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COATINGSPRO JANUARY 2017 25 Moment of Truth (ZMOT). It's all about getting close to customers. Zero Moment of Truth happens when compa- nies present their products online and combine them with a variety of product options and real customer reviews. For you, this could mean presenting what coatings application services you offer or the different markets that you cover. You can give the facility owners a variety of solutions to their problems and have satisfied customers endorse your work. Here are some quick factoids to explain why ZMOT in home sales and building products works: • According to Coremetrics Web Analytics, there is a 35 percent increase in the sales conversion rate among shoppers who viewed online video tours versus those who did not. Also, shoppers who viewed the product tours online spent more than 2.5 minutes, on average, engaged in viewing detailed product information about each product they viewed. • Nielsen ratings has identified that customer reviews are the third most important source of buying infor- mation used by consumers when researching a product across all industries. • Lastly, Nielsen ratings has identified customer reviews as the second most trusted source on the Internet for making a buying decision. Bulk Up Your Web Presence Many builders, contractors, and build- ing product manufacturers today are now realizing that their websites do not capitalize on what buyers want to shop for or how they want to shop, for that matter. However, the leading product manufacturers are adjusting their strat- egy and embracing a more technological style to allow customers to choose from a variety of integrated digital touring methods to captivate them, convert sales prospects, and increase product option sales. W hile some technology is more effective than others, amassing a positive digital presence is possible for every brand. Ultimately, buyers want to buy from a company that is willing to do the right thing. A wall of real, positive reviews and digital transpar- ency show customers that your brand is able to do just that. CP Paul Cardis founded Avid R atings in 1992 and Avid R atings Canada in 2003. Avid was named one of the Top 50 Most Inf luential Construction Technology Firms in 2015 and was named Best Product in Residential Construction by Constructech Magazine for the past four years. For more informa- tion, contact: Avid R atings, www.avidratings.com Marketing Savvy AquataFlex 505 & 506 ® AquataFlex x 505 & 506 AquataFlex x 505 & 506 AquataFlex 505 & 506 AquataFlex x 505 & 506 AquataFlex x 505 & 506 ® AquataFlex x 505 & 506 u n lo c k t h e b e s t o f b o t h w o r l d s u n lo c k t h e b e s t o f b o t h w o r l d s 800.324.2810 | www.ravenlining.com 13105 East 61st Street, Suite A, Broken Arrow, OK 74012 © 2016 Raven Lining Systems. Raven Lining Systems is a registered trademark. All rights reserved. Wr i te in Re ad e r In q u ir y #37 2