Get More Orders and More Product to More Customers
As a distributor, your specialty is distribution, and getting products to customers ought to be the last place you have a problem. With the right tools and the right technology, you can do more and do it better…better than you’re doing it today and certainly better than your competition. Using the right technology will give you a greater advantage in capturing more sales AND more customers, but that’s half the battle. The other half is knowing what to do with it.
But how to know what to do? Where to be online, and how do you get there? Where do you start? How can you be sure your ads, your brand and your products appear front and center whether buyers are looking for products on their mobile phone, on their desktop, or in an app? The answer to all of these questions is… It depends on what you’re trying to accomplish in what order, and what you already have in place.
Most distributors are finally coming to the realization that the changing face and buying habits of their customers, combined with the rise of online and mobile technologies, is rendering their original sales tactics inadequate to maintain relevance online. Their exposure is declining and so is their market share. They’re struggling to adapt. Many are finally dipping their toe into the eCommerce world, but then what’s next? You can build it, but will they come?
Actually, online marketing represents a tremendous opportunity for growth for most distributors. After all, more business is conducted online now than ever before. The key is knowing what works and what doesn’t, which today is easier than ever when you embrace the right technology and know what it can do for you.
New technology can be overwhelming, so do your research and use an expert whenever possible to help with choosing the right technology for your company.
Here are just some of the features to look for and questions to ask:
Does it integrate well with your existing tools, including your mobile app, your website, and your CRM? Learn how to take advantage of the value you gain from that connectivity.
The ability to track a prospect on their visits to your website or your mobile app is an absolute must. The more you know about where your prospect has been or what he’s searching on, the better prepared you are to make the sale. Follow along with your prospect as they move further down your sales funnel and get closer to buying, and do you know where, why, or how they might be distracted, lose interest, or simply abandon their purchase.
Are you offering videos, webinars, or case-studies for your product, and if you are, can you track who makes use of them, too?
An email’s click-through rate is very important and can tell you what a prospect is truly interested in. If they didn’t click on something they opened, in all likelihood, they’re not interested at this time.
How do you make your content and products available? Is the information your buyers need easily accessible? Is your website and other technology easy to use? Be sure to remove any barriers to a sale.
Would you like to know when one of your customers developed a sudden interest in the content supporting a new product line? The technology to make that happen is easy to have today. Don’t miss out on that.
And lastly, you know as well as anyone that business can get busy, and an abandoned cart does not always mean a lost sale. Do you have automated systems that identify incomplete sales and prompt them to move ahead?
Every day new employees are entering the workforce who have never known life without the internet or even a smartphone. Popularly known as Millenials, they are poised to become the largest percentage of the modern workforce.
In order to stay competitive, therefore, your business must get and remain in front of this new workforce (or at least be top of mind with them) because these are the folks who are rapidly assuming the roles of buying managers, product reps, and even company owners, and they live their lives online.
This means that, whether or not you actually sell online, you absolutely must market online. And, if you ARE selling online, your site sure better make it as easy as possible for your customer to order, understand or even use your product, or you’re toast.