we may decide to close your account.
No. That completely goes against our philosophy. We don’t believe craft and small-batch products are a game of who can sell for less. Yes, pricing is important, but premium pricing has never been a bad thing. We would encourage you to properly analyse your margin and the appropriate solution may be to increase your prices on other platforms where you control the price.
The Best Price Promise exists to ensure that the same products are at least the same price across the various channels they may be found. Not only do we believe this reasonable, but we have true conviction about this being the right thing to do for the industry.
If the purchase was made on a platform where you control the price. Acting under the assumption that you were happy for the product to be sold at that price, the buyer will be credited the difference and your account will be billed for this.
The process for this involves reviewing evidence that a product included in a verified order was available at a lower price elsewhere. This evidence will be verified by a member of our team. We will check for the following conditions:
- You are in control of the price.
- The product was available for less at the same time their purchase was made.
The Direct Price Promise only applies to other platforms where you, the supplier, are in control of the price. When a traditional wholesaler purchases stock from you, the price they sell at is between you and them.
We believe these rules are reasonable and fair. However, please reach out to us to discuss your concerns. We will always aim to work with you wherever possible.

· Supplier House Rules

· Supplier House Rules