Digital commerce is disrupting traditional B2B sales processes. While many experienced B2B salespersons still travel and rely on sales brochures to win sales, the rise of online shopping has forced a sea change in how B2B customers buy.
As more and more corporate customers begin to research and shop for products and services online, B2B sellers that respond fast can benefit from the new opportunity, while companies that delay in responding to the new needs of the customers stand to lose business.
So, it’s no surprise that most B2B organizations already have facilities for online shopping, or are planning to set them up.
According to a Forrester study conducted in May 2013,
b) 62% feel that customer
c) 50% agree that their customers use B2C and B2B websites to buy for work, while 48% say that their customers use B2B versions of consumer sites to buy products and services.
d) Over 50
e) The Average Order Value from online sellers increases for companies the longer they sell online. 46
But transitioning from a when you prepare a roadmap for B2B digital sales enablement, you will run into several technical challenges. Let’s look at the most common problems that will come your way:
1) Discrete Portal Frameworks & Designs
The majority of B2B companies, especially ones operating across global locations, have a large and rather unconnected network of websites and portals – the web assets have been set up on an as-needed basis in different parts of the world, by different departments. Lack of support for mobiles devices,
Clearly, when you want to sell online, maintaining these divisions is not a viable alternative. The portals may be built on different frameworks, and they will have incongruent designs, different kinds of navigations, and will support different languages & currencies. The big challenge will be to
2) Limited Admin Features and Capabilities
If you are dipping your toe in digital sales for the first time, you will have to overcome the lack of skilled personnel for managing the portals and other web assets. Plus, your existing admin backend won’t have the key
Implementing a ready-made
Absence of Self Service Tools or Ideas
B2B customers often have a clear idea of what kinds of products they are looking for. A B2B seller also knows that certain customers have a specific set of needs. To keep your existing customers happy, you may need to set a special logic for them on your portal and serve specific content in a defined format to make it as easy as possible for those users to research and buy products from your store.
On the other hand, when the buying decision involves a large
Difficulty of Accepting Online Payments and Organizing Billing Data
Traditional B2B portals are not built with selling in mind. So although your website may display a range of products, it is not optimized to sell and there is no provision for accepting and processing payments. While payments functionality can be added relatively easily, making it work well demands considerable thought and effort.
For instance, there is the problem of integrating
Absence of a Strong Ecommerce Ecosystem
B2B consumer expectations continue to rise. And as more and more B2B organizations begin to sell online, retaining existing customers and attracting new ones requires full-time attention. Simply adding a few
In addition to finding a reliable
After all, if you want to cash in on the online revolution in the B2B industry, it is not enough to simply add basic