Is buying directly from the manufacturer the new normal?
There were usually three parties involved earlier in the selling process- Manufacturers, Wholesalers, and Customers. Distributors or wholesalers were the middlemen between manufacturers and customers that engaged and communicated with both parties. Now due to the digitization of the traditional manufacturing process, the role of the B2B wholesale suppliers has significantly reduced. Now more and more B2B manufacturers are adopting a customer-centric model and approaching customers directly to sell their products.
There are various benefits of buying directly from the B2B manufacturer. The customer should make sure that the manufacturer should be experienced enough to understand your requirements, proper infrastructure, and process in place to deliver quality products within the desired time.
The customer can get various buying benefits while purchasing directly from the manufacturer. Let us look at them one by one-
Benefits of Buying Directly from B2B Manufacturers
1. Exposure to a variety of products
While buying directly from the manufacturer, the customer has exposure to all kinds of products the manufacturer offers. Moreover, they can also specify their requirements clearly and get the products customized accordingly.
2. Lower Costs
The costs increase when the distributors become a part of the supply chain. These costs include expenses of the commission, infrastructure, personnel, transport equipment, storage facilities, etc. All the middlemen i.e. B2B wholesale suppliers costs are eliminated. This is a win-win situation for both parties.
3. Clear communication
The customer can communicate directly with the manufacturer for all the products that he wants. The manufacturer will be accountable personally and will take care of your order with full attention. With fewer individuals involved, there will be less scope of misunderstanding or confusion. The customer will receive the true and latest status of the order more quickly. In short, it helps to build a long-term customer relationship that is beneficial for both parties.
4. A transparent and quick buying process
The customer can swiftly check the prices and availability of the product with the manufacturer and place an order for it. Since there are no middlemen, the buying process turns more transparent because there are fewer people involved. The customer can communicate easily and get their problems solved faster if any.
5. Improved customer experience
The manufacturers can apply various customer-friendly practices that can improve the customer experience. They have the complete product knowledge and experience that helps to serve the customers better. The customers can also discuss the various product offerings and make a better buying decision by choosing the product that exactly fits their requirements. After buying the products, if the customers face any issues they can directly contact the manufacturer for the same. This arrangement provides added benefits to the manufactures as they can understand the customer requirements, highlight their product offerings and explain how their offerings are different from others.
6. Increase brand loyalty
Once the customer is satisfied with the product, he/she will turn into a loyal customer. The customers will continue buying from the same manufacturer because they are enjoying the products and services. Brand loyalty is a chased treasure by every manufacturer. This arrangement helps the manufacturer and customer as well to build a sustainable relationship and work for the long run. The manufacturer can build his/her customer base and serve them with the best products and after-sales services.
7. Improved transport and quality management
The manufacturers tend to escape the responsibility once the order leaves the factory when the distributor is involved. In this arrangement, the manufacturer will be involved fully until the order doesn’t reach customer premises and will take care if there are any quality issues. Additionally, when the distributor is involved there are more involved in handling the products that might lead to quality issues and time delays.
8. Buying in small quantities
When buying from the manufacturers, the customers have the option to buy in smaller quantities. The customers have the flexibility to buy in small or bulk quantities according to their needs.
There are various other benefits as well but the primary benefit is it connects the customer to the grassroots level of product making and manufacturer to the real target audience that actually uses the products. It acts as a link that connects both parties for a longer run. It is easy and speeds up the buying and selling cycle which is beneficial for both B2B manufacturers and the customers.