{"id":184000,"date":"2019-09-26T10:17:57","date_gmt":"2019-09-26T14:17:57","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=184000"},"modified":"2023-11-02T10:53:42","modified_gmt":"2023-11-02T14:53:42","slug":"how-to-prosper-as-a-b2b-distributor","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/how-to-prosper-as-a-b2b-distributor","title":{"rendered":"How to Prosper as a B2B Distributor"},"content":{"rendered":"

Being in the middle is dangerous. Distributors are easily replaced in the digital landscape. How can you, a distributor, stay relevant? Focus on what makes your company unique.<\/p>\n

Your uniqueness isn\u2019t your products. With a few exceptions, the products you offer are available in other places.<\/p>\n

Don\u2019t use price to stand out. Having a low price is not unique. Large digital players are willing to take a loss to win a customer. There are more profitable ways to create uniqueness.<\/p>\n

Your uniqueness isn\u2019t your products.<\/span><\/p><\/blockquote>\n

So what can distributors do to provide a unique experience and stay relevant in the digital era? Here are a few ideas and examples.<\/p>\n

Self-service Digital<\/h3>\n

Ecommerce allows buyers to serve themselves. While an increasing number of B2B distributors offer ecommerce (with more on the way), you can still create uniqueness by making your website easier to use than your competitors.<\/p>\n

Beyond self-service ordering, digital can offer many other opportunities to make customers\u2019 lives easier.<\/p>\n

Take Future Electronics, for example. It offers a system that generates an entire lighting solution to meet flux, efficacy, and lumen maintenance targets.<\/p>\n

\"Future

Future Electronics\u2019 buyers can configure an entire lighting solution to meet flux, efficacy, and lumen maintenance targets.<\/p><\/div>\n

—<\/p>\n

Newark Electronics provides multiple paths for customers to order products quickly.<\/p>\n

\"Customers

Customers have three options to order products quickly from Newark Electronics.<\/p><\/div>\n

Customer Service<\/h3>\n

Outstanding customer service<\/a> is another way to differentiate your distribution business. Ask your best clients and prospects to name their greatest challenge in buying products like yours. Their frustrations are an opportunity to brainstorm solutions and configure your site accordingly.<\/p>\n

Use live chat<\/a> to immediately answer questions from prospective customers \u2014 without them having to pick up the phone. Staff your live chat with reps who are knowledgeable about your products.<\/p>\n

The speed of your service impacts your customers’ satisfaction. Configure your systems to provide quotes within 24 hours \u2014 or, even better, instantly. Use technology to deliver faster and better service than your competition.<\/p>\n

Brand Platform<\/h3>\n

Relationships matter. Customers have options. They prefer vendors who connect on a human, emotional level. Developing brand loyalty is hugely valuable.<\/p>\n

Use content<\/a> or other methods to connect with buyers. Your site should convey your company’s story, personality, and priorities.<\/p>\n

Provide safety data sheets, product specs, and how-to videos so that customers see you as a trusted expert and guide.<\/p>\n

A good example is Allied Electronics, which offers expert advice to buyers.<\/p>\n

\"Allied

Allied Electronics offers advice to buyers via videos.<\/p><\/div>\n

Consider using social media as a part of your brand strategy. Build an online following that reinforces your digital expertise.<\/p>\n

Don\u2019t think social media works with industrial buyers? Think again. Harvey Performance Company, a provider of tools for manufacturers, has more than 56,000 followers on Instagram<\/a>.<\/p>\n

\"Harvey

Harvey Performance Company has more than 56,000 Instagram followers.<\/p><\/div>\n

Value-added Offerings<\/h3>\n

Could you package services with your products? Providing training, installation, or maintenance makes your company difficult to replace.<\/p>\n

Similarly, managed inventory services ensure customers have what they need when they need it. Cumberland Electronics does this with its “vendor managed inventory” solution.<\/p>\n

\"Cumberland

Cumberland Electronics offers “vendor managed inventory” solutions.<\/p><\/div>\n

Another option is to bundle products from multiple manufacturers to solve a specific need. It’s an added value of being a supplier. Components Company Incorporated, a distributor and manufacturer, does this with its kitting, bagging, and packing service.<\/p>\n

\"Components

Components Company Incorporated offer kitting, bagging, and packaging as value-added services.<\/p><\/div>\n\n

Where to Start?<\/h3>\n

Likely these ideas aren\u2019t new to you. It is difficult to find the money and time to execute the needed changes. Use feedback from customers to set a vision to differentiate yourself. Look at your top three competitors. Are your ideas different and better? If not, be more creative. Involve your entire team.<\/p>\n","protected":false},"excerpt":{"rendered":"

Distributors are easily replaced in the digital landscape. But many are prospering by emphasizing their expertise and by offering unique, value-add services. Here are a few ideas and examples.<\/p>\n","protected":false},"author":713,"featured_media":184023,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[13094],"tags":[],"class_list":["post-184000","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b",""],"acf":[],"yoast_head":"\nHow to Prosper as a B2B Distributor - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Distributors are easily replaced in the digital landscape. But many are prospering by emphasizing their expertise and by offering unique, value-add services. 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