How to Sell Industrial Products Online - Tips on Industrial Selling

Selling industrial products online can be quite a journey, but with the right approach, it’s totally doable. Whether you're just starting or looking to increase your current online sales, this guide will walk you through the essentials.

What are the Characteristics of Industrial Sales?

First things first, industrial sales are a bit different from your regular retail sales. Here’s what makes them unique:

• Complex Decision-Making: Unlike buying a pair of shoes, industrial purchases often involve a whole team – from engineers to procurement managers.
• Technical Specs Matter: Your buyers need detailed technical information to make informed decisions.
• Long Sales Cycles: Be prepared for a marathon, not a sprint. These sales can take time, with lots of back-and-forth. Procurement and engineering teams want to make sure they are buying the right product.
• High-Value Transactions: We’re talking big-ticket items here, so buyers are extra careful. Most buyers will begin with a smaller purchase and eventually work their way up to bigger transactions.
• Relationships Are Key: Building trust and long-term relationships can lead to repeat business and loyalty. The goal is to use your online sales to get your first customer purchase and then work to get the customer to make more repeat purchases.

Industrial Parts & Products Examples

To give you a better idea, here are some common industrial products you might be selling:

• Motors and Drives: Essential for many applications. Highlighting specs and compatibility can make all the difference.
• Sensors and Transducers: Crucial for monitoring and control. Precision and reliability are key selling points.
• Hydraulic and Pneumatic Components: Machinery needs these to run smoothly. Focus on durability and efficiency.
• Bearings and Seals: Important for reducing wear and tear. Emphasize performance and lifespan.
• Automation Equipment: From PLCs to HMIs, showcasing integration and software support is a must.

Online Sales Strategy in Manufacturing & Industry Parts

Let's talk strategy. Here’s how to create an effective online sales plan:

• Know Your Audience:
  • Understand who your buyers are and what they need.
  • Focus on procurement buyers who care more about specs and stock availability than discounts.
• Create Valuable Content:
  • Detailed product descriptions and technical datasheets are a must. Bonus points if you can provide product videos.
  • Share blogs, whitepapers, and case studies to show how your products solve real problems.
• Optimize for SEO:
  • Use industry-specific keywords to boost your search engine rankings.
  • Optimize product pages with technical terms your buyers are searching for.
  • Note: Having unique product information on your page will help Google see you as an authoritative website and will likely increase your search rank position.
• Offer Great Customer Support:
  • Live chat and comprehensive FAQs can help answer technical questions quickly, but you have to make sure to respond to customer questions in a timely manner.
  • Excellent after-sales service can turn one-time buyers into repeat customers. How are you keeping up with your customers' communication? Reaching out once a quarter when your sales volume is low isn’t going to cut it anymore.
• Use Data to Your Advantage:
  • Track customer behavior and sales trends with analytics. This is where having a clear understanding of your metrics will help you see the direct revenue your online sales are bringing.
  • Adjust your strategy based on what the data tells you. You need to make sure you’re constantly looking at your reports.

E-commerce Platform for Industrial Products

Choosing the right platform is like picking the right tool for the job. Here’s what to look for:

• Product Information Management (PIM):
  • Make sure the platform supports detailed descriptions and specs. You have 50 manufacturing lines, make sure your PIM can bring in the information for all these SKUs.
  • It should handle large catalogs and frequent updates easily. If you get a new manufacturer line, can your PIM update your system quickly?
• Integration Capabilities:
  • Look for seamless integration with ERP, CRM, and other business systems.
  • Support for various payment gateways and shipping providers is a plus.
• User Experience:
  • Easy navigation and powerful search functionality help buyers find what they need quickly.
  • A mobile-friendly design so your customers can navigate your site while they’re in the field.
• Security and Compliance:
  • Strong security measures protect your data.
  • Compliance with industry standards keeps everything above board.
• Scalability:
  • The platform should grow with your business and support new markets.
  • Multiple language and currency support can expand your reach globally.
    
    

Selling industrial products online doesn’t have to be difficult. With a good understanding of the unique aspects of industrial sales, a solid strategy, and the right e-commerce platform, you can turn potential challenges into opportunities. We’re here to help you every step of the way. Reach out to our team and let’s figure out how we can help you.