How do manufacturers of heavy equipment and machinery typically sell parts for repairs and ongoing maintenance? Most would not be very successful running print ads like the one from the Pullford Co. at the top of this post. However, some companies still employ similar tactics to sell to online prospects.
In this era of transition from legacy processes to increasing digitization of everything, how are manufacturers doing at creating easy-to-use online experiences for buying OEM parts?
The results are mixed. At the upper end of the spectrum, many advanced manufacturers have dedicated dealer/customer portals with secured log ins and some eCommerce functionality.
However, there are still plenty of profitable, successful companies who offer poor customer experiences when it comes to parts lookup and ordering. Let’s look at examples of just three of the deadliest sins committed by manufacturers in the online sales arena.
Sin #1: Generic Web Form
The screenshot at left is from the site of a $6-billion manufacturer of heavy construction equipment. Users can select a type of machine and model number, then enter text into an input field simply labeled: “description of parts needed.” The instructions at the top of the form state, “Your request will be directed to your local dealer who is equipped to give you the accurate answers to your needs.”
Okay. I get that this company is beholden to their dealer channel. If I absolutely must order through a dealer, why even bother offering this form? After submitting the form, then what? Wait for the local dealer to email or call back. When will that be? Who knows?
Sin #2: Static PDF Catalog
The number of manufacturers who generate over $1 billion in annual revenues and still offer PDF downloads of parts catalogs is simply astounding. This is likely the most common sin regarding online user experience. We won’t highlight any particular example here, in the interest of not embarrassing the worst offenders. If you’re curious, take a look at the Fortune 1000 and visit some of the manufacturing companies’ websites. It won’t take long to discover your own examples.
The quality of online PDF parts catalogs varies greatly. Some show long lists of part numbers and names with no illustrations. Others display crude drawings with part names but no numbers. Is it really helpful to display a photo of an assembly and list the part numbers underneath with no exploded views? Not so much. Grab a cup of coffee and prepare for a long phone call….
Sin #3: Generic Web Page with No Clear Direction
Most larger companies are more sophisticated than this, but the screen shot shows a corporate web page of a manufacturer that generates between $20-50 million in sales. There is a street address and several contact numbers listed on the page, so I guess the user is supposed to pick up the phone or write a letter to inquire about buying parts or getting equipment serviced. The company’s not giving you any more clues than that.