For whatever my two cents is worth, if you want to sell wholesale, your web site should send your customers to the retailers you sell to. You need to let your retailers know they are getting leads from you when you do. You need to be aggressive to get keep your resellers selling. When you sell direct and wholesale at the same time, your retailers feel like they are competing with you and they will be less likely to promote your products. Any time someone can buy directly from the manufacture, there is a good chance they will pay more to buy direct than take a chance on a reseller. Most large retailers know this. Especially with a product like yours that people might be afraid of warrantee and other issues.
If your resellers are not moving your products and you cannot get them motivated, then make the decision whether selling direct is a better idea. If this is the case, forget about wholesale and move to being more flexible in price.
I feel that trying to be in the middle of the road for your type of product will yield in lower overall sales.
Bert at Harvey Software, Inc.
Multi-Carrier Shipping Software and Supply Chain Solutions for Internet Retailers
Also a provider of free shipping information and resources at Harvey Software`s Parcel Shipping Blog along with free tracking solutions at TrackingPage.com...