Views
3 months ago

WINTER 2019

  • Text
  • Fastener
  • Fasteners
  • Distributors
  • Association
  • Products
  • Rivet
  • Continued
  • Industrial
  • Screws
  • Bolt
Distributor's Link Magazine Winter 2019 / Vol 42 No1

32 THE DISTRIBUTOR’S

32 THE DISTRIBUTOR’S LINK GLOBALFASTENERNEWS.COM by JOHN WOLZ EDITOR editor@globalfastenernews.com DESTEFANO: CUSTOMERS WANT EDUCATION ON COMPANY WEBSITES Social media consultant tells STAFDA that 74% of buying now begins online before talking to any salesperson. “Cold calling is dead,” social media consultant Bob DeStefano told the 42nd annual convention of the Specialty Tools & Fastener Distributors Association. Today cold calling is replaced by educating potential customers online. Almost three quarters – 74% – of buying begins online before talking to any salesperson. Websites need to be educating – focusing on content. DeStefano spoke on how salespeople can use social media. Online selling is not mass emails, DeStefano said. Indeed 86% of B2B emails are deleted or ignored, he said. Beyond websites companies need to be on LinkedIn, Facebook, Google, YouTube and InSlide, Instragram, Twitter .. “sharing valuable content.” DeStefamo termed LinkedIn as “a resume on steroids.” “Customers control the sales process,” DeStefano pointed out. In 80% of new B2B transactions the customer finds the supplier. And 78% of the salespeople using social media outsell their peers, DeStefano added. Part of that is millennials taking over the workforce, he noted. Every day 10,000 baby boomers retire and 10,000 millennials turn 21. They were 35% of the workforce last year and will be 50% by 2020. “Millennials go online for everything,” DeStefano noted. Today the model is engaging customers online to produce orders via the social network. “The buyers journey has changed,” DeStefano declared. ¤ Lead with valuable information. “You’re not in the business of sales,” DeStefano finds. “You’re in the business of providing valuable knowledge. Don’t just sell – educate.” BUSINESS FOCUS ARTICLE ¤ “Become the valuable ‘Go-To’ resource for profitable ideas,” he advised. That may be salespeople having personal blogs and the company may have an online journal. A company website can lead to informational articles of 750 to 1,000 words. White Papers (five to 20 pages) will generally be via PDF. Case studies of customer success stories are good for a website. Information might best be provided through a WordPress website. DeStefano termed sales via online information as “content upsetting.” “Videos are fantastic content,” DeStefano declared. Those may be tours of facilities or an interview with a customer. Online videos of three to 10 minutes “do not have to be ‘polished’ to be effective.” A webinar “can be very effective.” It can be training or customer service beyond sales. Posting educational articles does give the information to competitors, DeStafano acknowledged. “It is a balance. You need to create something unique for your company.” ¤ Search engine marketing is vital. “The best way to be found is people can find you on Google.” ¤ Websites must be customer focused, DeStefano said. “Your website needs to be the hub of your marketing. It must be designed for your customer.” Though websites should not be “egocentric,” they must show knowledge and be an educational resource center for your products and services. “Market your knowledge,” DeStefano said. ¤ Turn your website into a content-rich lead generator. Certain information the potential customer wants might require registering an email address. Providing valuable information for eventual sales calls as “warm calls” instead of “cold calls.” GLOBALFASTENERNEWS.COM

SHARE A PAGE FROM THIS MAGAZINE

OPTION 1: Click on the share tab above, or OPTION 2: Click on the icon (far right of toolbar) and then click on the icon (top right of the page).

View Archives

WINTER 2019
FALL 2018
SUMMER 2018
SPRING 2018
WINTER 2018
FALL 2017
SUMMER 2017
SPRING 2017
WINTER 2017
FALL 2016
SUMMER 2016
SPRING 2016
WINTER 2016
FALL 2015
SUMMER 2015
SPRING 2015
WINTER 2015
FALL 2014
SUMMER 2014
SPRING 2014
WINTER 2014
FALL 2013
SUMMER 2013
SPRING 2013
WINTER 2013
FALL 2012
SUMMER 2012
SPRING 2012
WINTER 2012
FALL 2011
SUMMER 2011
SPRING 2011
WINTER 2011

Copyright © Distributor's Link, Inc. All Rights Reserved | Privacy Policy