By nature, integrators, fabricators and distributors experience a variety of challenges, many of which are out of their control. This can range from deep knowledge and understanding of product varieties to supply chain disruptions. These challenges, and many others, can add unnecessary stress to their operations, but there is no doubt that their roles are vital to businesses and consumers, adding value to both ends of the relationship.
Importance of Manufacturer-Integrator Relationships
Manufacturers play a significant role in ensuring that integrators, fabricators and distributors are equipped to deliver their products and positively represent the company to their customers and peers. The support that manufacturers provide, however, can make or break a sale for integrators, fabricators and distributors, so it is crucial that they have access to support when they need it most with open lines of communication.
So, how can manufacturers nurture and strengthen relationships with integrators? In today’s marketplace, customers are receiving greater insights on pricing due to evolving digital entrants to the marketplace such as Amazon Business, therefore providing them with more negotiating power. The role manufacturers have in nurturing relationships is to provide their network with the tools they need to succeed and follow up with timely updates and comprehensive guides or materials that are easily accessible.
When manufacturers collaborate with all their customers — distributors, fabricators or integrators — there are areas of support that manufacturers can work to fill by offering various tools and resources to enhance their relationships. Digital integration in nearly every industry has made it easier to connect with professional networks regardless of location, but this has also created an expectation that support is available virtually and at any time. This demand means that manufacturers should look to implement new support resources, in addition to what they may already have, to maintain positive relationships from manufacturer to integrator and everyone in between.
As a refresher for manufacturers who may not have resources in place, here are a few to consider:
Training programs
New and longtime integrators can benefit from training programs to learn more about the manufacturers and get to know the people inside the organization and their roles of support. It is essential to include a variety of trainings such as sales training and new product offerings. Programs can take any form: live in-person, online or on-demand. Providing the resources for fabricators, integrators and distributors directly from the manufacturer will give them the advantage they need to deliver a higher quality of service to their customers.
Showrooms and Virtual Showrooms
Showrooms have always been a core function of the onboarding process that allows integrators or distributors the opportunity to interact with products, understand how they work and what they look like when installed. However, manufacturers cannot guarantee that an on-site visit to a showroom will be close to their professional network. With advances in technology, a virtual showroom can provide the same access to product demos anytime, anywhere. A showroom at your fingertips allows integrators and distributors to present products virtually and customers to visualize how those products can transform their space. Additionally, access to unlimited product offerings and the ability to interact with them virtually can make a difference in the decision-making process.
Virtual Tech Support
Problems can arise at any time, and integrators can have peace of mind knowing that there is 24/7 technical support available. Manufacturers and integrators can plan ahead to address possible risks before they happen, but problems can arise at any point during an installation. Access to 24/7 support in a user-friendly app reduces stress, increases integrator and consumer confidence and makes it easier to deliver comprehensive solutions to valued customers.
Conferences
It can be difficult for integrators to find opportunities to meet product teams in person, but with digital integration, what may have required an in-person connection before, may now be accomplished virtually. However, hosting an annual in-person conference can be a valuable opportunity for manufacturers to meet the integrator professionals that are building relationships with end users. It is also a chance for integrators to learn more about the manufacturer, how the company, industry and products evolved and what is on the horizon.
Educational Webinars
Like an annual conference, a webinar or series of webinars can provide the same information as a face-to-face event but in a more accessible format. It would be almost impossible to schedule an event that everyone can attend, but webinars make it easy to share relevant information live or on-demand. While a webinar does not typically offer many chances for a one-on-one conversation, breakout rooms can be added to the schedule of events so that specific questions and concerns can be heard and addressed. Breakout rooms can also be a helpful tool to use for feedback.
To summarize, it is essential that manufacturers provide the necessary resources to their professional network to access anywhere, anytime as distributors, fabricators and integrators have an integral role in the business and value chain. Digital transformation has touched every industry and utilizing any of these tools could be the secret sauce to nurturing these relationships and ensuring that anyone, anywhere, anytime can access the information they require for successful sales, education and customer service.
Maryellen Oswald is custom integration & partnerships channel manager at Somfy.
