Relevance is Key to Attracting Savvy Buyers

At the moment, I can tell you almost as much as a golf professional about the best 4-hybrid clubs out there. How is that possible when I am an average Joe? Quality information is easy to find, third party sites have hundreds of reviews, and I’ve tried them all because I happened to be looking for one (my old one may or may not have been tossed in a pond).

The point is, as buyers, we’re now willing and able to qualify ourselves with suppliers. We should be applying this new way of buying to our businesses. Add this capability with audiences larger than fathomable a decade ago and it adds up to opportunity. If prospects can qualify themselves, we should make it easy for them. It will free resources to other areas, like moving from prospect to client. But how?

Relevance is the key! Be relevant with your current selling environment and your market. For example, it is 10 p.m., and a long-standing client remembers they forgot to place an order. They can get on a competitor’s website and immediately order or wait for tomorrow to call me (if they don’t forget again). In the current arena, I expect to lose this scenario because, when it mattered, I was not as closely connected to the client. Relevance gets the top organic search on Google. How do we become more relevant? Be where the client is when it matters. Supply pertinent information quickly and generate content. A potential customer will know almost immediately if they’re going further or dismissing you never to be seen again.

A website is one of the best ways to be relevant and is often the first introduction to a company. Follow the traffic on your website. How many new vs. returning visitors does it have? What type of devices are used? What pages were visited? For how long? The time spent is a great tool for identifying areas of improvement. People won’t waste time scouring for information. Webpages must have responsive design. I still find sites that are frustrating to navigate on mobile. User-generated content, if you can get it, is an excellent means of relevance. I trust a list of user reviews more because it is not distributed by the seller.

Use consistent branding across multiple platforms to raise relevance in search engine algorithms. The more connections on the web the more search engines find your name over others. These engines are like brains where the more connections the easier to find something. Make web connections across as many channels as possible, ask suppliers and distribution channels to make a connection to your platforms, directly link all these sites. If you’re not on the five big social platforms, you’re missing an opportunity others will capture.

Max Perilstein put DeGorter Inc. on Instagram about a year ago and it has been a great tool to visually demonstrate how we help others create, plus it suggests others I’ve not heard of working in the same field. While some platforms may prove more valuable than others, the bigger picture is your footprint on the web and making it larger.   

I’ve noticed these changes over the last decade and we are integrating our marketing to become more relevant. My goal is to find ways to make it easier for others to absorb information with the intention of finding better pre-qualified leads. Time is a limited resource. Allowing prospects to qualify themselves frees resources for other avenues. If you’re wondering, I went with a Callaway Big Bertha 4-hybrid. Hopefully it stays in the bag a while longer than the last one.

Pete de Gorter is vice president of sales and marketing at DeGorter Inc. Contact him at

The opinions expressed here are those of the individual author and do not necessarily reflect those of the National Glass Association, Glass Magazine editors, or other glassblog contributors.


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