Opportunities remain for distributors to improve marketing plans and measurement as a means to increase marketing effectiveness. The 2015 distributor marketing survey covered several areas of marketing, including biggest marketing challenge, vehicles, channels, measurement and pricing.
Increasingly, we hear distributors say that their e-commerce site is not getting the revenue traction they expected. The distributor went into the initiative thinking, “Build it and they will come.” But, what really happened was, “We built it and they didn’t come.
Customers have indicated a preference to receive communications in both digital and print formats. It’s not a surprise that they still want to receive the traditional print catalog once per year. As we’ve discussed in past articles, print is still a very viable and preferred form for customers to have a complete view of your products.
If created and managed well, outbound and inbound calling programs can be very effective. What’s more, implementation does not have to be expensive or overly complex.
For many, inside sales involves ordering, technical support, returns handling and credit management. Rarely does it involve proactive, outbound sales. Simply put, those with the title “Inside Sales” spend little or no time actually doing inside “sales” because they lack the time, training or aptitude or skills to be successful.