Resellers Can Win in a Commodity Market!

Users Just Google (News - Alert)™ It!

When end users are looking for VoIP phones, they will go to the local electronics retail store and check out the latest models. They will select a couple that they like and then go home and Google the selected product for the best price. Many will just Google the technology and find the best products and the lowest prices. How does a reseller win in this commodity market?

You have tried it yourself. You have looked at the different web-stores and check them for prices on phones, controllers, analog telephone adapters, and other VoIP/SIP equipment. You know the websites to go to and you know the ones not to go to.

Price is Not the Only Differentiator

In a commodity market, price is not the differentiator. There are many other differentiators that are simple to implement and others that take a great deal of effort.

Take the web-store website for example; one of the first things I look for is the Contact address and phone number. Many websites like to think that not having their phone number or address gives them more of a national image. I view it as a reseller that is trying to hide from the customers trying to return products. I do not buy from them. I also like to buy out of state to save on taxes. If you want more customers, I suggest using a real address and phone number.

Speaking of Phone Numbers

Remember, it is all about the experience. When the customer calls, they should be greeted with a live person or an easy to use ACD. Once they get to the correct department, the contact person should be able to understand the customer and clearly address the customer’s concerns or problems.

Knowledgeable Sales Personnel

When I find a new product I like, the webpage description does not always have the best information. I like to contact the website and talk to a sales person. I am not looking for someone that only knows how to ask, “how many and when.” I want to talk to someone that knows the product and has used it. It is incredibly important to me in the process to have access to a human. If there is no access, I will not buy there.

Knowledgeable Support Personnel

This is probably one of the most important to me and many others. If I buy a product from a web-store, I want to know that I can contact someone if needed. Since I am rather technical, support is not needed most of the time. But when support is needed and they get me the answer I need quickly, they have put themselves on my short list of preferred suppliers.

Simple ordering process

The ordering process should be simple and painless. On to many occasions, I have tried to buy a product and cancelled the order because the process was too complicated, too regimented, or had too many options. Cross selling is a great tool, but it should not be over bearing to the customer. Free shipping always catches my eye!

Warranty Support

It is always nice to shop at a store that will take the product back if the product does not work. The process should be easy for the customer and offered to the customer when the customer has a problem.

Too Much Emphasis on Price

Resellers that rely on price generally do not have anything else to offer. They may be small, do not have qualified personnel, enough staff, or do not sell quality product. It is not just price, it is the character of the company that comes through with each experience the customer has with the reselling organization. How would you rate your company? Given the same price as another supplier, would you win? Who would you choose if you were buying something and the prices were the same? IT

Don Witt is President of cyLogistics (News - Alert) (www.cylogistics.com).

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