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Industrial Manufacturers' Web-Sites Should Be Marketing Tools - Not Sales Channels.

Publication: Mondaq Business Briefing
Publication Date: 23-SEP-09 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Industrial Manufacturers' Web-Sites Should Be Marketing Tools - Not Sales Channels.(Frank Lynn and Associates Inc.)

Article Excerpt
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 establish an electronic commerce option to intercept and grow this business.

We have a significant percentage of potential customers that we can't efficiently cover via direct sales or distribution channels. A transactional component to our web-site will enable us to gain market share in this customer segment.

Transactional web-site capabilities will...

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