Rockfish Machinery in Virginia is a broker of both new and used equipment for manufacturing, from horizontal machining centers to lasers to press brakes. It’s the kind of machinery that makes industrial civilization possible. But weighing in at hundreds or thousands of pounds, these big machines are also not the kind of product you can easily sell at retail on the Internet and ship by mail.
That’s why the Curren Group built an online catalog for the company to support its sales by phone and email. To display dozens of products in the company’s inventory at any one time and to make products easy to switch out as old ones sold and new ones came in, we used a top e-commerce system for WordPress, but with a twist.
Visitors can’t pay for products on the site, but they can express their interest and get more information with the “Request Quote” button that we installed in place of the usual “Buy Now” button.
The site launched right before the company’s CEO attended an industry event and immediately enjoyed high traffic from industry contacts, including both potential buyers and sellers of equipment.