This page contains a Flash digital edition of a book.
View fromthe Top


personal service in an onlineworld


With the rise of on-linemarketing, online sales and socialmedia, is personal selling dying out, asks Bopla Gehäuse Systeme's salesmanager, Thomas Lüke?


Bopla Gehäuse Systeme's salesmanager, Thomas Lüke, examines current marketing trends


In order to take a close look atmarketing strategies, it is essential to define where online marketing starts. Inmy opinion, it begins as soon as a company has its own website, which is where interested parties and customers


forman opinion of the company before placing an order. Current EU statistics show that nowadays more than two-thirds


of all the companies based in the EU have their own website and of course, all the major companies in the field of electronics, including Bopla, have a website.We update it on a regular basis, adding new products and information on the company, to help customers get to know us better. They can learn which certificates we have, which services we offer, or where and how our products are manufactured. Developing and servicing the Bopla brand name, in addition to product presentation, are clearly in the foreground.


A web shop is something different. Bopla does not have one, but


we have spent a lot of time discussing this, both froma sales and a marketing point of view.We have analysed our competitors and the behaviour of our customers, and we have concluded that our B2Bmarket is not right for selling online.


Bopla products are very sophisticated with a choice of plastic or


metal enclosures, in desktop, wall-mounted or handheld versions, in a wide range of sizes, colours and shapes. Our customers are normallymedium-sizedmanufacturers of electronic products from all sectors and operating worldwide, so it is hardly surprising that the demandsmade of our products are varied.


4 | November/December 2011 So how are we, asmanufacturers, to approach a customer in the


individual way they deserve? Alternatively, how is a customer supposed to find his or her way around our products? Of course, we provide a clear, well-structured online catalogue which contains a lot of information and answersmany questions.We quickly realised, however, that it can never replace advice provided in person by our on-site salesperson.


Choosing an individual enclosure, adapted to fit the electronic


assembly and the needs of the customer, in-depth information about thematerials used, or even discussions about a special enclosure – all these are something that awebshop can never provide.


We are happy for customers to get to know us through our


website and learnmore about us, but the final step in the purchasing process will be arranged by an on-site salesperson and this is something of which we are proud.We are pleased to say that we, as a German company, still believe in values which are not self-evident nowadays: the relationship with the customer, and with the end product, and time for a discussion in person.


Over the last two years, anothermarketing instrument has


emerged in the formof socialmedia.With around 800million people worldwide on Facebook, the potential is enormous, however, we have found that unlike the B2Cmarket, our customers' in the B2B sector have only limited interest.


To summarise, the topic of socialmedia is becoming increasingly


important, but it is not suitable for every product and every market. Thanks to our daily contact and dialogue with our customers, we shall continue tomonitor themarket, and, when required, to expand our chains of distribution in flexible ways. But letmemake it quite clear: for Bopla, personal contact will always be at the forefront!


www.bopla.de www.electronics-sourcing.eu


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36