Clocking up fewer sales calls and booking more business via your company website these days?
You and just about every other B2B business owner in Australia. Since COVID-19, commercial customers have embraced online buying with the same enthusiasm as their consumer counterparts.
So much so that just 20 per cent of B2B buyers were looking forward to the return of the traditional sales call once COVID-19 restrictions were removed, according to McKinsey research published in October 2020.
All is well and good if your business can service those customers digitally, with the slick and seamless eCommerce experience consumers have come to expect as standard from Amazon et al.
If it's not, you're in a vulnerable position and stand to lose trade to competitors who can deliver the goods.
At Sana, helping B2B businesses get it right is our bread and butter. So here are our tips for turning yourself into a trusted eCommerce supplier this year.
Make professional presentation a priority
Wading through text-heavy pages to find the information you need… who has the time, right? Certainly not commercial customers, whose preparedness to trust your organisation will plummet when they encounter an outdated or poorly designed website.
Rightly or otherwise, it sends a signal that yours is an amateur operation that doesn't care about the details. Conversely, consistent branding and a clean, professional design reassure customers that they'll receive a quality service. If your site is sub-par or looking a little old fashioned, it's worth investing in professional help to bring it up to scratch.
Do the details well
Unlike consumers, business customers aren't especially prone to impulse buying. So, yes, slick marketing and messaging may help you get more sales over the line, but only if your spiel is accompanied by the details customers want and need to know.
That would be in-depth product specifications, accompanied by photographs and short, high-quality explainer videos, if appropriate. Couple those specs with accurate information about your inventory and an up-to-date price list, and prospective customers will have everything they need to make a decision.
Keep them in the delivery loop
And just like consumers, when they make a purchase, business buyers like to know when and how they'll receive their goods. Keep them in the loop by providing full visibility of your shipping method and courier, and a parcel tracking facility, so they're not left wondering where their order is. Your shipping and returns policy should be easy to understand and clearly displayed, along with a link to your customer support team (which, touch wood, they won't need to use).
Answer their questions
Responding to customer queries and providing assistance is the traditional remit of the sales rep; one of the many ways they build connections and provide value to their regulars. While more business customers are now opting for online rather than in-person sales, they still want their questions answered – and quickly too.
Chatbots powered by AI and machine learning can help you handle straightforward enquiries. Still, given 26 per cent of B2B buyers say connecting directly to a human is a top trust factor, we recommend you back them up with a knowledgeable and responsive customer service team.
Provide proof of satisfied customers
In 2022, social media reviews and recommendations are rapidly becoming the new word of mouth. Consumers rely on them when they're looking to try a new venue, brand or service, and so do business customers.
Sana's 2022 B2B Buyer Report found 23 per cent of business buyers considered customer testimonials a top trust factor, while 20 per cent looked to reference cases for reassurance. So putting a big effort into creating and curating ‘social proof' won't only serve to dispel doubts about your ability to meet expectations; the feedback you receive may also help you improve your product and service offering.
Get up close and personal
In recent times, there's been no shortage of studies attesting to the power of personalisation. According to a survey by Epsilon, it makes 80 per cent of customers more inclined to buy. Conversely, its absence can be an active turn-off for almost half of consumers, according to Accenture research from 2018. Personalised communications send a message to customers that their business is valued, whether they're buying for themselves or on behalf of an organisation.
Investing in an integrated eCommerce platform will allow you to design and execute sales and marketing campaigns that offer personalised discounts and promotions and make tailored product suggestions based on previous purchases.
It's the foundation technology for B2B enterprises that are serious about adopting an eCommerce business model. At a time when Australian businesses are collectively pivoting to digital, it's an excellent investment in the future health of your business.