Are you losing sales with only ex-works / ex-factory dispatch?

Are you losing sales with only ex-works / ex-factory dispatch?

Does it feel risk-free & cost-effective to sell your products on an ex-work/ex-factory basis?

Think again………

First, answer these questions for yourself:

  • Does ex-factory / ex-works sales comprise more than 50% of your sales?
  • Do you operate in a commodity market such as metal, plastic pipes, sugar, oil, agriculture, polymers, cement, etc.?
  • Do your customers have access to other competing suppliers – manufacturing the same product as yours?

If your answer to the above questions is a YES, then this article is for you.

We all know what ex-works/ex-factory means – But what does it mean for your customer?

In ex-works/ex-factory the scope of transportation and transit risk falls on the buyer or your customer. This means each time your customer decides to buy your product they have to call transporters and arrange for trucks to move the purchased products.

In many cases, your customer is unable to do this on their own and hence they have to rely on a middleman often referred to as agents/brokers to help them source vehicles.

This simply means now this becomes part of your customer’s “Landed Cost”.

Let us break down the components of your customer’s “Landed Cost”:.

The Landed Cost can be broken down into two components:

Direct Cost:

  • Cost of the products purchased from the seller (ex-factory) i.e. you
  • Freight cost paid for the transportation of the products
  • Commission / brokerage paid to agents/brokers

Hidden Cost:

  • Risk in transportation (damage, shortage, theft, delay, etc.)
  • The distance from your factory to the place he wants it (Transit Time)
  • The ability to find a reliable transporter
  • Ease of getting a vehicle & the effort required to arrange that vehicle
  • Commodity price fluctuation between the date of purchase and delivery

Keeping this in mind, now let us understand –

What is your customer’s thought process to make that buying decision?

In the commodities market, most of the buyers work with multiple suppliers.

Each time a buying decision is made the buyer evaluates the Landed Cost he has to bear for each supplier.

For instance:

If a buyer wants sugar in Bijnor, UP, he will check the landed cost of sugar from all possible sugar suppliers to Bijnor. In this case, it may be Dhampur Sugar, Dwarikesh Sugar, Chandpur Sugar, and/or any other possible suppliers.

Most often than not – the decision is very close and directly tied to:

  • Freight cost
  • Vehicle availability

Also,

  • As small and medium buyers they have to rely on brokers/agents to provide this information.
  • Adding to your buyer’s owes, many brokers and agents do not have the infrastructure to discover the freight cost transparently.

But how does this all affect your sales?

Remember at the end of the day your customer is human too.

Any product he decides to buy is out of a need – the product will solve his problems or aid his business to flourish.

But is having a good product and low commodity price enough to make a sale?

No.

Think about it, walk a mile in your customer’s shoe…

While your product is good and you are offering a low commodity price, the buying process itself has many hurdles which create problems and negative feelings for your customer.

  • Problem 1: He has to find a transporter at a fair freight price – even you know this is easier said than done
  • Problem 2: As a small/medium buyer he might have to rely on brokers or agents. These agents don’t have the infrastructure or process to discover fair freight prices

If you don’t provide it, some other supplier who does will get the order.

Initially, it will be 1 lost customer but your customer’s behavior and expectations are changing and before you know it – you could be losing more such customers to your competitors.

Evolve with them, rise to their expectations – at the end of the day customer is king.

How can you – as a manufacturer/supplier increase sales with door delivery?

Many manufacturers have already taken control of the situation and completely removed the variable factors & external dependencies by supporting buyers by facilitating transportation & logistics.

Few have even gone ahead and created this as a profit center for strategic advantage in case of tough times. They add a markup to the cost paid to the transporter.

Creating a competitive edge and winning at the same time – you can do it too.

Other advantages of providing logistics support

Remember, the buyer i.e. your customer is in the digital world, he is used to convenience – on-time and quick door delivery and is even willing to pay extra for the same.

Tap on this need.

To top it all you are in an advantageous position, you know the transporters better and can take control of so many variables which otherwise you had no control on.

For instance:

  • You can consolidate requirements
  • You can negotiate freight prices better by aggregating demand
  • You can push for early placement of truck
  • Eliminate /reduce the transit risk with insurance & tracking services
  • Make logistics a profit center & help survive during competitive commodity prices
  • Add this as a new add on customer service and better your freight negotiations

Want proof?

Examples of a few companies who are in the commodities market but are helping their customers with truck sourcing for smooth delivery:

  • Iron & Steel: Tata Steel, Shyam Metallic, Captain Steel, etc.
  • Plastic Pipes: Astral pipes, Prince Pipes, etc.
  • Plywood: Century Ply, Green Ply, etc.
  • Polymer: Reliance Petro, Haldia Petro, etc.
  • Agriculture & animal feed: Godrej Agrovet, etc.
  • Cement: most of the large players

Now, are you interested in knowing how to shift from ex-works/ex-factory to door-delivery?

Then stay tuned for our next article or to get early bird access, or write to us at [email protected]