Tag Archive for: B2Bmarketing

Two Options for Custom Manufacturers Implementing eCommerce

Manufacturers Implementing eCommerce. Actually sounds quite interesting, right?

An “old-school” traditional business taking on new technology.

Well, eCommerce isn’t really new anymore.

It’s an active part of our daily lives now. At least it certainly seems that way.

Why?

The convenience, efficiency and speed that eCommerce offers.

However, manufacturers implementing eCommerce for the first time face many challenges. 

Especially for custom manufacturers that do not produce a proprietary product or finished good. 

Today, let’s explore two strategies for a manufacturer to implement eCommerce by targeting its proprietary process. 

Related Article: 3 Step Approach To Scaling eCommerce for Manufacturers

Manufacturers Implementing eCommerce Opens New Doors

Implementing eCommerce awakens exciting opportunities and opens new doors.

As a custom manufacturer, you produce amazing products for other companies.

You are the widget expert. No one knows your product better than you.

You have spent years perfecting your proprietary process.

Yet, one of your biggest challenges: how do you scale your proprietary process? 

There must be plenty of potential customers searching for your products, services, and solutions.

Where are they?

How do you find them?

How can you narrow down the buying process to make life easier for you and more importantly, the buyer?

The answer: eCommerce.

Just a few years ago, many manufacturing clients claimed the internet wasn’t going to impact their company.

Now, most cannot move fast enough to plunge into the world of eCommerce.

“The Heat is On” (shout out to Glen Fry, God rest his soul).

So, how do you get started?

Let’s dig in. 

Below covers two options for a manufacturer implementing eCommerce for the first time.

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

Option #1) Manufacturers Implementing eCommerce

Add an eCommerce store onto your existing website

eCommerce Checklist

First, contact your web designer to start a dialog on launching an eCommerce store to your current website.

In a previous post, we discussed the struggles manufacturers face when jumping into the world of eCommerce.

Over the years, you most likely have created prototypes for your customers.

Let’s use that same concept on your website.

The assumption is that you already have a website. What platform are you using?

Have a conversation with your web designer and ask if you can easily add eCommerce to your site.

For example, if you are on WordPress, your web designer can add the WooCommerce plugin. It’s FREE!

There are many other shopping cart options that are extremely inexpensive.

Many eCommerce platforms start at ONLY $19.99 per month (EX: Shopify, BigCommerce, 3D Cart, etc…).

Take several of your finished products and add them to your website.

CLICK HERE TO CHECK OUT THE B2BTAIL.COM eCOMMERCE CHECK LIST

Adding an eCommerce store to your website offers tremendous benefits including: 

  1. Customers access your business 24/7/365 = round the clock customer service & a powerful sales tool
  2. Find Soulmates (aka Ideal Customers) 
  3. Eliminate the cumbersome RFQ process
  4. No A/R = Credit card payments means you are paid before you ship! YAY!!
  5. Lower cost marketing and sales strategy
  6. Market Research (eCommerce becomes your R&D department) 
  7. Stay in your Wheelhouse 
  8. Network = Cross Network with other vendors targeting the same market
  9. International opportunities
  10. Implementing eCommerce allows you to Scale Your Proprietary Process  

Related Article: eCommerce Checklist: Manufacturing eCommerce Strategies

Option #2) Custom Manufacturers Implementing eCommerce 

Allow Customers to Customize Your Product

Implementing eCommerce

Another option for manufacturers to enter the eCommerce world, allows customers to build your products on your website.

How?

Well, what is your sales process when a new customer reaches out?

Does the new customer submit a Request for Quote (RFQ)?

If so, you then kick start the quoting process.

Of course, you were already busy when the RFQ arrived.

Now you need to set aside other top priorities to accommodate the new customer. You don’t want to make a bad first impression. Speed is key. 

You look over the drawing. Check out the parts on the BOM (Bill of Materials).

Lookup component prices and availability.

Determine the labor units. Amount of time on machinery. The number of touches. Lead time for parts.

You’ve gone through this process probably thousands of times.

In addition, do you receive RFQ’s that drift off in areas outside of your expertise? Outside of your wheelhouse?

Odds are the answer is yes. 

It really becomes a bit more challenging to determine the quote for a new customer especially for products and processes that fall outside of your expertise.

Now they are waiting.

What if you could streamline the RFQ process?

Just imagine if you could narrow the process into an automated system that was available to a new customer online, 24/7.

Where you could create a quote or estimate instantly.

Sounds like heaven, right?

First, create a starting point.

Narrow down your product line. Begin with limited options.

Focus on the most popular. The most profitable. The most simplistic.

You have a proprietary process that you perfected over the years. Well, pretty close anyway.

Can you take that process to guide a customer into your funnel?

Let’s go deeper. 

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

80/20 Rule

Does your business experience the 80/20 rule?

Most businesses do. 

For example, let’s evaluate the 20% of your products and processes that generate 80% of your sales and profits.

Your top selling products.

  1. Take the raw material, parts and components that go into that product
  2. Calculate the labor units
  3. Add in machine time that goes into each unit

Provide this information on your website.

Offer a price right away to the user. 

Well, though the system may not be perfect to start, this at least gets you in the game….immediately. 

Implementing eCommerce Gets in the Game….Immediately 

So many of my clients state, “If I can just get a customer on the phone, we can close them.”

Creating a customized instant quoting process removes the bottleneck on the front end of the relationship.

You can state that the price is based on a single unit.

This would be interesting for potential customers working on a prototype.

It opens a door to start an immediate dialog.

Allows you to show your experience and expertise.

You now have a warm lead.

This opens the door to express your passion for their project.

What are you doing at this point?

You are now engaging. Building a relationship. Showing off your expertise. 

Revealing that you are capable of solving your customer’s problem. Quickly. 

Showing that you are a person of trust. A valuable partner.

Lastly, implementing eCommerce to start the quoting process lends a tremendous competitive advantage for your company. 

Wrapping It Up

Thank you for taking the time to read this post. 

For additional info, check out these helpful posts: 

 

 

 

 

 

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Manufacturing Website Call-to-Action Strategies That Work

Let’s talk about your CTA problem. Wait, what is CTA? So glad you asked. CTA = Call to Action.

As we continue our series on making that outstanding first Webpression, this post addresses the CTA on your website.

This is not a reference to the latest and greatest video war game.

A clear and strong Call-to-Action means the difference between a prospect leaving your site immediately versus the client intrigued enough to learn more about your company.

Barbara Corcoran of Shark Tank fame says attractive traits for investment include: “Save me time, make me money or make me prettier”.

Do you save your customers time, money, or at the very least make them prettier?

You solve problems every day for your customers. Your company brings years of experience and a seasoned staff ready to tackle any challenge.

Yet, how can you communicate a powerful message in 5 seconds or less on your website?

Think about your elevator pitch as you are actually riding an elevator with that true dream customer.

In other words, your soulmate.

How can you deliver a compelling website pitch, quick and effective in order to capture their full attention?

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

Strong Call-to-Action Buzzwords 

Simply put, what action do you want a customer to take once they land on your website?

Browse? Buy? Call? Email? 

As we all know, trying to be everything to everyone typically leads to being nothing to no one. It creates confusion and frustration.

Therefore, make sure your website offers a clear and concise direction.

Quickly guide potential customers to the necessary information on your website to help them make a buying decision.

The goal with your website should always be that a potential customer has enough information to make a buying decision on Saturday night at midnight without needing to wait for you to open on Monday morning.

Remember, your website serves as your 24/7 sales rep. Communicate as though you are at a trade show in a room full of potential leads.

Avoid confusion. I have a saying, if you have to explain a joke, odds are it is not funny (which describes a majority of my bad jokes).

If you need to explain to a prospect how to use your website, odds are it is confusing.

Healthy communication plays a vital role with your website. Be short and concise with guiding users. 

Below includes a list of buzzwords in order to entice a potential customer to take action:

  • FREE TRIAL
  • NO COMMITMENT
  • LET’S GET STARTED
  • LIST OF BENEFITS INCLUDE…
  • CHECK OUT THESE CUSTOMER TESTIMONIALS 
  • TO LEARN MORE CLICK HERE
  • DRASTICALLY LOWER COSTS WITH…
  • IMPROVE QUALITY WITH…
  • INCREASE PROFITS WITH…
  • LOWER COSTS BY….
  • DECREASE EXPENSES BY….
  • SUBMIT A DRAWING 
  • CLICK HERE TO FIND OUT HOW TO……..
  • FAST QUOTE 

Related Article: Like It or Not, Your Website is Your 24/7 Sales Rep

Call to Action Headlines 

Call to Action

Below includes several helpful examples of possible headlines to encourage users on your website to take action. 

CASE STUDIES THAT WILL BLOW YOUR MIND: Check out these incredible case studies. The results not only blew away our customers, we were even taken back ourselves. 

DOZENS OF OUR HAPPY CUSTOMER RECOMMEND THIS PRODUCT: Committing significant investments and resources to our proprietary processes delivers the highest quality products in the industry. 

SAVE 18% WITH THIS POWERFUL TECHNIQUE: With our 30+ years of industry experience, we have discovered that your company saves you 18% on your Cost of Goods Sold with our state of the art equipment and unrivaled proprietary process. 

ARE CUSTOMERS HAMMERING YOU ON PRICE? WE HAVE YOUR BACK!: Hopefully, you are sitting down for this. We converted our proprietary process into a custom product line offering the lowest prices on the market. 

DRASTICALLY INCREASE INVENTORY TURNOVER & PROFITS: Inventory turnover improved dramatically for our customers joining our inventory management control system. 

99.9% QUALITY CONTROL RATINGS: Learn more about our 99.9% Quality Control Ratings and how our expert staff manufactures and delivers superior products.  

FREE QUOTES WITHIN 24 HOURS: Our team is deeply dedicated to your success. We know your time is extremely precious and at a premium. Submit your drawing here for a free quote. Turned around within 1 business day. 

SIGN UP FOR OUR EMAIL NEWSLETTER (we will even throw in a few jokes for you as well): Receive powerful tips and guidance for your business during these challenging times. 

RECEIVE OUR INDUSTRY RESOURCE GUIDE: With 30+ years of industry experience, our expert team created several Industry Resource Guides to improve throughput and workflow drastically increasing profits.

Related Article: Hey Manufacturer, Let’s Scale Your Proprietary Process with eCommerce

Take Action with Your Call-to-Action 

Below includes an example of a clear Call-to-Action. 

This a page for buyers at Falconer Electronics looking for a Braided Ground Strap. 

Click here to view the Falconer Electronics Instant Ground Strap QuoteBuilder 

Call to Action

The orange button drives the Call-to-Action, “Get A Quote Fast!”.

In addition, the video offers a guide to answer any questions.

Bullet points address other potential questions:

  • Are you fast and efficient? – Yes! NO RFQ Wait Time * Takes 60 Seconds or Less 
  • Will you save me money? – Yes! Buy Manufacturer Direct! NO Middleman! NO Additional Markups! 
  • Where is the product made & how long have you been in business? – Made in the USA Since 1985 
  • Do you offer many options? – Yes! Wide Variety of Lengths and Sizes
  • Is the product guaranteed?  – Yes! Lifetime Manufacturer Product Warranty 

As a result, this page plays the role of a 24/7 sales rep. 

The information provides a simple and clear message allowing a customer to make a buying decision completely on their own. At any time of day and any day of the week without help. 

No waiting for a returned email or phone call. The customer creates their own product as well as receives pricing immediately. 

Most importantly, customers find the tool fast, simple, and easy to use. 

Fortune 500 companies, manufacturers, machine shops, and industrial businesses all utilize this extremely efficient and helpful software tool. 

Wrapping It Up 

Thanks for reading this post. Hopefully, you found this helpful. 

For additional information to assist you with your eCommerce journey, please click links below: 

 

 

 

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Options for Selling “Manufacturer Direct”…..to NOT Consider

“Manufacturer Direct”! It certainly has a nice ring to it, right?

As a manufacturer looking to diversify, many exciting options exist for you to consider. 

Especially when it comes to selling direct to end-users or consumers. 

However, today we are going to discuss a couple of options to NOT consider. 

As an eCommerce evangelist, let’s take a look at two paths to avoid. At all costs. 

Related Article: 3 Step Approach To Scaling eCommerce for Manufacturers

Options for Selling “Manufacturer Direct” (NOT!)

no more cold calls

Prior to the internet or eCommerce, a manufacturer wanting to sell direct to end-users required heavy investment in a printed catalog strategy. Otherwise, they needed to open physical retail locations. Yes, brick & mortar. 

Hmmm…print or brick & mortar? 

Yuck!

Either option sounds about as appealing as…..A root canal without novocaine…Bamboo shoots under fingernails…Swimming with piranhas…Dipped in honey and jumping into a mound of fire ants…..Replaying the scene in “Raiders of the Lost Ark” with tarantulas crawling on your back…..

Ok, I think you get the point. 

Printed Catalogs? 

Seriously, why am I even typing about this?

Let’s not spend our time discussing all of the negatives surrounding a print catalog strategy such as the enormous cost of printing, postage fees, finding addresses of actual buyers, as well as all of the trees killed in the process. 

Therefore, I promise not to belabor the point to death on the colossal waste of time, money, energy, and resources involved in printing catalogs. 

Additionally, find a mistake after the final print of a catalog? Tough. You will have to wait until the next run. 

I definitely will not mention the fact that eventually 100% of the printed catalogs find themselves in the garbage. In fact, 99%, find their way to the garbage without a single reading. 

Also, can you imagine calling a vendor who you eagerly want to place an order with, and the response goes “we just dropped a catalog in the mail. Give us a call next week when it arrives to place an order.” WHAT?!?! 

In conclusion, you have my word that I absolutely promise not to continue on and on and on about why printing catalogs belongs in a conversation at least 30 years ago. 

Next. 

The Retail Apocalypse 

So with that, you also have my promise not to hammer the list of reasons why opening a retail store for manufacturers seems like a poor investment as well. 

As retail stores continue to close by the dozens or even hundreds, opening a retail store certainly looks as an unwise business strategy. 

Ok, who are we kidding? It’s a horrible idea! 

Especially since the “Retail Apocalypse” is upon us. 

An expected 75,000 retail stores will close by 2026 according to a report by investment firm UBS. 

Opening a retail store requires heavy overhead with vast capital investment. Staffing issues. Inventory management. Additional utility expenses. Crazy retail hours. High rent. Theft and shoplifters. Store fixtures. Fees, licenses, and permits. Additional business insurance for liability (what if someone slips on your slippery floor). Lastly, lots of expensive marketing and advertising to attract human beings with credit cards in hand to walk through the door. 

I also promise not to mention the crazy seasonal demands during peak seasons and holidays. 

Finally, you have my word that I will not go on and on over what a colossal waste of resources, time, money, and energy that opening a retail store requires. 

eCommerce Comfort Zone

Phew! Thankfully that rant is behind me and I am back in my eCommerce comfort zone. 

Next week we will explore all of the tremendous benefits that “Manufacturer Direct” with eCommerce offers for you and your customers. 

Wrapping It Up 

Thank you for reading this post. 

For additional information to help you on your eCommerce journey, please click links below: 

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