Industrial purchasing has changed a lot in recent years. With more than 40 percent of buyers wanting to buy directly from distributors, there has been a massive rise in digital purchasing. But just providing a simple online buying option isn’t enough for many buyers anymore.
As digital expectations rise, distributors and dealers need to provide a comprehensive online experience that can rival what equipment owners and operators are experiencing in their personal lives.
So, what does that online experience look like?
It includes things like how-to videos, self-service options, smart technology, and more. Being able to meet these new digital expectations is what will keep customers coming back and separate companies from their competitors. That’s why we’re going to explain five critical things equipment owners and operators are looking for so that distributors and dealers can stand out and achieve long-term success.
This may sound simple, but it’s true — the more someone knows about a product the more likely they are to make a purchase. Providing in-depth product information gives buyers confidence that they’re getting exactly what they need and makes them more likely to make a purchase.
Unfortunately, many distributors and dealers haven’t established product information as a priority. They understandably have a lot of products they sell, and as a result, they are not prioritizing the time to provide detailed information for all of them. This is hurting their bottom line though. In fact, 87 percent of customers said the lack of product content lowered their confidence in the brand.
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