Picture this: Sarah’s in charge of procurement at a busy factory, and she needs a new industrial pump, like, yesterday. She’s comfortable ordering online, but for a crucial purchase like this, she also wants expert advice and a responsive partner – all without the hassle of endless back-and-forth communication.
This is a common scenario in B2B: buyers want both the speed of online ordering and the confidence that comes with expert advice. Master B2B found that 64% of buyers research online before making offline purchases, highlighting the importance of easily accessible information.
However, this doesn’t negate the need for personalized guidance. Gartner’s research reinforces this, showing that B2B buyers like Sarah are 1.8 times more likely to buy when they can easily connect with sales reps using supplier-provided digital tools.
The problem is, a lot of companies haven’t quite figured out how to make online ordering and sales teams work hand-in-hand. Their eCommerce platform and sales force operate in silos, missing out on a key opportunity: by integrating online ordering with readily available expert support, they can empower buyers like Sarah and significantly increase their chances of securing a sale. It’s the best of both worlds – getting things done quickly but with a human touch that builds trust.
Empowering Sales in the eCommerce Age
Instead of just taking orders, imagine if sales teams could become those trusted advisors, using data to guide buyers to the perfect solution – with the help of the eCommerce platform. This transformation requires equipping them with data insights and empowering them to leverage platforms like eCommerce effectively. It’s time to hand them a powerful magnifying glass, not just a transaction pad.
This means understanding the story the eCommerce data tells. What’s the average order value telling us about our different customer segments? Are there hidden opportunities to increase that number by understanding their purchasing patterns?
A low conversion rate for a specific account might seem like a red flag, but what if it’s simply a matter of the customer not knowing about all the self-service options available to them? A quick nudge from a savvy sales rep could be all it takes to unlock the full potential of the platform.
Even something as seemingly simple as a customer adding a product to their cart can be a goldmine of information. Are they consistently adding but not purchasing certain items? Perhaps there’s a missing complementary product, or maybe they need additional information to overcome a hurdle.
This approach, where eCommerce tools empower sales teams to create a more personalized and efficient buying experience, is often called unified sales enablement. But to make it work, you need the right foundation.
Your eCommerce platform needs to be equipped to provide these insights and integrate with – or even better, have built-in – the tools your sales team relies on. Think powerful analytics dashboards, CRM functionality, RFQ management, and workflow automation, all working together. When you can connect the dots between data, technology, and your sales team, you create a better experience for both buyers like Sarah and your sellers.
Unifying Sales & eCommerce in Action
Let’s look at a real-world example of how this can work. Huyett, a leading manufacturer and distributor of fasteners and other mechanical components in the US, is a great case study of how empowering sales teams within an eCommerce environment can lead to big wins.
Here’s how they’re scoring big:
- They’ve turned their sales reps into knowledge powerhouses. Huyett provides detailed product information and resources right on their OroCommerce-powered site, so their sales team is always ready to answer any technical question that comes their way.
- They’ve streamlined the entire ordering process. By integrating their eCommerce platform with their ERP system, they’ve made sure that everything from quote to delivery is smooth and painless for their customers and internal teams to manage.
- They’re using data to fine-tune their approach. Huyett implemented a dedicated site search tool and integrated HubSpot for CRM and marketing. This gives them valuable insights into how customers are using their website, allowing them to optimize both marketing and sales efforts for maximum impact.
Watch the webinar with Huyett’s eCommerce Manager, Alan Beard, for more insights
The lesson here? Don’t underestimate the power of bringing your sales team and your eCommerce platform together. Meet your buyers where they are – online – and give your sales team the tools and insights they need to build relationships, provide exceptional service, and close more deals.
Because in the end, it’s not just about selling a pump. It’s about making Sarah’s life a little easier, showing her you understand her needs, and building a relationship that makes her want to come back again and again. And that’s a recipe for success in any industry.
