What You Want Versus What the Customer Wants
Bill Floyd
Now that emarketing, ecommerce and just about everything else “e” prevails in a supplier’s get-to-the customer strategy, it’s time to unequivocally state that the customer is the boss in the buying relationships and that his e needs and wants trump everybody else's. Anybody approaching this connection in any other fashion is simply doing it wrong. The same rules apply as were prevalent before the Internet. Make the exchange of information, orders, and collateral follow up material quick, easy, understandable, and as painless as possible. And, do it at a reasonable price.
Ok, what does that mean? It means that for all the investment a manufacturer puts into his website, he should realize that this tool will be relevant and a great resource for a somewhat limited part of his customers and prospects. Yes, some contractors, design engineers, wholesalers, and users will have very specific questions that only that supplier can satisfy and the place to find it will be his website. So manufacturers should invest in making their site quick, easy, and understandable so the customers want to seek out their information from them instead of their competitor. Distributors want to tie their customers to their sites and apps so as to be at the top of their mind, and rightfully so. So again, wholesalers should make realistic investments to offer a broad exposure of products and information from the many manufacturers you represent. And they should do so within the same quick, easy, and understandable parameters as outlined above.
But that brings us to the customer and of course, the customer is king. What does he want? Well if you accept that the reason department stores and wholesale distributors came into existence in the first place is because shoppers wanted to find everything in one place with a single contact point who can sell, service, and answer questions about a myriad of products, you begin to understand the customer’s inclination. Simply put, they are unlikely to spend more time than necessary on a manufacturer’s site because of its product limitations. Distributors are really positioned to offer much more because of their broader scope of suppliers. But even there, distributors are restricted by their limited internal resources and in the amount of content they can effectively collect, organize, and provide. Also, customers need, like, and want choice. No supplier carries everything and few buyers want all their eggs in one basket.
Watch as the buyers continue to migrate toward third party providers (such as NetPak/NetPricer) who amplify and simplify the buying experience between the buyer {Contractor, MRO, etc} and seller {Distributor}. These solutions keep the channel in place but can continue to develop and update technology while keeping the manufacturer’s information at the buyer’s fingertips, and leaving the distributor’s brand in place and one click away from his customers. The difference maker here is that this type of third party can apply a total industry vision and spread development cost among its entire customer base. Also, this approach satisfies the customer’s desire for choice because it works with all parties.
Remember the selling experience you create may not be 100% compatible with what the customer wants, and the customer always wins. So before you invest in the internal strategy that makes you feel good, take a look at how third parties can help you mitigate the enormous costs of building and maintaining this technology. And, always keep your focus on the customer. They are the only ones that matter because they can build your bottom line.
Stay tuned for the next round of innovation from ElectricSmarts and NetPak.
To reply to this article or contact the writer bfloyd@electricsmarts.com
Ok, what does that mean? It means that for all the investment a manufacturer puts into his website, he should realize that this tool will be relevant and a great resource for a somewhat limited part of his customers and prospects. Yes, some contractors, design engineers, wholesalers, and users will have very specific questions that only that supplier can satisfy and the place to find it will be his website. So manufacturers should invest in making their site quick, easy, and understandable so the customers want to seek out their information from them instead of their competitor. Distributors want to tie their customers to their sites and apps so as to be at the top of their mind, and rightfully so. So again, wholesalers should make realistic investments to offer a broad exposure of products and information from the many manufacturers you represent. And they should do so within the same quick, easy, and understandable parameters as outlined above.
But that brings us to the customer and of course, the customer is king. What does he want? Well if you accept that the reason department stores and wholesale distributors came into existence in the first place is because shoppers wanted to find everything in one place with a single contact point who can sell, service, and answer questions about a myriad of products, you begin to understand the customer’s inclination. Simply put, they are unlikely to spend more time than necessary on a manufacturer’s site because of its product limitations. Distributors are really positioned to offer much more because of their broader scope of suppliers. But even there, distributors are restricted by their limited internal resources and in the amount of content they can effectively collect, organize, and provide. Also, customers need, like, and want choice. No supplier carries everything and few buyers want all their eggs in one basket.
Watch as the buyers continue to migrate toward third party providers (such as NetPak/NetPricer) who amplify and simplify the buying experience between the buyer {Contractor, MRO, etc} and seller {Distributor}. These solutions keep the channel in place but can continue to develop and update technology while keeping the manufacturer’s information at the buyer’s fingertips, and leaving the distributor’s brand in place and one click away from his customers. The difference maker here is that this type of third party can apply a total industry vision and spread development cost among its entire customer base. Also, this approach satisfies the customer’s desire for choice because it works with all parties.
Remember the selling experience you create may not be 100% compatible with what the customer wants, and the customer always wins. So before you invest in the internal strategy that makes you feel good, take a look at how third parties can help you mitigate the enormous costs of building and maintaining this technology. And, always keep your focus on the customer. They are the only ones that matter because they can build your bottom line.
Stay tuned for the next round of innovation from ElectricSmarts and NetPak.
To reply to this article or contact the writer bfloyd@electricsmarts.com
