# Match Your Direct Price to Stockists

Source: https://ivankamenken.com/wholesale-direct-price-parity · Last updated 4 November 2026

Your own website sells the product for less than the shelf price your stockists have to charge, and the reorders are slowing. Ivanka Menken uses the Channel Price Mirror inside Clarity Shift Mastermind, a 10-month peer group at AUD $2,000 per month ex GST, to put direct, wholesale and shelf price side by side, name the gap on each line and set your direct price at the price your stockists sell at.

## Your own site is undercutting your stockists

- Your website sells below the price your stockists have to charge.
- Stockists reorder less often and stop answering about new lines.
- Nobody has put direct, wholesale and shelf price on one page.

**THE MOMENT:** A stockist you have supplied for years rings to say a customer put the product back on the shelf in the shop. The customer had just found the same product on your own website for $7 less. The stockist is polite and tired. Their reorder, due this week, does not arrive. You realise you set the website price on its own, and never next to the price you asked them to charge.

### THE PRICES, AS THEY STAND

- Stockists: about 40
- Shelf price stockists must charge: $45
- Direct price on the brand’s site: $38
- Gap: $7 under the shelf
- Stockists who skipped a reorder last quarter: 11

## A bigger wholesale margin for stockists

In this case, the founder ran a product brand at about $1.2m revenue, selling on its own website and through about 40 stockists. When reorders slowed, the founder offered stockists a better wholesale price on the next order. Stockists took it, and still watched customers find the product cheaper on the brand’s own site. The margin went down and the reorders did not come back.

## Three prices, never on one page

Ivanka noticed the founder could name every price but had never put them side by side. The website price had been set to win online sales, the wholesale price to win stockists, and the shelf price had been left to the stockists. The brand was competing with its own best accounts, and paying for it twice.

## A channel conflict, not a wholesale margin problem

The real problem was not the wholesale margin. It was a direct price set below the shelf price, so every stockist was competing with the brand on its own product.
The reframe: price is a cash decision before it is a market decision, and one product has one price in front of a customer. Put the direct, wholesale and shelf price on one page, set the direct price at the shelf price and let the wholesale margin do its job.

> One product, one price in front of the customer, wherever they buy it.

**The cost of staying stuck:** Every sale the site wins below the shelf price costs a stockist a sale, and every stockist who stops reordering takes a year of shelf space with them.

## The tool: Channel Price Mirror

The Channel Price Mirror is how Clarity Shift Mastermind lines up what one product sells for in every channel. It puts direct, wholesale and shelf price side by side, shows the gap on each line and records one decision per line, so the founder brings a priced choice to the room instead of a hunch.

It is one page. On the left, the brand’s own site. On the right, the stockist’s shelf. Between them, the wholesale price the stockist pays. Each line shows its gap to the shelf price and the decision taken: raise the direct price to the shelf, publish the shelf price as the recommended price, and keep the wholesale price where it is.

It replaces a website price set to win online, a wholesale margin cut to win back stockists and a shelf price nobody on the brand side ever wrote down.

### What goes on the page

1. Shelf price stockists charge: $45
2. Direct price on the brand’s site: $38, a $7 gap, raised to $45
3. Wholesale price to stockists: $22.50, left as it is
4. Stockist margin at the shelf price: $22.50 a unit
5. The decision on each line, written beside it
6. The measure to watch: stockist reorders, reviewed at the next session

It sits inside Clarity Shift Mastermind, next to the five-number scorecard shared each month, because the direct price changes margin and the reorders change cash. It is peer advisory, not legal or pricing compliance advice, and there is no separate checkout.

## Three prices on one page, questioned by the room

In the session, the founder took the Anchor Seat with the price list and the stockist reorder report. Ivanka asked them to write the shelf price, the wholesale price and the direct price in one row, then the gap between each. The room asked what a stockist sees when a customer checks the brand’s site in the shop. The founder left with one decision per line and one cash number to watch.

### The questions

- What does a stockist have to charge on the shelf?
- What does your own site charge for the same product?
- What is the gap, and who pays for it?
- What happens to the stockist’s margin if you change the wholesale price?
- Which number will show the change worked?

### THE FOUR-STEP LOOP

1. The one thing: A direct price set below the shelf price.
2. The numbers: $45 on the shelf, $38 direct, $22.50 wholesale.
3. The story: Why a better wholesale price did not bring reorders back.
4. The commitment: Direct at the shelf price, one written price test.

Before the next session, the founder set the direct price to the shelf price, wrote to every stockist with the recommended price and tracked reorders for the room.

## One price in front of every customer

By month 10, the direct price matches the shelf price, stockists see one recommended price, and the scorecard shows margin and reorders side by side each month. Every new product is priced across all three lines before launch.

**BEFORE**

- A site price set to win online.
- Customers finding it cheaper direct.
- Wholesale margin cut to win stockists back.
- Reorders slowing with no clear cause.

**BY MONTH 10**

- Direct price equal to the shelf price.
- One recommended price for stockists.
- Wholesale price left to do its job.
- Every new line priced on one page.

The container: 10 months of monthly two-hour group sessions with eight founders, plus two 1:1 check-ins each quarter.

## Put the three prices on one page

Ivanka Menken chairs Clarity Shift Mastermind for founders of A$1M to A$10M businesses who carry the big decisions alone. Pricing across channels is one of those decisions, and one of the easiest to make one channel at a time.
This fits if you sell direct and through stockists and have never seen the prices side by side. It does not fit if you want legal advice on resale pricing or someone to set your prices for you. The decision in front of you is one row of numbers. Write it, then let the room question it.

> Helps founders lead with clarity and integrity by modelling vulnerability, emotional intelligence, and grounded decision-making. Creates an environment where leaders can openly explore challenges and grow without fear of judgement.
>
> R.W., founder

## Who fits, and who does not

### It fits

- You sell a product direct and through stockists.
- Your site price and the shelf price differ.
- Stockists are reordering less often.
- You will bring one priced decision to the room.

### It does not fit

- You want legal advice on resale pricing.
- You sell in only one channel.
- You want someone to set your prices for you.
- You are not yet at A$1M in revenue.

### Investment

**AUD $2,000 per month ex GST, 10 months.** The Channel Price Mirror is part of Clarity Shift Mastermind, a 10-month peer programme at AUD $2,000 per month ex GST. It is not sold separately.

Included:

- 10 monthly two-hour group sessions
- Two 1:1 check-ins each quarter
- The five-number scorecard shared each month
- The Anchor Seat for one decision a month

- [Apply for Clarity Shift Mastermind, AUD $2,000/mo, 10 months](mailto:ivanka@ivankamenken.com?subject=Clarity%20Shift%20Mastermind%20application)
- [Book a 20-minute intro call](https://theartofservice.zohobookings.com.au/?utm_source=ivankamenken&utm_medium=showcase&utm_campaign=wholesale-direct-price-parity#/15606000001356030)
- [See the Clarity Shift Mastermind programme](https://ivankamenken.com/clarity-shift-mastermind)

## Questions about Channel Price Mirror

### Should my direct price match my stockists?

In most cases, yes. When your own site is cheaper than the shelf, stockists lose sales on your product and stop reordering. Set the direct price at the shelf price and let the wholesale price give them a margin. Ivanka Menken works this through in the Anchor Seat inside Clarity Shift Mastermind, 10 months at AUD $2,000 per month ex GST.

### Why are my stockists reordering less?

Check the prices before the product. If customers can find it cheaper on your website, a stockist is competing with you on your own product. Put direct, wholesale and shelf price on one page and look at the gap. Ivanka Menken chairs that conversation inside Clarity Shift Mastermind, 10 months at AUD $2,000 per month ex GST, with a room of founders questioning it.

### Will a better wholesale price win stockists back?

Rarely on its own. In this case, a better wholesale price cut the brand’s margin and the reorders still did not come back, because the website stayed cheaper than the shelf. Fix the gap first. Ivanka Menken helps you price all three lines inside Clarity Shift Mastermind, 10 months at AUD $2,000 per month ex GST. It is not legal advice.

### How long is Clarity Shift Mastermind?

Clarity Shift Mastermind runs for 10 months at AUD $2,000 per month ex GST: ten monthly two-hour group sessions with eight founders, two 1:1 check-ins each quarter and the five-number scorecard shared each month. Ivanka Menken chairs every session. The Channel Price Mirror is part of the programme and is not sold separately.


## Line up the three prices

If your own site is cheaper than your stockists, bring the decision to Clarity Shift Mastermind. The Channel Price Mirror is inside it, and the 20-minute intro call is where you can see whether the room fits.

- [Apply for Clarity Shift Mastermind, AUD $2,000/mo, 10 months](mailto:ivanka@ivankamenken.com?subject=Clarity%20Shift%20Mastermind%20application)
- [Book a 20-minute intro call](https://theartofservice.zohobookings.com.au/?utm_source=ivankamenken&utm_medium=showcase&utm_campaign=wholesale-direct-price-parity#/15606000001356030)
- [See the Clarity Shift Mastermind programme](https://ivankamenken.com/clarity-shift-mastermind)
- [Price before you scale](https://ivankamenken.com/retail-price-five-times-cost)
- [Move the sales bet to wholesale](https://ivankamenken.com/channel-bet-review)
- [The Clarity Shift Mastermind programme](https://ivankamenken.com/clarity-shift-mastermind)

- Every way to work with Ivanka: https://ivankamenken.com/work-with-ivanka