The B2B sales landscape is undergoing a significant transformation, driven by changes in buyer behavior, technological advancements, and the aftermath of the COVID-19 pandemic.
A recent report by Gartner, "The Future of Sales," highlights that by 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels, and 60% of B2B sales organisations will transition from experience- and intuition-based selling to data-driven selling.
These insights provide a roadmap for B2B companies looking to increase their ecommerce sales in 2024. Here are some key strategies:
1. Embrace Digital Self Service Channels
The shift towards digital sales channels is undeniable. B2B buyers are increasingly seeking to engage with suppliers through digital and self-service channels. Companies must adapt by developing a robust digital commerce strategy that includes an online portal positioned as a fully-fledged, self-service sales channel.
To increase sales and repeat purchases, the self service platform must integrate seamlessly with your backend systems and other sales channels, ensuring a smooth customer experience. Your B2B buyers should be able to:
- Easily Find What They Need (Powerful Search and Merchandising):
A robust search engine and clear product organisation make finding desired items effortless. - Accurate Pricing and Inventory (Tightly Coupled ERP Integration):
Real-time data from your ERP system ensures accurate pricing and inventory levels, enhancing customer trust. - Manage Their Account (Fully Equipped Out-of-the-Box "My Account"):
Customers can manage their orders, pay invoices, track shipments, and update their account information conveniently through a user-friendly "My Account" section. - Efficient Interaction with Sales and Support Teams (Sales-Assisted Selling):
A seamless connection between sales and support teams enables prompt assistance, enhancing customer satisfaction and driving conversions.
2. Focus on Buyer-Centric Selling
The future of sales is moving from a seller-centric to a buyer-centric approach. Sales organisations need to align their strategies, processes, and resources around the buyer's needs and preferences. This involves understanding the buyer's journey and ensuring that your sales team can engage effectively at each stage, whether it's through digital channels or personal interactions.
3. Leverage Data and Analytics
Data-driven selling is becoming increasingly important. By leveraging data and analytics, sales teams can gain insights into buyer behaviour, preferences, and pain points. This information can be used to tailor sales strategies, personalise interactions, and ultimately, increase the chances of closing a deal. Investing in sales technology that supports data analysis and integration is crucial.
4. Enhance Digital Skills and Capabilities
As sales move online, the skill set required for sales teams is evolving. Sales professionals need to be proficient in digital tools and ecommerce platforms, from CRM systems to video conferencing software. Training and development programs should focus on building these digital capabilities, as well as soft skills like virtual customer engagement and sense-making.
5. Implement Hyperautomation and AI
Hyperautomation and artificial intelligence (AI) are set to play a significant role in the future of sales. These technologies can automate routine tasks, provide predictive insights, and enhance customer interactions. For example, AI can be used to detect buying signals and recommend the next best action for a sales rep. Investing in AI-driven sales tools can help companies stay ahead of the curve.
Another example is using automation to turn PDF purchase orders into sales orders in your ERP, instantly. This frees up your customer service team, reduces errors, and saves costs. This also speeds up your fulfilment times and improves overall productivity.
6. Adapt to the Everywhere Customer
The concept of the "everywhere customer" is becoming increasingly relevant. Buyers expect to interact with suppliers across multiple channels and touchpoints. Sales organisations must be prepared to engage customers wherever they are, whether it's through in person, email, or a mobile app. This requires a flexible and integrated approach to sales and marketing.
Wrap up
The B2B sales landscape is evolving rapidly, and companies that fail to adapt risk being left behind. By embracing digital sales channels, focusing on buyer-centric selling, leveraging data and analytics, and enhancing digital skills, B2B companies can increase their ecommerce sales in 2024 and beyond. The future of sales is digital, and the time to act is now.
Wondering what else you should look for in a B2B ecommerce platform? Download our practical guide and checklist.
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