Keeping up with fast-paced customer demands is more important than ever. Digitally-savvy B2B buyers expect experiences that mirror those of the B2C purchasing path – simplified, personalized, and more than anything, digitally enabled. But the path to implementing an eCommerce solution for a B2B business can face internal roadblocks. How can B2B brands overcome these obstacles to drive digital revenue quickly?
The First Obstacle is Change Itself
Resistance to change may be the most difficult obstacle to overcome. If your organization operates under the guiding principal of “this is the way we’ve always done it,” it might take a little convincing to get stakeholders on your side. Start by showing measurable outcomes delivered by eCommerce, like increasing average order value by 24% or the ability to identify new opportunities more quickly. You can also cite market research that shows that 88% of B2B buyers would switch to a competitor if a digital channel can’t keep up. Consumer expectations are changing, and suppliers must change with them or risk being left behind.
Positioning eCommerce as a Value Add
If your organization relies on a traditional sales model with a focus on person-to-person interaction, eCommerce doesn’t need to overhaul your process. Instead, it can streamline the salesperson’s job to remove mundane tasks like sending documents or product information to a prospect. Automating these tasks leaves salespeople with more time to build relationships and serve as strategic advisors to their clients – which is more important than ever in these uncertain times. Although 81% of B2B buyers are worried about a recession in 2020, 92% say salespeople will help them weather a downturn — and salespeople can better do so without these time-consuming tasks occupying much of their customer interactions.
Take the Time to Transition Effectively
When Brenntag North America implemented Salesforce B2B Commerce, they held internal workshops to ensure users understood how to use the tool effectively before launch. These workshops included demos, Q&A, and material specific to the employee group (salespeople, customer service, purchasing, product management, etc.). Involving internal teams during digital planning helped Brenntag succeed during their eCommerce launch. Josh Kester, digital channel manager at Brenntag, covered more tips for increasing internal buy-in in his recent webinar with Avionos commerce lead John Brumbaugh, which you can view on demand.
Maintaining Person-to-Person Interactions
Not all your obstacles will come from internal resistance. Long-standing customers may need coaching on how to use a digital tool. Empower salespeople to coach clients through this transition with easy-to-follow demos, or set up automatic shipments for recurring orders to make fulfillment simple. Having the familiarity of a trusted salesperson to help them through digital purchasing can increase customer buying confidence and channel adoption.
Ready to Launch?
With Salesforce B2B Commerce Quick Start, you can have your B2B portal up in five weeks. Ready to start your digital transformation? Learn more here.
