FEATURE | SOFTWARE
HOW TO UNCROSS YOUR WIRES STEPHEN HARDY champions ‘configure price quote’ – an approach to managing complex B2B sales
T
here has been plenty of talk in recent years about how the vast majority of B2B buyers start their purchase journey online, about how much more dependent on content they are, and about how many have already made a purchase decision before a salesperson even makes contact. What we don’t hear so much about is the difficulty for B2B companies of managing the complex processes that have always characterised their sales. How can they reach those buyers in their decision-making process and maximise online opportunities? Anyone selling B2B solutions or products is likely to be involved frequently in assembling quotes and proposals, getting approval from a manager for a discount, or working with the product or solution manufacturer to develop a bespoke configuration for a customer. This can be challenging and is riddled with multifaceted processes, including ever expanding catalogues of products and services, large partner and vendor networks, fluctuating prices and currencies and, increasingly, customers who are looking to replicate their digital B2C experiences in their professional working lives. There’s no doubt that B2B sellers face many obstacles. While key trends such as managing the millennial workforce, getting to grips with social selling and sales intelligence, a renewed interest in the customer experience, and using machine learning to deliver a predictive sales strategy, all combine to provide digital opportunities, they also present more complexity in the already intricate B2B buying and selling ecosystem. ECOMMERCE IS THE FUTURE But among all of these trends, online selling is perhaps the most prevalent, and is increasingly where the future lies, so organisations are under pressure to emulate the success of B2C ecommerce. Recent research by Forrester in the US, UK, the Netherlands and Germany, found that ecommerce currently accounts for 35% of sales. But where an ecommerce solution is in place, companies said that they were looking to achieve 50% of sales from ecommerce and the 34 WINNING EDGE
34-35 Hardy V2.indd 2
other 50% from traditional direct, indirect or a combination of direct/indirect channels. It’s easy to see why – ecommerce can be a very effective method for streamlining sales processes while providing customers with a convenient and familiar digital buying experience. In another report published earlier this year, Forrester identified some of the major benefits to B2B sales organisations: l Maintenance costs are reduced as customers self-serve and can take advantage of automatic renewals and order processes, allowing sales
“B2B sellers face many obstacles. While digital trends provide opportunities, they also present more complexity”
ISMPROFESSIONAL.COM
25/10/2017 17:36
