Closing Tet wholesale deals via personal Zalo is more effective than fanpages

Are you selling Tet jam and struggling because your fanpage is becoming less effective? Too many people are advertising, interactions are dropping sharply, and ad costs are rising? the solution lies in personal Zalo – a sales channel that is favored thanks to a closing rate 2-3 times higher than Facebook Fanpage. This is not just a trend, but a strategic choice to optimize conversions during the Tet peak season.

Based on experience implementing for over 300+ SMEs in Vietnam, DPS.MEDIA it is observed that: on average, each retail campaign based on personal Zalo has a customer response rate >70%, nearly double that of fanpages. Why is that? Zalo brings a sense of closeness and reliability – which is the decisive factor when customers choose to buy food, especially Tet gifts that convey thoughtfulness.

Fanpages are increasingly being restricted in interaction, while personal Zalo allows one-on-one conversations, personalization, and quickly convincing customers. In addition, with the Broadcast feature, you can send mass messages without running ads, saving significant costs. For industries that require quick consultation – such as Tet specialties – Zalo is currently the most powerful order-closing tool. Imagine: just by investing in well-crafted personal Zalo content and properly nurturing your contacts, you can receive hundreds of orders each week without depending on Facebook’s random algorithm. Want to boost sales during Tet 2024? Start with Zalo, where real customers, real needs, and real orders exist.

DPS.MEDIA is ready to accompany you in building a professional personal Zalo channel – from content strategy to order-closing scripts. Because in Tet business, faster – more trustworthy – means bigger wins.

the role of personal Zalo in wholesale Tet jam strategy for small businesses

Increase response rate and close deals faster through personal conversations

Personal Zalo brings special advantages for small businesses when wholesale Tet jam, thanks to personalization and high engagement. Unlike fanpages that are limited in visibility and often create less intimate connections, personal Zalo accounts feel close like a conversation with an acquaintance. According to research from Nielsen Vietnam (2022), over 78% of consumers trust more when communicating with real people instead of anonymous brands - something that personal Zalo accounts do better than any other platform.

Below is an example from a case study of DPS.MEDIA's customer – a traditional coconut jam producer in Ben Tre:

Build sustainable business relationships through personal interactions

For specialized wholesale markets like Tet jam – where trust and familiarity play a key role – Personal Zalo helps build long-term relationships. Stall owners and provincial agents often prioritize ordering from people they feel “familiar with” through messages, direct video calls via Zalo rather than automated ads.

Here are the reasons why the personalization strategy on Zalo outperforms fanpages during peak season:

• Messages have a read rate >90%, not limited by algorithmic distribution
• Two-way communication, easy to negotiate wholesale prices or renegotiate quantities in the same message thread
• Easily share real warehouse photos, packing videos - increases authenticity

as Robert Cialdini – a behavioral psychology expert – once wrote in “Influence: The Psychology of Persuasion”: “All communication becomes more effective when people feel acknowledged on a personal level.” And here, personal Zalo is the tool that brings that principle into practice effectively.

Compare the effectiveness of personal Zalo and fanpage when closing wholesale orders during peak season

High response rate and strong personalization

According to an internal survey at DPS.MEDIA, during the 2024 Tet peak season, wholesale Tet jam agents using personal Zalo showed that the customer response rate reached 92% within the first 10 minutes of receiving a message, compared to only 28% from fanpages due to long inbox review times and limited display range.

One factor that creates a major advantage for personal Zalo is the intimate, close communication space that makes it easy to personalize messages for each customer group. Users active on Zalo tend to trust and respond faster because they are communicating with a real person, not an automated system. For example, wholesale customers in Long Bien shared that they found it easier to “negotiate prices, choose tray sizes, and place bulk orders” through a personal Zalo account with regular interaction.

Fanpage is limited in visibility, especially when not running ads

According to the Q1/2024 report from Nielsen Vietnam, for a post on a fanpage to reach 20% of organic followers, sellers need to invest a minimum ad budget of 300,000 VND/day. Meanwhile, personal Zalo allows 1:1 access to people with phone numbers, an extremely high-quality “genshi data” type with a wholesale order conversion rate up to 30-40%.

emotional reactions and the factor of “communication trust”

In the academic report by Prof. Tran Van Binh (2022) on consumer behavior psychology during Tet in Vietnam, he emphasized: “Wholesale consumers are often strongly influenced by the sense of security in personal communication, especially during the days leading up to Tet when they buy quickly and decide fast“. This explains why personal Zalo accounts – where there are avatars, real online status, and daily interactions – have become the “king” tool during the urgent wholesale closing period.

At DPS.MEDIA, we once ran a campaign for a client distributing Thai Nguyen ginger jam in Central Vietnam. After 5 days of testing, the personal Zalo channel generated nearly 3 times more wholesale orders compared to the fanpage – even though the communication content was the same. That’s not just a number; it’s confirmation that in the bustling Tet market context, what makes wholesale customers decide to buy is the feeling of personal connection – not beautiful images.

Leverage personal relationships to increase wholesale closing rate on Zalo

exploit viral effects from personal trust

Personal trust is the foundation that drives faster wholesale purchasing decisions – that’s a factor that fanpages can hardly replicate. Data from Harvard Business ‌Review shows that over 80% of transactions between individuals (C2C or small B2B) are based on acquaintance or referrals from acquaintances.

On personal Zalo, conversations happen more naturally, flexibly, and closely. Sellers can directly:

• Understand the real needs of each wholesale contact
• Provide personalized advice according to each person’s context
• Leverage “mini word-of-mouth” by sharing in mutual friend groups

Case study: Closed 120kg of Tet jam with just one conversation

A DPS.MEDIA client – Ms. Trang, who sells Tet specialties – used a strategy of reaching out to each contact in her personal Zalo, focusing on 30 close relationships, including old classmates, former partners, and neighbors.

Result:

Key difference: No advertising. No design costs. Just a suitable conversation script and understanding of relationships. This shows that by shifting focus to the intimate Zalo channel, small and medium businesses can optimize order closing efficiency without a complex marketing structure like a fanpage.

Optimization suggestions for SMEs from a strategic perspective

Based on experience implementing for many traditional brands, DPS.MEDIA recommends:

• Classify relationships in contacts: friends, colleagues, old customers, neighbors, etc.
• Design sample messages: but keep a natural conversational style, personalized
• Take advantage of Broadcast or group messaging by tag: to increase display rate and quick responses

Businesses do not need to become content creation experts to sell wholesale effectively. Sometimes, relationships and understanding people are the strongest marketing assets.

Sustainable tactics for nurturing potential customer lists on personal Zalo

Optimize profile and proactive connections to build credibility

Personal Zalo is not just a place to chat – it is a “digital asset” if built properly. First, make sure to fully update your avatar, personal description, and photo album to clearly reflect personal brand associated with the product. DPS.MEDIA applied this strategy for a client in the Tet jam business and helped them increase natural friend requests by 421% in just 2 weeks.

In addition, proactively “gently touch” your target customers by:

• Making friends from the interaction list in business and traditional cuisine groups
• Inbox New Year greetings or send useful documents before introducing products
• Combine ZNS (Zalo Notification Service) to send personalized content to each group segment

Interleaved content mechanism: 80% value – 20% sales

According to research from Nielsen (2022), modern consumers respond three times more strongly to personalized content compared to regular ads. Therefore, personal Zalo should be operated as a sophisticated nurturing channel. The posting schedule should be built according to the 80/20 ratio – in which:

Content nurturing with the “share first – sell later” approach helps increase the closing rate thanks to natural customer trust. This is something that fanpages find hard to match, as algorithms severely limit personalized reach.

Use tags and broadcast according to each demand segment

Personal Zalo allows the use of note and friend grouping features – which, when combined with marketing funnel thinking will create an extremely effective mini sales machine.

Below is a segmentation example developed by DPS.MEDIA for a handmade Tet jam supplier:

Correct segmentation – standard content – Gentle closing. This is the “Draw – Connect – Shoot” principle that DPS.MEDIA always applies for SMEs wanting sustainable growth on the Zalo platform, especially every Tet season.

How to build trustworthy and inspiring content on Zalo diary to attract wholesale partners

share real journeys – Connect emotionally

Wholesale partners not only care about good prices or attractive profits – they also need trust. When implementing a personalized content strategy on Zalo diary, you are holding a “backstage” stage to tell your brand story in the most approachable and human way.

Based on research from Harvard Business Review (2021), emotional content helps increase conversion rate by 38% when connecting with B2B customers. Let status lines reflect efforts, working days with the packing team, genuine feedback from old customers, or images of the warehouse preparing for the bustling Tet season. Those trivial details are the strongest “social proof”.

• Post behind-the-scenes photos of preparing goods, with personalized captions
• Tag wholesale partners, share their experiences
• Continuously update order progress during peak periods

Professional positioning content without being showy

Unlike Fanpage, where content is often limited by algorithms and rigid formats, personal Zalo lets you tell ”stories” with real words – no need for flashy filters. However, each diary post should be seen as a brand puzzle piece, with consistent language and long-term oriented content.

According to DPS.MEDIA's customer strategy, 3 pillar content sections should be alternately posted on the diary, including:

Case study: Closed 74 wholesale Tet jam orders with just 28 diary posts

A traditional jam brand owner in Da Lat – a customer of DPS.MEDIA – applied the Zalo diary content strategy 1 month before Tet. With a carefully advised content calendar of 28 posts evenly divided into the 3 content groups above, she did not run ads, did not do massive communication but still closed more than 74 wholesale orders with a total revenue of nearly 200 million VND in 22 days.

What do all the content pieces have in common? Be real, speak honestly, post regularly and always create personal connections.. Most wholesale customers “add Zalo because the profile looks trustworthy, no tricks.”

Optimize tools and features of personal Zalo to serve wholesale sales goals

Effectively leverage the features of “Diary” and “Broadcast Messages”

Personal Zalo – if used well – is a super strong “hidden funnel” for Tet jam wholesalers. Imagine: instead of passively seeking interaction from limited reach on fanpage, Zalo allows you to build closer relationships through the “Diary”. This is the ideal place to post product content, jam workshop behind-the-scenes, images of wholesale customers receiving large orders… Authentic, consistent daily content will build much stronger trust.

Especially, with the “Broadcast message” feature via Zalo OA as a personal account or secondary SIM using chatbot automation, wholesalers can quickly close mass orders during Tet peak season. Compared to fanpages limited by the 24h reply rule (Meta’s new policy), Zalo proves to be a “strategic card” for remarketing to interested but unclosed customers.

Build a contact list by segmentation and personalize content

CRM (Customer Relationship Management) mindset applied to Zalo is not far-fetched. DPS.MEDIA once implemented for a Tet jam wholesale agent in Binh Duong with results of increasing the number of orders via Zalo by 220% after just 2 seasons. The secret is to segment contacts by group. such as Northern region agents, new customers added this week, customers who haven't placed a deposit-then create suitable content for each group.

• New customers: Send a series of 3 messages introducing the product, process, and promotions.
• Existing customers: Info on new jam batches, agent prices, and bulk packaging images.
• Potential customers: Send successful buyer feedback – FOMO effect.

Smartly use price lists & images to increase conversion rates

Some wholesalers only send scattered images via messages, causing confusion for recipients. DPS.MEDIA encourages creating fixed templates with clear, easy-to-follow information. When displayed in a table on Zalo, the response rate increases by up to 371%.

The paradox is that many fanpages with a large number of likes still do not sell as well as well-managed Zalo accounts. Because Zalo allows real-time “real person” interaction, without AI filtering reach, customers can easily ask for prices, negotiate discounts – closing wholesale orders almost as effectively as traditional face-to-face, but more conveniently.

A solution to expand the scale of connecting and taking care of wholesale customers with optimal costs

Use personal Zalo to increase reach & interaction on a large scale

While fanpages are gradually being restricted in reach, personal Zalo accounts are emerging as a direct tool to help Tet jam wholesalers optimize their customer networks. According to research from Nielsen Vietnam (2023), Zalo has a higher 1-1 interaction rate and trust level than other social media channels among users aged 30 and above – exactly matching the typical nationwide wholesale agent customer base.

Thanks to features like friend suggestions, contact sharing, and private group chats, sellers can:

• Increase quality connections through mutual friends or customer referrals.
• Take care of old customers via personal broadcast messages.
• Maintain trustworthy relationships by sending greetings, behind-the-scenes photos, and early season price updates.

CRM strategy using spreadsheets + manual automation

Instead of investing in expensive management systems, wholesalers can take advantage of Google Sheets combined with automated messaging tools like SimpleZalo or Fplus to take care of hundreds of customers daily while still personalizing each message. DPS.MEDIA implemented this solution for a Ben Tre coconut jam specialty brand, resulting in: revenue increased by 231% in just 21 days before Tet.

Case study: Achieved 2,100 wholesale orders with just 3 active personal Zalo accounts

The “Tết Quê Nhà” brand has segmented its wholesale customer base by region: North – Central – South, with each segment managed by a personal Zalo account responsible for interaction & customer care. During the 4-week pre-order campaign, they did not use a fanpage at all, focusing solely on message connections, internal livestreams via Zalo groups, and sending quotes directly. This “low-tech” but insight-driven approach helped achieve a closing rate of up to 78% among old customers—a figure that a fanpage could hardly reach in the competitive pre-Tết season.

DPS.MEDIA’s assessment: Zalo is not a new tool, but with creative usage and proper localization, it is making a comeback as a surprisingly effective wholesale platform with costs almost at zero.

valuable lessons

Using personal Zalo accounts to close wholesale Tết jam deals is not just a short-term trend, but also an effective customer approach strategy in a context where consumers prefer closeness, trust, and quick responses. While the fanpage plays a branding role, the personal Zalo account acts as a “soft bridge” that creates intimate relationships and drives purchasing decisions, especially in small B2B models like wholesale.

Based on DPS.MEDIA’s consulting experience for many SMEs in Vietnam, we have found that a flexible combination of official sales channels and personal channels is a necessary strategy. However, to fully exploit the potential of personal Zalo accounts, businesses need to plan communication content, provide attentive customer care, and apply suitable management tools. We encourage you to start by optimizing your personal Zalo profile, building a categorized customer list, and experimenting with refined order-closing message templates for practical results. At the same time, don’t forget to survey market demand for each holiday season to adjust your messaging accordingly.

If you are interested in expanding your customer care strategy via chat platforms, explore related topics such as sales automation, optimizing customer data files, or the art of writing non-“spammy” sales messages. All of these can contribute to creating a streamlined and effective wholesale sales process.

DPS.MEDIA is always ready to accompany you in building a suitable digital marketing strategy, helping your business grow sustainably in the digital era. Share your thoughts on using personal Zalo accounts to close wholesale Tết deals—have you tried it, how effective was it? Don’t hesitate to leave a comment or join the discussion with us!