ing whether there is an issue when e-sales are low. • Contractors must be trained by an expert to use the site, and as Hindrich- son said, “this must be done eyeball to eyeball.” • Inside salespeople should learn to indirectly promote the site much the way outside sales does. • Counter personnel must know to tell customers, “We are available on- line, 24/7, at your prices.” As to the delivery driver, one of Hindrichson’s more interesting in- sights is that the person who makes the deliveries is often one of the best to tell customers about the web portal. Nobody expects a driver to make a pitch about anything, so it can have a disproportionate effect when he or she makes a side comment to the cus- tomer to the effect of, “Did you know you could order this 24/7 on the web- site and I’d have it on the next truck coming your way?” So it seems that if a distributor has a good, convenient website; commit- ment from the top; direct personal responsibility by an officer; and good top-to-bottom sales training, it will be in e-clover, right? Maybe—but maybe not. Think back to the first point on Apruve’s list above: accuracy in stock counts. If a distributor is completely comfortable that the quantities shown on its system are indeed the quantities on the shelf, it may very well be in clover when it comes to e-commerce. However, if the shadow of a doubt clouds that tranquility, be very care- ful. Hindrichson said that if a branch with poor inventory management makes inquiries about e-commerce, he tells the distributor not to bother until it gets the warehouse in order.
The Bottom Line
“You have to find a way to be flexible and diversified and do business the way your customers want you to do business—and that includes both cur- rent customers and future custom-
ers,” said Denise Keating, president of the distribution-focused consul- tancy DATAgility. She added that it’s not all or nothing, where distributors either choose to be exclusively brick- and-mortar or solely e-commerce resellers, but rather “what you have to do is find that blended model that’s going to help you attract customers from all areas.” ;
and his colleagues at JSA help distributors improve profitability. Reac
im at firstname.lastname@example.org.
is a freelance writer and editor. Reach her at email@example.com.
Aug. 17 • the
ELECTRICAL DIS TRIBUTOR
KICHLER C-SERIES FIX TURES
– 120V - 277V Commercial Outdoor
LED are designed to withstand the elements and keep your project
budget in line...and they look good doing it.
to learn more about the benefits of C-Series fixtures.
For layout or design assistance, visit Kichler.com/APS
DURABLE FROM THE INSIDE OUT:
• Sleek, all-metal, cast housings
feature a textured polyester powder
coat finish that can weather the
• Built in drainage works to prevent
water from pooling on the face of
• Integrated LED fixtures feature fully
protected drivers within.
• Center-to-edge optics and 3-step
binning o;er consistent beam
• Knuckle features machined threads
to interlock securely.
in this issue
back issues 2012-2013
Click to subscribe to this magazine
article text for page
< previous story
next story >
Share this page with a friend
Save to “My Stuff”
Subscribe to this magazine