Spring may feel a painfully long time coming, but none the less, the dotDigital ‘biz dev’ Team headed up the M40 to snow-swept Birmingham last week, to Spring Fair.
Spring Fair is one of the UK’s largest annual exhibitions for buyers and retailers.
From Sunday through to Thursday myself and the dotDigital team talked to a steady flow of visitors to the NEC. We were there to show them how using digital marketing and online selling more smartly is a MUST for growing their business. We also set out to talk to as many of our fellow exhibitors as we could.
What surprised us was the number of sellers who answered ‘No’ to one of our first questions: ‘Do you sell online?’
Some of these sellers clearly knew that they should be selling online, they just didn’t know where or how to start. That was fine – we could help them with that.
Others felt sure that their business simply didn’t lend itself to online selling – it wasn’t where they wanted to go. However, the reality is that online is exactly where consumers want to go, and in increasing numbers, with increasing confidence and budgets.
Sure, there are goods and services that don’t lend themselves to online selling – for example B2B products with lengthy or complicated sales lead times, or very high-ticket consumer goods where the customer needs to touch, feel and test before they buy.
But even in these cases, social media, peer reviews and Web2.0 site content are helping these purchase decisions and actions to be made more comfortably online.
So to all those who say ‘no, we don’t sell or promote ourselves online’, I urge you to take some time to re-think your strategy!