Survey: Online presence now a must for distributors
Highlights from the GlobalSpec survey:
- 73% of respondents use search engines or online directories as their first sources to find new distributors
- 43% of respondents stated the main reason they contacted distributors they have not purchased from in the past year was a current distributor did not have the right product
- Availability & delivery were the most important factors when choosing a new distributor (mean score of 6.2 in importance on a scale of 1-7, with 7 most important)
- Having up-to-date content and technical specifications were the most important features on a distributor’s Web site
When searching for a new distributor, where do you typically go first?
73% go online first when searching for a new distributor.
The ability to be found on the Web is extremely important. Almost three-quarters of respondents turn to search engines or online directories first to find new distributors. Creating a highly visible presence on engineering and general search engines and relevant online directories is an important strategy for increasing your visibility and awareness with your target audience.
E-commerce capability is not an imperative. Respondents ranked e-commerce capability near the bottom of a list of factors in choosing a distributor to work with.
Online ordering and the ability to track orders online were not seen as important as other features of distributor Web sites.
Improving your online presence is a mandate. In several feature areas, respondents were not satisfied with the information that distributors include online. A gap exists between what respondents stated are important features of distributors’ online presence, such as up-to-date content, technical specifications and a searchable online catalog, and their satisfaction with distributors’ Web sites in delivering these features. Distributors interested in meeting the needs of their clients can benefit from companies such as GlobalSpec that offer a complete online marketing solution that addresses these needs.