Tag Archive for: B2B Marketing

The Top 10 eCommerce Benefits for Manufacturers

Powerful eCommerce Benefits exist for companies willing to embrace eCommerce strategies. 

This holds especially true for manufacturers. 

Even though manufacturers have been slow to capture the incredible opportunities presented with eCommerce.

If you have been contemplating how eCommerce could help your company, we put together a list of the Top 10 eCommerce Benefits for manufacturers. 

Top 10 eCommerce Benefits for Manufacturers 

eCommerce Benefits

Below is our list of Top 10 eCommerce Benefits for Manufacturers: 

  1. Open 24/7 = round the clock customer service & sales tool
  2. Find Soulmates
  3. Eliminate the cumbersome RFQ process
  4. No A/R
  5. Low cost marketing and sales strategy
  6. Market Research
  7. Stay in Wheelhouse = Right Knee Guy/Gal = SCALE!  (SKOL)
  8. Open doors that you never knew existed 
  9. International opportunities
  10. Scale your Proprietary Process

Let’s dig deeper…………..

#1 ) 24 Hour Sales Tool 

When my wife was in college, she lived across the street from a store called, “We Never Close”. 

A business that never closes certainly is convenient when you need something at 2:00 AM. 

A major eCommerce benefit for you to capture, your eCommerce store never closes. 

Your website is your 24 hour a day – 7 days a week sales tool.

Click on your website right now. How does it look?

Do you provide valuable information to help a new customer make a buying decision?

Your website is way beyond a simple online business card. 

Your website represents YOUR COMPANY. 

When conducting eCommerce workshops, I like to use the example, your website should allow the viewer to make a buying decision on Saturday night at midnight. 

Make it a top priority to provide all necessary information that they don’t have to wait until you open on Monday morning. 

Just remember, you have one chance to make an outstanding 1st impression. 

One Chance to Make an Outstanding WEBPRESSION

In other words, you have one chance to make that great first Webpression!

Would you allow a salesperson represent your company in a poor fashion? 

Disheveled. Outdated. Uniformed. Delivering partial or even wrong information.

Furthermore, unable to describe your expertise and product as well as the solutions that you provide. 

Incapable of explaining the company history, mission, processes and capabilities. 

Of course not. 

Treat your website like the most important representative of your company. 

Related article: You Have Only One Chance to Make an Outstanding First Webpression

Found in Search Results? 

If your website is not a top priority, here is an important question to consider: 

  • What is the first thing that you do when looking for a new product or service? Most likely, you rely on your good friend Google.

Your potential new customers rely on Google as well.

Therefore, are you coming up on a search for your core capabilities?

In other words, are you attacking your keywords? 

Go to Google right now and type your top capability in the search box. 

Are you anywhere to be found on the first page? 

If the answer is no, hopefully, you are mad. 

Do you see your competitors coming up in the search results? 

If the answer is yes, hopefully, you are now even angrier than before.  

Contact an online marketing specialist immediately. 

Stop being the best-kept secret. 

Make your website a top priority. Now. 

Be found and make that Great 1st Webpression! 

Treat your website as one of the most important employees on your team and give it everything you’ve got. 

#2) Find Soulmates

Another factor on the list of eCommerce benefits: Discover your Soulmate (aka: Your ideal customer). 

When executing eCommerce strategies and creating a website that attracts new customers, I like to refer to those ideal customers as “Soulmates”. 

You know the type. That coveted client who would completely change your business.  

For comparison, where does a single person find their soulmate?

Single? Possess an insane schedule? Not into the bar scene?

Online dating is now the norm. It’s almost surprising when a new couple meets outside of an online dating site or social media platform.

The negative stigma of online dating is a thing of the past.

According to the statics portal, Statista, 30% of 18 to 29 year olds currently use a dating website with an additional 31% used a dating site in the past.

Online dating allows you to explore the personality traits, passions, interests, and hobbies of a potential partner.

It’s wonderful when you hear a friend or relative live out a wonderful success story by finding a companion and love interest.

Maybe you have your own success story to share.

Does your website make you look “Soulmate Worthy”?

Well, the exact same process works when a customer searches for a new supplier or vendor.

They seek a partner who represents reliability and trust.

Do you express your experience and expertise? 

Furthermore, do you explain your value to the market as well as demonstrate how customers benefit by partnering with you? 

A strong online presence and eCommerce both show how you deliver quality.

How you help increase the profitability of your customer as well as improve business. Dramatically. 

Make sure your website clearly and concisely demonstrates the problems you solve. 

Implementing eCommerce creates an opportunity that you are truly a worthy soulmate. 

So take a hard objective look at your website. 

Would you want to date you? 

In other words, based on your website, would you do business with you? 

#3) Eliminate the Cumbersome RFQ Process = Close Sales Immediately

Another key ingredient on the list of eCommerce Benefits includes cutting down or even eliminating the RFQ process. 

For example, let’s say you receive a new lead. They send an email.

How did they find you? What keyword did they use?

Additional questions and concerns include is this company actually legit? Do they pay their bills?

Why are they contacting you? Who did they contract with before?

Plenty of unanswered questions.

As a manufacturer, odds are you have received plenty of requests for quotes that never develop into a sale. 

To maximize efficiency, eCommerce helps you nurture “Soulmates” and good leads as much as it helps weed out bad leads. 

eCommerce Benefits Manufacturers by Eliminating the Cumbersome RFQ Process 

So, let’s walk through the RFQ process: 

  • First, the prospect sends you a drawing.
  • You analyze and evaluate what it will take to complete the project.
  • Next, you do your best to estimate the amount of time, energy and resources necessary to complete the project.
  • You price out the raw material, parts, and components.
  • Contact vendors for lead time.
  • Estimate product delivery times to determine when all material will be at your facility.
  • Check the production schedule to determine when the project comfortably fits.

Finally, you type up the proposal. Then you send it off with confidence. 

Then you wait……….. Crickets……….. Did they receive the quote? Why didn’t they accept your bid? Price too high? Lead time too long? Was it a competitor just testing you?

Are you a good judge of character? Can you determine a quality lead from the time-wasters?

eCommerce Benefits manufacturers by improving efficiency

Embracing eCommerce helps create a sales funnel. It allows you to narrow your focus.

It also helps prevent the risk of chasing bad leads.

My father used to preach “chase profits, not sales”.

eCommerce benefits manufacturers by offering the opportunity to make the quoting pricing precise, efficient, fast and concise.

It removes the guessing.

Everything is already in place. 

For example, vendors and products already determined. Time frames and timelines as well as processes are known.

It removes the guessing and estimating as well as the ballpark pricing, the “I think”, or “one time we made something like this”.

Additionally, add in the completely depressing jobs that were flat our quoted wrong. 

Especially for the customer that insists on a production run prior to a prototype run. 

Halfway into the project, you discover that there is no way to meet the times. You are upside down. 

Every part produced is costing you money. 

Why do companies chase after jobs, projects, products, customers, opportunities that send them down an unfamiliar path?

The reason: Sales – revenue – money – keep the staff working. 

Yet, you never know your next favorite food until you try it.

The what if’s…….

What if this opens a major door? What if this takes your company to a high level? Best decision ever. Your company explodes.

On the other hand,  you find the project exhausting company energy and resources as well as completing wasting time. 

Furthermore chasing a total dead end a wasting profits. 

Time makes us look like a complete fool or a genius – usually nothing in between. Only time will tell.

He is an example of a company taking full advantage of eCommerce Benefits available by offering an instant quoting and estimating software tools for “Soulmates”. 

Take a look at two excellent examples: 

 

Falconer Electronics Instant Ground Strap Quotebuilder 

 

 

 

Falconer Electronics Wire Harness Estimator 

 

 

#4) No Accounts Receivables

eCommerce Benefits Cash Flow: You are paid BEFORE the product leaves your facility

One of my absolute favorites on the list of eCommerce Benefits: No Receivables! 

Well, truth be told, that’s like trying to pick a favorite child. 

However, can you imagine a life with NO receivables? 

Sounds like heaven, right?

I am pretty sure I would still have hair if I had never carried receivables while in my 20’s. URGH!

For example, I vividly recall many nights praying that a customer check would arrive in the mail the next day just to cover payroll.

Though it is too late for me, take full advantage of eCommerce Benefits available to you.

If for nothing else, simply to prevent your hair from falling out. 

eCommerce Benefits Cash Flow: Paid Before Product is Shipped

Well, can you imagine being paid before the product goes out the door?

Euphoria! 

An eCommerce store offers that exact opportunity. 

For example, a customer purchases your product on your website and PAYS for it at checkout. 

You haven’t even shipped it yet. 

As a manufacturer, there is a chance you haven’t even produced it yet at this point. 

Thus, a positive cash flow opportunity. 

Cash is King!

Strong, healthy and positive flowing cash creates options.

Positive cash flow creates tremendous opportunities along with plenty of exciting options.

You have an abundance of problems with running your business.

Lots of Stress.

Employee issues. Sales. Marketing. Vendor relationships. Taxes. Health insurance. All other insurances for that matter. Liability claims. Safety. Quality. The list goes on.

Thus, just think if you could eliminate one hassle, receivables.

This was a constant dream of mine and eCommerce answered those dreams.

Positive cash flow certainly provides peace of mind.

No dreaded collection phone calls to the customer.

No emails begging for money.

Implementing eCommerce also eliminates contacting your attorney to start the collection process.

It is said that money ruins friendships.

Well, money ruins vendor/customer relationships quickly.

You think that a customer is a friend until they stop paying you. 

On the other hand, for an experiment, stop paying a vendor that you consider a close friend.

See how fast that relationship sours. 

Always knowing that you are going to be paid for a job creates thriving business relationships.

#5) No Major New Capital Expenditures:

eCommerce Benefits include Low Cost – Low Risk – Minimal Investment

 

 

Check out this fantastic guide on eCommerce website development from Georgia Web Development: HOW MUCH DO ECOMMERCE WEBSITES COST IN 2020?

 

doesn’t work just close down the site. $19.99 per month – WooCommerce has free options.

 

– growth tied to variable expenses – goes straight to the bottom line

Ecommerce adds little to nothing to fixed expenses. As discussed, shopping carts are cheap. Hosting fees are nominal.

Fill capacity

Amazon & eBay

If you are uncertain of the direction to go or the cost of a new eCommerce store sounds too expensive, consider Amazon or eBay.

In particular, if you have proprietary products or finished goods.

Amazon and eBay might be an excellent method to get started with eCommerce.

The success of Amazon and eBay speak for themselves. We don’t need to go into great detail describing either company or platform.

Odds are you have purchased on either or both websites.

These MASSIVE online marketplaces deliver instant opportunities for potential customers.

Yet, just like trying to be found on Google, these marketplaces can be a needle in the haystack as well.

Factoring the cost of the website could be a safer alternative to consider.

 

#6 – Stay in Your Wheelhouse 

eCommerce Benefits

 

Strive to perfect your proprietary process

Put every strength in your corner for success

Reduce chasing sales and customers that fall outside of your expertise

 

Narrow the funnel.

Stay in your lane.

It is common that they are the tradesperson. The hairstylist or plumber. No one knows their product and process better than they do.

They have built a nice business and made a comfortable living for years relying on a few customers.

Unfortunately, the world keeps changing. Global competition becomes more fierce every year.

The internet and eCommerce have opened doors that 20 years ago never existed. Phone book ads have vanished. Trade shows are expensive.

Consulting with dozens of job shops, a consistent frustration shared with these small business owners falls on finding a reliable marketplace for new customers.

Frequently a client with receive a lead or a request for a quote on a product or process that is not particularly in their wheelhouse. Projects that fall outside their specific area of expertise.

Who wants to pass up on a sale? So the company throws precious time, energy and company resources into the RFQ chasing the sale.

Due to inexperience, the quote comes in below the competition. Parts, processes, steps are potentially overlooked. What now?

I have actually heard clients express, “What are we going to do if we actually land this bid?”

I call it “Going to Russia”. (Click here

 

#7 – eCommerce IS your market research: Test new products & new ideas

eCommerce Benefits

 eCommerce Benefits 

adding an eCommerce store to your current website is an outstanding method to test new products on the market. 

 

The market will let you know if your idea or product provides value or not. 

Some more quickly than others. 

Tackling eCommerce gets on the field. 

Don’t wait. 

Done is better than perfect

Just get in the game

LinkedIn founder, Reid Hoffman famously declared:

If you are not embarrassed by the first version of your product, you’ve launched too late.

Put yourself out there – fall down & pick yourself up – keep moving – keep testing

Pursue your goals relentlessly

If you have a finished good, place it on your website and see what happens. 

List your product on Amazon. 

Contact marketplaces such as Zoro. 

 

#8) Open doors to that otherwise never existed for you

eCommerce Benefits

– open doors to an industry or customers that you had no idea existed

Diversify your customer base – less reliant on a handful of customers – reduce the % of top one or two customers

Creates a back door revenue source

Sell existing inventory to new customers

 

 

#9) Go Global = Attract International Markets

eCommerce Benefits

I have two interesting client stories to share with you……….

Blixt New Zealand order

A client of mine owned a company founded in 1919. The current owner was a third generation local distributor of electrical products. Employed a staff of 20 with nearly $3 million in sales. The business service area comprised of a 60 mile radius for its 100 years history. However, the company had no online presence. This particular business was a perfect fit for eCommerce.

He invested $5000 in a new website which included an eCommerce store. The first week of launching the new website, the client lands a $10,000 order. Even more exciting, the order came from a customer in New Zealand. Here is a business that rarely shipped outside of its 60 mile radius who now opened an international opportunity. Priceless. Later that year, the client landed a six figure order for a new customer in Mexico.

 

 

Watch out for the scams

When you receive a lead with a generic email such as Gmail.com, Hotmail.com, AOL.com, Yahoo.com and others, this is a red flag.

 

#10) Scale Your Proprietary Process 

 

STEPS TO CONVERT YOUR PROPRIETARY PROCESS INTO A PROPRIETARY PRODUCT 

  1. Identify Your Core Strengths: In other words, the product where you deliver the highest value to the market. The product where you have created the strongest competitive edge over your competitors.
  2. Narrow the menu – 80/20 Rule
  3. Create several scenarios where a customer order at various quantities
  4. Calculate Customer Pricing – raw material – components – parts & determine time and cost on machinery – factor in labor cost – attach an overhead charge – add margin – exact same procedure had a customer submitted a new RFQ.
  5. Set quantity discounts as you would with any customer
  6. Discuss with your web designer if you could implement this into an eCommerce store. Simply adding non-tangible activity (labor, machine time, overhead and gross margin as units to be calculated in the shopping cart.
  7. Add eCommerce to your existing website
  8. Market the hell out of your website

 

11) No Cold Calls

 

 

12) Lucky #13 Online Marketplaces 

Utilize online marketplaces 

 

 

Wrapping It Up

Thank you for taking the time to read this post on eCommerce Benefits for manufacturers. 

For additional info, check out these helpful posts: 

/by

The Top 25 Blog Topics for Manufacturers Eager to Start Blogging

Blogging plays a critical role with any B2B marketing strategy. One major challenge though: Where to start? Creating blog topics that readers find helpful and educational certainly is not an easy task.

Additionally, many small business owners question the value of blogging for their company.

Especially for those in manufacturing.

Common questions asked during discussions with manufacturers who are considering blogging:

  • Who has time to actually blog?
  • In particular, as a manufacturer or small business owner, what the heck do you blog about anyway?
  • Does a business truly benefit from blogging?
  • More importantly will blogging connect with new customers?
  • Bottom line, will blogging actually generate sales?

Blogging delivers powerful results for many reasons.

Several benefits of blogging include:

  • Tremendous SEO Value
  • Customer engagement
  • Educate customers
  • Inform potential prospects on your company, products, and services
  • Convert content from blogs into social media posts

So, let’s dig deeper on blog topics to consider for your business.

Where to Start?

Blog Topics

Actually there are tons of blog topics to consider for your customers.

Yet, taking the time and energy to actually sit at a computer and type these thoughts out sounds overwhelming. Daunting. Seems like a waste of time.

I get it. You are BUSY! Constant fires to put out. You have a steady list of issues that need addressing.

Stopping to type out a blog post typically does not make the priority list for most small business owners.

Especially those who lack the experience in creating content. Let alone the desire.

A common response to blogging, “if I wanted to be a blogger, I would have gone to journalism school”.

However, the great thing about blogging, anyone with a computer, laptop, cellphone or mobile device can now create a voice.

Stepping out of your comfort zone to put your thoughts out on the World Wide Web can be intimidating for many.

So, wondering where to start?

For example, find a topic that you are an expert in or where you share a deep passion. Then sit down and just start typing.

Still questioning what blog topics would create the most impact for your business?

The goal here is to help you achieve your goals.

Blog Topics: Just Start

Blog Topics

When it comes to blogging, just start with one blog a month.

However, just start.

Then consider every other week. Possibly graduate to once a week.

Just start.

It takes time though. Be patient.

Yet, give it everything you’ve got.

Just start.

For your first post, simply begin blogging about your business. Your product line. Your area of expertise.

No one knows your products better than you.

If someone was sitting across from you and you needed to describe what you do, type that.

Consider this analogy: pretend you are in front of a classroom of 6th graders and it is “Mom or Dad comes to school for career day”.

Well, you better be on your “A game” because 6th graders are a tough crowd. They can smell fear or weakness a mile away.

Also, you have the pressure that you MUST be the “cool” parent. You don’t want the other kids telling your child how boring you are.

Years from now these kids will say “I never wanted to become a _______, because this parent came in our classroom and did such a pathetic job explaining what they did for a living that I vowed to NEVER do what they do.”

How is that for pressure or incentive to share what you do with a passion?

Blog About What You Know Best

Another option when determining blog topics, pretend your dream customer is standing in front of you. It could be at a trade show. At a conference or event. The coffee shop. On the street.

What would you say? How would you describe your business? Can you paint a clear picture of how you can solve their problem?

Otherwise, another scenario, let’s pretend a customer is taking a tour of your facility.

During a tour, you will demonstrate why you are the BEST option to provide the solution that this particular customer is seeking? You will show off your amazing team, equipment, machinery, and resources. Well, there’s another potential blog post. Actually, an entire series of blog posts.

The internet makes everyone’s lives more efficient.

Especially since it is unrealistic to stand face to face with every prospect.

To turn it around, when you are the buyer seeking a new vendor, where do you turn?

In the past, you had to go to trade shows to find the best vendors.

Back in the 1990’s, I recall going to trade shows to find new vendors. In January. The dead middle of winter. It was expensive (plus very cold). It also meant time away from running my business. On another occasion many years ago, I traveled to Hong Kong searching for new vendors. It was an absolutely wonderful experience, just not efficient.

All of that just to find new products and vendors. Sure it is great meeting new people face to face.

However, conducting a Google search or connecting with new vendors on social media works so much more efficiently and affordably.

Blogging helps you make those valuable and profitable connections. Efficiently.

Blog Topics for Your Business

Finally, let’s dig into blog topics to launch your blogging journey.

Below includes a list of blog topics to consider when starting your blogging career:

  1. How you started the company
  2. Why you chose entrepreneurship
  3. Explain the benefits of outsourcing the products and services that you offer
  4. Information about your community
  5. Start a blog series on your proprietary products or processes
  6. Reviews on the equipment and tools that you use
  7. Meet the Team: Profile your amazing employees
  8. Case studies
  9. Customer Service Questions – FAQ’s are excellent blog topics
  10. Benefits of Made in USA
  11. Recycling
  12. Safety concerns in your industry
  13. New equipment purchases
  14. Updates or improvements on your website as well as progress with internet marketing
  15. Engineers in your industry
  16. Influencers in your industry
  17. Customer testimonials
  18. Historical figures in your industry
  19. What is (Blank)? — describe the parts that go into your products
  20. Explain how your products are made
  21. Point out industries that use your products
  22. Book Reviews
  23. Videos, Videos, Videos – start creating How-To videos of your expertise as blog posts
  24. Create Resource Guidebooks
  25. Company announcements such as new hires, new efficiencies, new products

FREE Blogging Resources

Lastly, below includes several outstanding free blogging resources to help you get started:

In conclusion, one thing to remember, just get started!

For those already enjoying success with blogging, what resources do you find the most helpful?

Thank you for reading & wishing you tremendous success with your blogging journey!

/by

Dying to Enter the eCommerce Graveyard: Please Don’t Be Next

“Here lies a once great company that millions of consumers loved and adored which is now being laid to rest.” – Tombstone of a once great company found in the eCommerce Graveyard.

The brick and mortar “Retail Apocalypse” is upon us and shows no signs of slowing down.

To put this in perspective, the term “Retail Apocalypse” now even has its own Wikipedia page.

In particular, just think of the numerous tombstones populating the eCommerce Graveyard.

Additionally, the list of residents entering the eCommerce Graveyard keeps increasing at staggering numbers.

For example, it was recently reported that 75,000 retail stores could be facing their demise.

Unfortunately, many of these companies entered the cemetery due to their own self inflicted wounds.

Those companies that just never quite figured out how to establish a healthy eCommerce strategy for survival.

The Growing eCommerce Graveyard

Two more recent additions to the eCommerce graveyard that once seemed improbable include Toy “R” Us as well as a hundreds of Sears locations.

Both victims joined the list of companies who failed to adjust to customer buying habits.

How did this happen?

Especially with Sears. If you are a Baby Boomer or Gen X, think back to the excitement when a new Sears catalog arrived in the mail. (Of course anyone under 30 is probably asking, “what is a catalog?”)

That catalog served as an early comparison to online shopping.

The Sears catalog provided a selection of thousands of products at your finger tips. Right in the comfort of your home.

With pens or markers in hand, kids all over the country circled desirable gifts for birthdays and holidays.

How on earth did Sears miss the eCommerce wave?

Sears converting their catalog to an aggressive eCommerce strategy seems like a logical and easy decision. At least now it does anyway. Only twenty years too late though.

Well, all good things must come to an end.

Who Will Be Next in the eCommerce Graveyard? 

eCommerce Graveyard

Do you think any of us will live long enough to see Amazon, Apple or Netflix enter the eCommerce Graveyard?

What events or new technology could possibly take down these powerful companies?

It certainly seems remote at this point of time.

Yet, once again, all good things come to an end.

However, there was a time when Sears and Toys R Us were also powerful companies.

Years ago, their eminent failure seemed unfathomable as well.

It was sad and painful to watch the demise of Sears and Toys “R” Us. Didn’t both companies have ample time to adjust and change directions?

Sears and Toy “R” Us both had plenty of warning signs.

Yet, thousands of employees are now out of work. Shareholder investments have vanished. Remaining loyal customers are forced to shop elsewhere.

Why did they ignore embracing an aggressive eCommerce strategy?

So as an entrepreneur, how does your digital footprint look?

What is your eCommerce strategy?

Do you see warning signs at your business? In your industry?

History repeats itself. Learning from the past certainly offers tremendous benefits.

To avoid following the footsteps of failure from once great companies, it helps to understand what happened.

Let’s go back a few years and take a look at a few early arrivals to the eCommerce Graveyard.

Residents of the eCommerce Graveyard

eCommerce Graveyard

Think back to the 1990’s when the retail industry experienced a revolution with “Big Box” stores.

Major “category killers” were completely dominating the retail landscape.

They created economies of scale with distribution, buying power, as well as marketing with mass appeal.

During the process, they wiped out every mom and pop retail store that stood in their way. Small retailers or even regional retailers barely stood a chance.

Yet, as these brick & mortar retailers raced to eliminate the competition, they were actually driving themselves right into extinction.

Plenty of articles exist explaining how management of these corporate giants just horribly misunderstood their customers changing buying patterns.

For example, Harvard Business School issued this outstanding 2011 article, “Retailing Revolution: Category Killer on the Brink”.

In the article, the author uses a fantastic line describing many of these mass retailers simply “didn’t see the bullet coming”.

Obituaries from the eCommerce Graveyard

A few early entrants in the eCommerce graveyard that we will discuss today includes Borders Bookstores, BlockBuster, and Circuit City.

By the time the Great Recession hit in 2008, many of these “category killers” were in deep trouble. Actually, their fate was already sealed.

Let’s take a step back in time to look at the obituaries of these once powerful retailers.

Border’s Bookstore (1971-2011)

Borders Bookstore, born in 1971 to brothers Tom and Louis Borders in Ann Arbor Michigan. Borders Bookstores entered the Ann Arbor community at a time when spirits ran high. Especially since the Michigan Wolverines completed the 1971 football season undefeated eventually taking their talents to the Rose Bowl that year.

The Borders Brothers proudly watched their baby grow from toddler to young adult gaining a competitive edge with a highly sophisticated software system allowing them to better track inventory and forecast sales.

As a young adult, Borders gained national attention under the leadership and guidance under CEO Robert DiRomualdo.

Borders entered the big leagues once Kmart acquired the company in 1992. Meanwhile the company continued an aggressive brick and mortar expansion.

Borders Bookstores eventually spun off from Kmart in 1995 (the same year that Amazon started selling books online).

The book store chain, renamed Borders Group Inc., spins off from Kmart and goes public on the New York Stock Exchange (Ticker: BGP) under CEO Robert DiRomualdo. At the time, Borders’ innovative inventory management system was considered “ the envy of the industry ,” as one publisher put it, and was a catalyst in the forthcoming boom in the company’s superstore footprint.

Beginning of the End

Borders stock price reached an all-time high in 1997 at $44.88. By 2007, the stock price fell to $12.28. Eventually, the company liquidates in 2011.

Unfortunately Borders sealed their fate with two fatal moves.

First, the over expansion of their brick and mortar retail stores.

For example, In 1998 Borders expanded its brick and mortar presence by over 25% with adding 52 superstores. Hindsight makes us either a genius or a fool, right?

While Amazon relentlessly pursued online dominance, Borders focused on wiping out every little mom & pop book stores completely oblivious to the fact they were digging their own grave.

Secondly, Borders failed to ever establish any type of viable eCommerce strategy. Ignoring an online presence guaranteed a plot in the eCommerce graveyard.

In 2001, Borders turned online sales over to Amazon. At that time, Borders officials thought online sales would always be small. It invested more and more money into opening more stores, signing long-term leases for them.

The Ann Arbor News lays out a fascinating timeline revealing the growth and eventual failure of this corporate giant: “Borders’ rise and fall: a timeline of the bookstore chain’s 40-year history“.

Blockbuster (1985 – 2010)

Blockbuster Video, born to computer programmer David Cook of Dallas, Texas in 1985.

As an infant, Blockbuster experienced explosive growth expanding to four stores.

Yet, growth came at a high cost. The young company lost $3.2 million during this aggressive growth stage in 1986.

David Cook sought foster parents (investors) for his money losing youth. In 1987, Wayne Huizenga, founder of Waste Management, adopted (purchased) Blockbuster Video from David Cook for $18 million.

Wayne Huizenga visualized big things for his adopted child. Blockbuster aggressively expanded to 3400 stores by 1993.

By the time young Blockbuster hit 9 years of age in 1994, Viacom purchased the youth for a “Blockbuster” deal of $8.4 billion. Yes, BILLION!!

Could Have Purchased Netflix for $50 Million

Meanwhile, Reed Hastings founded Netflix in 1998. Why? Well……

In 1997, Hastings returned a movie rental to Blockbuster 6 weeks late enduring a significant late fee of $40.

He was completely appalled by the $40 fee. How incredibly ironic! That $40 late fee contributed to the total collapse and failure of Blockbuster.

In 2000, Blockbuster passed on several opportunities to purchase Netflix for $50 million. Yes, MILLION!

Netflix went public in 2002 with a market value of $95 million. As of this post, Netflix market value exceeds $100 billion.

On Sept. 23, 2010, Blockbuster filed for bankruptcy, a few weeks shy of its 25th birthday.

How on earth could this corporate giant fail so miserably to a start up?

Blockbuster became another addition to the eCommerce graveyard.

Technically, the Blockbuster tombstone cannot be carved out just yet. Blockbuster made national news in 2018 with the last remaining store still standing in Bend Oregon:

“There’s one Blockbuster left . . . and it’s the saddest place in America.“

Forbes lays out an interesting timeline explaining the steps towards the Blockbuster failure. Particularly each disastrous misstep from 2003 until its bankruptcy in 2010: A Timeline: The Blockbuster Life Cycle

Fast company also posted a fascinating timeline laying out the Blockbuster demise: Blockbuster Bankruptcy: A Decade of Decline

Circuit City (1949 – 2009)

Circuit City was born to Samuel Wurtzel in Richmond, Virginia in 1949.

Actually, the founding of Circuit City epitomizes the zeal and courage of a relentless entrepreneur with a big vision.

While traveling from New York to North Carolina for a family vacation, Samuel Wurtzel made a stop in Richmond, Virginia.

During the stop, Wurtzel visits a barber for a haircut. While receiving a haircut, the barber mentions that the first television station in the South opened in Richmond. Immediately his entrepreneurial instincts kick in and Wurtzel smells opportunity.

Wurtzel takes the entrepreneurial leap of faith and moves his family to Richmond to open a television store. Incredible foresight!

Households with televisions grew from 1 million in 1949 to 20 million by 1953.

Wurtzel implemented a brilliant strategy. A salesman would drop off a television at a prospect’s home, free of charge for one night while offering to pick it up the next day. More times than not, the television stayed put and the sale was closed.

The company eventually grew to 700 locations with $12 billion in revenues reaching #151 on the Fortune 500 Top Companies in 2003.

However, Circuit City filed for bankruptcy just five years later in November 2008.

Good to Great to Gone

Circuit City is a colossal failure and a textbook example of the risks a company takes by ignoring consumer buying habits and technology.

Author Jim Collins featured Circuit City in his 2001 iconic business book, “Good to Great”. Collins describes how Circuit City thrived through massive growth during the 1980’s and 1990’s which separated itself from the competition. Thus, deemed a “Great” company.

Ironically, Alan L. Wurtzel, Circuit City former CEO and son of the company founder, also wrote a fascinating book in 2016 called “Good to Great to Gone: The 60 Year Rise and Fall of Circuit City”.

In this book, Wurtzel describes how there was an internal arrogance. Furthermore, the company was so successful in the brick and mortar space that they felt eCommerce could not possibly have a profound impact on the company.

Alan Wurtel served as Circuit City CEO from 1972 to 1986. He was also Chairman of the Board from 1984 until 1994.

“Don’t think you know all the answers, because once you get complacent, you’re in trouble,” said Alan Wurtzel during a 2012 Wall Street interview.

He also stated, “The world is always changing, and you can’t rely on your past accomplishments”.

Apparently in 2018, Circuit City left the tomb to resurrect itself from the dead: Circuit City to Announce Official Company Relaunch at the 2018 Consumer Electronics Show on January 8th.

It will certainly be interesting to see how far this Circuit City can rise.

Can lightning strike twice?

Don’t Find Yourself Six Feet Under

As an entrepreneur, where do you stand?

Is this comparing apples to oranges for you?

Or is this hitting closer to home than you realize?

Are you about to fall off of the cliff and completely unaware of what is happening?

The economy seems extremely strong right now.

Unemployment continues at historically low levels.

During times of a strong business environment and healthy growth is a perfect time to self-reflect and evaluate your strategy.

How is your business doing?

Are you prepared for a downturn?

So sorry to come across as “Debbie Downer” or rain on the parade.

However, a strong economy tends to create complacency.

Alison Levine, author and leadership expert, declares that “complacency kills“.

Maintaining a healthy sense of urgency at your organization keeps the fire lit. Staying curious and hungry helps to drive your company toward new opportunities.

With the corporations mentioned above, the incentive to change just never existed.

Continuing to “do things the way we’ve always done it” exceeded the desire to adapt.

All of these companies dominated their sectors at one point in time.

Many were Wall Street darlings. Yet, they completely took their eye off the ball.

Why?

Arrogance? Fear?

A lack of understanding their customers changing needs?

Ignoring technology?

Maybe it is all of the above.

Could it possibly be that each company was so deeply ingrained and invested into their respected business process that a pivot was just unimaginable and unattainable?

Motivation for Change to Avoid the eCommerce Graveyard

Fear plays the role as a wonderful motivator.

Are you thinking, well this will never hit my company?

What if it does?

Do you have more to gain or lose by embracing eCommerce?

Are you taking a big risk doing nothing?

If you don’t embrace eCommerce, could you be the next Sears or Toys “R” Us?

Obviously watching Blockbuster, Borders and Circuit City all fail so miserably was not enough motivation for the executives at Sears and Toys “R” Us to change.

Seems like they had enough information to avoid the same fate?

The products sold on the shelves at Sears and Toys “R” Us were all identical to the products on the shelves at Walmart. Also available on Amazon.

There was no distinct competitive advantage regarding the product itself.

Walmart just maintains a stronger and healthier retail brick and mortar operation. More importantly, Walmart adjusts to customers buying habits.

Focusing on change certainly serves Walmart’s sustainability as well. Even Walmart is now calling itself, Walmart.com.

Meanwhile, Amazon makes it amazingly easy to buy. Convenience and simplicity rules. Amazon relentlessly raises the bar on creating a satisfying customer experience.

Sears was well aware of that fact with the decades long dominance they enjoyed.

So, let’s get back to your business.

What if your widgets or processes are identical to your competition?

Yet, what if your competitors are making it easier to buy from them?

Furthermore, what if your competitors are more easily found on a Google search?

In addition, what if they post more frequently on social media and engage with potential customers? Your potential customers.

What if they consistently deliver content that provides valuable information to help make a quick and easy buying decision?

If you are looking to avoid the eCommerce Graveyard, there is no better time than the present to get started.

Trust me, dying to enter the eCommerce Graveyard is not fun.

Take the leap of faith & make the plunge. You will love the thrilling eCommerce ride.

Happy eCommercing

 
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 3 Step Approach To Scaling eCommerce for Manufacturers

Scaling eCommerce for the first time can be daunting. Intimidating. Frustrating.

However, it doesn’t need to be that way.

Once you have made the outstanding decision to jump into the eCommerce arena, it’s now time to roll up your sleeves and get started.

Yet, where do you start?

For example, how do you make a great first impression with your website?

Additionally, once your eCommerce store is complete, now what? 

You are still a needle in a haystack. Possibly even less. 

Today, let’s explore a strategic 3 Step Approach to Scaling eCommerce for manufacturers.

Related Article: eCommerce Checklist: Manufacturing eCommerce Strategies 

#1) Scaling eCommerce: Make an Outstanding 1st Webpression

Scaling eCommerce

First, when working with your web designer to build your eCommerce store, laser focus on your customer’s experience. 

You only have one chance to make a great first impression. 

Creating and launching your new eCommerce store falls under making that great first WEPRESSION.

You know, the WOW factor. 

Allow your website to become a powerful and effective 24 hour sales tool. 

Bad website, that customer is gone. 

A few questions to consider when Scaling eCommerce and striving to make an outstanding 1st Webpression (especially for those just starting out):

  • Is your current web designer a good fit and delivering desired results?
  • Does your website make it easy as possible for customers to purchase from you?
  • Do you offer easy access on your website to connect with you? (Phone, Email, Social Media)
  • Do you offer finished goods that can easily be purchased through an efficient eCommerce store?
  • Is your website built on responsive design? 
  • Do you have your SSL certificate? 
  • Do you offer multiple payment options? 
  • Does your eCommerce store show a clear and concise Call to Action on landing pages?
  • Does your eCommerce store offer a quick and simplistic check out process? 

ESTABLISH A BUDGET

Determine a comfortable financial commitment when entering the eCommerce market.

For example, it might be best to start with an annual budget.

To avoid frustration with your web designer, establish a healthy line of communication.

Ask plenty of questions!

If there is ANYTHING that you don’t understand or that doesn’t make sense, ask.

There are no dumb questions.

Go through the quote thoroughly with your web designer to make sure you understand every task that they are performing.

Stick to a strict budget.

Keep in mind, if items get added to the website throughout the project, the quote will go up. 

Project creep hits website design the exact same as a construction project. 

Stop Being the Best Kept Secret 

Scaling eCommerce

A common question once the new website is complete: “We have a new website, why aren’t we getting orders?”

Unfortunately, you are still the best kept secret and less than a needle in a haystack. Just with a phenomenal new website.

How do we change this problem?

Where do you start?

Have a conversation with your web designer on what best steps to take once your new eCommerce store is launched.

If they strictly only do web design, ask for a referral to an Inbound Marketing firm.

You need an aggressive marketing game plan and a solid strategy. 

John Wanamaker, 19th century retailer, famously stated that “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

Well, you face the same concerns.

If you have an internal guerilla marketer, that’s fantastic news.

If not, you need to partner with a marketing team that you TRUST.

With Scaling eCommerce, communication is essential.

Find someone who speaks your language. Who sees your vision. Aligns with your goals. Understands your culture.

A solid marketing person or team is critical.

#2)Scaling eCommerce: Dominate Search 

Scaling eCommerce

Keep in mind, the process does not end once the eCommerce store is launched.

Once your new website is complete, now the party starts.

It’s actually just the beginning.

There is plenty of work ahead of you.

However, speaking from first-hand experience, Scaling eCommerce will hopefully be one of the absolute best business decisions that you have ever made.

Create an aggressive online marketing strategy to show off your new eCommerce store. 

Especially since the benefits of Scaling eCommerce are truly endless.

I have encountered numerous entrepreneurs who spent thousands upon thousands of dollars launching a brand new eCommerce store. Only to experience immediate frustration.

Unfortunately, they expected to receive an instant flood of orders once the site went live.

They mistakenly thought that the new website represented a spigot that was turned on with orders ready to pour in.

Scaling eCommerce requires an aggressive game plan as well as a deep commitment

The goal is to start attacking your keywords. Get your name out there.

Create an environment where you “own” the keywords that your customers are searching for.

In other words, “Dominate Search” for your products, processes, and solutions.

You want to be front and center for your strengths and core capabilities. 

However, much easier said than done. 

Yet, with many manufacturers, incredible keyword opportunities exist simply due to residing in a narrow niche.

Hit the Treadmill Hard & Consistent

A new website without a concrete marketing strategy is a recipe for a big disappointment.

It’s like purchasing a treadmill, never using it and then being mad at the treadmill doesn’t deliver results. 

A treadmill being used to hang clothes is probably not a good idea. 

No use = No results 

Hit the treadmill hard and consistent.

Creating content plays a critical role with any B2B marketing strategy.

For example, Blogging delivers powerful results for those on a quest to Dominate Search.

Blogging benefits include:

  • Tremendous SEO Value
  • Customer engagement
  • Educate customers
  • Inform potential prospects on your company, products and services
  • Convert content from blogs into social media post.

Related Article: 25 Blog Topics for Manufacturers Eager to Start Blogging

Since we need your website to appear where prospects are searching, below includes additional strategies to dominate search:

  • Google Ads
  • Google Shopping
  • Images on Google
  • YouTube videos
  • SEO: Fighting your way to gain first-page Google organic listings
  • Trade websites
  • Social media
  • Online Marketplaces such as Amazon, eBay, or Zoro

The bottom line, be relentless. 

#3)Scaling eCommerce: Get Offensive

Scaling eCommerce

Once you create a strong Webpression and start dominating your keywords, let’s get offensive.

In other words, go on the offensive to broadcast your products, processes, services, and solutions.

Catch the defense (competition) off guard.

Slide under the radar. You have been the “best-kept secret” for way too long.

The time is now for you to put yourself out there.

Let the market know the incredible products that you produce.

Introduce a broader market to the amazing products that your team produces on a daily basis.

Dominating search and making a strong first Webpression also helps establish authority and credibility.

You are blanketing the search engines by putting yourself out there. 

Start contacting companies that would benefit from your products and solutions. 

So Who is Your Customer Anyway?

Think about all of the potential customers that could use your products.

Who are your potential customers and where are they hanging out? 

As a business, many channels exist to consider:

B2B = Business to Business

B2C = Business to Consumer

M2M = Manufacturer to Manufacturer 

M2B = Manufacturer to Business 

M2C = Manufacturer to Consumer

M2G = Manufacturer to Government 

B2G = Business to Government

Identify top industries and targets and go on the offensive. 

Remember you are Scaling eCommerce and killing your category. 

With the treadmill analogy, Scaling eCommerce requires lots of sweat and hard work. Hit it hard and consistent. 

Wrapping It Up

Thank you for taking the time to read this post on Scaling eCommerce. 

For additional info, check out these helpful posts: 

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You Have Only One Chance to Make an Outstanding First Webpression

You have only one chance to make an outstanding first Webpression. 

Wait, what is Webpression?

So glad you asked.

Webpression is defined as “The judgment one makes when viewing a website for the first time”.

Actually I just made that up.

Well according to stats, studies, surveys, tests, as well as Ivy League researchers, high ranking officials, global think tanks, and a whole list of other smart people, you have a fraction of a millisecond to make a great first impression……..or something like that. 

Truth be told, without any stats, research or experts to confirm this, we probably all agree you only have a few seconds to make an outstanding first impression. 

Especially when it comes to your website.

Do we really need a scientific study or marketing expert to explain the importance of making an outstanding first impression?

According to the Cambridge Dictionary, impression is defined as “an idea or opinion of what someone or something is like“.

It doesn’t matter if we like it or not, we are judged and sized up the second each of us walks through a door.

As an old bald guy, I am labeled the second I walk through the door. I am never confused for Tom Holland, Niall Horan or some other teenage heartthrob (even when I was young for that matter).

Well, the same goes for your website.

So an important question to ask: When a brand new prospect or a potential customer lands on your website, do you make a strong first Webpression?

Let’s dig deeper. 

Related article: 3 Step Approach to Scaling eCommerce for Manufacturers

Steps to Make an Outstanding First Webpression

A strong Webpression means you grabbed a potential customer’s attention right off the bat.

In other words, love at first sight.

You had them at “Hello” (thank you, Jerry McGuire).

I am NOT a web designer, so it is easy to be a critic.

When you go to a website either as a consumer or as a business buyer, how long does it take you to decide if this site captures your attention?

Typically within several seconds, you have determined whether this site can solve your problem or not.

What is the first thing that catches your eye? What triggers your first Webpression?

Especially as a manufacturer looking for a new vendor or supplier.

Think back to the last website that you made a purchase on or one that left you with a strong first Webpression.

What characteristics did that website possess that you found appealing?

Think of the trust factors that the website possessed which converted you into a captivated customer.

Related Article: eCommerce Checklist: Manufacturing eCommerce Strategies

TRUST

A critical first step to make an outstanding first Webpression, establish trust. 

Think about the characteristics that you value strongly when seeking a new vendor or supplier. 

Do you look for the esthetics? Quality products? Price? Content? Videos? Social media activity?

Conducting research on an industrial product requires a different set of requirements as opposed to shopping for consumer goods.

Industrial products commonly require technical information such as drawings, specs, or a datasheet.

Manufacturers need to help educate as well as provide all necessary product and company information. 

As a manufacturer, your website is your company representative. It is the face of your business.

Your website serves as much more than just an online business card. It is your 24 hour sales representative.

Your website is the FIRST piece of information that a potential customer views. The first item of engagement.

Therefore, your website needs to be an absolute top priority. 

Furthermore, finding a quality web designer that you trust is also critical.

Partner with a web designer who will create a website that represents you and your company extremely well.

One who gets the company culture. Understands and clearly describes your expertise.

A web designer deeply dedicated and committed to creating that outstanding first Webpression that you desire and deserve.  

Your website needs to express that YOU are a company that gets the job done. Done well. 

That you possess the ability to solve the prospect’s problem. You resolve issues and create opportunities.

A website that shows your dedication to making your clients money. Thus happy.

 Related Article: Business Mission Statement: “BECOME THE BLANKIE”

 

MODERN WEBPRESSION

Does your website look boring or does it deliver value?

Did you have your niece or nephew put up your site in 2005? While he or she was in college needing one more credit to complete an internship in order to graduate on time?

Your website needs to look modern as well as truly represent how you view your company to make an outstanding first Webpression.

More importantly, create a modern look that captures the attention and excitement of a new prospect. 

Think about this: if you are searching for a new vendor or supplier and they possess an awful website that is outdated, what does that say about the company? 

Doesn’t a neglected website create concerns about other areas of the company? Are they reliable? Dependable? 

However, do you need a sleek cutting edge looking site if your company is not sleek and cutting edge?

If you are targeting baby boomers, odds are you do not need the same look and feel like a hip clothing store targeting teenagers.

So who is your customer?

In the same regard, can you define or describe your ideal buyer? Have you conducted a persona exercise?

Create a website that resonates with your targeted ideal buyer. 

To make a great first Webpression, take a hard look at your website and consider each of these factors below: 

  • Company Logo
  • Contact info – easy to find
  • Search box
  • List your products and capabilities
  • Create valuable content: blogging, articles, updated company info, company awards
  • Social media activity
  • List staff and key employees 
  • Clearly and concisely explain what you do
  • KISS – Keep It Super Simple to navigate and explore your website
  • Visually pleasing to YOUR target audience

Related Article: Top 13 Reasons Why Manufacturers Struggle with eCommerce

CLEAR CALL-TO-ACTION

What is it that you want a customer to do when they land on your website?

What action should they take? How can they quickly and easily engage with you?

More importantly, why should they connect with you? They are BUSY. Time is precious.

To make an outstanding first Webpression, your website needs to offer a clear call-to-action. 

Determine the action you want them to take that additionally helps solve their problem as quickly as possible. 

For example, below includes a landing page for Wire Harness Manufacturer, Falconer Electronics.

This particular page provides a clear and concise call-to-action. 

Actually they offer two options:

 

Webpression

Option 1

The option on the left offers the opportunity for a potential buyer to click on a powerful software tool that the company created called the Wire Harness Estimator. 

This software tool allows a prospect to build or configure their own Wire Harness Assembly.

The program literally takes 60 seconds for a customer to configure a Wire Harness. 

The goal is to make it as easy as possible to connect and engage with the customer.

Solve their problems with speed and simplicity.

Option 2

Option 2 allows the customer to submit a CAD drawing.

This call-to-action also makes it as easy as possible for a customer to submit the proper product information. 

A large green box stating “Submit Drawing” cannot get much easier. 

The problem that the prospect is facing in this case: They need a quote as quickly as possible. 

Falconer Electronics solves that problem by offering two simplistic options.

Click Here to View the Falconer Electronics Wire Harness Landing Page

 

LANDING PAGE WEBPRESSION

The next step in making an outstanding first Webpression: Landing pages. 

Do you guide a potential customer to the proper landing pages?

If you are using Google Ads, does the landing page match the particular keyword that you are targeting?

Think about how frustrating it is for you to search for a specific part or component that is tough to find.

Finally, you discover a search result on Google stating the exact rare part that you need. You click the link and it takes to a home page.

Even worse, you land on an ERROR page or NO LONGER FOUND.

Don’t be “That Guy”.

Consistently check to make sure that your landing pages are current. Going to the right spot.

Guide your customer to the appropriate landing page the answers a question or explains your core capabilities. 

Think about the buyer on the other end and their search process. 

They type a keyword (your core capability) into Google. 

You want them to land on a page quickly and preciously which helps that individual. 

Show your expertise and that you can solve their problem with a well executed landing page. 

Related Article: 25 Blog Topics for Manufacturers Eager to Start Blogging

NAVIGATION 

Website navigation serves as another important factor in making that outstanding first Webpression. 

Does your website make sense?

This can be especially challenging for a manufacturer or industrial company.

Those in retail constantly think of customer flow with foot traffic. The direction and navigation of the store.

Where to place products? At the front of the store or back? Product displays. Visual appeal.

In the B2B world, manufacturers and industrial companies typically think of efficiency, quality, and safety.

They want to impress when giving a plant tour but they do not have to worry about dozens or hundreds of consumers walking through the door.

That’s the key. Allow the user to navigate through your website as if on a plant tour.

What would you show a potential new customer if they visited your physical site as well as your website?

A new piece of machinery? A production line where the product flows quickly and efficiently through your facility?

Bring your facility to the user.

To deliver that outstanding first Webpression, create an easy flow of your website allowing customers to find the information important to them as quickly as possible. 

Help them make a buying decision smoothly and efficiently. 

Show off your…..

  • Experience and expertise
  • Key employees
  • Machinery
  • Equipment
  • Case studies
  • Testimonials 

Sure, You Can Find that in Aisle 210999

To continue the importance of Navigation when striving to make an outstanding first Webpression, consider this thought…

Don’t you just love walking into a massive retail box store and you ask the clerk where to find an item and they point far out into the distance and say, “Check Aisle 210999”?

Miles and miles away. Into some faraway land. 

You don’t need binoculars. What you need is a high power telescope at this point as well as a NASA tracking system.

You make sure you have your cell phone in case of an emergency on the way.

More importantly, you check your pockets to see by chance if you brought a snack for this long trip.

Especially if you get lost.

Wouldn’t it be great if you could use SIRI, Google Maps or GPS when trying to find a tiny part in these monster stores?

Can’t the clerk just drop everything that they are doing at that very moment to hold our hands on this intimidating trek?

Climbing Mount Everest seems easier. At least there you can see your destination.

Anyway, once again, don’t be “that guy”.

To make an outstanding first Webpression, be efficient. Respectful of your customer’s time.

Help them find the product they need as quickly as possible.

Hold their hand.

Mobile-Friendly Webpression

A mobile-friendly website stands as another critical factor with making an outstanding first Webpression.  

A high-level scientific researcher performed an intense study and reported that people use their mobile devices……a lot.

Alright, I made that up too.

Yet, just look around. In a coffee shop. A traffic light. A restaurant.

Just look around your living room for that matter.

Isn’t it hysterical if you look at your family and everyone’s attention is buried into a mobile device?

Check out a high school or college football game. That’s even more fascinating seeing the number of people staring at their device instead of the game in front of them. (Confession: I missed a goal at a hockey game last night while checking the score of an NFL playoff football game on my iPhone – GUILTY AS CHARGED, YOUR HONOR).

Mobile search looks to continue its explosive growth. At least for the near future until the next technology replaces it.

It is imperative that your website looks appealing and functions smoothly on a mobile device. 

Even as industrial suppliers or manufacturers who think their buyers are all sitting at a desk browsing their PC. 

Engineers, new product developers, and procurement specialists are using mobile devices.  

They could be on a job site, on the production floor, or otherwise at a restaurant discussing a new project. 

Regardless, with every website change or improvement, make sure you are viewing changes on mobile. 

Just keep singing, “Going Mobile” (for any Who fans out there – remember, I’m old). 

SPEED 

Speed wins. 

Especially on your quest to make an outstanding first Webpression. 

I know, you are thinking, “thank you Captain Obvious.”

Yet, the faster your website the better. Much better.

Again, you have just a few seconds to make that great first impression (in case I haven’t hammered this point enough).

This includes a website that moves quickly.

Think about it. How long are you willing to wait for a webpage to load? I imagine not very long.

Moz, the SEO expert firm, defines Page Speed as “a measurement of how fast the content on your page loads“.

Keep in mind, there are no website traffic officers policing the internet, handing out speeding tickets. 

Customers who find your website crawling and moving slow are probably gone. Most likely, for good. 

You want your site to move FAST, FAST, FAST.

Speed definitely matters. From a user standpoint as well as from Google’s perspective with SEO.

SEO guru, Neil Patel offers outstanding insight on Page Speed in this helpful article below:

Speed Is A Killer – Why Decreasing Page Load Time Can Drastically Increase Conversions

Measure Your Webpression ROI 

Finally, how do you measure the Webpression of your website?

A few benchmarks to help determine if you are indeed making an outstanding first Webpression:

  • Phone calls
  • Email inquires
  • Sales leads
  • Conversions 
  • Requests for Quote
  • Purchased products on your eCommerce store

Keep testing. Keep growing. 

It’s an incredibly competitive global market out there. 

Deliver an amazing user experience for potential customers that they find impactful and helpful.

Take full advantage of that one chance to make an outstanding first Webpression. 

Wrapping It Up

Thank you for taking the time to read this post on making an outstanding first Webpression. 

For additional info, check out these helpful posts: 

 

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Like It or Not, Your Website is Your 24 Hours a Day Sales Rep

Like it or not, your company website is your 24 hours a day, 7 days a week sales rep. 

With that in mind, if your website is not an absolute top priority or even worse, an afterthought, an extremely important question to ask yourself: 

WHY?

Your website serves as the face of your business as well as the ambassador of your company. 

Most likely the first contact or engagement with a new customer comes from your website. 

Especially if you are a small business. 

Regardless of your legacy, reputation, or number of years in business, new prospects who are unfamiliar with your business judge you by your web presence. 

This can be a tough pill to swallow, particularly for those in manufacturing. 

Your website actually plays the role of company sales rep out in the field, 24/7/365.

So how are your sales rep performing?

24 Hour Sales Rep 

Sales Rep

When my wife was in college, she lived across the street from a store called, “We Never Close”. 

A business that never closes certainly is convenient when you need something at 3:30 AM. 

It’s ironic how in college I could stay up until 3:30 AM, now I find myself waking up at 3:30 to start my day. 

Ah, the joys of getting old.

Anyway, a major benefit with eCommerce and a strong online presence, you never close. 

Your website serves as your 24 hours – 7 days a week – 365 days a year sales rep.

Another benefit, a website never calls in sick or takes a vacation. 

However, if your website is not an absolute top priority, you could be severely depriving yourself of new opportunities. 

How do you judge a place of business? 

For example, while searching for a hotel, restaurant, vacation spot or even a new vendor, odds are your first point of contact with a business is on their website. 

Well, let’s say your dream buyer is online conducting a search for the exact product and service that you provide. 

This buyer has a huge problem to solve with an extremely tight deadline. 

Operationally, you have everything in place to hit the ball out of the park and solve this customer’s problem. Right now. 

However, is your website ready for the task? 

Can this dream customer find your website and if they do find it, do they like what they see?

What Impression Does Your “Sales Rep” Make? 

Sales Rep

Click on your website right now. How does it look?

Do you provide valuable information to help a new customer make a buying decision?

Your website plays a critical role and goes far beyond a simple online business card. 

Your website represents YOUR COMPANY. 

When conducting eCommerce workshops, I like to use the example, “your website should allow the viewer to make a buying decision on Saturday night at midnight” (or 3:30 AM for those still able to stay up that late).

Make it a top priority to provide all the necessary information so that a potential customer doesn’t have to wait until you open on Monday morning. 

Just remember, you have ONE chance to make an outstanding 1st impression. 

In other words, you have one chance to make that great first Webpression!

Related article: You Have Only One Chance to Make an Outstanding First Webpression

Let’s put this in perspective. 

Would you allow a salesperson represent your company in a poor fashion? 

Disheveled. Outdated. Uniformed. Unenthused. Bored. Delivering partial or even wrong information.

Furthermore, unable to describe your expertise and product as well as the solutions that you provide. 

Incapable of explaining the company history, mission, processes as well as product capabilities. 

Of course not. 

Nurture your website like it’s the most important representative of your company. 

Simply because it is. 

Related Article: Top 13 Reasons Why Manufacturers Struggle with eCommerce

Is Your “Sales Rep” Found in Search Results? 

Sales rep

A website that cannot be found is the same as the sales rep who never makes a sales call. 

They are hanging at the park feeding pigeons (or some other interesting activity that fails to produce a sale). 

What is the first thing that you do when looking for a new product or service?

Most likely, you rely on your good friend Google.

Well, your potential new customers rely on Google as well.

Therefore, are you coming up on a search for your core capabilities?

In other words, are you attacking your keywords? 

Let’s go to Google right now and type your top capability in the search box. 

Are you anywhere to be found on the first page? 

If the answer is no, hopefully, you are mad. 

Do you see your competitors coming up in the search results? 

If the answer is yes, hopefully, you are now even angrier than before.  

Contact an online marketing specialist immediately. 

Stop being the best-kept secret. 

Make your website a top priority. Now! 

Be found as well as make that Great 1st Webpression! 

Treat your website as one of the most important and valuable employees on your team and give it everything you’ve got. 

Related Article: 25 Blog Topics for Manufacturers Eager to Start Blogging

Wrapping It Up 

Thanks for reading this post. 

For additional info, check out these helpful posts: 

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Hey Manufacturer, What’s on Your Menu? Perhaps a Plate of eCommerce?

As a manufacturer, what is on your menu?

What is your specialty? You know, your signature dish.

In other words, what are you known for that customers eagerly line up to get a taste?

For many manufacturers, this may come as a loaded question.

As you explore and consider Manufacturing eCommerce Strategies, defining your menu plays a critical role. 

Especially for custom manufacturers that do not offer or possess a proprietary product.

Typically a custom manufacturer promotes its capabilities and services available.

They describe their facility, machinery, equipment, skills, experience, and talent.

However, they commonly find themselves treading into unchartered water when contacted by a new potential customer.

A customer submits a Request-for-Quote (RFQ) for a project that just doesn’t fit their business formula or “menu”.

Yet, how can you say No to a new prospective customer?

So you find yourself exhausting time and energy into a project that is not your “specialty dish”.

Most likely having been there before (I sure have), you know this can actually hurt your business and reputation.

Especially, when you are just starting out in business, there is a tendency to take on any business that comes your way.

Also, when a business plateaus or becomes stagnant is another scenario where businesses drift into unchartered water.

Accept any order. Keep cash flowing. Grab any sale to help cover overhead. Try to keep machines running and people working. 

Even if the new order or customer takes you in an “out-of-the-way direction”. Off to a foreign land.

That is how you grow your business, right? By diversifying.

However, that’s what I always thought until I realized being too diversified is not a strength. 

Related Article: “I’M DIVERSIFIED!” No, Actually You’re Doing Five Things Horribly

Manufacturer Playing Restaurateur

 

So if you are a manufacturer, let’s do an exercise.

Think about your business as a restaurant.

So what is on your menu?

Do you have a limited offering?

For example, do you offer just a few select items that you hit out of the park every day?

On the other hand, do you have a vast menu that includes a huge selection? Something for everyone?

Similar to a ubiquitous New Jersey diner with pages and pages of options that includes hundreds of items. (how on earth do these diner’s keep so much in inventory?)

Anyway, as you consider a plunge into eCommerce, is it better to offer a little bit of everything?

Something for everyone. Hoping that by luck or happenstance that someone stumbles on your website to view your broad inventory selection and makes a purchase.

Otherwise, would you achieve your goals quicker by focusing on your “signature dish”?

My suggestion and recommendation: Focus on what you are absolutely best at and give it everything you’ve got.

Let’s dig deeper. 

Related Article: Two Options for Custom Manufacturers Implementing eCommerce

Your Favorite Lunch Spot

 

Do you have a favorite local lunch spot that offers just a handful of items?

Where they focus on their specialty or Bread & Butter (sorry I couldn’t help myself).

A gem that locals rant and rave about.

The restaurant that ex-pats must hit every time when they visit home for a holiday.

The place where Mom will send you a jar of their special sauce just to provide a taste from your favorite restaurant back home.

Every city seems to have one. The restaurant that represents the local flavor.

The place that leaves you with an amazing experience. Tourists travel miles just to get a taste of their deliciousness.

In some cases, the “hole in the wall” or local dive becomes so successful that they even scale and expand.

You know the type.

Something that you would see on Diners, Drive-Ins and Dives with Guy Fieri pulling up to in his convertible.

The key to success for these incredible dining establishments?

A laser focus on delivering high value. An amazing food experience.

Think of some of the local favorites that find national recognition.

Here are a few that come to mind:

As your mouth is probably watering right now, you most likely have several places in mind.

You know the type. A restaurant that just “kills it” every day with their signature dish.

Related Article: A Minimum Viable Product Helps You “Get in the Game”

Pat’s King of Steaks

 

So, let’s zero-in on what are you absolutely best at.

For example, let’s take a look at Pat’s Cheesesteaks in Philadelphia.

Actually, their trademarked name is “Pat’s King of Steaks”.

Additionally, the company domain name is PatsKingofSteaks.com (https://www.patskingofsteaks.com/).

This is how they brand themselves, as the world’s authority of cheesesteaks. 

If Pat’s in Philly is the “King of Steaks”, does it make sense to start selling chicken wings or pizza for the sake to diversify?

Pat’s has a system. It doesn’t matter if it is the middle of January with temperatures below freezing.

You will still find a long line of raving fans lined up waiting for the best cheesesteak of their lives.

However, the line moves quickly.

Once you find yourself at the “gates of heaven” for your cheesesteak, a handful of deliciousness is yours in just a matter of moments.

Pat’s is laser focused on what they do best.

They are fast and efficient.

They take advantage of economies of scale by selling a high volume with a limited menu.

Pat’s delivers incredible value as well as superior quality.

I am fully aware that locals may disagree with me and say Pat’s is strictly for tourists and there are better cheesesteak options (my college roommate reminds of this every time I visit him). 

However, since I am a tourist when visiting Philly, I have stuck with Pat’s for over 35 years and they have never failed me yet. 

Heavenly each and every time! 

By the way, when you visit, make sure you are ready to order your cheesesteak “wit or wit-out”.

What is Your Cheesesteak?

 

How can you create an environment where customers line up for your product?

Can you narrow your menu down to a handful of items?

Does your business model allow you to put everything in your corner to be the best at that particular product?

Build the highest quality?

Deliver the best value?

Offer the most competitive price? (Note: not necessarily the cheapest)

Within your market, is there a particular item, product or process that you have built a unique opportunity?

Efficiency expert, Max Krug calls it, capturing your “Decisive Competitive Advantage”.

What needs to be done to separate yourself from the competition?

Can you start buying raw material, components or parts in larger quantities to lower the cost of goods?

Does the opportunity exist with acquiring specialized knowledge through training?

Can you and your staff gain certification to become recognized experts?

Is there equipment and machinery available that drastically improves efficiency, quality and lead times?

Related Article:  3 Step Approach To Scaling eCommerce for Manufacturers

eCommerce Helps Narrow Your Menu 

Let’s say you have every asset in your corner to become that “specialty” restaurant with the killer signature dish.

Now how do you market yourself?

Could eCommerce be your savior?

Offer your signature dish and limited menu on an eCommerce store.

Attack your keywords to let the market aware that there is no competitor that equals your level of efficiency and quality.

Allow the customer to view the product details on your eCommerce store. 

In addition, consider offering the opportunity where they can custom build their own product.

As a custom manufacturer, you always wait or hope that a customer contacts you to make the product that you are known for.

Either through word-of-mouth or with a sales rep.

With eCommerce, you now can offer your limited menu on an international basis. 24/7.

eCommerce is an extremely inexpensive way to explore, connect and find new customers.

Additionally, utilize eCommerce as your R&D to help determine what customers are seeking.

With eCommerce, find the markets and customers that are searching for solutions to the problems you solve.

Discover cracks in the market that you can exploit.

Broadcast the processes and products that you offer.

Especially for that customer who can’t find these solutions elsewhere. Not domestically. Not overseas from a cheap labor country. From you! 

If you find eCommerce or technology daunting, let’s break through these concerns.

eCommerce is simply a new revenue source for you.

Start small. Try a limited menu. Get your feet wet.

Choose the few items that you find yourself as a master chef.

Once you select your products to launch, contact your web designer to share your thoughts and vision.

Ask them how can you enter this venture as inexpensively and effectively as possible.

Then, go for it! 

Related Article: eCommerce Checklist: Manufacturing eCommerce Strategies

Wrapping It Up 

Thanks for reading this post. 

Hopefully, you found this helpful for your business. 

Check out these links for additional helpful posts: 

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Eliminate the Cumbersome RFQ Process with eCommerce

Another key ingredient on the list of eCommerce Benefits for manufacturers includes cutting down or even eliminating the cumbersome Request-for-Quote (RFQ) process. 

Especially since going through the RFQ process is a huge expense to your company.

With no guarantee that you will land the bid. URGH!

However, scaling your proprietary process with a predetermined product line as well as preset prices helps eliminate the dreaded RFQ process. 

For example, convert your proprietary process into a proprietary product line while offering those products within an eCommerce shopping cart. 

Another powerful tool with enhancing the RFQ process is offering a custom quoting software tool that allows your customer to immediately create the product with immediate pricing.

This delivers an incredible efficiency for both parties and lends you a critical competitive advantage.

Instant product pricing grants you a huge step over the competition. This displays your commitment to customer success. 

While your competition fumbles around trying to calculate their pricing to fulfill the RFQ, you are already engaged with your potential customer.

Steps involved with the RFQ Process 

RFQ Process

So, let’s walk through the RFQ process: 

  • First, the prospect sends you a drawing and Bill of Materials (BOM).
  • You analyze and evaluate what it will take to complete the project.
  • You price out the raw material, parts, and components.
  • Contact vendors for lead times.
  • Next, you do your best to estimate the amount of time, energy and resources necessary to complete the project.
  • You simulate manufacturing the product or project to ensure the accuracy of your quote
  • Estimate vendor delivery times to determine when all material will be at your facility.
  • Check the production schedule to determine when the project comfortably fits.

Finally, you type up the proposal. You have hours and hours dedicated to landing this gig. 

Then you send it off with confidence (or at least hope that you didn’t overlook anything).  

Then you wait……….. Crickets………..

Did they receive the quote? Why didn’t they accept your bid?

Price too high? Lead time too long? Was it a competitor just testing you?

Are they going overseas?

Are you a good judge of character? Can you decipher a quality lead from the time-wasters?

Additional questions and concerns include is this company actually legit? Do they pay their bills?

Why are they contacting you? Who did they contract with before?

Plenty of unanswered questions.

As a manufacturer, odds are you have received plenty of requests for quotes that never develop into a sale. 

To maximize efficiency, eCommerce helps you nurture “Soulmates” and convert good leads as much as it helps weed out bad leads. 

Related Article: Seeking Soulmates: Does Your Website Attract Dream Customers?

eCommerce Benefits manufacturers by improving efficiency

RFQ Process

Embracing eCommerce helps create a sales funnel. It allows you to narrow your focus.

It also helps prevent the risk of chasing bad leads.

My father used to preach “chase profits, not sales”.

eCommerce benefits manufacturers by offering the opportunity to make the quoting pricing precise, efficient, and fast.

It removes the guessing.

Everything is already in place. 

For example, vendors and products are already determined.

Time frames and timelines, as well as processes, are known.

It removes the guessing and estimating as well as the ballpark pricing, the “I think”, or “one time we made something like this”.

Additionally, factor in all of the completely depressing jobs that were flat out quoted wrong. 

Especially for the customer that insists on a production run without building a prototype first. 

Halfway into the project, you discover that there is no way to meet the times. You are upside down. 

Every part produced is costing you money. 

Why do companies chase after jobs, projects, products, customers, opportunities that send them down an unfamiliar path?

The reason: Sales – revenue – money – keep machines running and the staff working. 

Chasing quotes plays the high-risk game of what if’s…….

What if this opens a major door? What if this takes your company to a high level? Best decision ever. Your company explodes.

On the other hand,  you find the project exhausting company energy and resources, as well as completely wasting time. 

Furthermore chasing a total dead end a wasting profits. 

Time makes us look like a complete fool or a genius – usually nothing in between. Only time will tell.

Manufacturing eCommerce strategies helps put the odds in your favor. 

Chase quality leads and profits. 

Related Article: eCommerce Checklist: Manufacturing eCommerce Strategies 

Examples of Eliminating the RFQ Process

He is an example of a company taking full advantage of eCommerce Benefits available by offering an instant quoting and estimating software tools to attract “Soulmates”. 

These two examples reveal removing the challenging RFQ process which offers tremendous benefit to both parties.

Take a look at two excellent examples by custom electronics manufacturer, Falconer Electronics.

 

#1) Falconer Electronics Instant Ground Strap Quotebuilder 

Serving as a Ground Strap and Wire Harness Manufacturer since 1985, Falconer Electronics continues to produce thousands upon thousands of ground straps. 

Well to make life much easier for its customers, they decided to create our very own proprietary software, The Falconer Electronics Instant Ground Strap QuoteBuilder. 

Customers can customize their own ground strap. Literally within seconds. 

Then receive a quote sent directly to the customer email inbox. 

In addition, customers can go ahead and place an order for their newly created custom Ground Strap as well. Immediately. 

This powerful software tool offers customers great time savings and efficiency. 

Click here to view the Falconer Electronics Instant Ground Strap Quotebuilder 

In addition, click this video for a quick tour: 

#2) Falconer Electronics Wire Harness Estimator 

The Falconer Electronics Wire Harness Estimator provides its customers with an instant Wire Harness Estimate.

Perfect when seeking an estimate on your Wire Harness Assembly or in case you just need a ballpark price, pronto.

The Wire Harness Estimator allows buyers, product designers, and engineers the ability to enter the specs of a wire harness assembly quickly and easily. This straightforward approach eliminates the need to wait days or even weeks for pricing out your estimate.

This tool also works perfectly for companies building a prototype as well as a new product design.

Click here to view the Falconer Electronics Wire Harness Estimator.

In addition, click video for a quick tutorial: 

Wrapping It Up 

Thanks for reading this post. I deeply appreciate it. 

Hopefully, this found this helpful and applicable for your business. 

For additional info, check out these helpful posts: 

 

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No Receivables: Manufacturing eCommerce Strategies Benefits Cash Flow

One of my absolute favorites on the list of eCommerce Benefits: No Receivables! 

Well, truth be told, trying to pick a favorite eCommerce benefit is like trying to pick a favorite child. 

However, can you imagine a life with NO receivables? 

Sounds like heaven, right?

I am pretty sure I would still have hair if I had never carried receivables while in my 20’s. URGH!

For example, I vividly recall many nights praying that a customer check would arrive in the mail the next day…..just to cover payroll for that week.

Though it is too late for me, I implore you to take full advantage of eCommerce Benefits available to you.

If for nothing else, simply to prevent your hair from falling out. 

Related Article: eCommerce Checklist: Manufacturing eCommerce Strategies

eCommerce Benefits Cash Flow: You are paid BEFORE the product leaves your facility

Time equals money. Money equals time.

Well, can you imagine being paid before the product goes out the door?

Euphoria! 

An eCommerce store offers that exact opportunity. 

For example, a customer purchases your product on your website and PAYS for it at checkout. 

You haven’t even shipped it yet. 

As a manufacturer, there is a chance you haven’t even produced it yet at this point. 

Just-in-time is certainly alive and well with Manufacturing eCommerce Strategies. 

Thus, a positive cash flow opportunity. 

Cash is King!

Positive cash flow creates tremendous opportunities as well as opens many doors.

You already have an abundance of challenges with running your business.

Lots of Stress.

Employee issues. Sales quotas. Marketing. Vendor relationships. Taxes. Health insurance. All other insurances for that matter. Liability claims. Safety. Quality. The list goes on.

Thus, just think if you could eliminate one hassle, receivables.

This was a constant dream of mine and eCommerce answered those dreams.

Positive cash flow certainly provides peace of mind.

No dreaded collection phone calls to the customer.

No emails begging for money.

Implementing eCommerce also eliminates contacting your attorney to start the collection process.

It is said that money ruins friendships.

Well, money ruins vendor/customer relationships quickly.

You think that a customer is a friend until they stop paying you. 

On the other hand, for an experiment, stop paying a vendor that you consider a close friend.

See how fast that relationship sours. 

Always knowing that you are going to be paid for a job creates thriving business relationships.

Go ahead and give it a try.

See if eCommerce can answer those “No receivables” dreams for your company. 

Related Article: Eliminate the Cumbersome RFQ Process with eCommerce

Wrapping It Up 

Thank you for reading this post. 

Hopefully, you found this helpful for your business. 

For additional helpful information on Manufacturing eCommerce Strategies, check out these links: 

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What Happens When Manufacturing Meets eCommerce? Magic Happens!!

Manufacturing Meets eCommerce!

Sounds like a classic monster movie.

Not the King Kong vs Godzilla type of movie. Though they were great.

However, let’s go real “old school”. True classics.

I’m talking about “Abbot and Costello meet Frankenstein.”

“Abbot and Costello Meet The Invisible Man.”

Another classic, “Abbot and Costello Meet The Mummy”  (How on earth did Rotten Tomatoes give it a 27%?).

Sorry to digress. 

Anyway, to get back on topic.

Let’s discuss Manufacturing Meets eCommerce.

So, what exactly does that mean?

Most importantly, it means that when Manufacturing Meets eCommerce, new doors open with brand new profit opportunities appearing for you.

According to the National Association of Manufacturers, three-quarters of the 251,774 U.S. manufacturers employ less that 20 employees.

Many of these companies have limited resources.

Especially when it comes to executing eCommerce and Digital Marketing strategies.

Let alone employ the necessary staff with experience tackling the ever-changing demands of maintaining a healthy online presence.

eCommerce Opens New Doors

Manufacturing Meets eCommerce

Executing eCommerce strategies allows manufacturers to open new doors.

Explore new markets.

For example, you can connect directly with end-users. Even consumers.

Shrinking the supply chain is essential to conquering the viscously competitive global market.

Ever lose a bid or a customer to a country with cheaper labor costs?

Taking on an eCommerce strategy provides the path to increased competitiveness.

Yet, where do you even start though?

If you are new to eCommerce, it can be daunting?

Overwhelming. 

Challenging. 

However, eCommerce offers incredible possibilities. 

First, it takes time and money to build a strong online presence and profitable eCommerce strategy.

Small manufacturers with limited time and resources face an uphill battle.

Unfortunately many then get discouraged.

Finally to just simply give up.

Especially since many websites start out costing in the tens of thousands of dollars. With no guarantee of a single penny of ROI.

Another option, spend very little on a new website only to see poor results.

Either way, it is tough to justify the investment unless profits follow.

There is another way though. 

When Manufacturing Meets eCommerce

Fast fact for you…

There are incredible resources to tip your toe into the eCommerce waters. 

For example, here at B2Btail, our daily passion includes connecting manufacturers with expert web designers, internet marketers and eCommerce providers.  

We also offer a wide array of FREE educational tools and resources to help you create a positive experience. 

Above all, when Manufacturing Meets eCommerce your company gains a competitive edge.

As a result, eCommerce offers the opportunity for an entirely new strategic shift in the business.

Lastly, eCommerce creates the opportunity to Scale Your Proprietary Process OR convert your Proprietary Process into a Proprietary Product.

Just remember, when Manufacturing Meets eCommerce, magic happens.

 

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