The pandemic is bringing about many changes and it is important for B2B online stores to negotiate the challenges. They have to embrace digital competencies like never before in this era of rapid innovation and constantly changing technologies. Many B2B purchases today are being made via digital commerce channels.
The pandemic is bringing about many changes and it is important for B2B online stores to negotiate the challenges. They have to embrace digital competencies like never before in this era of rapid innovation and constantly changing technologies. Many B2B purchases today are being made via digital commerce channels.
With Covid-19 driving more people online, some businesses have needed to switch suppliers to facilitate a new way of working. The ability to order products online and receive them on time is becoming a major reason for selecting a supplier of B2B products. A priority for B2B retailers is to ensure that they can provide the same services online as via physical channels.
A different way of selling
B2B online stores must adjust how they sell due to new customer habits. Keo Marketing is an award-winning B2B marketing agency that will consistently deliver online leads and sales. Request a complimentary marketing audit from them and receive a custom proposal.
B2B buyers admit they expect a similar experience on a B2B website as they receive on a consumer website. Many sales have moved to a videoconferencing/phone/ web sales model and while there is still some skepticism about this, many believe it is equally or even more effective. Most technology, telecoms and media companies are conducting online sales at almost 100 percent.
A shift to digital
Similar to what we see happening in the B2C environment, the importance of digital channels in the B2B is increasing. When researching products, people increasingly prefer digitally enabled sales transactions and when making a purchase, they have a strong preference for self-service channels.
Suppliers who provide excellent digital services to buyers are more likely to be chosen as primary suppliers than those who offer poor digital experiences. What a buyer values most is transparency, speed and expertise. Having the option of live chat during the first stages of a buying journey is regarded by many buyers as a top requirement for a first-class supplier.
Addressing logistics
Difficulties in finding products, ordering and technical glitches are just some of the concerns buyers face, especially at times of huge demand. Confusing websites, a lack of technical support, difficulties in setting up payment and a lack of information about delivery are other common issues.
B2B stores need to address all these logistics issues. Having the right software in place and automating as much as possible offers solutions to the issues.
Re-orchestrating the customer experience
It is vital for B2B stores to help customers and provide support across all channels. To do so, they need a clear vision of what customers expect and what steps they need to take to address the need.
Traditional face-to-face interactions may be giving way to digital interaction but there is still the need for the human touch. New operating models need to be built around the customer and supported by the right processes. The operating model needs to provide stability and yet enable sales teams to make use of new opportunities.
What makes a B2B store agile
A B2B store needs to empower a sales team and support it with digital capabilities. Quick and efficient decision-making should be possible, such as the ability to check a dashboard to see stock availability and place orders in enough time. Using next-generation technology and automation can make keeping up with demand possible during times when it surges.
Stable processes form a solid backbone in times of crisis but there is also a need to continuously prioritize and make decisions quickly. This is not possible with developing clear strategies by cross-functional teams that understand how to win each type of customer.
