by Meryl K. Evans and Hank Stroll
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How does bulk purchasing play out online?
If you work in a business that sells in bulk, how do customers responsible for purchases go about finding you and ordering online? What is the best way to reach them with your bulk offerings?
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This Week's Dilemma
Advertising large helpings on the Internet
We've been in business since the 1980s and we sell products to businesses. Recently, we have decided to expand our presence on the Internet to enable customers to order online through a shopping cart and increase our sales. Our current Web site has basic company information, so we haven't done much with it in terms of search engine positioning.
However, I'm reluctant about focusing on search engine placement because those who work in purchasing departments won't use search engines for finding products because our order volume is high, and they're not going to pick a random business just for appearing at the top of the search results. Furthermore, these folks have to answer to many people while making these bulk purchases. Maybe I'm off base here, and people do search the Web and place orders. How do you reach businesses ordering bulk merchandize online?
—John, product manager
Previous Dilemma
Adding webinars to the marketing pool
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