Make Your Website a Sales Pro
Industrial companies across the country are recognizing that their
websites are more than just a 'marketing piece.' They are central to
their sales strategies as a 24/7 online 'salesperson' and are delivering a
strong return on investment (ROI) to their business.
How can you make your website a 24/7 sales pro? Here are three specific
steps you can take...
1. Set business objectives for your online sales channel.
You set objectives and outline goals for your salespeople, right? You can do
the same for your website.
Innovative
Components, a manufacturer of quick-assembly/quick-release hardware,
planned ahead for the success they're experiencing today. They established a
growth plan with the objective of attracting new business through their website.
Mike O'Connor, President of Innovative Components, explains,
"Approximately two years ago, we identified an upcoming challenge. We
saw the downturn coming in the economy, particularly affecting our biggest
customers. We knew that we must have new business growth if we were going to
be successful, and ThomasNet was one of the most important tools we had at our
disposal to make sure that we met our new business goals."
O'Connor continues, "In 2008, ThomasNet brought us brand-new customers,
which accounted for $227,000 in new business. ThomasNet gives us valuable
customers who order regularly."
Innovative Components offers buyers the ability to search by
specification on their website.
For smaller industrial companies, an online sales channel can "level the
playing field" and help expand your reach into global markets, bringing in
sales from around the world.
Ben Bird, Vice President of
Certified
Insulated Products, a manufacturer primarily serving the electrical
contracting industry, says, "Even though we're a small company in South
Carolina, we are now being perceived as a worldwide company, thanks to our online
catalog...it gives us international exposure. Before we had an online
catalog, we did not have any representation whatsoever in most countries offshore."
Today, Certified Insulated Products receives orders from countries near and
far. Bird continues, "Russia, Kuwait, Puerto Rico, Portugal. There would have
been no way for any of these orders to become available to use if it weren't
for the online catalog." In 2008, Certified Insulated Products attributed
its 30% increase in sales directly to the company's online sales channel.
"We are constantly getting hit with orders that are coming in from our online
catalog," he adds.
2. Focus on the needs of your customers.
This may seem like a basic sales principle, but in today's competitive online
environment, focusing on your customers and prospects -- and their needs -- is
critical. When you're reaching out to customers through your website, be sure to
provide all of the information they need to make their
buying decisions as easy as possible.
For example, Innovative Components credits their website for being able to give
their customers exactly what they're looking for, and they do this by "listening"
to their current customers. They have expanded the company's product line to meet
their customers' needs. O'Connor says, "Our product line has developed
by asking our customers: 'What else do you use?' and 'How can we help you with
that?' For example, when a customer comes to the website and they're looking for
a quick-release pin, we want them to also know that we offer a wide selection of
lanyards that they can attach to that pin."
Certified Insulated Products focuses on its customers and provides
them with the opportunity to request more information and interact with the
company through the online catalog on their website.
3. Measure everything: revenue, leads and more.
Be sure to track your website's contribution to your sales goals. Think about
how you outline goals for your salespeople and hold them accountable - then, do
the same for your website. Here are some important things to measure:
- Track new sales revenue generated through your online sales channel.
- Measure the number of leads coming in directly from your website.
- Monitor conversion rates to determine how frequently website visitors become
customers, and how long it takes them to get to their buying decisions.
Overall, be sure to measure your website's sales performance to determine
if it's a top-performer or if it needs a makeover.
Industrial companies are seeing greater ROI by managing their company's website
as a 24/7 salesperson. Your company can do the same. To find out how ThomasNet
can help you unleash the power of your website,
contact
us online or call 1.866.849.9138. Or, if you
have any questions about the information we've presented in this article,
e-mail us at industrialmarketer@thomasnet.com.
