Tip: Don’t Just Sell; Educate - Modern Distribution Management

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Tip: Don’t Just Sell; Educate

Specialized knowledge can matter more than your product mix or pricing.

Effective content marketers don’t just sell, they educate, according to Bob DeStefano, president of SVM E-Marketing Solutions. Educating customers will help turn your company into a go-to resource that ultimately results in sales, DeStefano tells distributors in Why Online Marketing is Essential for Distributors.

Many distributors think that their product mix and pricing are their main sales drivers, but there are likely more factors at play, as well. “There’s a reason customers choose to do business with you, and it’s not just because you have the right product offering at the right price. It’s because you have specialized knowledge about the application of those products,” he says.

DeStefano says distributors should think about the knowledge they already share with customers and integrate that into their websites. They may also want to provide information that doesn’t relate directly to their products, he says, “because who do you think they’re going to come to when they’re ready to buy? The company that was so helpful in every aspect of their business.”

For more online marketing tips from DeStefano, including how to market to “Generation Net,” read Why Online Marketing is Essential for Distributors.

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