Filling the order book via e-Marketplace catalogues

Companies spend to retain their target markets. One only needs to cruise EDSA and see the giant billboards to get this validated, notwithstanding the commercials aired on TV and print ads. Getting key adver-tising messages across targeted markets has increasingly become important for most producers of products and services to shorten their sales cycles, and create niches for brands that they carry.

Several approaches have mushroomed online, especially for those eyeing the least costly alternatives, aside from traditional marketing routes. The key element here is to access the target accounts’ personal computer windows, especially via a scheme where an outright sale can be made than simply getting their product brochures distributed.

With the advent of new technology, companies partake of alternatives to generate extra sales without compensating their traditional selling processes. Most have become steadfast with the notion that no salesperson can be in two distinct physical locations at the same time. In fact, enterprises have utilized these order-taking channels without the need to purchase the technology, and did away with extra promotional and marketing charges. All told, 24x7 visibility has become a must to ensure quick customer recall, so fast follow-throughs are made than having to repeat similar liners to get the more-important order book filled.

This is facilitated through e-Marketplaces’ online catalogues that enable producers of goods and services to introduce the brands that they carry and the services that they offer. Quick and relevant descriptions of items being sold and accompanying pictures (when relevant) are posted and viewed online, where frequent pricing updates can be made. Moreover, short-term promos are communicated faster to key decision-makers who access the site for their requirements. e-Marketplace catalogues also aid companies monitor items that have already been served, with adequate references as regards to order servicing and the payment trail. Repeat orders are also done faster, without the need to call the suppliers concerned. Also, suppliers are best assisted for appropriate stocking or inventory planning, especially when bulk orders are to be made. Cross channeling of marketing and promotion data becomes faster, as sellers maintain direct linkages with the customers concerned.

Catalogues, meanwhile, may be general and/or buyer-specific. General catalogues are those that can be viewed by all e-Marketplace participants, irrespective of pricing, especially for items sold across large territories. These fit firms that are exclusive manufacturers and/or distributors of items sold within the Philippines, especially when no alternatives are in place. Meanwhile, buyer-specific catalogues are those distinct per buyer, especially for companies to whom volume discounts are extended. This means, pricing offers for a prospective buyer may be different from another buyer’s, especially when prospective clients are rated best in terms of volume being purchased, and/or payment terms provided.

A selling cycle’s efficiency and effectiveness need not always be grand or expensive. Active product and/or service listings via catalogues help companies move the sales cycle a step forward, as automation is kept at pace with the buying companies’ item search processes. Since these are accessible via e-Marketplaces, companies have more room to improve their back-office management systems and tailor-fit them in terms of order facilitation, customer service and swifter requisition processing, among others. Brochures and ads take enterprises to the basics of reaching customers. Most have taken a pro-active approach, however, to consider linking automatic ordering mechanisms with marketing brochures via e-Marketplace catalogues. Have you been quick enough to check this approach?

* * *

Maritel M. Atienza is the assistant general manager of SourcePilipinas. For queries, e-mail her at [email protected]