That’s the question many senior executives ask themselves regularly about eCommerce. They’ve invested much into their website. They’ve invested into product data. They’ve invested into people. They ask, does anyone care? Are we getting an ROI?
I know I’m being, perhaps, a little facetious as intuitively many believe / understand that these investments are now expectations, however, it begs the question, “are we asking our customers what is important to them?”
What will we learn?
We know that many are not buying from HVAC distributor websites.
How do we know this? The percentage of HVAC distributor sales generated from distributor websites is extremely low (and yes, I know there are many good, and valid, reasons for this.) Adn the ones that have a higher percentage are either selling to service-oriented contractors and have integrated into platforms or are using their system as an alternative ordering platform for kitted packages focused on the residential tract builders.
But we also know that there are natural inhibitors to eCommerce adoption … and frequently they have 2 legs … and are employed by electrical distributors!
Instead of surmising, how about asking?
In 2018 I had this crazy idea to ask electrical contractors about their eCommerce interests. Yes, we surveyed distributor customers! Some of the responses were direct outreach by Channel Marketing Group. Some with the help of trade publications. And some with the help of distributors. Now we’re expanding this research to include the HVAC market, and we’ll segment responses and enable you to benchmark against the electrical industry.
We’re getting ready to update this research which will enable us to compare results and see what your customers want and if they desire more digitally.
And we’re offering distributors the opportunity to participate in this research and receive a free research report.
All you need to do is:
- Send our survey link to your customers / prospects
- ASk them to respond by March 20th.
- If we get a minimum of 50 responses (and we’ll send you a link specific to your customer), we’ll develop a report specific to your customers.
- And we’ll send you a copy of the comprehensive report.
- No cost to you … and your customers get a chance to participate in our drawing … funded by Channel Marketing Group.
- And if you want reasonable geographic exclusivity, I’m willing to do that if you send it to a large enough audience.
If you are interested, reach out to me. If you need to see the survey in advance, I can send you a .pdf of the questions (it’s all about trust!)
Customer input. A novel idea. Together we can learn what customers want … and it won’t cost you (how often do you get that offer from a consultant!)
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