Tech experts urge manufacturers to adopt common B2C technology to avoid disappointing customers

Posted on 21 Jun 2017 by The Manufacturer

Thanks to the internet, modern e-commerce has drastically altered the way manufacturers interact with their client’s during the sales process.

Everyone has been a consumer and consumer expectations in a B2C environment have had a knock on effect in the B2B environment. Buyers want to make purchases on their terms and at their convenience.

But many manufacturers have been slow to react to this new opportunity and are now paying the penalty as their customers’ expectations and experiences are drifting further apart.

B2C technology is increasingly being incorportated into B2B commerce and manufacturers are urged not to miss the opportunity - image courtesy of APS.
Want to learn more? Watch the on-demand webinar titled: ‘Adapting the Customer Experience for a Digital World’.

Digital has changed the sales process

According to the April 2015 Forrester report, Death of a (B2B) Salesman, 59% of consumers prefer not to engage with a sales representative as their primary source of research. The same piece of research also showed that, when they have decided what to buy, 93% of B2B buyers prefer to buy online.

This shift in consumer patterns has had a knock on effect and manufacturers now have to change how they sell in a digital world.

Manufacturing is pioneering some of the most advanced digital transformation technology in factories; it is now time manufacturers embrace the transformative opportunities available in the customer experience arena.

In order to differentiate themselves from the competition, manufacturers must win customers over with product quality, price and ease of transaction.

An April 2017 commissioned study conducted by Forrester Consulting on behalf of PROS, Accelerate Your Journey To Modern Commerce, showed that 89% of B2B sales strategy decision makers agree that modern commerce puts the buyer in control; creates frictionless, transparent, and consistent experiences across all sales channels; and allows for dynamic, personalised offers and pricing – all powered by machine learning and data science.

Want to find out more about how to develop an effective buying process, create personalised offers and pricing for customers and better utilise data to serve customers?

Watch the on-demand webinar: ‘Adapting the Customer Experience for a Digital World: A Modern Commerce Approach’.

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