Digital sales are set to become the cornerstone of B2B business. With half of your customers likely to be buying online by 2021, it is vital that you adapt to changing customer needs now. If your business still relies on traditional sales techniques, you may feel daunted about the prospect of investing in a self-service ecommerce platform and adopting a more tech-centred approach to generating orders. Pioneers of online selling probably had the same apprehensions - until they reaped the rewards.
With digital sales growing ten times faster than offline sales, you can no longer rely on face-to-face marketing, telesales or print catalogues. Closing a deal could get harder for field sales reps as customers recognise the time-saving benefits of conducting product research and ordering online. If you want to shift the focus of your marketing strategy to the web, you will need to stop thinking solely about lead generation and focus on conversions. Comgem, the UK’s market-leading developer of B2B ecommerce platforms, reveals the benefits of a B2B business going digital.
Dani Attard is an ecommerce expert. The Commercial Director at Comgem, she says:
“Marketing messages and presentations reach far more people online than in person. Think about it. How many appointments does one of your field sales executives have to make to close a decent deal or get a new customer on board? If you use the right tech, you can attract people interested in your products to your website - and at far less cost. If you can engage your website visitors, they are more likely to buy.”
Here Dani lists the gaps between traditional marketing and digital sales:
Dani says investing in the the right B2B ecommerce solution is pivotal. She points out:
“Once your B2B business is online, you should tempt existing customers to order via your website with special offers. An email marketing campaign is a great place to start. Invite buyers to subscribe to your platform and make it worth their while to sign up. Have a loyalty scheme in place and ensure it is super easy for customers to re-order products they regularly need."
“By paying attention to your online content, product descriptions and pricing, you can make your business more efficient and sell more. Ambitious businesses that offer a great online experience that is mirrored across all devices will sell more than competitors who fail to grasp how digital sales are transforming the B2B landscape.”
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