{"id":12400,"date":"2017-05-03T11:22:42","date_gmt":"2017-05-03T18:22:42","guid":{"rendered":"https:\/\/oroinc.com\/b2b-ecommerce\/blog\/evolution-of-the-business-buyer-how-to-boost-b2b-sales"},"modified":"2022-04-26T01:14:39","modified_gmt":"2022-04-26T08:14:39","slug":"evolution-business-buyer-boost-b2b-sales","status":"publish","type":"post","link":"https:\/\/oroinc.com\/b2b-ecommerce\/blog\/evolution-business-buyer-boost-b2b-sales\/","title":{"rendered":"Evolution of the Business Buyer: How to Boost B2B Commerce Sales"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The buying behavior of B2B customers has changed. They go online to compare prices across various organizations, expect their sellers to be able to instantly provide answers to their questions and can easily pick a vendor without even speaking to a salesperson.The B2B buyer now expects the same level of service and experience B2C consumers get. In order to boost sales, B2B companies will need to address these changes in buyer expectations.<\/span><\/p>\n<h2><b>Customers Went Online: Did You?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">By 2020, <\/span><a href=\"https:\/\/www.gartner.com\/imagesrv\/summits\/docs\/na\/customer-360\/C360_2011_brochure_FINAL.pdf\"><span style=\"font-weight: 400;\">85%<\/span><\/a><span style=\"font-weight: 400;\"> of customers are said to maintain business relationships without any personal interaction. About <\/span><a href=\"http:\/\/blogs.forrester.com\/andy_hoar\/15-04-14-death_of_a_b2b_salesman\"><span style=\"font-weight: 400;\">75%<\/span><\/a><span style=\"font-weight: 400;\"> of B2B customers consider buying online particularly convenient while <\/span><a href=\"http:\/\/blogs.forrester.com\/andy_hoar\/15-04-14-death_of_a_b2b_salesman\"><span style=\"font-weight: 400;\">93%<\/span><\/a><span style=\"font-weight: 400;\"> prefer buying via a website over purchasing from a sales rep. To improve <\/span><span style=\"font-weight: 400;\">B2B commerce sales<\/span><span style=\"font-weight: 400;\"> and stay competitive, traditional brick-and-mortar stores will need to establish \u00a0an eCommerce presence to satisfy today\u2019s business buyer. But in addition to adding an eCommerce presence, businesses should also look at evolving the role of a salesperson.<\/span><\/p>\n<h2><b>The B2B eCommerce Salesman Is Dead\u2026 Long Live the B2B eCommerce Salesman!<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Per Forrester\u2019s provocative forecast, by 2020, more than <\/span><a href=\"https:\/\/www.forrester.com\/report\/Death+Of+A+B2B+Salesman\/-\/E-RES122288\"><span style=\"font-weight: 400;\">1 million<\/span><\/a><span style=\"font-weight: 400;\"> of B2B salespeople may lose their jobs to self-service eCommerce. Self-service sites do indeed minimize engagement of an order-taking sales team into the selling process. But the new technologies question the role of a salesman<\/span><span style=\"font-weight: 400;\"> in B2B commerce <\/span><span style=\"font-weight: 400;\">only to make them transform. As businesses moves online, <\/span><span style=\"font-weight: 400;\">B2B commerce sales<\/span><span style=\"font-weight: 400;\"> teams need to shift their focus from being sales-centric to being buyer-centric. A buyer-centric focus would include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Having extensive knowledge on the customer\u2019s business to clearly understand what they are looking to acquire.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Becoming an authentic strategic partners to their customers.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Nurturing long lasting relationships to add real value to the customer.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Possessing multiple social selling skills.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Effectively acting on data and online buying signals.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Aligning Sales with the Marketing team.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Using content to facilitate the \u201cclose\u201d.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Solving customer problems instead of just focusing on the sales presentation.<\/span><\/li>\n<\/ul>\n<h2><b>Spend Less Time Inputting Data and More Time Analyzing It \u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Instead of investing their time and effort into manual collection of data and data entry, B2B eCommerce sales team can work on building stronger relationships with their customers. It is clear that knowing their buyer&#8217;s intent to purchase is a nugget for a salesperson, but at times identifying that true intent is also the most challenging task. So why not leave the tedious work of collecting all the information about a customer to business apps? Salespeople can focus on something that machines will never take away from them &#8211; communication and creativity in sales. But, of course, to be able to do so the sales personnel should have access to all relevant customer data to analyze and glean insights from. <\/span><\/p>\n<h2><b>Use of Social Selling to Accelerate Sales<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The evolution of the business buyer certainly does not just influence the sales strategies. It should be a wake up call for marketing executives too. On average an outbound marketing specialist will have to make at least <\/span><a href=\"http:\/\/blog.topohq.com\/sales-development-technology-the-stack-emerges\/\"><span style=\"font-weight: 400;\">18<\/span><\/a><span style=\"font-weight: 400;\"> dials to get one meaningful conversation with a prospect and send out 5 emails to get just 1 opened. Businesses need to revise both where they invest their marketing dollars and how their salespeople connect with their prospects.<\/span><\/p>\n<p>The research shows that nowadays <a href=\"https:\/\/hbr.org\/2016\/11\/84-of-b2b-sales-start-with-a-referral-not-a-salesperson\"><span style=\"font-weight: 400;\">82%<\/span><\/a><span style=\"font-weight: 400;\"> of buyers state their purchase decision has been significantly affected by a vendor\u2019s social content and about <\/span><a href=\"http:\/\/influitive.com\/use-cases\/\"><span style=\"font-weight: 400;\">84%<\/span><\/a><span style=\"font-weight: 400;\"> use referrals and peer recommendations to verify their decision. Obviously on the back of that state of play social selling has become a huge trend. Not only sales representatives need to engage with their customers on social and leverage the insights they get in their pitches, but also marketing teams need to make sure that corporate profiles and company&#8217;s social content makes it easier for the sales team to earn customers&#8217; trust. At the end of the day this is the ultimate goal of b2b marketing &#8211; acceleration of the sales pipeline.<\/span><\/p>\n<h2><b>The Bottomline<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">With the rise of online technologies and evolution of a business customer, the role of <\/span><span style=\"font-weight: 400;\">sales in B2B commerce<\/span><span style=\"font-weight: 400;\"> have changed. B2B customers are moving online meaning that to be able to keep the clientele, businesses need to treat their <\/span><a href=\"https:\/\/oroinc.com\/b2b-ecommerce\/blog\/benefits-digitizing-workflows\/\"><span style=\"font-weight: 400;\">digital transformation strategy<\/span><\/a><span style=\"font-weight: 400;\"> seriously.<\/span><br \/>\n<span style=\"font-weight: 400;\">Gone are the days when sales teams simply took orders. It\u2019s now all about leveraging information from data-rich technologies (like eCommerce, ERP and CRM) to help facilitate the close of a deal. Today, sales reps are expected to have more strategic conversations with customers and act more like an advisor\/consultant rather than a product pitcher. Smart use of customer data <\/span><a href=\"https:\/\/oroinc.com\/b2b-ecommerce\/blog\/perfect-match-b2b-ecommerce-platform-crm\/\"><span style=\"font-weight: 400;\">eCommerce and CRM systems<\/span><\/a><span style=\"font-weight: 400;\"> combined provide, enables a new generation of <\/span><span style=\"font-weight: 400;\">B2B commerce sales <\/span><span style=\"font-weight: 400;\">reps to foster relationships with their clients and excel at delivering positive customer experience.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The buying behavior of B2B customers has changed. They go online to compare prices across various organizations, expect their sellers to be able to instantly provide answers to their questions and can easily pick a vendor without even speaking to a salesperson.The B2B buyer now expects the same level of service and experience B2C consumers [&hellip;]<\/p>\n","protected":false},"author":23961,"featured_media":4309,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ep_exclude_from_search":false,"footnotes":""},"categories":[210],"tags":[103],"class_list":{"0":"post-12400","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-b2b-ecommerce","8":"tag-orocommerce"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Evolution of the Business Buyer: How to Boost B2B Commerce Sales<\/title>\n<meta name=\"description\" content=\"The buying behavior of digital B2B customers has changed. 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