Almost every industrial distributor that I talk to, both clients and new prospects struggle with one key problem – differentiating themselves. This is particularly challenging for distributors because the competition in their niche carries the same products. Visit any distributor’s site in any industry and you’ll find their line cards read pretty much the same.
In short, there is so much parity in value propositions that it is difficult to differentiate one distributor from another, especially online. This in turn has a very negative impact on generating qualified leads and sales opportunities for these industrial companies.
I get it that the distributors are in business for the sole purpose of selling their industrial products. However, the Internet and digital marketing have completely disrupted the old ways of generating new business.
Today, industrial buyers have many more online resources available to them to do their own product research. They no longer rely on distributors to provide them that information. Customers prefer this self-serve mode of research for a large part of their initial buying journey before they will even contact a distributor.
If they can’t find your site in Google early and often, you may be out of contention even before the process starts or become one of three competitive bids for someone to fill out their spreadsheet.