Complementary Online and Personal Sales Efforts
are Needed for Success

While the Internet has revolutionized the way we do business, it's hard to judge just who relies on it most, and for what purpose. According to a compilation of recent studies, one thing is perfectly clear. In order to succeed, both offline and online service must be strong.

The July 2002 Industrial Purchasing Barometer from Thomas Register®, the world's most comprehensive information resource for supply-chain purchasing, shows that over half of industrial buyers identify personal interaction, including direct sales and networking/referrals, as more powerful marketing tools than Internet outreach.

Thomas Register surveyed members of its 760,000 pool of opt-in users, which is made up of buyers in the manufacturing, engineering, wholesale trade, distribution and government sectors.

Personal touch remains an essential element for buying customers who value individual contact and long-term relationships. In fact, many B2B Websites are designed to complement their offline, personal services.

For instance, the Internet is key for those customers who have minor queries that require minimal expertise from a customer service representative, such as checking product specifications or tracking an order's status. Business buyers like the convenience of serving themselves online rather than phoning a sales rep for small customer service issues.

Data collected by McKinsey and Co. indicates that more business Internet users place a higher value on pre-and post-sale content than on the ability to conduct online transactions.

Users Assessment of B2B Interactions
2001

In early 2002, the Industrial Purchasing Barometer Study showed that 91% of business buyers had gone to a suppliers' web site for product information and specifications, instead of using the telephone to contact their suppliers.

Additionally, 90% of respondents to the survey expected to find a full range of product information, from pictures of the products they were looking for, to shipping information, and even information about product guarantees.

Four-fifths of buyers say that they would give preferential treatment to those suppliers who provided comprehensive online services. Just over three-quarters of respondents, at 77% of business buyers, said that by providing detailed information online, suppliers show that they want their customers' business.

However, the fact remains that when customers run into a problem or want an immediate answer, they still want the option of picking up a phone and speaking to a sales rep.

Developing integrated online and offline customer service is critical for successful business. Survey data indicates that most businesses buyers continue to rely on offline information and personal contacts even when making online purchases.