SALES SUCCESS
ONLINE SALES
The new normal for online sales At a time when diversification is key, some dealers are setting up secondary online retail websites to more effectively cater to home workers and new markets. What are the benefits of doing this and how can you make sure people know about it?
C
OVID-19 has
paths on which to formulate a new strategy
everybody who can
for this landscape. Certainly, now, more
orders have, for some time, been drop-ship,”
work from home doing
than ever, it’s time for dealers to focus on
says John. “The dramatic shift to working
just that, meaning
their online offering; a multi-channel online
from home is set to continue, which is
that most offices are
approach is key, and safeguards relevance.”
even more reason for dealers to re-evaluate
closed and the needs
their online platforms. This could simply
of dealers’ customers have changed. That’s not to say that dealers aren’t needed – on the contrary, there are myriad opportunities for them to adapt to this situation, and thrive. The most important thing that dealers can do, right now, is ensure they have a captivating online presence to drive all sales in that direction. Then, to broaden their
“For us, the vast majority of dealer
be a secondary website for a different
A multi-channel online approach is key, and safeguards relevance
appeal, what some dealers are doing right
function, either with the same portfolio or one featuring specialist categories. An effective selling website focuses on customer engagement, content and agility, with easy-to-read menus, searchability and quick purchasing.” It’s a good time to ask around the industry about what your peers are doing; for example,
now is setting up an online retail website
JGBM recently launched 20/20 Lite, allowing
rather than relying on their existing ordering
DEALERS DO IT DIFFERENTLY
the dealer to become ultra-competitive in
platform. We spoke last month about the
The challenge is, while many dealer websites
the office machines sector using a webshop,
product areas that individual home workers
are designed for B2B procurement – and
for which they pay a monthly fee. Some
are looking for – this is your opportunity to
they’re fantastic at it – they may not be
dealers are already driving the change,
become their go-to buying option.
as adept at retail selling. Giants such as
particularly those who’ve been trading online
Amazon have cornered this market but,
for a long time. “Having a long-established
COVID-19 it will, nevertheless, accelerate
“Despite the economic negatives of
as has always been the case, a local service
online presence as a web trader has enabled
changes that were necessary and overdue,”
and a personal relationship trumps what
Accolade to quickly adapt during a time of
says John George, MD of JGBM. “It’s
Amazon has to offer, which is limited to ease
massive disruption,” says Ron Arnott, MD
important to note that, out of every recession
of use. Dealers who can provide this same
of the business. “We added many COVID-
there’s ever been, significant opportunities
ease, plus a strong dealer-customer bond,
19-specific products to our web store;
result. For resellers, there are some clear
will win out.
items which, before, had been the preserve
[30] JUNE 2020
www.dealersupport.co.uk
