One of our best customers purchased equipment from a competitive on-line supplier, then called us for training. It shouldn’t surprise you when customers hire Millennials (born between 1980 and 1994) and start buying products on-line. This current buying transition is referred to as “breaking the cord.”
On-line purchasing has been a concern to brick and mortar distributors across the country for some time. In the case of many products, like books, buying on-line is simply a more convenient, as well as less expensive, transaction. In the case of welding hardgoods, however, the on-line purchase may be cost positive but does not come with the often necessary training required to use the product.
So, how are you to respond to your customers who prefer to buy on-line, then call you when they need help?
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