For many years now, top mobile dealers have taken their business online in different ways and to varying degrees, or not at all. Some keep a Facebook page as another way to connect with customers, who can learn more about them on a personal level.
Some distributors go one step further and continue sales on a website or social media buy-sell-trade page. Still other successful dealers prefer to stick to the in-person approach of handshakes, demos and shop visits. It works for them, and why fix what’s
not broken?
This month’s featured independent dealer, Geoff Beveridge of Dallas, set up a website a while back but recently overhauled it … and made his first online sale. He plans to nurture this side of the business, even though it is a small part of his business at this time. While doing so, he wants to be careful not to sacrifice service on his multiple
successful routes.
If you remember, last month's independent distributor Nick Morello combines his street route with social medial sales. It takes hustle, though. Morello enlists plenty of personnel to help promote sales, fill orders, box and ship online purchases. He also spends the time posting frequent videos, which keeps him in front of his online audience.
This month, writer Phil Sasso talks about how to beat your online competitors (Page 8, but he also mentions those dealers who “fight fire with fire” by opening their own
ecommerce websites.
Keep in mind, whether you’re setting up a site and/or taking to social media, some amount of technical knowledge is required. You’ll need to learn — or team with — someone who knows how these platforms operate.
You will also likely need people on the backend who can help package and ship product, shoot video and keep social accounts and websites current and operating while you manage other areas of the business.
Finally, finding the time may be the biggest challenge of all.
Truck-dwellers who pursue an online presence may feel like a duck out of water at first. But for some, it is worth the growing pains. Many tool dealers report finding an extension of their loyal customer base online, and the social aspect might even prove to be a satisfying outlet for a naturally outgoing and service-oriented person. Online sales can be simply one more way to match a technician with the right tool, and social media sites like Facebook have come a long way in facilitating this type of community.
Do you consider online sales to be the next logical step for your business? Or a distraction from the qualities and services that distinguish a mobile tool seller from other retailers in the first place?
There’s no right or wrong way to incorporate new technology into your business. Do what’s right for you, and don’t be afraid to experiment.
