This series breakdowns OEM/ODM (customization) listings for WHAT they do that works, and more importantly delivers insights for WHY they work.

Our first listing comes from a company with an annual export of $8.6 million. They have managed to garner a 4.9-star rating and has 202 reviews (at the time of writing).  They have been in business for 20 years, and on Alibaba for 9 of those.

Here are four signals their buyers perceive as indicators of trustworthiness and a high potential for a long-lasting partnership.

High Standards

The EU is one of the toughest markets to enter in the world. It is famous for high consumer protections, strict regulation, and governmental oversight. 

Putting their compliance with EU standards in the title section shows – in the critical 3s when the buyer is deciding whether to click the “back button” or not – that their quality standards are high enough to be accepted anywhere.  It doesn’t matter if the buyer is not from the EU – a supplier who can ship to Europe can easily meet quality standards in the US or China.

Easy to Work With

Buyers have hundreds of listings to look through, so they can only afford a few seconds per listing – unless the listing – quickly – gives them a reason to stay.

OEM/ODM listings are different from single-product listings because they are more about showcasing what the factory can do rather than any specific product. Because this is more abstract, it puts a higher cognitive load on the reader. This company reduces that load by turning the image section – usually full of a single product displayed from different angles – into a highlight reel of the listing.

By including important information (such as company details, example product, certifications held) in an easy-to-digest format up front, the buyer can confirm the listing is worth their time: whether they stop scanning and read for detail now, or add the listing to their shortlist of companies to come back to later.

Resilient

One of the biggest modern B2B buyer’s fears is that their supplier will go out of business. The ramifications of such an event – for the buyer- extend far beyond the immediate business impact. Warranties can no longer be serviced, questions go unanswered, and all the effort that went into building relationships and trust – often over years- gone in a flash.

By putting front and center their 20+ years as a supplier, they do more than signal how long they’ve been in business . They show they’ve survived more than one economic downturn or one fad cycle. They proclaim they have what it takes to adapt and come out the other side.

For an established buyer who knows good times never last forever, they look like a solid shelter in the inevitable market storm.

Experienced

FAQ

Business buyers are different from consumers in one critical way – a team makes the buying decision, not one person.

So a procurement (buying) officer who is tasked with putting together a shortlist of suppliers is not simply looking for themselves, they are looking for answers to questions they know the other stakeholders in the buying decision will have.  A seller who makes their life easy by answering those questions before they are asked signals they are easy to work with, have experience with other buyers, and are a lower risk for unwelcome “surprises” due to already having seen and solved common problems.

This company’s listing doesn’t just answer common questions – they show they have the answer to the next one, and the next.  They don’t stop at answering if they have a sample, they immediately answer the obvious following questions: “How much for the sample?” “What if I place a big order?” “What if I can describe what I want but I’m not an engineer?”

Furthermore, they go out of their way to stop buyers from making common mistakes they’ve seen cost the buyer money.  A buyer who tries to cut corners is a risk to themselves as much as the seller, and by pushing back the seller indicates they care about the long-term relationships and health of both parties.

Key Takeways

To signal trustworthiness and a high potential for a long-lasting partnership, this company:

1. Put front-and-center the hardest market they’ve been able to enter
2. Reduced reader’s mental load by creating a “highlight reel” for scanning buyers 
3. Highlighted 20+ years in business to indicate they’ve survived a bear economy before and they likely will survive the next one
4. Answer buyers’ second and third order questions before they are asked