How can smaller distributors compete with bigger companies?
With big distributors taking on the role of retailers and retailers becoming distributors, there is a growing trend of reducing third parties. B2B models now range from individual company operated procurement solutions to large marketplaces. So, how does a small distributor survive and succeed in this market space?
With big distributors taking on the role of retailers and retailers becoming distributors, there is a growing trend of reducing third parties. B2B models now range from individual company operated procurement solutions to large marketplaces. So, how does a small distributor survive and succeed in this market space?
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<strong>How</strong> <strong>can</strong> <strong>smaller</strong> <strong>distributors</strong> <strong>compete</strong> <strong>with</strong> <strong>bigger</strong> <strong>companies</strong>?<br />
With big <strong>distributors</strong> taking on the role of retailers and retailers becoming <strong>distributors</strong>, there is a growing trend of<br />
reducing third parties. B2B models now range from individual company operated procurement solutions to large<br />
marketplaces. So, how does a small distributor survive and succeed in this market space?<br />
The answer lies in redefining distribution to create an enhanced vital role.<br />
Typically a small distributor caters to a market <strong>with</strong> many small customers. These days, <strong>with</strong> online sales and better<br />
logistics, <strong>bigger</strong> <strong>companies</strong> are able to efficiently reach customers, regardless of order size. <strong>How</strong>ever, in B2B<br />
purchasing, instances where customers buy products <strong>with</strong>out really researching them are rare. This is where the<br />
distributor <strong>can</strong> still leverage their strengths to stay in the chain – in roles where the level of customer educational<br />
service required is high.<br />
In today’s digital world, where nearly 90% of B2B customers use the Internet to research prior to buying, small<br />
<strong>distributors</strong> have to leverage their web presence to establish <strong>compete</strong>ncy online.<br />
<strong>How</strong> do you share your capabilities online?<br />
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Online Presence<br />
Create a website that is easy to navigate. B2B customers require information. Decisions to buy are based on<br />
references – both offline and online.<br />
Register <strong>with</strong> Trade Associations<br />
Make it easy for customers to find you. Cross-link between your business website and other forums. Join online<br />
industry forums to read up and answer queries that you have the knowledge to answer. Always link back to your<br />
website.<br />
Specialize<br />
Be industry and location specific. The Internet floods customers <strong>with</strong> choices. Nevertheless, there are customers<br />
looking for vendors of specific products or in specific areas. By capturing a niche market you <strong>can</strong> draw, create, and<br />
build a loyal customer base.<br />
Maintain Stock Levels
One of the primary requirements from a distributor is immediate supply. Otherwise, customers would directly get in<br />
touch <strong>with</strong> the manufacturer. Reflect current stock levels online and strive to maintain adequate stocks to earn<br />
customers trust and prove they <strong>can</strong> get what they need from you.<br />
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Online References<br />
Feedback from happy customers is a great motivator for further sales. Genuine positive references from others like<br />
industry experts bring in more trust.<br />
Be Knowledgeable<br />
Stay up-to-date on the products in your industry. Be the thought leader that customers and suppliers look to for<br />
information on industry trends.<br />
Be Professional<br />
Clearly state commissions payable, whether you will deal <strong>with</strong> competing products, and legal requirements.<br />
Care<br />
Be a key facilitator in improving business for suppliers and vendors. Research shows that emotional decision making<br />
plays a larger role than rational decision making.<br />
Distributors still play a vital role in the marketing process. It’s up to you to evolve businesses and remain<br />
irreplaceable. Also see more info @ http://www.unilogcorp.com