Tag Archive for: Ecommerce benefits

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 Outdated.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: 

The time has finally come for you to join the massive B2B eCommerce party. In fact, it’s the $1.8 TRILLION B2B eCommerce party! One challenge though: Where to start? Wouldn’t it be great to have an eCommerce checklist to walk you through the process?

We have your back.

Especially since you’ve made the outstanding decision that you can no longer afford to be the “Best Kept Secret”.

However, if you are not tech savvy and have no experience in eCommerce, just getting started can be daunting and overwhelming.

Yet, embracing eCommerce offers a healthy dose of opportunity.

The goal here is to provide the necessary tools and guidance to help you reach eCommerce success.

Above all, put you on the right path.

Not only to catch up with the competition but also to create competitive advantages that surpass others selling similar products.

This discussion primarily targets manufacturers just starting out in eCommerce.

The intention is to help Scale your Proprietary Process with eCommerce.

Another powerful approach for manufacturers entering eCommerce is to turn your proprietary process into a proprietary product.

Most importantly, entering the world of eCommerce offers extremely exciting new opportunities. 

Opens new doors. 

The bottom line: Sell more products that you are an expert at producing.

Following an eCommerce Checklist dramatically helps your cause.

eCommerce Checklist: Settlers Reap the Land 

eCommerce Checklist

I had a mentor who used to always say, “Pioneers ended up with arrows in their backs. Settlers reaped the land.”

At this stage, the pioneers of eCommerce from the 1990’s and early 2000’s paved the way for entrepreneurs today to easily navigate eCommerce strategies.

There is no reason to find arrows in your back. Therefore, come in as a settler and reap the rewards.

Take advantage of the avoiding the mistakes that others have made.

Following an eCommerce checklist helps you reduce stress while starting your eCommerce journey. 

Especially since now is the time to join the exploding B2B eCommerce market. 

To sum up, you have been in business for many years.

Selling through traditional sales channels.

You found your place in the supply chain that made sense and hopefully lots of Cents.

Now you feel like the world made a drastic change.

Yet, no one sent you a memo on these changes though.

Sometimes change is subtle.

That is until it is no longer subtle and hits you in the face.

Suddenly you find that the traditional supply chain is not following the rules as before.

For example, Alibaba provides a mammoth marketplace making Chinese-made goods much more accessible and easier to purchase. 

In addition, Amazon is soliciting Chinese manufacturers to sell direct to American consumers. 

How have these changes impacted your business? 

Well, change comes hard. Especially when the change is uninvited.

However, change is inevitable.

So let’s dig right in on the necessary steps for you to enter the eCommerce arena.

The B2BTAIL eCommerce Checklist

The B2BTAIL eCommerce Checklist is a basic guide to help you get started.

The intention is to get you in the game and on the field as soon as possible.

This eCommerce Checklist targets two separate scenarios:

  1. For the DIYer: You can use this as a tool if you are a Do-It-Yourselfer looking to tackle the entire eCommerce project internally or on your own.
  2. Otherwise, if you are hiring a web design firm to create your eCommerce store, this checklist serves as a helpful guide to complete the project in a timely fashion. Most likely, your web designer provides their own eCommerce checklist with much greater detail.

With no further ado, here we go…………

eCommerce Basics

  • Domain Name
  • Website Host
  • Select your eCommerce platform (Ex: WooCommerce, Shopify, BigCommerce, etc…)
  • Responsive Design: Mobile Friendly 
  • Company Logo
  • Color Scheme
  • Layout w/Strong Call to Action
  • Category Header of Products or Services 
  • SSL Certificate
  • Install Google Analytics
  • Sitemap
  • Keyword Research

Company Info:

  • About Us
  • Company History
  • Contact Us: Phone, Email, as well as Social Links
  • Meet the Team Page
  • Privacy Policy
  • Security Policy
  • Terms & Conditions
  • FAQ

Payment Options:

  • Credit Card Processor
  • Payment Gateway
  • Payment Options: MC, Visa, AMEX, Discover, PayPal, Google Pay
  • Set up your state sales tax
  • Fast & Easy Checkout Process 

Shipping:

  • Shipping Policy
  • UPS or FEDEX Map (show delivery times)
  • Show Shipping Rates
  • Expedite Options
  • Provide Tracking Info
  • Return Policy
  • Drop Ship Policy (if relevant)
  • Contact UPS, USPS and FEDEX for Discounts

Customer Service: 

  • Separate dedicated phone number to track eCommerce leads
  • Designated customer service staff to handle eCommerce sales – train accordingly
  • Dedicated emails with your company domain name (@your company – avoid gmail, hotmail, etc..)
  • Set up relevant email accounts (Ex: info@, Sales@, RFQ@, etc…)

Product Listings:

  • Product images (multiple angles)
  • Short Description: Quickly describe what are you selling
  • Long Description: (detailed) sizes, dimensions, specs, all necessary info (do not assume your customer knows your product)
  • Price (single price, quantity breaks, blanket orders, as well as scheduled shipments)
  • Product warranty or guarantee
  • Safety Certifications (Ex: UL Certification)
  • Product videos

eCommerce Checklist: Keep it Lean

eCommerce Checklist

As you take the plunge into eCommerce, go into the process flexible and also lean.

Consider a similar strategy as the book, “The Lean Startup” by Eric Reis.

Eric Reis preaches flexibility and agility. 

Furthermore, be laser focused with your strategic plan. However, be flexible enough to listen to customers.

You may think you have created the greatest mousetrap on the planet.

Yet, the market with confirm if you are right or not.

Give yourself timelines, benchmarks as well as specific goals.

Additionally, a major benefit with this strategy, eCommerce offers you the flexibility to change quickly.

Lastly, keep adjusting and tweaking until you find your grove.

eCommerce Checklist: Think Profit! 

 

In conclusion, what do you think? 

Are you ready now to make the leap into eCommerce? 

Still questioning why go into eCommerce in the first place?

There is truly only one answer. Profit!

Profit by opening new doors as well as explore new markets. 

If you are ready to launch your eCommerce store right now, let’s take the plunge.  

You have my word, eCommerce will create new opportunities and reach customers that you never knew existed. 

Following each item on the eCommerce Checklist is one step closer to reaching your goal. 

Just put one foot in front of the other to finally…..get in the game! 

 

Thanks for stopping by. You can also check out these helpful posts: 

 
 

 

 

 
 

 

Why do some Manufacturers Struggle with eCommerce? 

Struggle in the sense of wondering where to even start.

Additionally, struggling with the question if eCommerce will actually provide a return for their business. 

As the saying goes, “you don’t know what you don’t know” certainly applies here. 

If you have never experienced the powerful results that eCommerce delivers, it makes perfect sense to be reluctant to embrace an eCommerce strategy.  

Especially when there are no guarantees with results. 

However, since you “don’t know what you don’t know”, consider these questions:

What if eCommerce took your business in an entirely new direction? 

What if eCommerce led you to new markets? 

Opened doors that you never knew existed? 

Well, here is one reason that may motivate you to take the plunge into the B2B eCommerce market: 

Forrester forecasts that US B2B eCommerce will reach $1.8 trillion and account for 17% of all B2B sales in the US by 2023.

$1.8 TRILLION!!!! 

So with that piece of interesting information, let’s take a look at a number of reasons why manufacturers struggle with eCommerce. 

(See post: “Dying to Enter the eCommerce Graveyard: Please Don’t Be Next”)

Top 13 Reasons Why Manufacturers Struggle with eCommerce

After consulting with dozens of manufacturers over the years, many reasons surface as to why manufacturers Struggle with eCommerce.

Here are 13 of the most common concerns that I encounter:

  1. Skepticism: Will eCommerce help achieve goals and offer ROI?
  2. Overwhelming: Entering the unknown
  3.  Do not fully understand how eCommerce works
  4. Too busy: Lack of time, energy, and resources 
  5. Who will manage? No key employee on hand to champion the cause 
  6. Financial risk: Too expensive 
  7. Not familiar with an eCommerce web design firm that they know or trust
  8. Who will create content for the eCommerce site?  Product descriptions, pictures, videos, etc…
  9. Who will execute marketing strategies?  SEO, Pay-Per-Click, Social Media, Video, Blog, etc…
  10. Do not accept credit cards: Don’t want to sacrifice the 2-3%
  11. Customer Service concerns: Who will deal with consumers? Phone calls? Emails? Bad leads? Spam?
  12. Current infrastructure does not fit shipping small quantities to businesses or even consumers 
  13. Unsure of 4 P’s: Product, Placement, Price and Promotion

This holds true especially for small manufacturers who deal with just a handful of customers. In many cases, the same customers that they have dealt with for years. 

Each reason holds as a legitimate concern which contributes to not moving forward. 

So let’s discuss how to become unstuck. 

What do you have to lose?

Struggle with eCommerce

What is the absolute worst thing that could happen if you tipped your toe into eCommerce? 

Would the investment of time and money severely damage the company? 

Is it just a matter of stepping out of a comfort zone?

A saying in my family goes, “You will never find your next favorite food or restaurant unless you try new something new.” Therefore, broaden and expand your horizons. 

“You will also never discover your next favorite city unless you travel.” So explore.  

The same could be said about eCommerce. 

Is it possible that the Struggle with eCommerce would not be a struggle at all? 

Actually, it is just a matter of getting in the game. 

Creating a strong eCommerce presence represents your 24 sales tool.

Opens new doors. 

Creates entirely new possibilities. 

Struggle with eCommerce: Any options? 

In many cases, manufacturers just simply do not know where to start or who to turn to for help. 

Especially since manufacturers are extremely busy. Time is a premium.

As a manufacturer, you have spent years upon years mastering your trade.

Focusing on perfecting systems and processes. Operations. Quality. Safety. Collecting receivables. Vendor relationships. Cash flow.

In addition, you tackle administrative nightmares with government regulation, taxes and constant changes in health insurance premiums. Fuel prices. Furthermore, now add tariffs to your list of concerns.

With all of those heavy burdens, who has time to figure out how to execute an eCommerce strategy?

With most problems at a business, it seems there exists a professional service to pull that particular source of stress off of your plate. 

For example: 

Payroll = ADP, Paychex, local payroll services, etc…

Legal = Your attorney, Legal Zoom, etc…

Accounting = Your accountant, Quickbooks, etc…

Insurance = Insurance agents, Geico, Allstate, etc…

Delivery = UPS, FedEx, U.S. Postal, common carriers

Hiring new staff = Employment and temp agencies

Yet, where do you turn for eCommerce expertise?

   Simple Solutions to Conquer the Struggle with eCommerce

Struggle with eCommerce

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – Nineteenth century retail pioneer John Wanamaker  

As John Wanamaker wisely states, figuring out correct “half” of marketing proves critical. 

This quote certainly relates to creating an eCommerce strategy as well. 

As you contemplate your eCommerce strategy, minimizing time, money and resources while maximizing ROI is the name of the game. 

Marketing is all about testing. 

Yet, with marketing it always seems like there are no simple answers.

Especially for business owners with no experience with eCommerce, internet marketing and social media strategies.

For example, who is going to create relevant content?

What topics are you going to type about that will connect with potential buyers?

(See post: “25 Blog Topics for Manufacturers Eager to Start Blogging”)

What social media platforms make the most sense for you?

Tackling these concerns can be daunting.

Thus, the struggle! 

Let’s take a look at a couple relatively easy and painless options for you to consider as a first step into the world of eCommerce. 

Amazon & eBay

If you are uncertain of a direction as well as figure that the cost of a new eCommerce store sounds too expensive, try an online marketplace.

Especially if you manufacture proprietary products or finished goods.

Explore a safer, easier and less expensive route for eCommerce beginners by placing products on Amazon or eBay. 

Amazon and eBay serve as a fantastic starting point with a massive audience already built in. 

Odds are you have purchased products on either or both websites (probably a foolish statement, right?).

Both online marketplaces deliver instant opportunity for exposure to millions of potential customers.

Amazon and eBay each serve as an outstanding resource to research and develop your product line as well as build your brand. 

This is an extremely inexpensive solution to just get started. 

Add WooCommerce to Your Current WordPress Website

Another affordable and effective option, if you use WordPress for your current website, add the WooCommerce plugin.

Best of all, it is easy to add and FREE. Talk with with your web designer about what it would take to start an eCommerce store with WooCommerce. 

This route allows you to experience the steps of creating your own eCommerce store. 

An eCommerce store also takes your current website beyond the “online business card” phase. 

Though this route lacks the instant audience that Amazon and eBay delivers, WooCommerce still provides a powerful tool for your current customers as well as reaching out to new markets.

These options offer you an excellent opportunity to test the eCommerce waters to see if you have a viable and competitive product or strategy.  

Wrapping It Up 

Thanks for taking the time to read this post. 

The goal here is to help you capture a piece of the upcoming $1.8 TRILLION B2B eCommerce market. 

Over the coming weeks, we are going to dig much deeper into creating a viable eCommerce strategy for your business. 

Hopefully providing you with the tools and resources to help you make a successful plunge into eCommerce. 

So what struggles have you experienced with eCommerce at your business?

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: 

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: