On the Web, Show Prospects You’re a Real Company; Not Simply a Fly-by-Night
As a B-to-B cataloger of generators, heaters, pressure washers, snow-blowers, and automotive equipment, Northern Tool + Equipment (www.northerntool.com) certainly is strictly business, as many B-to-B marketers tend to be. But that doesn’t mean this cataloger neglects to show its online customers where it’s from or how it can be contacted.
You simply need to scroll to the bottom of its home page to find its “Company Info” and “Contact Us” links. That’s obviously nothing unusual, however, some companies don’t offer a lot when you click on these links. But Northern Tool offers a fair amount of information. In the “Company Info” link (www.northerntool.com/companyinfo), the company briefly explains the various ways you can order: Web, catalog, retail stores and overseas Web sites.
The “Contact Us” link (www.northerntool.com/contactus) is adequate. It consists of an e-mail form, which some marketers think is enough (I don’t). But ah, Northern Tool gives complete details of its main headquarters and phone number, as well as several other key contact details.
My only bone to pick with Northern Tool is its “Our Story” link on the upper right side of its home page (www.northerntool.com/companyinfo/story.htm). It’s a short and clever letter from CEO/Founder Don L. Kotula, but hardly tells much of a story; it’s more of a mission statement:
It’s Not About Having the Right Tools for the Job...
It’s about finding the right job for the tools. Northern Tool + Equipment is known to carry everything needed to build and repair stuff. That’s why Northern is the place where warriors prepare for battle, with tools and equipment as strong as they are.
And we know YOU are one of those warriors. The guy with the skills to handle a 180 Amp MIG welder with expertise and precision. The guy who finds joy in the power of a 1/2” high-torque impact wrench. The guy who knows his way around the jobsite, garage and workbench. Northern Tool + Equipment powers your workbench, with all the tools and equipment to get the job done right!