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Article: Industrial Manufacturers' Web-Sites Should Be Marketing Tools - Not Sales Channels.(Frank Lynn and Associates Inc.)
- Article from:
- Mondaq Business Briefing
- Article date:
- September 23, 2009
- Author:
CopyrightCOPYRIGHT 2009 Mondaq Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Over the past five years, numerous manufacturing firms have hired Frank Lynn & Associates to help determine the optimal approach for selling directly to end-users via the Internet. The pursuit of direct sales through some form of transactional web-site is typically based on two primary assumptions:
Transactional web-site capabilities will establish better market access:
We get (insert your company's number here) thousand of visitors to our web-site each month. If we let visitors leave without buying, we might never see those sales.
A significant percentage of our customers (end-users) are migrating to buying products electronically. We need to ...