Overcoming B2B sales challenges through an omnichannel approach

Unlike B2C transactions, the B2B sales process is long, complicated, and expensive and requires companies to deeply understand customer needs to establish trust and facilitate successful transactions. On average, B2B sales include 6-10 decision-makers who gather information independently and must consolidate within their team before deciding. These dynamics make it difficult and complex for customers to make a purchase.

However, businesses can effectively navigate these B2B challenges by leveraging omnichannel strategies and embracing composable commerce. Whether customers seek one-time purchases, significant transactions, or recurring sales opportunities, tailoring solutions and engaging with decision-makers through various channels can help build trust and increase the likelihood of B2B sales success.

The B2B E-commerce industry is generally perceived to be far less advanced than its B2C counterpart. While the customer experience can seem a bit behind the B2C world, the customer expectations are not. Whether it is through the flexibility of payments, the merchandising or just the overall value a website can offer—there is a growing trend of customers expecting what they get on a B2C experience to also apply to the B2B side. Businesses should get ahead of that transformation and make sure not to miss the mark”. Carl Lafleur, Digital Strategist at O2 Commerce.

Navigating the complexities of B2B sales processes: the importance of understanding buyer personas 

B2B sales success depends on understanding and adapting to diverse sales processes, and a crucial element of this adaptation is identifying and defining buyer personas. Well-defined personas provide organizations with a comprehensive understanding of distinct customer segments, including their unique characteristics, motivations, pain points, and preferences, to establish meaningful connections and deliver exceptional value throughout the customer journey.

However, the real challenge lies in defining personas and understanding their evolving needs. Customers may have different preferences and embark on various customer journeys, even within the same persona. For instance, a company working on launching a large-scale project may seek bulk pricing, while the same company engaged in an already established project may require a single part and prefer to order it online for efficiency.

So, in order to provide an optimal customer experience, planning for various personas and their specific journeys is crucial. Armed with valuable insights about buyer personas, sales teams can tailor their sales strategies and customer experiences to connect with these personas effectively. By aligning sales processes with buyer needs and expectations, B2B businesses can thrive in the ever-evolving world of B2B commerce.

The role of digital tools in B2B relationships

A common misconception of digital advocates is that B2B relationships can only be conducted through digital channels. However, the truth is far more nuanced. While digital tools play a crucial role in this development, B2B relationships thrive when integrated as part of a comprehensive omnichannel approach.

Omnichannel refers to the ability to seamlessly engage and serve customers across multiple channels and touchpoints. To overcome B2B sales challenges and achieve success, businesses need to tap into the power of omnichannel capabilities to complement their existing sales process.

After all, personal connections, trust-building, and effective communication remain pivotal for successful partnerships, and digital tools should serve as enablers for collaboration, not a replacement.

Maximizing customer satisfaction through omnichannel capabilities

The omnichannel hybrid model drives up B2B revenue by 50%, making it essential for B2B companies to combine both digital and in-person sales techniques to interact with potential and existing customers.

Through omnichannel experiences, sales representatives can be equipped with effective tools like advanced sales quoting systems, streamlining processes, boosting efficiency and instilling customer confidence. Additionally, providing customers with efficient online tools, such as real-time inventory information and robust support platforms, empowers them to make informed decisions and receive quick assistance.

By harnessing the capabilities of digital tools in conjunction with face-to-face meetings, phone conversations, and industry events, organizations can cultivate more robust relationships and nurture deeper engagement with B2B partners.

The challenge of syncing complex information for an omnichannel experience

Enabling a seamless omnichannel experience is crucial for B2B companies to engage customers effectively, but it presents challenges in synchronizing complex information across multiple channels. 

Consistency becomes a hurdle due to diverse product catalogs and inventory management, and system integration complexities. Effectively managing intricate inventory and integrating data sources like ERP and PIM becomes vital for accuracy. While this might be overwhelming, by embracing a B2B composable commerce approach, brands can overcome these challenges and drive business growth through a unified omnichannel experience.

Composable commerce: the omnichannel solution for B2B sales challenges

Composable commerce empowers B2B businesses to build customized commerce ecosystems by seamlessly integrating with multiple systems, resulting in a unified omnichannel experience. Unlike traditional monolithic platforms, it enables the selection and integration of specialized, independent solutions for specific aspects of commerce operations without forcing companies into a rigid e-commerce platform.

Organizations can integrate specialized systems like ERP, CRM, PIM, ESP and CMS and seamlessly incorporate the best search engines, front-end experience, or loyalty programs by adopting a composable approach. This ensures that each system operates at its best, contributing to a unified and personalized omnichannel experience.

By transitioning to composable commerce, businesses can build a customized ecosystem that aligns with their unique operations, enhancing efficiency and delivering optimal results. 

O2’s B2B commercetools accelerator imagined for your growth

Overcoming the challenges of B2B sales is complex, and you want to do it right. O2’s B2B commercetools accelerator allows you to unlock your growth potential with curated integrated industry-leading partnerships and unmatched B2B project experience.

Read the second part of our three-part series on the transformation of B2B sales and business operations, to discover how composable commerce can transform your B2B operations.