Global Fastener News

FASTENERS ON THE INTERNET

John Wolz

Why Does the Internet Scare Distributors?
The Internet worries distributors because they are leery of manufacturers selling direct online, customers can shop elsewhere, margins will be squeezed and reverse auctions hurt distributors, according to an e-commerce/supply chain management speaker at the National Fastener Distributors Association spring meeting.
But distributors should use the Internet instead of fear it, Don Kolker, president of Integrated Systems Technology Inc., advised. �The future will not be a continuation of the past.�
Instead of shunning the Internet, distributors should design web sites that �promote your business.�
Web presence must be different from other marketing. �Don�t just scan your paper catalog. Don�t let your brother-in-law design the site.� The web site must �project the image you want of your company.�
Kolker discouraged putting vanity pictures of the owner, building or owner�s Mercedes on the web site. �Generating the ego of the owner is not promoting the business,� Kolker advised. �Talk instead about your knowledge. Show your expertise.� A web site should emphasize the engineers, support staff and experience.
However, a picture of your inside sales team might be helpful, Kolker responded to a question.

� �Use graphics judiciously,� Kolker cautioned. Graphics slow down web site loading, and there is an average 18-second tolerance level, he observed. Remember that not everyone has the faster DSL.
� Make your web site searchable.
� Make your web site easy to use. Customers get irritated �when they have to do some of the work.�
� Every company web site needs �where to find us� information, including locations, telephone and fax numbers, and even trade shows you�ll be at.
� Salespeople should be selling the web site,� Kolker said. �There will be handholding of customers� as they learn to use your web site.
� Questions you need to ask about your Internet costs: Are you saving money eliminating orders coming in by phone or fax? Do a lot of customers love to order this way?

LaJolla, CA-based Faspac Systems Inc. announced Release 3 of the Faspac Web Interface to integrate the fastener and industrial distribution and manufacturing software with B2B sales transactions over the Internet. Customers can search for and purchase items, request quotes, and check their purchase history and order status all via a secure Internet connection. FWI Release 3 offers faster navigation and ordering. Customers can search by part description, distributor item or item attribute. This gives customers the convenience of not having to know vendor part numbers or your part numbers to find items online, Faspac president Margaret Jackson said � Hayes Bolt & Supply, a San Diego fastener distributor, provides a Faspac-based e-commerce platform to its customers. �When we unveiled FWI, our customers were attracted immediately, Hayes president Suzanne Dukes said. Online information replaces phone calls and faxes. Dukes said e-commerce �has allowed our company of 18 employees to compete with the industry giants.�� S&G Specialty Fasteners launched a redesigned web site at quickscrews.com with product information, downloadable catalog, industry information and a list of distributors. Customers can access their own account information, check stock and pricing, place orders and track shipping � Rep agency Diamondback Fasteners launched a web site at diamondbackfasteners.com with lines represented and a list of distributors with a web site in its Southwestern U.S. territory � The Forging Industry Association posted its directory of custom producers of forged metal components in the Buyers Guide section of forging.org � The National Association of Manufacturers formed a partnership with Internet Security Alliance to provide its 14,000 member companies with computer security services. �We�ll be able to provide e-mail alerts, corrective actions and patches, ongoing training, and the opportunity to share best practices so that information service managers can play offense, instead of defense, against hackers and viruses,� NAM president Jerry Jasinowski said. The ISAlliance is a collaborative effort between the Electronic Industries Alliance and the CERT(r) Coordination Center (CERT/CC) of Carnegie Mellon University. CERT/CC has been called the �fire department of the Internet� and focuses on computer security vulnerabilities and threats. Each year thousands of companies and organizations report security-related incidents to CERT/CC. Web: isalliance.org/nam E-mail: Dan Akman at dakman@nam.org � The National Center for Manufacturing Sciences launched the Manufacturing Trust web site at trust.ncms.org for security resources for manufacturers � \ �2002 FastenerNews.com